Authenticity

Trend - CPG brands are designing new spice and seasoning products containing therapeutic and complementary ingredients. These products are specifically formulated for flavor enhancement and health and wellness benefits, aiding consumers looking to boost flavor and stay aligned with their health journeys.

Insight - Consumers in tune with the wellness industry often desire products that allow them to enjoy the familiar flavors and foods they love while staying aligned with their health goals. These individuals prioritize products that enable them to maintain a balanced lifestyle without feeling deprived or sacrificing indulgence. Brands that cater to this demand appeal to consumers who seek products that seamlessly align with their habits, fostering loyalty and encouraging repeat purchases.

Trend - Brands are investing in full-size innovation centres that focus on improving sustainability efforts. Often in collaboration with adjacent brands, the goal of these centres is to push the industry forward in both resource and energy efficiency to combat climate change.

Insight - As the public becomes more aware of the damaging nature of manufacturing companies, brands across numerous industries, such as energy production, apparel, and more, are facing ever-increasing pressure to reduce carbon emissions. This pressure, combined with eco-focused government policies and NGO campaigns targeting destructive manufacturing, are leading to brands investing in sustainable innovation centres at a large scale.

Trend - Food & beverage brands are creating drinks designed to alleviate stress. This is achieved by swapping out stressing ingredients, such as processed sugars and caffeine, with stress-relieving alternatives, such as magnesium and lion's mane, generating healthier energy for consumers.

Insight - It is clear that many adults in the western world live high-stress lives. Between balancing work with personal lives while trying to maintain personal health, time is stretched thin. However, many adults are unaware of how impactful a diet is on both their mental and physical health, with sugars and processed goods raising heartrates and causing increased average stress levels. In order to help regulate the stresses and sleep schedules of these adults, brands are offering de-stressing beverages.

Trend - Luxury fashion labels across Europe and Asia are opening dedicated restaurants and cafes. These are designed to transform the boutiques from simple shopping ventures, to full-blown experiences. The experiential retail helps build consumer connections to one another and the brand.

Insight - In major cities across East Asia, in-person retail is once again thriving. Consumers in these regions have a wealth of options when going shopping, leading to them becoming more preferential in their destinations, seeking out unique retailers rather than simply shopping for necessities. This is a way of prioritizing feelings and experiences rather than simple errands. In order to appeal to this type of consumer, fashion labels are making their boutiques more appealing with dedicated cafes.

Trend - Retailers in various industries, such as department stores, luxury brands, and more, are launching in-store lounges and experiential events. These events are designed to enhance the comfort of shoppers while deepening the connection between the shoppers and the brand.

Insight - While many consumers made a strong shift toward online shopping over the past decade, in large part accelerated by the pandemic, there are still cases to be made for in-store shopping. Some consumers prefer to be able to touch a product before purchasing it, while others value the inherit socialization of in-store shopping, and prefer to interact with others and immerse themselves in the retail environment. Capitalizing off of this feeling, retailers are opening experiential lounges in-stores.

Trend - Consumers are increasingly adopting eco-friendly practices in their religious and traditional celebrations to reduce waste. From selecting sustainable gift wraps to repurposing leftover foods, these individuals are finding meaningful ways to align their festivities with modern environmental values.

Insight - Heightened awareness of holiday waste has led consumers to reexamine their sustainability efforts, inspiring a desire to revitalize traditional celebrations through an eco-conscious lens. These efforts are creating a shift in many cultures and regions as consumers adopt more sustainable celebration methods, acknowledging the importance of protecting the environment while honoring age-old customs. Brands in this space actively reinforce eco-conscious practices, shaping future holiday traditions.

Trend - Many restaurants and pubs are now offering pet menus with specialized cocktails and non-alcoholic beverages for furry companions. These establishments allow individuals to include their pets in social outings, providing them with refreshing, safe treats while their owners enjoy their drinks.

Insight - Pet owners often feel guilty leaving their pets at home while they go out with friends or partake in relaxing activities away from h. In response, many restaurants are easing this dilemma by inviting pets along, even offering special meals and treats to keep them engaged while their owners relax. These establishments recognize that pet owners want the freedom to enjoy social outings without compromising on pet care, and are creating a space where both can have a memorable experience.

Trend - Game companies are launching efforts to enhance diversity and expand the variety of hairstyles in character customization. Focusing on Black hair textures and other historically underrepresented styles, these organizations aim to create a space where all players feel valued and represented equally.

Insight - Black gamers frequently struggle to find hair options that represent their natural textures and styles, a challenge that often stems from limited diversity in character customization menus. In response, gaming companies are investing in DEI initiatives to better reflect the full spectrum of player identities. Recognizing that representation is key to player satisfaction, these companies prioritize inclusivity, knowing that it strengthens player retention and garners positive community feedback.

Trend - Companies are implementing mentorship programs to support LGBTQ+ employees entering the workforce. By connecting junior employees with successful LGBTQ+ mentors, these initiatives provide resources and skills, fostering a sense of belonging and empowering career growth.

Insight - As Gen Z becomes a larger part of the workforce, many entry-level employees with diverse identities experience isolation and imposter syndrome from perceived underrepresentation. In response, companies are launching programs that connect senior employees with younger LGBTQ+ individuals, providing vital support during their transition into full-time roles. Businesses that identify these unique hurdles can enhance employee retention and gain valuable insights into their diverse consumer bases.

Trend - Brands are increasingly attending conferences and fairs that promote businesses from diverse suppliers. These events, which typically feature minority-, women-, veteran-, and LGBTQ+-owned companies, foster relationships between large corporations in search of vendors that meet diversity criteria.

Insight - The demand for inclusive business practices has incentivized many companies to reevaluate their supplier diversity strategies and seek new partnerships from historically disadvantaged communities. To address this, many leadership teams are opting for physical experiences to connect with and better understand the services underrepresented businesses can offer. These companies recognize that their customers desire authenticity and want to see that reflected in the brands they support.