Trends: follow them or don't, that's the question
Either way, be aware of what is going on around you
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
How many “2025 Trend Reports” have you seen lately? This week I received a Google Drive folder with over 100 trend reports from different industries, niches and perspectives.
Did I read them all? No.
Did I read half of them? No.
Did I totally ignore them? Not at all.
Even if I wouldn’t pay attention to any of them, was a goof excuse to write this newsletter.
I went through some of them — the most relevant for me and my clients. When you have been in the game for a while, is easy to know which ones are actually good (based on quality data and good insights) and which ones are just smoke.
I’m not the biggest fan of trends, but, as a localization copywriter, you need to know them. We can divide them into 4 categories:
General trends: These are broad cultural shifts, like sustainability or the rise of AI, that influence global communication. Staying aware of these ensures your tone feels relevant to audiences everywhere.
Industry specific trends: Trends within your target sector, such as eco-friendly packaging in consumer goods or digital transformation in finance.Tailoring content to these dynamics builds credibility and trust.
Country specific trends: These reflect the unique cultural, social, and economic dynamics of a specific nation. For example, in Spain, there’s a rising emphasis on sustainable tourism and celebrating regional traditions, which influence local consumer behavior.
Buyer persona trends: Understanding the evolving preferences of your audience, such as Gen Z’s focus on authenticity, allows you to create highly targeted and resonant content.
Once you know them, and in line with the overall strategy, you can follow some specific trends, ignore them or go on the opposite side. But to do any of those, you need to know them first.
Outside the desk
Where the magic really happens.
🇨🇻 Yesterday was Christmas and I hope you enjoyed it the right way! I’m currently in Cabo Verde diving, surfing, hiking and spending a lot of time relaxing.
😎 Yes, I’m very away from my desk for couple of weeks. But I’m still answering some emails and, of course, sending you this newsletter.
💫 What are you asking from 2025? If you write it, it becomes more real (trust me, I’ve done it many times).
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
Thanks for reading today’s newsletter. If you enjoyed the content, feel free to share it with your workmates, friends, family and pets so we can grow together.
You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