The Report on Trend Reports

Trend reports, so hot right now

Trend reports have exploded in popularity to become a ubiquitous part of the modern digital landscape. This surge is fueled by our innate human desire to understand the world around us, along with an unprecedented access to data that allows us to analyze patterns and behaviors like never before.

Trend reports are info-tainment at its finest: Consumers love personalized look-backs like Spotify Wrapped, Google’s Year in Search, or data from their Oura rings, while execs love future-forward downloads, from Gartner’s Hype Cycle to Pinterest Predicts. And think about all of those compelling charts and graphs you see in speeches or strategy decks—they often originate (or are stolen directly) from trend reports.

In today’s data-driven world, if you’re not making trend reports, you’re missing out. They offer a critical opportunity to connect with audiences far and wide, shape industry conversations, and drive business growth.

TREND REPORTS ARE EFFECTIVE MARKETING TOOLS

Trend reports position a brand as a thought leader and industry expert, generating widespread visibility and establishing credibility.

Trend reports feature shareable, easily digestible content that drives social media buzz and expands audience reach when buoyed by media.

Gated trend reports offer valuable insights in exchange for contact information, fueling lead generation efforts.

FORMAT

Anatomy of a trend report: Nobody’s reading all that

Marketers are facing an information overload, with trend reports piling up faster than they can be read … and according to our analysis, they mostly look the same.

The same old story

Ugh, what a sea-of-sameness. The vast majority of trend reports are published as PDFs, with only 34% being primarily web-based and a meager 10% offering any form of interactivity.

They also tend to be lengthy, averaging 29 pages and almost 7,000 words per trend report. That’s the equivalent of reading the entire U.S. Constitution and the first 21 amendments. In the attention economy, even the most groundbreaking insights will fall flat if they can’t hold a reader’s interest.

THE AVERAGE TREND REPORT CONTAINS

6,758

words

29

pages

11

trends

Codeword, “The Report on Trend Reports,” January 2025

How many trend reports hit your desk every year?

“I would guess probably in the hundreds over the course of a year. The useful ones are probably in the dozens.”

Antoinette Siu

Media Agency/Creator Economy Reporter

Digiday

TREND REPORT FORMATS

Codeword, “The Report on Trend Reports,” January 2025

used motion or video

17%

offered alternative formats

Static vs. dynamic: A visual divide

Motion taps into the way our brains process information. Our eyes are naturally drawn to movement, and our brains are wired to pay attention to things that change or shift. This explains why 50% of marketers now use video. People want to interact with, not just look at, the content they consume.

But trend reports have yet to catch up. Our analysis included nearly 5,000 images, yet a mere 8% of reports incorporated motion. If you’re not making your pages dynamic, you’re missing a huge opportunity.

key takeaways

01

PDF reports won’t help you stand out

To have the maximum impact across audiences, consider offering different formats like an interactive web page or microsite. You could also condense your report into a one-sheeter or create different versions for different audiences.

02

Time and attention are finite

If your audience is generally short on time, aim for conciseness without sacrificing valuable insights. Even if people have the bandwidth to read a longer report, consider breaking it down into shorter, digestible sections or offering summaries and key takeaways upfront.

CONTENT

Don’t get lost in the sauce

While compelling data and good design form the foundation of any good trend report, it’s the quality of the content and writing that truly elevates a report from informative to impactful.

DESCRIPTION-TO-PERFORMANCE INDEX

Comparison of top 20 performing reports compared to all others

Codeword, “The Report on Trend Reports,” January 2025

Vibes matter

Appealing to emotions is a cornerstone of effective communication, meaning the best trend reports have heart. According to our analysis, reports perceived as engaging, interesting, and actionable were more likely to receive relevant media attention, even if they weren’t as analytical or informative.

Voice and tone matter because they make a report feel authentic and relatable. Our study found that the most successful, well-received reports were far more likely to be praised for their engaging style than their analytical depth. In fact, they were 2.5 times more likely to be described as “engaging” than “informative.”

Reports that performed well in the media used words related to happiness 1.5 times more than reports that were highly actionable.

Actionable optimism

While actionability is important for traction, we also found it crucial for a report to convey a sense of optimism. In marketing, the use of hope to drive long-term change has been shown again and again to work better than the short-term impact brought by fear.

Top-performing trend reports use more positive and happy language (1.5 times more). And this positivity shows up in media coverage and social media conversations. We found that in most articles and chatter on X (formerly Twitter), the conversation about trend reports was positive.

TREND REPORT ACTIONABILITY

Over half of the reports provided concrete guidance and next steps.

