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Authenticity

The scope of communication has transformed what it means to be self aware. There is a premium placed on genuineness that has consumers expecting more transparency and connection.
Related Megatrends:
Personalization
Small batch production technologies and more personalized media are creating an expectation for personalization.
Many to Many
A mass proliferation of sellers and media creators has shifted the world to a many-to-many economy.
Fruit-Based SPF
The natural skincare movement moves into sun protection with fruit-driven formulas
Trend - SPF formulas are more frequently making use of fruit-derived ingredients. This integrates more active ingredients into sun care while spotlighting more natural formulations. Concerns around the potential harmfulness of chemical sunscreens make fruit-driven SPF products especially attractive to concerned consumers.

Insight - Though some consumers see skincare as a solutions-based pursuit, many fall into the category of skincare "hobbyists" who enjoy self-educating on specific products and ingredients. These consumers are more discerning with their purchases and typically self-educate in community-based settings where information is shared. Brands that ensure the use of safe, familiar, and scientifically backed ingredients will fare well among these taste-making consumers and their peers.
Workshop Question - How can your brand better appeal to skincare hobbyists who value safe, familiar, and scientifically backed ingredients?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upleveled Reef-Care
Ocean sustainability is positioned as a feature in higher-end SPF products
Trend - Though reef safety is not new among athletic brands of sun protection, brands targeted to the beauty-focused consumer are also starting to spotlight this benefit. Reef safety in SPF focuses on formulations that avoid chemicals harmful to ocean life, instead prioritizing physical UVA and UVB filters.

Insight - Expanding this language beyond athletic brands and into more cosmetics-focused spaces provides a different type of consumer with more ethical choices. As eco-consciousness continues to evolve into a status symbol among consumers, once-niche causes expand their reach and cross over into behavioral tribes also interested in luxurious aesthetics. Brands that can provide both decadence and benevolence will be seen as early adopters of a new, more holistic form of luxury.
Workshop Question - How can your brand better balance function, aesthetic, and social good?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids Cosmetic
Makeup marketed toward Gen Alpha consumers is adapted as this demographic ages
Trend - To cater to the emerging Gen Alpha consumer, cosmetics companies are designing more sophisticated cosmetic lines. These products strike a balance between age-appropriate formulations and the high-end appearance favored by this demographic, influenced by trends on social media platforms.

Insight - Gen Alpha's immersion in the virtual world has been reflected in the market, particularly as this demographic continues to demonstrate that real-life trends mirroring online ones significantly impact their purchasing preferences. As they mature, these consumers seek more sophisticated products, departing from the childlike items marketed to them in their youth. Businesses meeting the demand for elevated kids' cosmetics can attract young consumers seeking products that grow with them.
Workshop Question - How can your brand cater to the evolving preferences of Gen Alpha as they become mature consumers?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Baby
New toddler skincare lines are made with vegan-certified ingredients
Trend - Skincare brands for toddlers are launching new vegan-certified collections. These products are made with natural, plant-based ingredients that are gentle and nourishing for delicate skin. Brands emphasize the ethical and environmental benefits of choosing vegan skincare products for babies.

Insight - Consumers are increasingly concerned about the ethical and environmental impact of their cosmetics choices. These consumers are aware of the animal testing and exploitation involved in many conventional skincare products, as well as the harmful effects of synthetic and animal-derived ingredients, leading to a preference for vegan and cruelty-free skincare products for themselves and their families. Brands are catering to these demands with vegan products with specialized collections for babies.
Workshop Question - How could your brand ensure its products or services appeal to consumers with ethical concerns surrounding production systems?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Infancy
Luxury skincare brands are entering the baby skincare space with organic products
Trend - Brands are launching luxury and designer skincare collections for newborns and infants. These products have easy-to-understand, short ingredient lists for safety and transparency. Brands position these products as better solutions for ensuring the healthy development of babies.

Insight - Younger generations of parents, such as Gen Z and Millenials, are acutely aware of the potential damage of chemical ingredients. These generations grew up learning about the dangers of microplastics, processed foods, and more. This knowledge leads these parents to prefer organic, natural, and clean products for their newborn babies, and are willing to pay a premium price to ensure the products are of the highest quality. Brands are responding to these pressures with luxury products for babies.
Workshop Question - How could your brand leverage the growing demand for premium products and services in the baby care space?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Passport
Brands adopt digital product passports to encourage eco-friendly practices
Trend - Brands are debuting digital records that provide information about a product throughout its lifecycle. These records include details about the product's lifespan, from production to recycling guidelines, and help consumers understand the sustainability of the product to inform purchasing decisions.

Insight - Concerns over climate change and pollution have prompted eco-conscious consumers to actively seek solutions for mitigation. This has prompted brands to provide direct guidance on proper product disposal and material recycling upon purchase to minimize waste and preserve resources. Businesses that offer easily accessible and tangible demonstrations of sustainable practices can attract consumers who seek direct ways to support environmental causes.
Workshop Question - What measures can your brand take to guarantee the responsible and ethical disposal of its products?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Microfiber
Brands introduce tools to capture laundry microfibers for upcycling
Trend - Brands are launching new devices and tools to transform laundry microfibers into new products, contributing to sustainability efforts in the textile industry. By redelivering these textiles back to manufacturers, they can be repurposed to benefit multiple industries and applications.

Insight - Consumers are becoming increasingly conscious of their environmental footprint and subsequently seek products that reduce the impacts. Upcycling textiles empowers consumers to engage directly in waste reduction and the generation of new products, appealing to those who wish to mitigate the environmental consequences of their consumption habits. Businesses that cater to consumer demand for circular products can appeal to shoppers who wish to support brands that align with their sustainability values.
Workshop Question - How can your brand reduce consumer waste and production costs?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.

Insight - Higher-income consumers from the younger generations grew up with the notion that luxury is associated with cleanliness and healthiness. However, many of these consumers still find themselves engaging with industries that are typically seen as bad-for-you, such as smoking, and often do this discretely to avoid status implications, showing a desire for more designer products in the space. Brands are recognizing the shift in modern values and are releasing products that cater to these consumers.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Local Security
Home security systems with local options available offer customers privacy
Trend - Smart home companies are launching home security products with local-only options available. These products only store data locally, when requested, which enhances the privacy of the user. Avoiding network storage prevents sensitive information from leaking when servers are breached.

Insight - As modern homes become increasingly connected, with everything from doorbells to security cameras being always connected to the network, consumers are looking for ways to ensure that their data is kept private and safe from online threats. The prevalence of network attacks is leading to brands creating smart home products that subvert large storage databases in exchange for more grounded solutions. The transparency of these brands helps attract network-concerned, privacy-focused consumers.
Workshop Question - How could your brand differentiate itself from competitors by focusing more on the privacy and security of its customers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Absorbent Package
Businesses are using moisture-reducing packaging without desiccant packets
Trend - Businesses are using custom packaging that reduces moisture levels with custom materials that do not require desiccant packets. These packaging materials are more sustainable and cost-effective than traditional plastic packages while having active moisture-reducing qualities that protect contents.

Insight - Brands that sell moisture-sensitive products, such as textiles, F&B, or electronics, are tasked with ensuring their products are sufficiently protected while maintaining low packaging costs and adhering to sustainability goals. These complex desires are leading to material science companies creating new solutions that aim to replace traditional packaging methods. Brands that partner with these material manufacturers can differentiate themselves from competitors and more quickly achieve goals.
Workshop Question - How could your brand improve its operations' sustainability by focusing on packaging innovations?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends