Watch out, none of what you’re about to read will turn you into a great marketer. But if you’re already one, this can help.

Of course, good marketers are defined first and foremost by their experience in the field. Having an academic background also doesn’t hurt. Yet, in daily work, marketers are often appreciated for something less tangible: their intuition for what’s catchy and in with times. These qualities boil down to your curiosity, empathy,  eye for trends and a feel for what’s going on in our society. But how do you train that? Here are a few leisures and activities you can carry out at times to keep your marketing senses alive and well.

Have a coffee on the terrace

We all do that at times. If not for your own mental peace, do it for your professional sake. Not only is it very relaxing, but you’ll be able to observe how people dress, sit, chat, laugh…in one word, how people are. It’s a good way to connect with the pulse of society, and let whatever is happening deep in the psyche of the masses reach you somehow. Don’t try to intellectualize anything. Just observe placidly around, let yourself be distracted by the comedy of men, and walk gracefully into your own reveries from that. If you find it lame, order an Aperol-spritz to spice things up.

Scroll Instagram or TikTok

Are you a Nicki fan? If you don’t know the context, this question might ruin your office reputation during your coffee break on a Tuesday morning. Since memes have taken over the Internet, millennials and generation Z are sharing millions of funny, incongruous, short-lived slangs and expressions as a way of life. Getting to know what makes them laugh gives you precious insight into their mindset and cultural references. And you’ll find that hilarious too. Install Insta or TikTok and scroll patiently through the brainless content until the platform AI figures out what’s good for you. Watch out though: binge scrolling these apps 24/7 will turn you into a human train wreck.

Go clubbing

This is the same idea as with a coffee on the terrace, but in a more active and loud way, and with a bigger focus on social communication codes and younger generations. When you go clubbing, you get a more accurate sense of what clothes, attitudes and behaviors are in and trending for your new, next and future customers. Perfect if your company sells anything from smartphones to eco-friendly products, and anything truly B2C where demographics matter. No need to be the center of the party, but don’t sit still either. Ideally, go clubbing with a couple of friends, enjoy the night out and chat with a few strangers. Even if you’re married.

Watch MTV

You might think watching MTV is like scrolling Instagram, only for the old. It’s partly true. Rather than raw views into the youth’s mindset, music video channels share more mainstream and refined social representations. These clips convey the aesthetics, attitudes and values aimed at pleasing a large audience. They also have a more normative purpose because contrary to social content, video clips are shaped and filtered at many layers. From the music artist to the TV station execs, they all have a say. That should give you a good view on what art and media leaders believe the people should like.

Join a demonstration

From saving the earth to saving a canceled TV show, you have many chances to walk the macadam with a board around your neck. For marketers, hearing a bunch of angry people chanting together is a perfect reminder that an important part of life actually happens outside the metaverse (which is dead by the way) and their apartments. It will keep you aware of matters and currents that agitate society. And you’ll get an insider feel on what sociologists call crowd psychology, which is the formation of the popular mind and its impact on individual behavior. Worth experiencing! And who knows, you might actually find something worth fighting for!

Watch a TV series blockbuster

Probably the laziest way to get your marketing agenda going, and certainly not the most effective. But if you dare step outside your usual favorite sub-genre, giving a go at the very most popular TV show of the moment will certainly be valuable. Out of 1000 or so TV shows created each year, the 2 or 3 narratives that captivate hundreds of millions of viewers can’t be random. Games of Thrones, Casa de Papel, The Walking Dead, Squid Games… Their sociological dimension and impact on popular culture justify having a look, with your marketer eyeballs on. Plus, you’ll certainly end up binge watching them.

Attend a fashion show

This one is for the die hard if fashion is really not your jam. But fashion shows last  from only 5 to 20 minutes anyway, making it a quick and easy duty. What makes them interesting is their unique snapshot at the crossroad of design and business. If you want to feel how art and commerce connect, fashion events should be your go to. Regardless of how weird or impractical you may find the makeup, colors and attires making it to the catwalk, these will feed your imagination and influence your mindset at some levels. No need to take notes, especially if you market industrial machine tools. Just grab your caramel macchiato, go sit and enjoy the vibes.

Stoppage time: What if you’re too old for this?

In conclusion, let’s reaffirm that having good taste is not the foundation of a marketing career – unless you actually work daily with trends and design. If you’re impeccable in market research, product positioning, go-to-market strategies or some of the latest digital marketing practices, you can skip the latte at Paris Fashion Week. 

For most marketers advancing in their careers, solid and specific knowledge is what matters far more than intuition. After your 40th anniversary, you’re thus welcome to replace the nightclub outing by a cozy evening reading the 22 Immutable Laws of Branding. Just remember that the 23rd law is probably already out for grabs, outside the marketing books.

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Written by Nicolas Morel
Photos by Heftiba & Jeshoots