Codeword, “The Report on Trend Reports,” January 2025

SOCIAL SENTIMENT ACROSS X

Codeword, “The Report on Trend Reports,” January 2025

“Attention is at a premium—make it clear what you’re communicating and it’s more likely to land.”

Natalie Wilson

Managing Director,

DENTSU CREATIVE South Africa

“An overarching consumer narrative is key. I tend to forget reports that are merely a collection of trends. What makes a trend report distinctive, in my view, is its ability to encapsulate an overarching consumer mindset, sentiment, or mood.”

Marta Vilella

Client Partner

Foresight Factory

44%

of trend reports were gated

83%

had a CTA on their landing page

“If anything, I think trend reports are gaining more relevance because the pace of change only seems to be accelerating—so people’s thirst for getting ahead of surprises should keep growing.”

Charlie Baldwin

SVP Insights and Analytics

WE Communications

Take the next step

Trend reports are powerful marketing tools because they offer insights that can be used as lead-generating currency. It’s no wonder, then, that 44% of reports are gated, requiring contact information to download.

The most common calls to action found on trend report landing pages were a variation on “Download the Report.” Reports varied in their number of CTAs, with one clocking in at 18. Overwhelming your audience with CTAs can backfire by stealing attention from the report itself—or turn readers off with content that’s too sales-y. Focus on quality over quantity, and vary your CTA messages.

Speaking of calls to action, here’s a strategically placed reminder to get in touch about creating your next trend report or coverage-ready piece of content.

Get In Touch

key takeaways

01

Positive action is crucial for a successful trend report

Readers want more than a to-do list. They want solutions, better outcomes, and a path to achieving their goals. Reports need to offer solid advice, but they should also inspire hope and have a positive tone to empower action.

02

Content has to inform and captivate

No matter how profound or insightful the report, readers are human and they respond to sentiment and tone. Think like an editor and approach your report as a piece of compelling content, not a dry data dump. Use strong headlines, thought-provoking visuals, and a clear narrative to draw readers in.

VISUALS

The importance of data design

A picture really is worth a thousand words.

IMAGE FORMATS USED IN TREND REPORTS

Codeword, “The Report on Trend Reports,” January 2025

33

avg. number of images per report

41%

of reports included headshots

TREND REPORT VISUAL RATINGS

Codeword, “The Report on Trend Reports,” January 2025

“Shifting the format every so often could be useful so that the report doesn’t feel stale. I get a lot of updates from agency partners, but very quickly these become obsolete because they aren’t inspiring or just too same-y.”

Natalia Gvak

Product Marketing, Chrome, Web platform & ChromeOS

Google

DIFFERENT WAYS DATA WAS VISUALIZED IN TREND REPORTS

Data points
numbers only (42%)

Charts and graphs (34%)

Quotes
(16%)

Codeword, “The Report on Trend Reports,” January 2025

90%

used some form of data

“It’s not just about being data-rich; it’s about data that tells a compelling story or reveals the true trend. In my opinion, personal views without data to back them up don’t carry much weight.”

Marta Vilella

Client Partner

Foresight Factory

Data is king

In a world saturated with information (and misinformation), data is the ultimate credibility builder. A staggering 90% of reports used data to back up their insights, but their use varied across industries and formats.

Most reports use their own data or a combination of owned and sourced, but 22% rely on third-party research. So, even without big resources, you can still create data-backed reports (like we did!).

This prevalence of data signifies a broader transition toward a data-driven mindset. It’s also a reminder that audiences today are skeptical and demand evidence. Data like statistics, research, and case studies provides that proof while building trust and showing a brand’s commitment to honesty.

MOST USED HEX COLORS IN TREND REPORTS

Codeword, “The Report on Trend Reports,” January 2025

Setting the mood through hue

Color isn’t just an aesthetic afterthought in trend reports—it’s a strategic tool. We analyzed the primary and secondary HEX colors used in reports and found a clear preference for blue, green, and red. Prussian blue (#002856) was the most popular choice overall.

Most reports (73%) stuck to their company brand colors—and interestingly, tech reports were five times more likely to do so. Using a consistent visual identity can reinforce a message and signal recognition.

However, fashion and beauty-related reports ditched brand colors in favor of palettes that echo the trends themselves. Sometimes going against the grain is required to grab attention and make a lasting impression (looking at you, brat green).

COLOR USE IN REPORTS

Codeword, “The Report on Trend Reports,” January 2025

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COLOR USE IN REPORTS

Blue was by far the most used color across all reports. This makes sense, since research shows that people associate blue with trustworthiness and high-quality in companies. Plus, people just like it. One study even found that the color blue is so popular because we associate it with good things, like clear skies and ocean water.

