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Catalyzation

During this age of decadence, consumers want to feel better about their consumption habits, and so they want everything they consume to contribute to their betterment/enlightenment.
Related Megatrends:
Prosumerism
From user-generated content to maker culture, today’s consumers are content creators and experts.
Artificial Intelligence
We are entering a transformative new era, denoted by an exponential growth in data, robotics and intelligence.
Faux Play
Gamified apps test people's understanding of the "fake news" epidemic
Trend–Apps that give consumers the opportunity to better detect "fake news" are on the rise. As the epidemic of fake news becomes a growing concern, particularly in politics, brands are ensuring that consumers are able to tell the difference between what's real and what's fake online. The gamification of this process provides an added incentive for consumers to gain knowledge on the subject of digital misinformation.

Insight–Though for many, it's been easy to tell the difference between reality and falsehoods online, the distinction is becoming harder to detect due to the sophisticated technology in this space, and growing persistence from the forces that are attempting to spread fake news. Due to these conflicts, consumers are looking for ways to become more adept at detecting this form of misinformation, as many of their professional and educational habits now take place online.
Workshop Question — How could your brand combat the spread of misinformation?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digitized Cannabis
Virtual and augmented reality enters the cannabis space
Trend--The merging of augmented and virtual realities with the cannabis industry is on the rise as brands look to offer immersive experiences for connoisseurs and beginners alike. These platforms offer benefits like virtual product libraries and augmented package engagement--prioritizing both informative and creative experiences for viewers.

Insight--The growth of the cannabis industry in North America has brought on its collaboration with a range of industries. For novice consumers, being informed about this emerging space is crucial in order to alleviate some of the apprehension they feel when they're considering consuming a substance that was once attached with stigma and misinformation. For those who are more familiar with the substance and the industry, these emerging technologies offer an element of entertainment that has been missing with government-sanctioned cannabis distribution.
Workshop Question — How could your brand collaborate with the emerging cannabis space?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Play
Children's products are increasingly produced with upcycled materials
Trend--Products targeted to children, or parents of young children, are being made with upcycled materials that are purported to reduce environmental harm. Everything from clothing to toys are being produced with repurposed materials, allowing parents of young children more flexibility in lessening their eco footprint.

Insight--With older Millennials now being parents, the personal beliefs they hold are bleeding into how they approach childcare. Values like environmental responsibility and eco-friendly purchase decisions are now being imparted onto their Gen Z children, and shopping in a way that's sustainable is a large part of that. By introducing upcycled production into their kids' purchases, they're able to continue with their ethical shopping decisions in a way that also introduces those habits to the next generation.
Workshop Question — How could your brand place a greater emphasis on sustainable production?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Portable Pressure
Portable massagers alleviate tension while consumers are on-the-go
Trend–Small, portable massagers are on the rise as consumers look for ways to alleviate the tension that accumulates throughout the day. Typically focused on reducing pain in the neck and shoulder area, these products allow consumers added comfort that's easy to take with them as they go about their routines.

Implication–With global self-reported stress levels rising, consumers are increasingly experiencing both the mental and physical strains that things like workplace stress, economic strain, and social and political issues can have on individuals. This shift is partially responsible for the growth of the "wellness" space in North America–and small portable massagers belong to that transition. Being both functional and convenient, these items are able to provide supplemental stress-relief without impeding on the routines that consumers are accustomed to.
Workshop Question — How could your brand alleviate stress in its customers or employees?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Morale Analysis
Morale programs analyze online conversations to spot areas of improvement
Trend–Employers are taking advantage of new technologies in employee-tracking technology by using platforms that detect morale issues in online conversations and habits. By analyzing culture in this way, employers are able to change internal issues and boost morale and productivity in office.

Insight–Millennial–and now, Gen Z–employees in the workforce are much more motivated by healthy working environments as by professional development. This focus on employee morale is encouraging brands to focus not just on how they treat their employees, but what they can offer them beyond ethical treatment.
Workshop Question — How could your brand prioritize employee morale?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Consumption
Food establishments offer up more inclusive environments for guests
Implications - Moving beyond just marketing or branding tactics, retailers in the food and beverage space are adapting everything from hiring processes to in-store accessibility to better align to areas of inclusivity. Willing to make bigger moves by adjusting their internal processes and general service offerings, retailers are seeking to not only create accessibility to more consumers, but to showcase a bolder commitment to the needs of their consumes.
Workshop Question — What risks are you willing to take to showcase a stronger brand commitment to inclusivity?
6.5
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
CBD Textile
The cannabis industry is entering the textile space
Trend–With the cannabis industry now collaborating with a wide range of industries, the next unlikely space it's entering is textiles. The infusion of CBD into everything from activewear to bedsheets is on the rise, with brands claiming benefits like performance and sleep enhancement.

Insight–Consumers' growing acceptance of cannabis, coupled with their desire to achieve natural-wellness, is enabling the development of products that incorporate CBD and other cannabis properties. Despite cannabis' growing popularity as a legal substance, some consumers who were raised believing in the supposed "dangers" of the substance when it was illegal remain wary or uninformed on its benefits–leading to the growth of topical products that are seen as less intimidating and avoid disrupting consumers' day-to-day routines.
Workshop Question — Consider how your brand could collaborate with the emerging cannabis industry in North America?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Picky Play
Age-appropriate elements of play are brought into mealtime for picky eaters
Implications - For parents of picky eaters, mealtime can be a daily struggle. In an effort to better support these families and prevent children from developing poor eating habits, products that leverage age-appropriate mealtime interactivity and play are coming to market. This speaks to the desire that parents have to use tools to instill healthy eating habits in their kids proactively, rather than in a corrective way.
Workshop Question — How can your brand help your consumer be more proactive about thwarting bad habits?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends