We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.
Again, we’re not calling these trends. That’s way too heavy for a month’s worth of content. These are signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.
Enjoy! And let us know what you think.
Skip to the bits you fancy.
1
2:45 — GIVING GENEROSITY // This isn’t about the ‘purpose economy’. And it’s not just utility. Brands are leading with generosity. The brands winning aren't selling dreams. They're solving problems. They are moving from an extraction mindset to one of contribution. In a world that feels busy and transactional, these brands are showing up with something genuinely useful before asking for anything. And it’s resonating.
Places it’s showing up:
* Bold Bean Co. free beans for Glastonbury-goers on the late train.
* Gymshark’s patch-sewing station for Hyrox finishers.
* IKEA’s well-designed grab bars and step stools for Silvers.
* Zara’s Travel Mode.
* Hinge’s $100/month for staff to go on dates + “Your Turn Limits” to reduce ghosting.
Pendulum Swing → In parallel, we’re seeing pure, unadulterated indulgence moments win.
* The $60K Pan Am experiences.
* Xenon-assisted Everest climbs.
* Ritz-Carlton’s Luminara yacht.
* Capital One Lounge’s 45-min JFK cheese tastings.
2
19:47 — THE REAL ISSUE // Trust isn’t something you declare—it’s something you earn over time. And it’s becoming a premium product. As AI floods content feeds and creators fight for reputation over reach, trust and realness have become valuable commodities. But this isn’t just about being transparent. Imperfection is a competitive advantage. And you’re hard-earned reputation is a strategic position not to be messed with. There are many levers of trust and realness and they all have more value than ever.
Where it’s showing up:
* @babytamago and Kerrygold’s unpaid influencer trip.
* Emily Sundberg’s J.Crew rebuttal.
* Adidas’ ‘She Breaks Barriers’ campaign shot by a childhood friend.
* Dr. Squatch’s scrappy, gives-no-fs style.
* Fanatics Fest removing the barriers between you and your idols.
* McDonald's social manager breaks the 4th wall.
* Steve Madden's "blunt, uncle-esque charisma."
Pendulum Swing → AI influx is here. From cheap, unhinged fever dream content to brand-owned AI influencers. We’re in for a lot of ‘it’s not real but we don’t care’ energy.
* Kalshi’s “AI fever dream” ad.
* AI influencers on the horizon.
3
29:51 — MAINSTREAM REBELLION // Whole industries are being remade as people reject legacy gatekeepers. From education to sports, finance to fashion, the alt is the main event. New institutions are emerging, and they don’t need credentials to hold power. There's a wholesale rejection of established authority manifesting across every category. People aren't just seeking alternatives—they're actively hostile to anything that feels institutional or mainstream.
Where it’s showing up:
* Base44’s inception to $80MM sale in 6 months.
* ATHLOS League, where athletes are owners, not just players.
* Outro Health + PainWaive off-boarding people from big pharma.
* Texas investing $50M in psychedelic research.
* Dishoom Hotel + Jacquemus parasols at Jondal.
* OnlyFans means adult content is no longer owned by the big players
* Oura’s “Give Us the Finger” campaign put users in control.
* 25% of Gen Z say destination dupes feel "trendier" than originals.
* Linq’s revenge porn startup flips the control.
Pendulum Swing → Institutions can evolve, not just collapse. Some traditional players are adapting instead of dying—meeting new expectations without abandoning their roots.
* What made Pam Am great was never just the plane and the logo. It was the difference in the offering.
* Higher ed will be reframed as ‘thinking gyms.’
* Flag football + youth leagues are evolving a sport for the times.
4
39:26 — CHOOSE YOUR OWN VELOCITY // Taste is moving faster than strategy. Influence is flowing laterally—group to group, comment to comment. Fandoms rule the world. Consensus is building in real time. And momentum is spreading through word-of-mouth, not brand decks and marketing campaigns. And how you respond to this matters. Brands need to choose their own velocity adventure.
Where it’s showing up:
* Creatine > Collagen — The hive of anecdotal evidence is driving trends versus what corporations are marketing.
* Snap’s Saturn is built for velocity and visibility.
* Gen Alpha’s voice-only habits.
* Fred Again x Skepta’s Twitch-to-YouTube album release.
* Corporations will enable employees to create vibe products.
Pendulum Swing → Not everyone is racing. Some are investing in longevity—in storylines, slowness, and staying power.
* Belmond’s timeless luxury.
* Nike’s Breaking 4 campaign.
* Adidas’ Superstars with Samuel L Jackson.
* Vera Bradley + Drunk Elephant. But be warned: if you try to play in the fast lane but don’t understand it, it will bite you.
5
46:30 — PUSHED TO BE BETTER // AI is no longer automating the obvious; it’s learning “style” and “flair.” Perhaps, teaching the machine the fringes of creativity doesn’t kill it. Maybe, just maybe, it raises the bar.
Where it’s showing up:
* Owl.ai judging “style,” allowing athletes to focus on flair, not penalties.
* AI influencers will push real influencers out of GRWM mediocrity
Pendulum Swing → The rise of moments the algorithm still can’t grasp or reach. Presence, or hyper-personal craft, becomes the point.
* Wimbledon’s bespoke gifts.
* Boardroom’s invitation-only members' club.
The four letters referenced in this episode:
Steve Madden is beloved by TikTok girlies.
Loewe x The Grateful Dead. Worried?
Alphas and Zs are killing brands.
Is Erewhon moving to Paris?
ABOUT
Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.Chris writes a weekly newsletter for +15K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack.
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