Decoding the Now - Insights on the Latest Trends

At AMBI ventures, we harness the collective wisdom of diverse minds to enhance business outcomes. Through our fractional services, we immerse ourselves in various industries, collaborating with companies and individuals to extract valuable insights. Over time, these engagements reveal emerging trends, which either coalesce into significant patterns or recur as dominant themes in our discussions. Committed to the dissemination of wisdom, we have initiated the publication of a bi-annual insights report, reflecting the trends we diligently observe and analyze.

Below are some intriguing trends we've identified in the year's first half.

Fractional Services on the Ascendancy

This is not a public service announcement for fractional services but rather an acknowledgment of an evolving market reality. As companies endeavor to stay nimble and optimize their budgets, fractional services are swiftly becoming the standard. Traditional executive recruiting firms have started to offer fractional options to cater to this burgeoning demand. In a newsletter published by ExecThread on May of 2024, they saw over 100 interim exec-level roles.? However, this phenomenon is not confined to executive roles alone. In a meeting with Nikki Barua , she mentioned that mid-size companies are increasingly seeking external expertise for strategic people initiatives. With the rapid pace of change, companies need faster and more effective skill development. By partnering with Beyond Barriers , corporations can focus on their core business while relying on external experts to unlock talent potential at scale.?

As companies continue to navigate the complexities of today’s dynamic environment, fractional services—including those at the Board of Directors are poised to become the prevailing norm.

Feminine Energy Takes Center Stage

For those who follow me on Instagram, you would have noticed an emerging insight taking shape over the past two years that came from discussions on executive leadership and wellness – Feminine Era. This burgeoning idea is now unmistakably prominent on the global stage.

In a recent conversation with Emanuel Macedo de Medeiros , the CEO of Sports Integrity Global Alliance, he remarked on how Paris felt different. He repeatedly mentioned the distinct energy and noted the increasing influence of women in sports. During our discussion, I asked, "Did you sense the feminine energy?" to which he responded, "That's exactly it – feminine energy is flourishing."

The Paris Games, showcasing gender parity for the first time, epitomize this transformation. At the moment of writing this report, if you are tracking the USA medals, you would observe that 25 out of 37 medals were won by women, with all the USA Gold Medals claimed by female athletes.

In a conversation with Matthew Spenceley from Omnia Media, he made a perceptive observation: “Even the male GOAT athletes are stepping back to support our female athletes.” This sentiment has indeed been reflected in recent events.

Though women CEOs are still relatively few, they are demonstrating their capability to drive and achieve significant business outcomes—akin to winning gold in the corporate arena. Leaders like Mary Barra at General Motors, Fran Horowitz at Abercrombie, Yamini Rangan at HubSpot, Lisa Su at AMD, Jane Fraser at Citigroup, and Melody Hobson at Ariel Investments are exemplary. Additionally, I am eager to see the impact Sandra Campos will have at Pet Meds.

All these trends collectively point to a broader cultural shift. The Feminine Era has undoubtedly arrived, ushering in a new epoch of influence and transformation.

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DEI as a Strategic Imperative

Diversity, Equity, and Inclusion (DEI) are evolving from peripheral initiatives to core components of corporate strategy, largely driven by the recent robust discussions on the subject. Initially, I underestimated the transformative potential of this dialogue. Rather than implementing programs that might feel alienating, visionary leaders are seamlessly integrating inclusivity into the very fabric of their organizations. Nearly a year ago, HubSpot CEO Yamini Rangan shared with Latino Executives, "It just has to be part of the company’s fabric." Similarly, when I first encountered Jez Cartwright , CEO of Jez Cartwright, at a British Council gathering he articulated that DEI should not merely exist on the sidelines but should be embedded within the company's playbook. He implied that DEI should transcend beyond Human Resources, permeating through the entire organization and championed by CEOs who grasp its strategic importance. Initially skeptical of this rhetoric, I now observe firsthand the companies I advise incorporating DEI into their daily operations, transitioning it from the sidelines to the playbook of their strategic agenda. ELF Cosmetics in particular, has excelled by ensuring their board, C-Suite, and employees reflect the diverse audience they serve, demonstrating the power of diverse perspectives through tangible business outcomes.

"I set out to create a world-class board--and I didn't want there to be a gap between what the board is, and whom we are serving, or our employees." - Tarang Amin , CEO of ELF COSMETICS

It Is an "&" not an "OR" : Brand and Performance Based Marketing

The once-clear division between brand and performance-based marketing is fading as companies increasingly recognize the advantages of merging these approaches. It's no longer a matter of choosing between being a Brand CMO or a Performance-Based CMO; the real question is whether you can effectively manage both. Airbnb has demonstrated how the synergy of performance and brand marketing can fuel substantial growth. In contrast, Hyundai recently opted to split these functions, a decision that industry experts have critiqued as potentially misguided—yet only time will reveal the business impact.?

I asked Michael Wright , Founder and Managing Partner at Taligence, about what he is hearing from the C-Suite as he has a front row seat to the type of CMOs businesses are desiring. His perspective was “Wise CMO’s know that efficiency, cost and agility are prime motivators for this consolidation. Unified teams avoid redundant efforts and ensure timely, consistent messaging. Metrics also benefit from this unity, offering a clearer picture of ROI. Working more tightly together across specialty marketing functions can foster innovation, drive more effective campaigns, and team members probably feel happier to be connected. Being able to talk to the world with one voice has doubtless helped social listening platform Sprout Social retain the #1 spot in category [source: G2], despite fierce competition.” A big shout-out to my former colleague, Scott Morris , for his work at Sprout Social.

Michael’s sentiment has been echoed by numerous CMOs who have revealed a prevailing consensus: the most successful marketing organizations excel at balancing both strategies. This underscores the importance of hiring a CMO who can approach marketing holistically, treating it as a comprehensive business function.?

Niche Media is The Future

In an era where mainstream media grapples with maintaining its foothold, niche media outlets are flourishing. Amber Payne from The Emancipator emphasized this shift at the New Media Ventures Summit, noting that individuals increasingly gravitate towards media that resonates with their unique interests. This trend harks back to the days when we selected magazines at the newsstand, but now the selection occurs online.

Consider platforms like DRAFTED , which celebrates Latinas in sports, The GIST for the sports-obsessed, Shop Latinx for Latinas, The Womens Sports Bra - a sports bar for women's sports - or the multifaceted support groups rallying behind political campaigns, such as Harris's diverse coalition (Tech for Harris, Latinas for Harris, VC for Harris, and the humorously named White Dudes for Harris). And today, Fast Company posted an article on how niche dating apps are challenging mainstream apps such as Hinge and Bumble. These niche communities coalesce around shared passions and identities, offering a profound sense of belonging in a world overwhelmed by noise and characterized by isolation.

For businesses, the opportunity lies in recognizing and fostering these niche communities that resonate with their values, resulting in a more engaged and dedicated audience.

The Pursuit of Accurate Reporting?

The advent of AI has intensified the need for precise reporting. A study by Getty Images revealed that 98% of consumers believe that genuine images and videos are crucial for building trust. During the 2024 Berkshire Hathaway Annual Shareholder Meeting, Warren Buffet expressed his foremost concern about AI: the potential for fraudsters to mimic his identity. He further stated that "AI scams could become the growth industry of all time." In a recent podcast, Trevor Noah urged the media to prioritize accuracy in journalism, even if it means taking a beat. Amber Payne reiterated the significance of meticulous journalism, emphasizing that one of the unique value propositions of The Emancipator is the willingness to take a beat and report two days later with data that is accurate and factual.

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Lately, companies have faced scrutiny from both investors and consumers over their sustainability claims, earning the label of greenwashers. Many corporations have misled the public into thinking they are more environmentally conscious than they actually are. In response, United Nations Secretary-General António Guterres, on March 31, 2022, formed a High-Level Expert Group on the Net-Zero Emissions Commitments of Non-State Entities. This group aims to create stronger, clearer standards for net-zero emissions pledges by non-state actors, including businesses, investors, cities, and regions.

The call for accuracy is resonating across all fields. Consider Chipotle's recent incident regarding portion sizes, highlighting the necessity for brands and tech giants to provide consumers with accuracy and dependable information. This trend will increasingly compel these entities to distinguish fact from fiction with greater clarity.

