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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.
NFT Marketing
Brands are embracing non-fungible tokens in their outreach and marketing strategy
Trend - At the beginning of COVID-19, brands quickly pivoted their marketing strategy to digital out of necessity. Now, many companies are embracing the virtual world in its entirety. Recognizing the promise of NFTs (non-fungible tokens), brands across sectors are taking advantage of its popularity to connect with consumers.

Insight - Over the last year and a half, many consumers have developed a keen interest in technology and the virtual world. This pivot, however, is not only driven by the conditions of government-imposed pandemic restrictions but is also a result of a deeply entrepreneurial spirit and sense of curiosity that drives individuals to explore their options—whether that is in terms of entertainment, financial gain, or simply shopping.
Workshop Question - Conceptualize a marketing campaign that embraces NFTs.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Bias AI
Artificial Intelligence technology integrates neutrality features across industries
Trend - Discussions around the potential bias of AI technology and AIa catalyst for neutrality across industries such as recruitment and journalism have those in the tech space reinspecting how best to use AI this way. Technology is often regarded as a tool for eliminating human bias.

Insight - Though technology can help eliminate human bias, Artificial Intelligence technology specifically builds its intelligence typically through human-curated data. This means AI can still harbor taught biases. It is a unique time to explore how to alleviate this issue. People are both more open to AI across different industries and increasingly cognizant of inclusivity and neutrality. Building AI that is truly free of bias, then implementing it into different spaces will achieve both needs.
Workshop Question - Which area of your business could benefit from bias-eliminating AI?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fasting Snack
Snacks that help people fast easier are on the rise
Trend - Fasting is extremely popularvfor religious, health and mental wellbeing-related purposes, and brands are aiming to make the process easier with snacks that offer the sustenance needed for people to maintain their fasts in a healthy way.

Insight - As consumers' hobbies and rituals become more diverse and personalized, they expect that brands are able to accommodate all the ways in which they need support in maintaining their lifestyles. Brands that are able to target niche markets are more likely to have loyalty from their customers.
Workshop Question - How is your brand personalizing its products/services?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
East Asian Vegan
Traditional East and Southeast Asian desserts are adapted with vegan ingredients
Trend - Desserts that are popular in East and Southeast Asia, including everything from mochi to canned custards, are now being made with plant-based ingredients in order to accommodate vegan diets in these countries.

Insight - Alternative ingredients are no longer just prevalent in North America. Now, brands in countries all over the world are adapting to the needs of people with dietary allergies, sensitivities, or general restrictions. Due to the range of realistic alternative ingredients that are now available on the market, consumers expect that brands cater to their increasingly specific dietary needs.
Workshop Question - How is your brand expanding its offerings to cater to more specific consumer needs?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Comfort Commercial
Ad campaigns take on more positive and soothing themes
Trend - As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.

Insight - Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact on most people in North America. As people slowly grow accustomed to life going back to "normal," they seek out brands that help that process along--whether it's emotionally, financially, or recreationally.
Workshop Question - How is your brand prioritizing post-pandemic transitions?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Convenient Camping
Brands launch apps making it easier for individuals to book campsites
Trend - Much like other travel and destination-focused apps, brands are now launching platforms that make it easy for people to book campsites. Rather than having to conduct a tedious search through individual campground websites, campers can use these apps to search thousands of campgrounds at once.

Insight - In light of the COVID-19 pandemic, non-essential travel has been heavily restricted, and many urban dwellers feel a desire to escape their homes. As a result, many consumers have shifted their views on vacation, opting to spend leisure time unplugged, reconnecting with the natural world in place of resort-based vacations. However, planning these outdoor adventures can be time-consuming, thus consumers will flock to brands that facilitate this process.
Workshop Question - How can your brand meet the shifted priorities of consumers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prescription Care
Prescription skincare adopts branding associated with over-the-counter products
Trend - Customized prescription skincare products for people with needs that go further than daily routine care are now being adapted with branding and marketing that many associate with high-end, over-the-counter products. These products and collections aim to offer a more enjoyable skincare experience for skin concerns that are more serious.

Insight - As the skincare industry continues its growth, consumers are increasingly enjoying the process of caring for their skin, and are thus now expecting that brands prioritize product experience for them. Formulas, branding and packaging that maintain consumer interest balance both efficacy and fun.
Workshop Question - How could your brand better prioritize product experience?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generation Dating
Dating apps aim to cater to older Gen Zs with branding and new features
Trend - The modern day dating app began as a tool for (mostly) Millennials to meet people, and they're now evolving to better suit the digital habits of Gen Zs who are 18+. Everything from humor-based functions to video-dating in the style of Tik Tok is now catering to this younger demographic.

Insight - As Gen Z becomes the demographic that now drives pop culture, entertainment and social media trends, brands are having to adjust and switch from their Millennial-only focus to strategies that better appeal to this generation. Brands that are authentic, have principles and are social media savvy are most likely to gain Gen Z's trust.
Workshop Question - How could your brand better appeal to Gen Z lifestyles and preferences?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fertility Benefits
Companies are recognizing the importance of offering fertility benefits
Trend - Thanks to work by activists, employers now better understand the importance of inclusivity and supporting a diverse workforce. As a result, companies have begun offering fertility benefits that mitigate both the emotional and financial costs of trying to conceive.

Insight - Many women opt to become mothers later in life, and as more single people and same-sex couples opt to have children, fertility treatments have become more mainstream. These treatments can be financially and emotionally costly and often comes with psychological impacts, including anxiety, depression, and distress. These negative effects can significantly impact the individual's well-being and productivity. Thanks to work by activists, these issues are now coming to light and, as a result, many are expecting more accessibility in this health niche.
Workshop Question - How can your brand work towards being more inclusive and supportive of a diverse workforce?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Charitable NFTs
Brands are launching NFTs with profits being donated to non-profits
Trend - Blockchain-based non-fungible tokens (NFTs) have become a viral phenomenon since hitting the market and brands are now leveraging the digital tokens for social good. Brands in various spaces, ranging from alcohol to streetwear, are auctioning off NFTs and donating the profits to charities and non-profits.

Insight - After a year of financial and emotional hardship for many, consumers are more aware of the need for philanthropic initiatives that support their communities. People expect more responsibility, action, and accountability from brands and no longer accept lip service, requiring tangible actions and business initiatives. Brands that can demonstrate social responsibility by offering accessible ways for consumers to give to the causes they care about will win long-term consumer loyalty.
Workshop Question - What pathways to philanthropy can your brand provide to consumers?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends