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Co-creation

Consumers are more interested in a lifestyle than they are in material goods; the alignment of various brands and services to others -- or even to the consumer, inviting collaboration -- into one will satisfy this.
Related Megatrends:
Multisensation
Tech, AR, VR and interactive experiences are raising our expectations in the realms of entertainment, retail and even food.
Hybridization
Lines are blurring as business models, products and services merge to create unique concepts and experiences
Content Creator Matchmaking
Platforms that match content creators and brands are on the rise
Trend - Brands and agencies are opting-in for specialized platforms when looking to connect with content creators for a partnership. In doing so, companies are able to streamline the search for the right collaborator, especially in a world where the number of content creators is rapidly growing.

Insight - Thanks to social media and other digital tools made available through IoT (the Internet of Things), more and more individuals are enjoying the liberty of being self-employed. On top of having to stay socially active and to produce tangible work, consumers with this occupation are often forced to look for opportunities themselves. In order to not feel overwhelmed when juggling all facets of their career, individuals are looking for streamlined services where they can network and gain access to jobs.
Workshop Question - How can your brand utilize content creators within your marketing strategy?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drag Entertainment
Brands are partnering up with drag queens to launch virtual campaigns & events
Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.

Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Workshop Question - How might your brand harness live performance artists in a marketing campaign?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
On-Demand Mix
Brands are launching tech appliances to help consumers customize their own products
Trend - Companies are debuting premium and specialized mixing devices that help consumers create their own custom products from the comfort of their own home. Whether it is a cocktail mixer, a solution for cleaning, or something else, these products contribute to accessibility and convenience.

Insight - The popularity of DIY culture and the emphasis that many contemporary consumers place on customization create a space for tech-forward products that simplify tasks that otherwise require low to high expertise to complete. Individuals who opt-in for such devices prioritize the convenience of the home-made and enjoy having control over the product manufacturing process as they can tailor solutions to their exact needs and specifications at any given time.
Workshop Question - How might you enhance the customization process in your product/service?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Game Experience
Brands market their products and offerings with in-game experiences
Trend - With gaming being an increasingly popular form of entertainment, particularly under stay-at-home orders, brands outside this industry are collaborating with it in unique ways. In-game product experiences are on the rise and showcase artistry, retail stores and products in a way that prioritizes virtual engagement when in-person engagement isn't an option.

Insight - Now that retail and entertainment industries have undergone rapid changes that, in some cases, will remain indefinitely, consumers are re-thinking what they value when it comes to branded engagement. Now that they're not going out of their way to seek experiences out, they expect that brands seamlessly integrate them into the habits they're already taking part in--gaming and social media are two areas in which this can be done.
Workshop Question - How is your brand adapting to changed consumer needs and expectations?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Franchised Cosmetic
Entertainment franchises collaborate with the cosmetic industry
Trend - As movie and television franchises remain deeply immersed in pop culture, they're now seen collaborating with brands in the cosmetic industry--another industry that's seen growth in the last few years.

Insight - Consumers who view themselves as fans of certain entertainment-based content tend to form their hobbies or identities around it--whether that's in what they view or what they purchase. This behavior reveals a desire from consumers for brands to appeal to them via their niche personal preferences, rather than being solely targeted and defined by their demographics.

Workshop Question - What's a franchise brand that your company could collaborate with?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Consultation
Home renovation brands are launching contactless consultations for clients
Trend - Many home renovation experts are moving to digital consultation in order to keep business afloat during the COVID-19 pandemic. Through this approach, brands can build their relationships with clients by giving them advice or get a head-start on a lengthy project by emphasizing the planning stages.

Insight - Consumers who are instructed to stay at home are looking for ways to update their space and make it more comfortable as they are encouraged to spend more time indoors. Driven by ambition and a desire to keep productive while at home, individuals are tackling both smaller and bigger projects, seeking expert guidance while being mindful of the pandemic.
Workshop Question - How can your brand strengthen its relationship with consumers amid restrictions?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Created Benefit
Brands and creatives are working on collaborations for COVID-19 relief
Trend - Brands are collaborating with other brands, creative professionals, and even their fans to co-design unique products. These projects are launched as relief efforts for independent businesses and individuals who have been strongly affected by the COVID-19 pandemic.

Insight - Consumers are experiencing the impact of the COVID-19 lockdown and those in a position to help are looking for accessible ways to do so. As a result, many are opting for products and initiatives that are launched as relief efforts for independent businesses, essential workers, and communities who have been severely impacted. In doing so, consumers feel more at ease as they have contributed to solving a problem brought on by this uncertain time.
Workshop Question - How might your brand orchestrate relief efforts for a community in need?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streetwear Experience
The streetwear community is leveraging the digital space during COVID-19
Trend - Streetwear brands and communities are staying connected during the COVID-19 health pandemic by exercising their creativity in the digital space. While some expressions include design contests and storytelling through social media channels, others build a virtual community with customized characters.

Insight - Many niche communities have been displaced by the physical distancing rules brought on by the COVID-19 pandemic. As a result, consumers have turned to online platforms to stay connected and for creative/design communities, it is important that these tools offer flexibility for self-expression. In this light, consumers not only feel comforted by engaging with like-minded individuals, but they are also entertained by the opportunity to exercise their creativity and showcase their unique styles or interests.
Workshop Question - How might your brand accommodate a niche creative community?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Open-Source Solution
Tech and medical professionals are emphasizing open-source collaborations
Trend - Tech innovators and medical professionals are collaborating in order to find solutions for the COVID-19 pandemic. Launched as open-source platforms and partnerships, these initiatives are related to finding a cure or offering better protection and information throughout the crisis.

Insight - Amid a localized or global crisis, it is in the best interest of everyone for solutions to be secured as efficiently as possible. In order to break free from restrictions such as lack of accessibility, many innovators, professionals, and even consumers take to open-source platforms. Such resources allow these individuals to feel valuable amid a crisis by using their skills in the problem-solving process through helpful insights, technological advancements, and other projects.
Workshop Question - How might your brand launch or take part in an open-source project?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
eSports Collaboration
eSports fandom sparks a rise in branded collaborations and partnerships
Trend - As eSports continues to evolve into mainstream entertainment categories, gamers and leagues are being increasingly celebritized and sought after, resulting in a variety of branded partnerships and collaboration opportunities. From eSport players creating their own fashion lines to partnerships between leagues and sneaker brands, these collaborations not only speak to the evolution of gaming in pop culture, but a shift in status symbols toward nuanced and alternative personas.

Insight - The world has entered the era of social media celebrities, where famous people no longer need to rely on other people or organizations for promotion. Fans, especially Millennials and Gen Z, are often more interested in social media celebrities, as there is a direct avenue for stars to interact with their fan base. Direct interaction creates more accessible and authentic communication between celebrities and fans.
Workshop Question - What unlikely partnership or collaboration could your brand participate in to better support consumers with niche, granular interests?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends