An oldie but a goodie, and a case study now presented in Universities worldwide, the “Raise your right hand” campaign by De Beers in 2003 responded to a declining trend in traditional weddings and proposals, and the resulting decline in engagement ring purchases, which was the bread and butter of the industry.

The campaign was clever, on trend, and inspiring for an increasing audience of independent women with strong incomes and ideas “Your left hand says ‘we’, Your right hand says ‘me’” brought meaning and identity to the notion of ‘how do we get women to buy themselves a ring?’. Consider how trends now are affecting our businesses, and how we can grow with the times, or as in this case, become an advocate for the change. As with most things, timing is of the essence.