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Interested in discussing our findings or working together on your next trend report?

Get in touch

Data depth over data breadth

Surprisingly, reports with data were longer (over twice the words and four times the pages!), but included 16% fewer trends. This suggests that data encourages focus, not just expansion.

And in general, trend reports are diving deeper. Instead of skimming the surface of many trends, they’re focusing on fewer topics with more detailed analysis. After all, everything’s becoming more curated to niche interests and preferences, from your Spotify Daylist to the overpriced boutique down the street. Why should trend reports and the data they use be any different?

WHERE DATA CAME FROM

Codeword, “The Report on Trend Reports,” January 2025

“A combination of visualizations and qualitative, narrative-based insights is useful, both for scanning quickly and for finding useful highlights. But it does depend on the original dataset and what makes the best fit, there isn’t always a one-size-fits-all. Overall, the long, narrative ones are usually not too helpful.”

Antoinette Siu

Media Agency/Creator Economy Reporter

Digiday

key takeaways

01

Highly visual designs help reports stand out

PDFs, bar charts, and stock photography are all valid choices depending on your target audience and business objectives, but investing in stronger visual design will help ensure your report gets seen and shared widely. Consider adding motion, unique illustrations, or powerful data visuals to help elevate your report.

02

Data can come from anywhere—so use it

Whether it’s owned or sourced, qualitative or quantitative, or a mix of all of the above, supporting trends with data is essential for securing audience trust, showcasing authority, and grabbing the attention and coverage of journalists.

COVERAGE

Build a media magnet: Don’t yell into the void

Despite what some agencies may tell you, reaching the entire earth’s adult population is very unlikely, but earned placements are still massively important.

Quality leads to quantity

Across the web, the trend reports we analyzed racked up 3,430 mentions and an impressive 14.9 billion impressions. Unsurprisingly, big-name media outlets delivered significant reach. While only 13% of the mentions came from top-tier outlets, they generated 87% of total audience reach. But reach alone doesn’t guarantee conversions.

To understand performance, we analyzed website traffic and media outlet types that covered trend reports. We discovered that when a report gets picked up by relevant media outlets (think industry publications or niche fan sites), website traffic goes through the roof. We saw an astounding 90% correlation between these target media mentions and engagements on the report’s landing page.

Conversely, mentions in general news outlets didn’t move the needle nearly as much (only a 44% correlation). So, while it’s exciting to be covered by well-known outlets, targeted media placements seem more effective in driving interest and website traffic.

TREND REPORT TOPICS

Consumer
(34%)

Other
(25%)

Advertising/Media
(13%)

Tech
(10%)

Travel
(9%)

Fashion/Beauty
(9%)

Codeword, “The Report on Trend Reports,” January 2025

“Find what’s unique and newsworthy, but make sure you’re sharing it with the relevant journalists. Know their beat!”

Antoinette Siu

Media Agency/Creator Economy Reporter

Digiday

MEDIA ENGAGEMENT CORRELATION

69%

correlation with target media coverage

89%

correlation with unique media coverage

Codeword, “The Report on Trend Reports,” January 2025

Media diversity drives impact

Performance metrics also indicate that media variety is just as important as relevance. Target media coverage strongly correlated with landing page engagements (69%)—but when those media outlets were unique, the relationship grew to 89%.

Media reach is still the go-to metric for making earned decisions, but it’s hardly the only one that matters. The number of unique media outlets on your list is another valuable KPI.

Positive sentiment, powerful results

One of our most interesting findings was that the media enjoys trend reports almost as much as we do. Coverage of trend reports was overwhelmingly positive, with only 4% containing any form of negative sentiment. Even then, the negativity tended to focus on what the trend could mean for markets or consumers, not on the trend report itself.

In the current media environment, reporters appreciate being able to publish an expertly sourced, data-driven story quickly, and trend reports let them do that. With the press embracing trend reports so enthusiastically, it’s no wonder so many are created every year.

MEDIA SENTIMENT

Target media outlets had almost exclusively good things to say about trend reports.

Codeword, “The Report on Trend Reports,” January 2025

key takeaways

01

A target media list is better than a top-tier media list

Shoutouts in legacy media brands are great, but you know what’s even better? The full attention of an audience that’s invested in your work. Quality > quantity: Media coverage in the right outlets will do more for your brand than focusing on high reach alone.

02

Media variety helps focus targeting

While your media list should be focused and clear, landing coverage in a number of unique outlets is best for performance. To ensure maximum coverage, think like your audience, and then think like the journalists and publications they love to read. What’s going to make them care?

