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In this first installment of the Future Fridays series, Kimberly Schaub speaks on how brands can incorporate top trends authentically and organically. Schaub walks through the initial steps developing an on-trend product, from putting together a cross-functional team to identifying the market attractiveness of the product. However, before brands jump on the bandwagon, Schaub recommends asking three questions: How will this help your brand grow? What will your brand gain? Does this fit your customer’s expectation of the brand? By answering these questions, brands can figure out how a trend fits into their identity instead of the other way around. Using her previous experience at Bulletproof as an example, Schaub says, “If you’re considering plant-based protein altneartives, or you’re considering changing your packaging … ask yourself, does it actually make sense to associate yourself with it?”