What we read this week: February 23
There is so much content circulating online everyday, and with that, come a multitude of opportunities for brands to participate in the conversation.
As a PR professional, it is my job to stay up-to-date with media trends - both in general & relevant to specific Che Consulting clients. As part of a new weekly series “What We Read This Week,” I want to share some of these insights with you directly.
Observing media coverage from a variety of sources - whether it’s relevant to your industry or not - can inspire future pitch angles for your brand, highlight current trending topics, shed light on who is covering your competitors and provide broader inspiration for your brand marketing strategy.
What We Read This Week - February 23
“CB2 Launches a Moody and Tropical Lifestyle Collection with The White Lotus” (VOGUE)
Takeaways:
Strategic & intentional brand collaborations are newsworthy.
Product launch timing is key in capitalizing on consumer attention. The White Lotus Season 3 premiered Sunday, February 16 & CB2 launched their collection Monday, February 17.
People aren’t just looking to consume content, they want to actually participate.
A good brand collaboration originates from shared target audience demographics.
“The House Where 28,000 Records Burned” (The Atlantic)
Takeaways:
Coverage of natural disasters comes in the form of hard-hitting breaking news while the event is taking place.
Journalists continue covering these natural disasters for longer periods of time by shifting to a human interest point-of-view.
“The Tulip’s Quiet War on Roses: A Valentine’s Day Battle” (The New York Times)
Takeaways:
Gift guides are a given for holidays like Valentine’s Day, but journalists are digging deeper into the “why” behind specific consumer behaviors.
Substantial coverage in top-tier, national outlets like The New York Times tends to shares broad, more macro points-of-view.
Just because a trend exists in the market now doesn’t mean it’s a guarantee for the future.
“A Pair of Landscape Architects Pursue the Wild Life” (Architectural Digest)
Takeaways:
Integration with nature & sustainability are ongoing trends across architecture, landscape & interior design.
Renovations are continuing to incorporate options for residents to work comfortably from home.
Cultivating structures that leave room for organic growth is an efficient approach within landscape architecture & beyond. AKA less is more.
“Why Vintage Shopping Is Taking Off at Airports” (Travel + Leisure)
Takeaways:
Travelers are excited about enhanced in-transit experiences beyond food & beverage.
The market for second-hand luxury goods exploded in 2023, and the airport retail sector is following a similar trajectory.
There is a growing consumer interest in sustainable, unique and affordable luxury options.
“Frozen Food’s New Wave” (The Atlantic)
Takeaways:
Frozen food’s reputation has shifted from unappetizing to something offering practicality, versatility & diverse culinary experiences.
The pandemic, popularity of kitchen appliances like the air fryer & advancements in freezer technology have all contributed to a shift in the frozen food category.
Consumers are prioritizing convenience & sustainability as their lives become busier & they look to reduce food waste.
“Passion or Workaholism?” (Seven Senses Substack)
Takeaways:
The line between passion for what one does & workaholism can be almost unidentifiably thin.
A society that operates around convenience, fast-paced living, sensory overload & continuous availability cultivates an ever-present need for more.
Professional passion aligns itself with positive feelings of intrinsic motivation, joy & fulfillment.
Workaholism is characterized by negative feelings of a need for external validation, internal insecurities, competition & burnout.
“The State of the Status Hand Soap” (New York Magazine - The Strategist)
Takeaways:
Designer brands like Loewe are investing in the household soap category, as consumers search for the next Aesop.
Consumers are willing to invest in even the smallest moments of joy & presence throughout their day.
The luxury hand soap trend originated in restaurants, bars, hotels & even fitness studios (à la Barry’s Bootcamp x MALIN+GOETZ).
Consumers have begun to correlate luxury hand soap with people who are stylish & “in the know.”
“The four words that make me delete a PR pitch immediately” (Alice Dubin Substack)
Takeaways:
Substack is an *amazing* resource for connecting with media & hearing firsthand what they do & don’t like when it comes to pitching.
Asking media to guarantee media coverage is unreasonable - journalists are oftentimes managing publication circumstances outside their control.
Developing a positive working relationship with media (rather than being transactional in your communication) can lead to repeat coverage.
Following the media outlets you want to be featured in helps you understand what their contacts are looking for. And the best part? This is something anyone can do without hiring professional support.
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