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eLearning > Lifestyle > Leisure & Play > Module 1 / 4

Intro to Leisure & Play

Instructor: Courtney Scharf
Leisure & Play
Download the Leisure & Play Trend Report
In this module, Trend Hunter's Chief Client Officer, Courtney Scharf, will introduce you to our framework on the future of entertainment. Using the 18 Megatrends Matrix, she identifies three key consumer desires and drivers that are changing the world of entertainment as we know it today.

Using a focus on human psychology and what consumers feel like they're missing today, this approach to the leisure category will not only deepen your understanding of how consumers want to be entertained but also what they want from their lives in general.
Related Trend Report: Leisure & Play
Get Better and Faster
Insights by Trend Hunter AI
Tired Sneaker
Sneaker brands adopt care tire material into their designs
Trend - Footwear brands are using car tires in their shoe designs in order to ensure strength and durability in their footwear products. These item prioritize both function and fashion, and serve as an alternative to fast fashion products that tend to break down more quickly over time.
Workshop Question - How is your brand prioritizing quality over quantity?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Drive-Thru
The traditional drive-thru format is revamped for modern rituals
Trend - Drive-thrus, once a simple and convenient method of getting food, are now being adapted to better suit the rituals and needs of modern consumers. Everything from accessibility to digitalization is now a focus in this space, with companies and institutions across a range of industries taking part in contemporary versions of standard drive-thrus.
Workshop Question - How could your brand revisit and revamp some of the more traditional aspects of its business?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nutritious Donut
Donuts become the vessel for serving healthier versions of indulgent food
Trend - Donuts, or donut-flavored snacks, are being offered in healthier forms to cater to consumers looking to indulge without impacting their general health. Offered in everything from donut-flavored yogurts to protein-infused donuts, these items merge both flavor and nutrition.
Workshop Question - How could your brand balance practicality and indulgence for its customers?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Academic Airline
Airlines offer more productive forms of entertainment on flights
Trends - Airlines are increasingly prioritizing more engaging or productive means of passing time for their passengers by prioritizing on-flight experiences like meditation programs or educational platforms. Such initiatives appease consumers frustrated with the process of flying by offering environments that make them feel as though they're gaining something from their time and money spent.
Workshop Question - How could your brand find alternative ways to engage its customer?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Management
Money management apps become increasingly specific in their goals
Trend - Finance management apps are increasingly designed with highly specialized saving or money management goals. These apps offer more goal-oriented money management options, like saving for a wedding.
Workshop Question - Conceptualize an app for your business that has one specialty focus.
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Posterior Care
Skincare brands target consumers' rear areas
Implications - With the influence of fit and "curvy" social media celebrities has come a magnified focus on consumers' – particularly women's' – rear areas, and skincare brands are honing in on this preference by offering products that purport to smooth and lift the posterior area. Such hyper-targeted items cater to consumers who don't want to commit to the more invasive procedures that would result in similar, albeit more significant, transformations.
Workshop Question - How could your brand hone in on an emerging consumer preference seen within the realm of social media?
3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Advanced Package
The culinary industry adopts progressive technology for transparency
Implications - Consumers are more concerned than ever about where their food comes from – with considerations like whether it’s fresh and what ecological footprint it’s already made. To educate consumers and help them feel good about their purchases, brands are calling on technology like blockchain to communicate exclusive details about their products. With leading technology becoming more comforting than confronting, brands can begin implementing high-tech strategies to share product information with consumers in a way that establishes trust.
Workshop Question - How can your brand leverage technology to build trust among your consumers?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated E-Commerce
Retailers are offering consumers suggestions by using both humans and tech
Implications - With e-commerce and brick-and-mortar competing for consumer’s attention, retailers in the digital space are incorporating personalized recommendations to guide the consumer’s shopping experience. Curated product options, either from employees or algorithms, enable brands to bring the guided and personalized nature of in-store shopping to the digital shopping space. The degree of personalization with the recommendations highlights how brands are striving to connect with individual consumers, ensuring that the consumer feels like they aren't seeing the same recommendations as everyone else.
Workshop Question - How can your brand utilize both technology and human interaction to better support your customer?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Financed Commodity
Buy-now-pay-later platforms gain popularity in purchasing everyday goods
Implications - Where layaway-type payment plans have traditionally been used to buy larger items like home appliances, this model is now being used for online purchases of things such as flights and clothing. For credit-averse Millennials, in particular, this shift means that consumers are able to debit the purchase today and pay for it in installments as funds become available. Solutions like these are especially important as consumption habits change and Millennial consumers continue to engage with brands that align with their core values and lifestyle preferences.
Workshop Question - What is your brand doing to adjust to continued shifts in consumption habits?
2.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Communicative Package
Data in packaging design enables products to communicate with consumers
Implications - Though technology is more advanced than ever, and consumers have come to expect connectivity at every turn, not all brands can organically integrate smart tech into their products. This has been especially challenging in the CPG world. Smart packaging that learns from and communicates to consumers is a step in the right direction. Using technology to create a dialogue between product and customer strikes the perfect balance of necessity and novelty to both innovate within a given category, and provide use to consumers.
Workshop Question - If you had to categorize your product or service, would it be more of a necessity, or novelty to your customer? How can you better strike a balance?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends