Trend &
Freshwatching
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Freshwatching
What is Freshwatching?
It’s a mindset and approach to
analyze companies that stand
out by creating, delivering, and
capturing value in unique ways
Why is it Important?
To stay at the forefront of
innovation by understanding
shifts in the market and
adopting practices that are
already successful elsewhere
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Steps to Freshwatching:
Research:
Examine various businesses through websites,
videos, events, or their stories.
Look at their business models and identify what
makes them different
Analyze:
How does the company create, deliver, and
capture value?
What trends or shifts in the company’s context
contribute to its success?
What is the company’s unique role for its
stakeholders?
Design:
Translate these insights into your own business
context.
Experiment with new ideas, use patterns, and
identify opportunities for differentiation
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Zeitgeist Assignment
The Zeitgeist Assignment focuses on understanding the
cultural and consumer trends that define the spirit of the
current era and aligning your brand with these trends to
remain relevant.
1. Determine the Brand DNA of Business
Domain:
My business fits into the World of Dynamic
Freedom (innovative, sustainable food
options) and the World of Rational Security
(offering a safe, healthy, and Eco-friendly
food source).
My product caters to global food security
needs and meets sustainability goals.
Brand Essence:
Eco-Friendly Protein
Brand Values:
Focus on sustainability, health benefits,
and global culinary diversity.
Emphasize ethical sourcing and the impact
on underutilized fish resources.
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2. Tap into the Changing Zeitgeist
Sustainability (Blue Zeitgeist):
Consumers want Eco-friendly and responsible brands.
Highlight business supports environmental
conservation by utilizing underutilized fish species and
reducing waste.
Health & Wellness:
Position sucker fish as a nutrient-rich, low-fat protein
source for health-conscious consumers.
Tie this to the rising trend of smart well-being: "Best for
Me, Best for the Planet."
Personalization & Storytelling:
Sharing the story of the fish's journey from Bangladesh
to American and European plates, focusing on ethical
practices and cultural connection.
Offering recipes, preparation guides, or personalized
meal plans to engage customers.
Global Culinary Diversity:
Appeal to foodies by marketing sucker fish as an exotic,
high-quality ingredient for diverse cuisines.
Showcase its versatility with recipes inspired by Asian,
European, and American dishes.
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3. Strategic Alignment with Zeitgeist Trends
Eco-Conscious Packaging:
Use biodegradable or recyclable packaging to further
emphasize my commitment to sustainability.
Transparent Sourcing:
Highlight my ethical sourcing practices in Bangladesh.
Show how my operations support local communities,
create jobs, and foster sustainability in fisheries.
Certifications & Trust:
Obtain certifications like Marine Stewardship Council
(MSC) or organic labels to build trust with health- and
eco-conscious consumers.
Seamless Consumer Experience:
Create an online platform with easy ordering,
shipping, and tracking options for customers in
America and Europe.
Education Campaigns:
Educate consumers about sucker fish’s nutritional
benefits and how consuming underutilized fish
supports global sustainability efforts.
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4. Example Brand Narrative
“We transform an overlooked
fish species into a global
culinary treasure, bringing
sustainable and nutrient-rich
seafood from the rivers of
Bangladesh to plates across
America and Europe. By choosing
us, you’re not just enjoying a
delicious meal—you’re
supporting local communities,
promoting global food security,
and protecting the environment
for future generations.”
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What Is Happening in the
Industry (High-Level Overview)
Macro Trends:
1. Technology Transformation:
Rapid adoption of AI, AR, robotics, and blockchain to enhance operations and
experiences
2. Post-COVID Shifts:
New work models: Remote work and hybrid setups have become
mainstream.
Consumer priorities: Greater focus on health, wellness, and digital-first
solutions
Sustainability:
Companies are moving from reducing negative impacts to increasing
positive contributions (e.g., "You spend, we plant a tree")
Industry-Specific Trends:
Retail:
Move from physical stores to 24/7 digital shopping and food delivery platforms
Mobility:
Shift from car ownership to shared services like BMW Drive now
Healthcare:
Growing interest in personalized wellness services leveraging data for
individual needs
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4. What Is Happening Within Specific
Companies (Examples & Learnings)
Examples:
Amazon Fresh:
1. Revolutionized grocery shopping with 24/7 delivery and convenience-
focused services.
Learning: Innovate in logistics to meet consumer demands for accessibility
and speed
Netflix:
1. Expanded beyond streaming to include games, reflecting their
adaptability and foresight.
Learning: Continuously evolve offerings to stay ahead of entertainment
trends
WAVIN:
1. Pivoted production to supply masks during COVID-19, demonstrating
flexibility in response to crises.
Learning: Adapt quickly to meet emerging societal needs
BMW Drivenow:
1. Pioneered shared mobility services, shifting focus from ownership to
access.
Learning: Explore shared economy opportunities to cater to changing
consumer preferences
Patagonia:
1. Actively promotes environmental sustainability through its brand and
operations.
Learning: Make sustainability part of your core identity to resonate with Eco-
conscious consumers
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How to Apply These Insights:
Freshwatching: Use innovative
companies as inspiration for my
ideas. Adapt their strategies where
relevant.
Zeitgeist: Align my brand with
current and future Zeitgeist trends
for relevance and longevity.
Industry Context: Stay informed
about broader shifts like technology,
sustainability, and consumer
behavior.
Company-Specific Learnings:
Implement practices that reflect
innovation, adaptability, and
alignment with consumer values.
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