03

People enjoy a look into the future

Trend reports are the type of content people want to share. They’re built to crash through filters and give readers something to look forward to. Use that to your advantage and build interesting, unique trends to ensure coverage from the right outlets.

Case study: Add Pinterest to your moodboard

We looked at hundreds of trend reports for this research, but those from Pinterest stood out like shiny, colorful, clickable beacons.

Put a pin in it

Pinterest’s reports aren’t just good—highly visual, engaging, easy to read—they’re media magnets. With a whopping 35% of total target media mentions of all the reports we looked at, they dominated the trend report landscape.

The secret is simple: Deliver hyper-relevant consumer insights that get journalists buzzing. Pinterest doesn’t just report trends, it sets them, becoming the go-to authority on trend forecasting.

Source: Pinterest

Here’s what makes Pinterest reports so special

PINTEREST KNOWS ITS AUDIENCE

Rather than try to be everything to everyone, the company focuses on consumer-centric insights and delivers exactly what journalists and readers would want to see.

THEY BACK UP THEIR CLAIMS WITH DATA

Pinterest supports each prediction and trend with their own site data around popular searches, displayed as clear percentages or in easy-to-read graphs, charts, and infographics.

THEY KEEP IT LIGHT

Concise and clear with no frills, the reports get to the point without losing any personality. By using fun colors, eye-catching imagery, motion, and an upbeat tone, Pinterest’s reports evoke positive emotions.

THEY NAIL THE LANDING PAGE

When a landing page is used to house a report, it offers clear calls to action (both for marketers looking to make moves and regular users hoping to learn more), opportunities to connect, and interactive elements.

The trend commandments

In a bustling world where trends shift rapidly, it’s easy to get caught up in the race to be the first, the loudest, the most disruptive. But before you unleash your trend report upon the world, pause for a moment of solemn reflection. Place your hand on your heart, and repeat after us:

I

Optimize trend report format and content diversity

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I

Optimize trend report format and content diversity

To boost engagement, offer both long-form and concise versions so you can cater to varying attention spans and preferences. Also, try integrating interactive elements and motion graphics to help your report stand out from the thousands of PDF reports out there. Finally, look to prioritize high-quality content that’s accessible to all audiences.

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II

Invest in data (there are many ways you can do it)

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II

Invest in data (there are many ways you can do it)

Whether it’s owned or sourced, qualitative or quantitative, or a mix of all of the above, supporting trends with data is key for attaining audience trust, showcasing authority, and scoring coverage. A diverse mixture of data is best, but if you can’t get it all, at least use some.

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III

Build a pitching dream team for more impactful media coverage

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III

Build a pitching dream team for more impactful media coverage

While some coverage is better than none, landing your trend report in relevant outlets that are aligned with your content is the ultimate goal. Think big, but remember that getting there takes a killer combo of solid data, audience relevance, and a pitching team who knows the landscape inside and out.

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IV

Reframe recommendations with a solution-oriented, positive spin

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IV

Reframe recommendations with a solution-oriented, positive spin

Readers aren’t just looking for a list of things to do: They’re looking for help solving problems, improving outcomes, and achieving goals. Make sure your recommendations and action items are framed with a positive spin and convey a sense of hope or improvement for readers looking to take action.

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V

Communication design is more important than just design

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V

Communication design is more important than just design

Investing in a strong visual design is essential, but to stand out, you have to think about the bigger picture and be a communication designer. Snippets of your report will show up across multiple touchpoints (like newsletters, social posts, presentations, ads, or speeches) so prepare a 360º tailored communication plan to ensure your audience clearly gets both the message and the aesthetic every time.

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“Long live the trend report. Longer-term foresight and thinking are becoming increasingly crucial for businesses. We need to create connections between the previous reports and, ideally, the next ones, helping our clients understand that trends evolve from past developments.”

Marta Vilella

Client Partner

Foresight Factory

Inspired to create your own trend report?

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The methodology

With such a huge volume of reports published every year, a couple of things had to be present to qualify a report for this analysis. To make the cut, a report had to:

Be published between September 2023 and August 2024
Come from a reputable brand
Secure earned media coverage
Look ahead to predict the future, not just summarize the past

The qualified 145+ reports were then audited using a combination of manual scoring and AI analysis to ensure nothing was left unexamined. Our team took a close look at everything from visuals, formats, and voice and tone, to actionability and shareability.

Additionally, the 20 reports that generated the highest media coverage and audience reach were analyzed more closely to understand their success. This in-depth analysis of qualitative and quantitative elements peeled back the layers to reveal the anatomy of a standout trend report—and how it can be replicated.