We Become What We Absorb

We often overlook a truth we all recognize: media significantly shapes societal norms. Why did we so swiftly brush aside the potential assassination of one of our Presidents? Perhaps Hollywood's repeated storytelling has desensitized us, making such scenarios feel routine. Why has the motel lifestyle gained popularity? Could it be because the show Schitt's Creek, set in a motel, has garnered a dedicated audience? If this pattern holds, then the media's portrayal of figures like Simone Biles at the Olympics could pave the way for normalizing leaders such as Kamala Harris ascending to the presidency. What we witness, we internalize, molding our shared reality. Thus, as content creators, we must be mindful of the profound impact our work can have on the world. And for leaders seeking to understand trends, simply tune in to more shows.

The Power of Relatability

Relatability is increasingly recognized as a pivotal factor in achieving success. Consider the charm of Snoop Dogg, who won hearts as the "fun uncle" at the Olympics. Equally captivating is Pommel Horse Man, whose Rubik’s Cube performance is as mesmerizing as his athletic feats, leading the internet to go wild when he was spotted napping—how many of us have nodded off in a public setting? McDonald's recent move to price meals at $5 further underscores the importance of relatability and familiarity. Yet, nothing quite matches the authenticity of USA Olympian Ilona Maher, who addressed questions about her BMI with remarkable candor. Her genuine demeanor and indifference to public opinion have endeared her to followers. “I think you were trying to roast me, but this is actually a fact — I do have a BMI of 30. Well, 29.3 to be more exact,” she posted on TikTok in mid-July. “I am considered overweight. But alas, I’m going to the Olympics, and you’re not.” ?

This trend extends to B2B interactions as well. When speaking to recent purchasers of products and services, many express sentiments like, "With so many choices, I want to know as much about the company as I do about the product and service. Do they genuinely understand my pain points as a user? Do they truly get me?” In B2B selling, being relatable means embracing the idea that you are selling to a real, living person, not a robot. As a relatable B2B sales professional, you treat every buyer as an individual, allowing you to connect on a level that truly matters to them. When you spend time reading product feedback on Reddit, you will notice that potential buyers and users frequently question whether the company truly understands them. Can they relate to them? Essentially, buyers are challenging companies to embody the Snoop Dogg of business: understand your audience and connect with them on a meaningful level. In today’s world, such connections are becoming an invaluable asset.

Sports Influencing Fashion

In recent years, the blending of sports with fashion has become unmistakably prominent. The tunnel has become the new runway. This movement towards sports-inspired fashion really took off with the iconic Taylor Swift, who transformed herself into a living showcase for women's athletic wear and vintage sports apparel. Following the conclusion of the NFL season, attention swiftly shifted to the WNBA All-Star weekend, which became a hotbed for setting new fashion precedents during the 2024 WNBA Draft. The same enthusiasm for sports-inspired fashion reemerged at the Olympics, captivating global audiences with discussions around the distinctive Olympic uniforms sported by various countries. A notable highlight was the performance of South Korea's Kim Yeji. Despite securing a silver medal in the women's 10-meter air pistol competition, she was globally celebrated for her fashion sense, arguably deserving of a gold medal for her style alone.

When speaking to Jen Delara , CEO of The Haves Club, she indicated "I couldn't agree more. Over the last couple of years, we've seen athletes making bold fashion statements (often referred to as '@league fits') with super-styled and unique pieces, allowing for true self-expression. We've also witnessed the growing influence of athletes' families, like Claire Kittle (George Kittle's wife) and Kristin Jusczyk, who designed Super Bowl jackets. I'm excited to see what the future holds for this season and the potential of AI in fashion design."?

This notable trend, where sports serve as a catalyst for fashion innovation, underscores the dynamic and evolving relationship between the athletic and fashion industries.

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These trends are just the beginning of a profound transformation unfolding before our eyes. As we look ahead, we invite you to stay tuned as we delve deeper into the nuances of these developments and continue to publish trends that affect the business. Let's continue this thoughtful dialogue, reflecting on how these shifts are not only shaping the business world today but also crafting the future we will all share. Together, through shared insights and collective wisdom, we can better understand and influence the ever-evolving landscape of business.

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