Market Patterning: The Power of Looking Laterally

The future is happening..somewhere else.

On Brand photo illustration of Ella Fitzgerald. Original image courtesy of Alamy.

“I learned to sing by listening to the horns.” – Ella Fitzgerald

Sometimes the best ideas come from outside your expected frame of reference. Ella Fitzgerald didn’t learn from other singers. She listened sideways. She tuned into a different sound, a different rhythm, and in doing so, unlocked something entirely her own.

The same applies in business. If you only look to your direct competitors or category norms, you’re likely to end up with more of the same. But when you take inspiration from other industries, other cultures—even other disciplines—you open the door to ideas that feel fresh, unexpected, and powerful. Lateral thinking isn’t just creative. It’s strategic. And often, it’s where the real breakthroughs begin.

Certain global markets operate as crystal balls, offering a glimpse of what’s to come. That doesn’t just apply to design and branding. We see it in regulation, product development and consumer behaviour, too. What’s normalised in Tokyo today, for example, might be mainstream in London or New York five years from now.

Ellen and I have been scouting the globe—together at Bluedog Design and, later, separately as consultants—for over a decade, always in search of unexpected ways-in to solving business problems. From packaging innovations in Mexico City to new food formats in São Paulo and cutting-edge wellness ingredients in Sydney, we’ve learned that the best ideas don’t always start where you’d expect.

Some markets consistently operate ahead of the curve, offering a glimpse of what’s next. Below, we take a closer look at a few of these future-facing markets. And what makes them worth watching.

Japan: Beauty Packaging & Product Innovation

Japan consistently pushes the boundaries of beauty innovation. From Shiseido’s cutting-edge research labs to the country's obsession with sensoriality, packaging precision, and ingredient efficacy, the market is a masterclass in thoughtful product development.

The J-Beauty philosophy centres around simplicity and efficacy. Water-based formulas, ‘skin minimalism’, and the prioritisation of long-term skin health are all trends that started in Japan before spreading globally. For brands looking to anticipate what’s next in beauty, Japan is a must-watch market.

(Read more about On Brand’s recent trend-spotting trip to Japan here)

Upon entering the Shiseido store in Ginza (left), each consumer is given a ‘S connect’ smart bracelet– allowing for a hands-free seamless shopping experience. Kao’s new haircare line, Melt, stimulates the senses through sound, bubbles, texture and aroma. Images courtesy of the brands.

United States: Fast, Functional Food & Beverage

From my vantage point in the U.K., the U.S. leads in fast-moving consumer goods and beverages. Categories like CBD, adaptogens, and functional hydration (think electrolytes, nootropics, and immunity blends) have all found traction stateside before gaining momentum elsewhere.

The U.S excels at rapid consumer testing and market saturation, driven by influencer culture and a deep consumer appetite for novelty. This creates fertile ground for emerging trends to bloom quickly, offering international observers a preview of what might go global.

In the U.S., fast-moving drinks and brands blur the lines between function and lifestyle—giving the world a glimpse of what’s next. Images courtesy of brands.

Europe: Sustainability in Action

Europe’s leadership in sustainability isn’t just a cultural stance, it’s often reflected in regulatory. France has implemented some of the world’s most progressive environmental laws, including bans on fast fashion advertising and aggressive restrictions on single-use plastics. These policies create an ecosystem where sustainability isn’t optional; it’s a baseline.

Germany’s circular economy mindset is visible in retail models like DM’s refill stations and the strength of its secondhand markets. Switzerland, with its deep R&D infrastructure, leads in sustainable material innovation—from Nestlé’s packaging labs to biotech-driven mycelium-based alternatives. These examples reflect a European consumer who expects more than greenwashing and hold brands to high standards when it comes to infrastructure, accountability and lasting change.

South Korea: Cultural Exports & Hyper-Innovation

South Korea deserves its own spotlight—not just in beauty, where K-Beauty has had a parallel global rise to J-Beauty, but across entertainment, tech, and digital-first consumer experiences.

From gamified skincare routines and smart mirrors in stores to livestream commerce and hyper-responsive DTC brands, Korea excels at collapsing culture, tech, and retail into seamless, fast-moving ecosystems. It’s a market where Gen Z sets the tone, and where trends move at the speed of TikTok. For businesses watching how fandoms, niche interests, and digital platforms shape product and brand behaviour, South Korea offers a clear signal of where things are headed.

South Korea is transforming the POS into a retail experience through gamification. Image courtesy of Let’s Nurture.

Why This Matters:

What unites these global frontrunners is the underlying forces that shape them. In Japan, it’s a cultural commitment to excellence and aesthetics. In the US, it's speed, scale and influence. In Europe, it’s regulation and consumer values. If you’re building a brand or business that wants to stay ahead, you can’t just watch your local competitors. You need to understand the ecosystems that make other markets tick. Innovation happens in context, not a vacuum.

While scouting for trends, what we’re really doing is uncovering business stories in disguise. A refill station in Berlin, for example, isn’t just about eco-innovation. It’s a prompt to rethink packaging economics. A gut health boom in LA isn’t just about microbiomes, it’s a lens on how consumers want to feel in control of their health. A surge in secondhand fashion in Seoul isn't just about style but status shifting from new to mindful.

The most impactful lateral insights require digging deeper. Ask: What’s this really about? What tension is it solving? And how might it translate in a different market, with different values or constraints? When you learn to read the signals beneath the surface, you gain the power to adapt trends to your own market and consumers.

For anyone working in brand strategy or innovation, global trend scouting isn’t a nice-to-have. It’s your competitive edge. And in a world moving this fast, seeing what’s next—before it hits—is everything.

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