Getty sell their images to agencies who are designing campaigns and so what buyers search for reveals something of the zeitgeist.Agency creative teams have well developed instincts for what is fresh and current. Forget the focus groups, analyse Getty search tends.

“Stand out from the crowd”,”rebellious” and “bold choices” have spiked in search on their website by over 100/200/300 % respectively. As Getty put it as “we become increasingly inundated with mass replicated imagery and aggregated articles our appetite for a unique point of view and stand out visuals increases”  This is a trend they call Outsider in 

Scan 1

Another telling trend is Messthetics, which is a different side of the same coin: as Getty put it ” a breakaway from predictability …the imagery is messy, grimy sweaty, visceral… it comes from our desire to break away from the sanitation and predictability of everyday life and revel in the physicality of human nature .”  Think of the success of campaigns to sell more ugly fruit and veg.

Scan 2

In retrospect the rise of Trump and Sanders seems all too obvious …








Aurora magazine recently asked me where and how i look for insights online, so i thought i would share. Here are five I find really useful (heavily influenced i guess from working at Google )

ThinkwithGoogle ( a treasure trove of think pieces and case histories about good digital marketing .

 Google trends what is trending in search right now? What are people searching for in your market right now? What does that tell you about how culture is changing or how your market is changing? You should check it every day. It might change what you think is really relevant to your brands customers.

 Slideshare Presentations shared on more topics than you can imagine. Want to know more about Behavioural Economics and its practical applications? You will fine several presentations about it here.

 Twitter If you search Twitter you can find high quality articles. But you need to narrow down it down a bit to get the right stuff. “Milllenials” as a search might be too broad “Millenial employees” or Millennial insights “ or “Millennials brands” gets you a more relevant result (assuming that is what you are looking for)

 YouTube Re:View A selection of the best of YouTube every week.. An insight what’s hot in American culture. Sit back and soak it up