Ana Alonso is taking part in Publicis Groupe’s ‘Trend or Hype’ forum on the trends that are transforming society

The ability to distinguish between a long-term trend and a passing fad has become one of the major challenges for companies seeking to anticipate change. With this in mind, Publicis Groupe held a new edition of Trend or Hype, the event that brings together experts from various fields to analyse the social phenomena that are shaping the present and future of brands.

Among the guest speakers, the participation of Ana Alonso, CEO of SIE, Spain Is Excellence, who took part in the round-table discussion alongside leading figures from the fields of communication, philosophy and strategic consultancy. His presence provided the perspective of an organisation that works on a daily basis with some of Spain’s leading companies and institutions in the fields of tourism, hospitality, culture and luxury – sectors in which understanding how people evolve is key to creating valuable experiences.

During the meeting, the discussion focused on how organisations can identify the social changes that are genuinely transforming consumer habits, customer expectations and the way in which brands build lasting relationships with their audiences.

Ana Alonso’s contribution highlighted the importance of interpreting trends from a strategic and human perspective, particularly in sectors such as premium tourism and business excellence, where authenticity, trust and the creation of memorable experiences are key differentiators.

The event centred on the launch of the new edition of Trend or Hype, the study carried out by Publicis Groupe’s One Strategy team, which aims to help companies distinguish between trends with a real impact and phenomena driven solely by media hype. The methodology combines social research, data analysis and a proprietary algorithm to assess whether certain behaviours form part of an established shift or are a response to a temporary phenomenon.

In addition to Ana Alonso’s presentation, the round-table discussion featured Clara Jiménez, co-founder and CEO of Maldita.es; Vicente Merlo, PhD in Philosophy and specialist in Eastern thought; and César Vacchiano, Chairman and CEO of SCOPEN, in a discussion focused on how to interpret the current context and translate social insights into strategic decisions for organisations.

The presence of SIE, Spain Is Excellence, at this forum reinforces the organisation’s role as an active participant in discussions that drive innovation, excellence and transformation within our country’s sectors with the greatest international reach, offering a vision based on experience, collaboration between companies and an understanding of the new demands of a constantly evolving market.