Have you ever read an ad and felt a strange sense of deja vu?

Don’t worry, it’s not just you. Brands talk over each other all the time, and sometimes they fall into step.

When we find ourselves getting more verbal deja vu than usual, we know it’s time for a new trend report.

So dive into Hot Words for autumn 2022, and come on a whistle stop tour of gender neutral beauty products, patronised parents, and delivery app names. Cringe at a selection of tube ads, and marvel at one of the world’s rarest creatures: a brand that doesn’t bang on about its purpose.

We’ll show you what works, what doesn’t, and how you can avoid giving people the feeling that they’ve read this all before.

Download Hot Words