The Anatomy of a Trend

Author

Sydney Stiegel

Senior Marketing Coordinator

Most people think trends begin on social media. But PRA Executive Creative Director Kristi Cline says that's not how it works. A trend isn't simply something that's popular. “It’s such a broad topic,” Kristi explains. “It’s something that intrigues you and then other people find it interesting too.”

I reached out to Kristi to better understand how trends move from observation to experience and how our Central Creative Team decides which ideas are worth pursuing.

Trends aren't discovered by scrolling. Megan explains, “It usually begins as a small signal, but when you start seeing it echoed in fashion, hospitality, food, entertainment, design, and the way people are spending their time—that’s when you know there’s something bigger happening.”

More Art than Science

The Central Creative Team doesn't rely on a formula to identify trends—they observe, research, travel, read and constantly immerse themselves in new ideas, looking for signals that reveal deeper cultural shifts. It's a daily practice of curiosity.

“We look everywhere—and intentionally outside of the event industry,” says Megan. “Fashion, restaurants, hotels, retail, music, art, architecture, travel, wellness, and even the way younger generations are socializing can all tell us something about what’s coming next. And then we ask ourselves: If this behavior continues to grow, what could it look like in an event.”

"We are voracious learners," Kristi continued. "We're constantly looking and seeing and seeking out." That search extends to how people interact with experiences. The challenge isn't spotting what's popular today. It's recognizing the subtle shifts that may influence behavior tomorrow. For example, have you tried a dirty soda recently?

The Story Behind the Dirty Soda Bar

One of Kristi's examples started years before "dirty sodas" seemed to appear everywhere.

As the Central Creative Team was researching for an event in Utah, they noticed a local phenomenon: a specialty soda shop offering customized, non-alcoholic drinks. What caught their attention wasn't the beverage itself. It was the behavior surrounding it.

The team recognized that consumers were increasingly looking for alternatives to traditional drinking culture while still having a social, personalized experience. They connected those observations to broader shifts in wellness, socializing and beverage culture.

Years later, dirty sodas began appearing in mainstream restaurant chains, on social media and in cities across the country. For Kristi, that's the difference between a fad and a trend.

"A trend actually changes behavior," she explains. "You're looking at something that actually changes behavior." 

Multiple Perspectives for a Cohesive View

The team's ability to identify trends comes from something even more valuable than research: perspective. "Everybody comes to the table with different perspectives," says Kristi. “Creating one big cohesive mind.”

The Central Creative Team is made up of professionals from a range of creative disciplines such as cultural anthropology, art history, fashion, film, interior design, sociology, hospitality, editorial styling and live stage production.

“That diversity is a huge advantage,” explained Megan, “We’re not all looking at the same thing through the same lens. Someone might notice a shift in hospitality while someone else is seeing that same shift through fashion, music, or consumer behavior. That’s what allows us to connect dots. We’re not trying to predict what people will like—we’re paying attention to what people are already responding to and imagining where that could go next.”

"It's kind of this whole collective soul," Kristi says. "Everybody's comes to the table with different perspectives."

Not All Trends Fit

Identifying trends is only part of the job. Knowing when not to follow one is just as important.

While scrolling social media might reveal a new design concept, translating it into a live event requires a different level of expertise. Trendy doesn't always mean practical. A visually stunning idea like a serpentine table may create logistical challenges, increase costs or diminish the guest experience once applied in a real-world setting.

“The most interesting trends aren’t necessarily the loudest ones,” Megan says, “They’re the ones that reveal something about what people are craving, valuing, or changing in their lives.”

That's where the team serves as both creative advisor and reality check. "I think one of the things everybody has to keep in mind is just because it is trending, it is not always something that fits," Kristi says. "Don't try to put a square peg in a round hole."

What's Trending Ahead?

While trends come and go, a return to more “human, tactile, and emotionally resonant experiences” has captured the team’s attention Kristi and Megan agree.

After years of digital engagement, Kristi sees growing demand for opportunities that encourage people to be present, connect face-to-face and actively participate rather than simply observe. "I think we're going to see things move even further along that way," she says.

“There’s a growing appreciation for things that feel tangible and real: craftsmanship, food, conversation, music, nature, and face-to-face connection.” Megan said. “Guests want experiences that feel meaningful, not just impressive. That creates a really exciting opportunity for events to be more thoughtful, personal, and culturally relevant.”

Kristi also points out that trends are often cyclical. Ideas that once seemed outdated frequently return in new forms, shaped by evolving tastes and technologies. That's especially true as younger generations show interest in tangible experiences, vintage influences and authentic connection.

For the Central Creative Team, the future isn't about predicting the next viral sensation. It's about understanding people.

Megan advises, “If you simply replicate what’s popular, you’re already behind."

“Ask what the trend is telling you about people: What are they craving? What are they rejecting? What are they curious about? Once you understand that, you can take the underlying insight and create something that feels fresh, rather than just recreating what everyone else is already doing.”