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eLearning > Innovation > The 18 Megatrends > Module 4 / 7

The Convergence Megatrends

Instructor: Armida Ascano
Virtual & Augmented Technology
Download the Virtual & Augmented Technology Trend Report
Convergence is a Pattern of Opportunity based on hybrid business ideas. It's all about associative thinking, and what happens when seemingly unrelated areas combine forces.

The Megatrends within this module include Hybridization, Co-Creation, and Multisensation. In terms of consumer desire, it all boils down to a need for something new and interesting. How could you experiment with adjacent industries to offer something truly unique?
Related Trend Report: Virtual & Augmented Technology
Workshop Questions:
1. How could you reconfigure your product to delight the senses?
2. How could you more deeply involve consumers in your offering?
3. What's one outside industry you'd like to tap for inspiration?
Jeremy Gutsche Keynote Speaker
Featured Insights
Customized Café
Self-serve cafes place customization entirely in the hands of consumers
Implications - Taking the cafe concept to a much more curated level, brands are flipping the tables and turning consumers into hands-on baristas. The self-serve model not only increases brand-consumer engagement, it also appeals to discerning coffee drinkers who are very particular about the customization of their java. By giving consumers a chance to craft their version of a perfect beverage, these cafes allow for a truly personalized experience without any interference or potential misinterpretation by staff.
Workshop Question - How can you concede some control to put brand experience more into the hands of consumers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Caffeinated Infusion
Coffee-infusions come in unlikely food and beverage items
Trend - Coffee-infusions are being seen all across the food and beverage industries, including in products like cola, maple syrup, and more. These recipes provide a flavor enhancement, and also a caffeine boost.
Workshop Question - Consider a hybridized version of your product/service.
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cold Brew Evolution
The cult of cold brew inspires a range of innovative hybrid refreshments
Trend - As cold brew coffee continues to dominate as a travel-friendly favorite for coffee aficionados, many brands are developing unique hybrid refreshment experiences of which cold brew coffee serves as a base.
Workshop Question - What dominant food or beverage product can you look to in order to create a unique hybrid refreshment experience?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Crypto Beverage
Cryptocurrency and beverage industries collaborate on branding
Implications - Brands in the beverage industry are taking inspiration from, or working with those specializing in cryptocurrencies, to produce branding for their products or designs for their retail spaces. Whether purely through aesthetics or incorporated in functionality, the merging of these unlikely industries reveals the potential for how brands can cross-collaborate in seemingly unrelated areas.
Workshop Question - Consider an unlikely industry your brand could collaborate with.
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Coffee
Coffee-brewing machines have adopted connected capabilities
Trend - Coffee brewers that use connected technology to operate are on the rise, with brands innovating in this space in order to better personalize their offerings. These items come as consumers increasingly expect customization and convenience from even the smallest aspects of their daily rituals.
Workshop Question - Consider how your brand could use, or better use, connected technology?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Brew
New products present CBD as an antidote for post-coffee jitters
Implications - Championed for a wide range of health benefits, CBD is inspiring a range of new coffee-centric products that seek to offset the extent of side effects such as post-cup anxiety. This new angle suggests an opportunity for brands to proactively address potential customer concerns with built-in solutions, while also highlighting the marketing potential of CBD when incorporated in a more focused way.
Workshop Question - How can you reimagine your product offering in order to incorporate new features that offset perceived side effects?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Chewable Caffeine
Concentrated edible forms of caffeine are increasingly popular
Trend - The popularity of small caffeinated "shots" has paved the way for the same concentrated caffeine delivery but in edible form. The incorporation of caffeine into chewable gummies and powders is well-suited for individuals on-the-go.
Workshop Question - How could your brand better prioritize convenience for its customers?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Caffeinated Refresh
Skincare products incorporate coffee to naturally enhance and brighten skin
Implications - With the rise in popularity of natural ingredients within skincare, coffee has risen as a key ingredient since it is a rich source of antioxidants. The incorporation of ingredients like coffee within skincare products highlights the openness of consumers to use unexpected but natural ingredients, marketed for their distinction rather than their benefits alone.
Workshop Question - How could your brand leverage unexpected features for a product or service to delight consumers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Caffeinated Shot
On-the-Go coffee beverages evolve into packaged “shots” for a quick caffeine fix
Implications - While the typical espresso shot is often enjoyed freshly brewed or on-site at a cafe, packaged alternatives are emerging to satiate consumers looking for more convenient caffeine alternatives. While on-the-go coffee is certainly not a new phenomenon, we’re seeing that evolve into one-shot packaged offerings to allow consumers to enjoy a jolt of caffeine at their own leisure. A great way for brands to expand product lines onto store shelves, these one-shot packaged beverages speak not only to the change in format for coffee beverages but the emerging desire for more immediate, on-the-go options.
Workshop Question - How can you make your most desirable product more accessible to consumers on-the-go?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hybrid Lounging
Coffee shops are adapted into hybrid spaces to maximize experience
Implications - The merging of coffee shops with other businesses is on the rise, with brands offering two themes in one uniquely curated space. With the general premise of most coffee shops being that customers can stay and socialize or work for as long as they place, it's well-suited for brands to offer additional products and services to further drive revenue.
Workshop Question - Conceptualize a hybrid store that would incorporate your brand's product/service.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enriched Java
Coffee's antioxidant properties are elevated and highlighted
Implications - Brands that offer coffee are highlighting the natural antioxidant properties of the beverages, or are actually enhancing them by infusing them with extra antioxidants. Where once coffee was perceived as being unhealthy because of the sugary and calorie-rich additives that consumers became accustomed to, the rise of craft coffee culture has extended to include this deliberate shift in marketing that appeals to consumers' nutrition-related preferences.
Workshop Question - How could your brand cater to emerging consumer preferences within its area of expertise?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends