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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.
Mental Health Activation
Brands facilitate pop-ups that focus on mental health
Trend—Brands are increasingly focused on enhancing the mental health and wellness of their customers, and they’re now doing this through pop-up spaces. Whether charitable or business-focused, these activations prioritize mental wellbeing and aim to give consumers the awareness and tools to take care of themselves and others.

Insight—With global stress levels rising due to a variety of economic, social and political issues, mental health is increasingly in the spotlight—particularly in North America. Consumers’ are increasingly looking to reduce the mental toll that both everyday and large stressors can take on their wellbeing, and brands are responding with a more targeted approach to mental health.
Workshop Question — How could your brand better prioritize the mental health of its customers and/or employees?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psychological Backing
Apps that focus on personal and professional streamlining utilize psychology
Trend—Whether for personal well-being, physical health or professional improvements—apps that are able to use fundamental principles of psychology to analyze and offer best results are on the rise.

Insight—The adoption of psychology into algorithms for the purpose of personal and professional growth comes as consumers seek out meaningful additions to their lives that promote both productivity and wellness. As consumers balance their various responsibilities, they turn to tech to reduce the load. The use of psychology-backed apps that streamline various aspects of their lives empowers consumers with the knowledge they need to succeed in their day-to-day.
Workshop Question — How could your brand better streamline the responsibilities of its customers or employees?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micronutrient Beauty
Micronutrients are used to market edible and topical cosmetic items
Trend—Ingestible and topical skincare items are being infused and labeled with “micronutrients,” the various vitamins and minerals that are required to maintain health. “Micronutrients” functions as an umbrella term that can be used to imply the nutrient-rich ingredients in these cosmetic products.

Insight—As consumers become increasingly concerned about their health, their knowledge of the ingredients required to maintain it grows. The term “micronutrient,” from a branding perspective, is able to establish trust for the products that consumers choose to purchase to maintain their physical appearances. This follows an overall arc that consumers have followed, where the "natural" associations they make with food-based skincare ingredients give them more confidence that they're not doing harm to their skin when going through their self-care routines.
Workshop Question — How could your brand use branding to establish trust from consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Keto
Keto diets are accommodated in everyday food and beverage products
Trend–The growing popularity of keto diets–which involve high-fat, low-carb consumption–has resulted in their adoption into food items that are considered part of people's everyday routines. Common products like cereals and creamers are being adapted to suit both keto diets, and the diets of those who are looking to eat healthier in general.

Insight–Pre-social media, branding around health was laser-focused on calorie restriction and weight loss. Now, social media functions as a catalyst for consumers to brand their lifestyles in the ways they choose–and food consumption rather than restriction is a large part of this space. Millennials and Gen Z are now trying to amplify their everyday routines in a way that's inspiring to their peers, and food products that offer both nutrition and easy adaption allow them to prioritize "wellness" rather than prescribed body ideals.
Workshop Question — How could your brand promote wellness in a way that's healthy for consumers both physically and mentally?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contemporary Supplement
Modern "lifestyle" supplements are made more affordable
Trend–With vitamins and supplements now being adapted to suit modern preferences–with contemporary branding and personalized sets or formulations–prices for these items are often inaccessible for most. This is changing with emerging brands in this space offering the same modernized formats, but at reasonable pricing–giving a wider range of consumers access to these products.

Insight–The wellness industry has often been associated with "luxury" and a specific lifestyle that goes with it, however, consumers are increasingly expecting brands to democratize luxury goods in a range of industries. With successful brands in industries like skincare and fashion now affording once-expensive items at more reasonable prices, consumers are increasingly becoming accustomed to giving off the perception of luxury on platforms like social media–without having to spend as much money. The natural progression is for this shift to occur in the wellness space, with brands now having to prioritize both function and accessibility when it comes to offering more "elegant" collections.
Workshop Question — How could your brand make its products more cost-accessible to the average consumer?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Parental Perk
Employer parental benefits mitigate the impact of the 'motherhood penalty'
Implications - While reaching pay equity for workers remains to be a complicated and nuanced issue, some employers in these regions are increasingly offering their employees benefits that aim to mitigate the impact of the 'motherhood penalty' (the loss in income one often experiences when becoming a mother). This signals the need for employers to play a more proactive role in eliminating the gender pay gap if they wish to attract and retain top talent.
Workshop Question — How do your company practices impact society as a whole and how can you change this for the better?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generational Calendar
Emerging calendar apps are catered to the lifestyles of younger generations
Trend–Organizational apps are being designed specifically to ease and streamline Millennial and Gen Z's day-to-day routines. With functions that include everything from story-driven layouts to focusing on planning real-life interactions, these apps are able to tap into the various habits and motivations of younger generations.

Insight–The digital habits of Gen Z and Millennials are vastly different from their predecessors–and brands are now acknowledging that fact in the lifestyle apps they offer. Having been raised in the modern information age, younger consumers are accustomed to having most of their social, educational, and/or workplace habits take place in the online sphere. Thus, focusing on streamlining young consumers' lives allows them to prioritize and organize based on their immediate needs, in a way that aligns with their already-established digital habits.
Workshop Question — How could your brand tweak its product/service to better suit Millennial and Gen Z preferences?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latinx Lifestyle
Major brands acknowledge the complexities of Latinx life in the United States
Implications - As major brands look to position themselves as allies for Latinx (the gender-neutral pronoun for those of Latin American identification) consumers in the US, their ads aim to display a nuanced understanding of their complex and sometimes conflicting experiences had by this group. By leaning into micro-moments that are culturally specific to the Latinx experience in the US, these brands are able to make members of this group feel heard and win their love.
Workshop Question — How can your brand better connect with the Latinx consumer?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scientific Relaxation
Emotional & mental well-being solutions are scientifically backed
Implications - As consumers seek out more transparency in the products they consume, brands are relying more on science-backed data to elevate experiences, particularly around areas of mental well-being. Supporting meditation apps and online health coaches with neuroscience data and health researchers, brands are not only backing up their claims and solutions with scientific data, but they’re proactively seeking to ease any inherent worries or hesitations around experiences typically seen as merely a leisurely activity as opposed to proactive health solution.
Workshop Question — How might you better leverage scientific claims in your products or services?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Familial Workplace
As Gen X enters leadership positions, workplaces become more family-centric
Trend - Older member of Generation X -- a.k.a, Gen XS -- are very family focused. At the same time, this generation has many financial responsibilities that require a level of dedication to the workplace as well. This makes work/life balance a point of tension for Gen XS; however, as this generation enters leadership positions in the workforce, they are able to enact changes that are conducive to more family-centric work cultures.

Insight - Though it may have started with Gen XS, the rise of family-centric work culture can be credited to many different factors. One is the redefinition of what it means to be a parent in the modern age. More dual-income households and moms in the workplace can be observed, but the pressure to still be as physically and emotionally involved in a child's upbringing as possible remains. Family-focused workplaces cater to this "superparent" ideal.
Workshop Question — What could change about your corporate culture to become more family-centric?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends