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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.
Latinx Platform
Content-based platforms are creating Latinx-specific offerings and benefits
Trend - Content platforms are catering to Latinx consumers with additional features and products, or reduced costs, in order to elevate these demographics on their platforms. This shift coincides with the cultural push towards inclusion and more accurate representations of different demographics.

Insight - Social media has given people new perspective on what cultural representation could look like. These platforms have given creators the ability to represent themselves as individuals, while also representing their various cultural identities. Now, more brands are prioritizing diversity in order to maintain their relevance amidst changing consumer expectations--knowing they need to replicate the (imperfect but more authentic) inclusion that occurs more naturally on social media.
Workshop Question - How could your brand better cater to demographics it currently overlooks?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cultural Kit
Food brands offer beverage-making kits inspired by Latin American flavors
Trend - At-home beverage kits that encapsulate the flavors that are popular in Latin American countries are seeing more popularity. These kits offer nostalgia for those who grew up with these flavors--and for those who didn't, an interactive way to expand their knowledge of other cuisines.

Insight - Food kits are popular because they make busy consumers' lives easier by reducing time spent cooking, without sacrificing quality. The growth of the meal kit business model has resulted in brands competing for market share, often by broadening their demographic appeal. Authenticity in this process is important to consumers who are accustomed to homemade cultural foods, and therefore have high expectations for food brands that prioritize convenience in their cultural offerings.
Workshop Question - How could your brand offer consumers convenience, without sacrificing on the quality of your product/service?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blockchain Nostalgia
Brands release retro NFTs to draw in specific demographics
Trend - Brands are using blockchain tech as a way to bring nostalgic products and aesthetics into consumers' contemporary tech habits. Everything from retro art to classic children's books are being adapted into NFT formats that balance both novelty and nostalgia.

Insight - North American consumers have been in a more reflective state as local and global issues became more visible— or worsened—over the pandemic. This offers a partial explanation for the current prevalence of 90s and 80s nostalgia. With the rapid changes that happened seemingly overnight over the pandemic, many consumers are finding themselves especially connected to the comforting and familiar habits of their childhoods.

Workshop Question - How could your brand use modern tech to channel nostalgia?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Culinary Content
Instructional cooking activities become more popular among parents and children
Trend - Culinary brands are fostering more involved interactions in the home with instructional cooking content that is easy for kids to enjoy and follow along to, while having them learn a useful skill and creating engaging experiences between family members.

Insight - Many Millennial and Gen X parents are using the influence of tech on their children's lives as a way to get them involved in the various hobbies and skills that they'll develop over the years. Content that engages kids visually or in a way that aligns with their tech-based habits is a way to create more impactful learning experiences for a generation that is growing up in a digital world.
Workshop Question - How could your brand better adapt to changing lifestyle habits?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Oats
Food companies are transforming excess oats into usable food products
Trend - Most companies that produce oat milk send a sizable portion of excess oats to waste facilities. Startups in the baked goods, protein powder, and snack food industries are partnering with oat milk manufacturers to upcycle these excess oats, as they are still safe for consumption.

Insight - Sustainability is one of the fastest-rising motivators for customers in the CPG and retail food industries. These consumers seek sustainable products that go beyond recyclable packaging. Upcycled products are transformed from safe, excess food that is to be discarded. As a result, upcycled products have a significantly lower environmental impact than their competitors, leading to a clear advantage in marketing effectiveness and brand attractiveness to the eco-friendly consumer.
Workshop Question - How could your brand reduce unnecessary waste?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Entrepreneurship
Brands release programs that help users learn about and build businesses
Trend - Between competitive markets and economic instability, entrepreneurship has become more challenging for the average consumer to take on. Programs that help users learn about and navigate the process of building a business (or aspects of it) are becoming popular among aspiring entrepreneurs.

Insight - Now that remote work is the norm, some consumers have more time for new hobbies or sources of income. Unlike the "hustle" mentality that was dominant pre-pandemic, these new avenues are related to consumers increasingly wanting more autonomy and adventure in their lives. This is especially true of Gen X, which hasn't been as impacted by workplace disillusionment as succeeding generations have amidst the 'Great Resignation,' but still craves a dynamic lifestyle in a post-pandemic world.
Workshop Question - How could your brand better support employees or customers in their personal pursuits?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Millennial Retention
Brands aim appeal to the Millennial employee pool with specific benefits
Trend - As Millennials grow older and more confident in their skills and work experience, they're becoming more valuable to brands. In order to better retain employees in this demographic, brands are offering benefits that are specific to their needs--including debt repayment and family planning.

Insight - Amidst the "Great Resignation," Millennials have been shown to be the most likely to quit their jobs. Dealing with economic disillusionment, burnout and uncertain futures, this generation has now spent enough time in the workforce to know whether or not employers are holding up their end of the bargain. The push for Millennial retention in the workforce is a response to their shift in attitudes about corporate work, as well as their increasingly valuable experience and skillsets.
Workshop Question - How could your brand better prioritize employee retention?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plumping Balm
Lip balms are now being marketed as having lip-plumping ingredients and effects
Trend - As lip-plumping glosses and lipsticks continue to be popular, some brands are releasing simpler lip-plumping products in the form of lip balms. These balms are designed to enhance the natural shape of lips without being too heavy or visible.

Insight - Pandemic-induced mask-wearing made consumers more likely to wear lightweight makeup rather than a full face, and that trend has continued post-pandemic restrictions. Now, lighter coverage and natural finishes are popular among shoppers who prioritize more convenient cosmetic enhancements, and they're turning to brands that prioritize this "clean" makeup look.
Workshop Question - How is your brand evolving with consumers' changing habits and preferences?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Sharing
Some demographics are turning to more authentic forms of social sharing
Trend - As large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.

Insight - Authenticity in communication is becoming more important to Gen Z and younger Millennials, who often have public social profiles, and then private ones they share with more trusted circles. Recognizing that the public, "aspirational" personas adopted on social media aren't always fulfilling, consumers are trying to balance those personas by sharing authentic moments on other platforms, with close friends and family who will do the same.
Workshop Question - How could your brand prioritize authenticity in its products, services or campaigns?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Community Banking
Banking platforms and spaces are prioritizing social engagement and community
Trend - Some banking and investing services are prioritizing community-based, social experiences that help clients pool resources, get more information, and/or create a sense of comfort and familiarity with financial services.

Insight - Financial services tend to be intimidating, particularly for consumers who weren't raised with financial literacy as part of their education. Those who find banking and investing intimidating benefit from apps, services and community spaces where information is simplified and shared. These consumers require services that prioritize accessibility, whether that's through community or by other means.
Workshop Question - How could your brand make its product/service more accessible for its customers?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends