Talking about trends is routine work in the brand business. Trend commentary is something I engage in or witness nearly every day of my business life. At times it pays to step back and reflect on what happens in any business communication that demands real-world awareness. In our fast-moving times, it's hard to imagine any meaningful communication detached from emergent realities: like social media, sustainability, utility-as-the-new-chic, and showrooming, to cite just a few.