Authenticity

Trend - Restaurants are offering limited-time promotions related to the unofficial 4/20 holiday. These include lowered prices and large food bundles, with a focus on easy-to-eat foods such as burgers or nuggets, which helps build relationships with consumers who celebrate the cannabis-related holiday.

Insight - As more countries and states legalize recreational marijuana use, the number of adults who engage with cannabis-related products increases. This number grows larger on April 20th, leading to many consumers looking for ways to complement their celebrations, such as with fast-food meals or snacks, also known as "munchies." Restaurants are acknowledging the large base of individuals who celebrate 4/20, and are launching cost-effective promotions to capture this market.

Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.

Trend - Cherry fragrances are making a significant impact in the beauty and perfume industry, propelled by the broader cultural embrace of cherry as a key motif across various domains, from fashion to social media aesthetics. These fragrances range from luxury to affordable, tapping consumers at all purchasing levels.

Insight - The cherry aesthetic has become a popular trend on social media, symbolizing both playfulness and sophistication. Brands are tapping into the emotional and aesthetic connections that consumers have formed with this theme through platforms like TikTok and Pinterest. These platforms not only showcase and amplify the cherry aesthetic but also allow consumers to explore and express their identities, enhancing their engagement with brands that align with digital culture trends. This shift towards visual storytelling and mood-based purchasing is evident as consumers seek authenticity and community.

Trend - ADHD chairs are designed to support movement and focus by providing subtle stimulation. These features help concentration and alertness, addressing the challenges faced by many with ADHD in maintaining focus, especially in environments that require prolonged periods of sitting, such as classrooms and offices.

Insight - The growing recognition of ADHD is part of a broader push towards inclusivity and the creation of spaces designed for diverse needs, with the goal of challenging conventional standards. This reflects a societal embrace of neurodiversity, with the understanding that customizing environments can significantly help communities that have been mainly underserved. As advocacy for neurodiversity grows, brands have a golden opportunity to pioneer in neuro-inclusive design, paving the way for spaces that are both more equitable and effective.

Trend - Brands are creating "third places," a concept championed by sociologist Ray Oldenburg, to offer social spaces distinct from home and work. These welcoming environments foster regular connections among people through shared interests or activities, responding to the consumer's quest for community and spontaneity.

Insight - The remote work boom and social shifts are fueling a consumer desire for "third places" – hubs beyond work and home for connection. Craving escape from car-dependent suburbs and planned social activities, consumers seek spaces for spontaneous interaction and emotional support. Brands that successfully tap into this trend do so by crafting casual, community-focused havens. These spaces cultivate a sense of belonging and unity, drawing people together over shared experiences and interests, thereby winning the hearts and loyalty of consumers.

Trend - Beauty brands are encouraging self-expression through diverse hairstyles in new marketing campaigns. With a primary focus on textured hair, these campaigns challenge beauty standards and champion cultural roots and individuality. These campaigns leverage authenticity to capture new audiences.

Insight - Beauty brands often struggle with expansion beyond their established target audiences, with many only being popular among certain demographics or regions. However, despite offering products catering to diverse audiences, brand engagement does not always expand quickly, leading to these brands seeking partnerships with agencies or adjacent companies to launch campaigns. By targeting and authentically connecting with the target demographic, these brands can gain the trust of new consumers.

Trend - Beauty brands are releasing skincare lineups specifically designed for melanin-rich skin. These collections include serums, moisturizers, and cleansers designed to reduce signs of aging and promote healthy skin in individuals with colored skin. These brands are backed or owned by people of color.

Insight - When shopping for cosmetics, people of color in North America find challenges in finding reliable brands designed around their skin tones. These consumers gravitate toward local BIPOC-owned retailers due to the reliability and assurance that the products offered there are designed for them. In response to these preferences, brands are launching new skincare collections marketed explicitly toward consumers with melanin-rich skin, which enables stronger brand loyalty within these communities.

Trend - For centuries, oils have served diverse purposes in different cultures, from skincare and medicinal applications to culinary uses. In modern times, these oils have been refined to offer consumers nourishing, moisturizing, and healing benefits.

Insight - Mindful consumers often desire products with trusted and familiar ingredients that have been proven effective over time. These consumers are drawn to natural products for their benefits and connection to ancient traditions and holistic rituals, which often echo their eco-conscious values. Businesses that cater to the demand for culturally influenced beauty and skincare products can appeal to consumers seeking holistic, time-tested solutions.

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.

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.