stairs).Finally, if aspects of the category clash with undesired outcomes of a trend, such as associations with unhealthy lifestyles, there is an opportunity to counteract those changes by reaffirming the core values of your category.Once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category, you can determine which of our three innovation strategies to pursue.When your category's basic value proposition continues to be meaningful for consumers influenced by the trend, the infuse-andaugment strategy will allow you to reinvigorate the category.pg.	3