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eLearning > Innovation > The 18 Megatrends > Module 3 / 7

The Reduction Megatrends

Instructor: Armida Ascano
Convenience Culture
Download the Convenience Culture Trend Report
This course's Reduction module explores the Instant Entrepreneurship, Curation and Simplicity megatrends. Reduction is a pattern that leverages the strength of omission. It encompasses trends such as subscription boxes or crowdsourcing.

Reduction taps into the consumer desire for independence, ease of use, and streamlining. With this in mind, Armida walks through case studies of the Acceleration Megatrends from the tech industry, small businesses, and even a niche library in Japan.
Related Trend Report: Convenience Culture
Workshop Questions:
1. Is your company prepared for small businesses entering its space?
2. How can you use curation to make your customers' lives easier?
3. What could you do to help simplify consumers' lives?
View Innovation Webinars
Featured Insights
Minimalist Grocer
Small grocery brands prioritize curated goods in minimalist displays
Implications - Small grocers shift their approach to design by creating spaces that prioritize minimalism and quality, whereas the traditional approach to grocery design focuses on overstocking to overwhelm consumers. This shift takes into account the paradox of choice, in which consumers experience paralysis when it comes to making decisions when options are many. The use of minimalist displays and curated options serves consumers seeking a quick yet experience-driven shopping experience.
Workshop Question - How can our brand avoid the paradox of choice when it comes to consumer purchase decisions?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Productionized Prodigy
The high capabilities of Gen Z are maximized through services and products
Implications - Where the Millennial generation had teen entrepreneurs, Generation Z has child prodigies. This is due to the increased accessibility and range of information, which in turn breeds a highly competent generation of children and tweens who are redefining the idea of what kids are capable of. Products and services that aid in this natural sense of entrepreneurship among children ensure Generation Z reaches their full potential.
Workshop Question - How can you aid consumers in channeling their existing capabilities?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Trend - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever they're needed. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question - How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Butcher
Plant-based butchers aim to educate consumers about meat alternatives
Trend - With the increased popularity of plant-based diets, vegan butchers are aiming to create an experience that imitates the one consumers are familiar with at the meat counter. Such services highlight how retailers are aiming to provide both accessibility and education around meat alternatives to better align with shifts in consumer interests.
Workshop Question - How could your brand better cater to niche consumer interests?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Activated E-Commerce
Brands exclusive to the e-commerce space open up pop-up activations
Trend - Brands within the e-commerce industry are testing retail locations temporarily by offering curated pop-up spaces for their products. The temporary move to in-person shopping reveals the value of multifaceted, omnichannel retail experiences that prioritize both convenience and customer service.
Workshop Question - Conceptualize a pop-up space that would better connect your brand to its customers.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Localized Urbanite
Retailers shrink their urban footprint and adopt hyper-local cultural norms
Trend - Responding to today's tumultuous retail landscape, merchants serving urban areas across categories are opting for condensed stores with a hyper-local focus in design as well as a curated selection of products and services. This shift serves as a reflection of some consumers' heightened expectation that retailers will respond to their specific needs and preferences.
Workshop Question - How could your brand develop a highly curated retail experience for its customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality Showing
Showrooms and showing experiences adopt mixed-reality designs
Trend - Brands showing their products are turning to mixed-reality technologies in order to elevate the experiences their customer has at the events they curate. These technologies allow for more immersive visitor experiences and create more interactive forms of engagement.
Workshop Question - Conceptualize a showing experience for your product/service that incorporates mixed-reality technology.
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated Grocer
Grocers debut more curated versions of their stores to redefine their brand
Implications - Allowing shoppers to have a more streamlined and occasionally up-leveled experience, grocers are turning to smaller format stores to allow them to experiment with a new focus on specific products or consumers. This more focused approach not only provides a more convenient experience for the shopper, but more importantly allows companies in this space to experiment with their brand experience as well.
Workshop Question - Pick one specific demographic you already market to. What would it look like if you were to focus specifically on exactly what that consumer wants from your brand?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Youthful Omnichannel
Older Gen Z's conflicting needs are consolidated through retail tech
Implications - The older half of Generation Z -- dubbed 'Z-Tribe' through Trend Hunter's research -- has conflicting appreciations for both in-store shopping, and streamlined digital experiences. Omnichannel consolidates these needs. Some retail brands are taking this a step further by explicitly targeting this youth generation through store design, experience, and integration of their social media habits.
Workshop Question - What demographic represents your biggest opportunity, and how can you more explicitly target them?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Entrepreneurship
Retail spaces prioritize the empowerment of small entrepreneurs
Implications - Businesses are using their physical and digital retail spaces to empower small entrepreneurs, offering various platforms for them to both create and sell their products and services. Such interactive spaces benefit small business owners for their ability to foster collaboration, bringing down the costs associated with marketing and retail space ownership.
Workshop Question - How could your brand foster collaboration with or between small businesses?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends