Amigo's monthly guide, to what’s going on in the world of marketing. Do keep up.
Welcome to Trend Watch, your monthly source of trends and forecasting by the Amigo Strat team. Keeping our ears to the ground, every month we’ll compile our sharp take on what’s next and why it’s important.
Stay relevant kids!
April's take
The decline of American benevolence towards Europe has reached its apotheosis with the Signal group chat leaks by top US national-security leaders. Trump’s tariffs continue to rattle global markets and Tesla’s stock has plummeted as faith in Musk’s political manoeuvres wanes. In Myanmar and surrounding countries, an earthquake caused widespread devastation with death tolls expected to rise. Meanwhile, ceasefire negotiations teeter on the edge of the ongoing conflicts in Ukraine and Gaza.
Q1 has wrapped up, and the UK's Spring Statement arrived after the UK inflation rate fell to 2.8% in the 12 months to February, revealing downgraded growth forecasts and hinting at economic tightening ahead.
In fashion, the world is abuzz with rapid shifts such as Donatella Versace stepping down after 28 years, heralding a new era of creative visions. More locally, London Mayor Sadiq Kahn hopes to boost the nightlife economy with an independent Nightlife Taskforce, tasked with identifying solutions to help protect, retain and grow nightlife in the city.
So, the world keeps turning. The digital economy surges forward, powered by innovations in AI, e-commerce, and virtual experiences, and opening new opportunities for marketers everywhere. What’s more, technological milestones have been met at record pace, not least by Chinese companies DeepSeek and more recently in the EV industry, car maker BYD. Who knows what will be on the cards next month.
The three trends below are symptomatic of such uncertainty. For each, we’ve made a brief forecast, highlighting what this means for marketeers like us.
Boycott America
Denmark’s largest grocery store operator, Salling Group, has introduced a black star icon on price tags to help consumers easily identify European products. We’ve seen similar collective action in Canada, supporting local brands in response to the imposition of tariffs by the U.S.
Forecast
Valuing ethical consumption as a political statement is not new, but how can these brands allay consumers’ concerns? Brands advertising in Britain, for example, should highlight their Britishness as a key consumer benefit. Concurrently, brands must downplay their Americanness by highlighting their efforts to support the British economy and British consumers.
Range Rover, echoing Jaguar, expands the brand.
Luxury automobiles
Range Rover, part of Jaguar Land Rover (JLR), has launched a global suite of Range Rover Houses, physical spaces to view cars, shop branded clothing, and immerse in the world of the brand. Their foray into fashion and experience isn’t just a coincidence, it reflects the broader JLR strategy. Jaguar’s recent (and much-ridiculed) rebrand may now be seen not as a misstep but as a signal of the company’s evolving view of luxury: one rooted in identity, lifestyle, and cultural cachet.
Forecast
The shift signals how legacy auto brands are repositioning for a new kind of consumer. As part of the wider Tata Motors portfolio, JLR is responding to a changing value system where customers are “cash-rich, time poor”, increasingly electric-minded, and expect deeply personal experiences. Brand houses, fashion extensions, and digital touchpoints all suggest that JLR is orchestrating a long-term shift: from carmaker to curator of British luxury. Expect more auto brands to follow suit, reframing product ownership as part of a broader lifestyle proposition. Jaguar’s recent (and much-ridiculed) rebrand may now be seen not as a misstep, but a signal that the sector is bracing for a new market paradigm.
Vision for growth
Influential advertising body Outsmart recently launched its bold new manifesto, "Vision for Growth," urging the UK government to energise expansion in the OOH advertising sector. Emphasising the industry's impressive £1.4bn economic contribution, Outsmart argues that simplifying planning processes and cutting red tape will unlock important investments in community infrastructure and
job creation.
Forecast
Outsmart’s campaign illuminates something we’ve all probably been aware of for some time: as an advertising channel, OOH is suffering. Look around on your next commute, when was the last time that ad was replaced? Is that content out of date? The need for government intervention suggests OOH advertising’s future is highly contingent. For marketers, this reflects an opportunity, pricing might be more negotiable, and creative work might get more breathing room in a quieter landscape. Right now, smart marketers should focus on relationship building with media buyers to ensure first-mover advantage when growth resumes.
Let’s keep this moving.
If you’re watching the world shift and wondering how to move with it, let’s talk. Our strategy team turns change into opportunity — and we’re only ever one conversation away.