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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
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
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
Intuitive Roadside
Auto services up-level their assistance services with AI
Implications - While self-driving cars are on the rise, elective vehicles and traditional cars are still roaming the roads, putting more pressure on auto service providers to diversify their offerings with technology. Proactive AI apps, self-charging batteries, and multi-lingual roadside apps are paving the way for the future of the auto industry. Cars that don’t use gas, or even have human drivers still need maintenance, which allows for service-focused brands to extrapolate their offerings.
Workshop Question — How is advanced technology broadening your brand's product/service line?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmetic Hair
Brands in the hair care space take cues from popular cosmetic styles
Implications - There is often crossover between hair and skincare industries in terms of ingredients, the formatting and marketing of hair care products is typically vastly different. This is now changing as brands in this space align themselves with the various "buzzy" trends that can be seen in the cosmetic industry. With everything from highlighters to hair-contouring collections, these aesthetically shareable items are of particular interest to Millennial and Gen Z consumers who are already familiar with similar trends in the adjacent cosmetic space.
Workshop Question — What are some inspirations that your brand could draw from an adjacent industry?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Customization
Luxury fashion brands prioritize in-store personalization
Implications - Luxury fashion houses' focus on in-store customization grows as they adapt to changing consumer purchase habits that prioritize enhanced retail experiences via interaction. The focus on customization specifically allows for these brands to appeal to Millennial and Gen Z demographics, who value both experience and personalization in order to establish brand loyalty.
Workshop Question — Conceptualize a personalized retail experience for your customers.
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Aging Wear
Clothing infused with healing properties purport anti-aging benefits
Implications - Fashion and textiles industries are taking cues from the popularity of skincare by infusing their materials with healing or healthy ingredients and properties, and claiming anti-aging benefits from the produced items. These products function as all-encompassing additions to consumers daily self-care routines, in formats that are both novel and familiar.
Workshop Question — How could your brand draw inspiration from a seemingly unrelated industry?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hybrid Booze
Beer and wine hybrid beverages grow in popularity
Implications - Brands in the alcohol industry are combining the qualities of both beers and wines and creating hybrid drinks that would appeal to avid drinkers of both or either beverage. These items come as consumers increasingly experiment with craft alcoholic drinks that appeal to their "foodie" preferences.
Workshop Question — Conceptualize a hybrid product you brand could create with a brand in an adjacent industry.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Filter
Apps made for vegans allow them to preview spaces they can eat in
Implications - Convenience-focused apps that place vegan-specific filters on local eateries are on the rise, as this dietary lifestyle becomes more common among North American consumers. These services allow for this consumer segment to better customize their rituals in a way that saves them time and aligns with their digital habits.
Workshop Question — How can your brand better customize its offerings for its consumers?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enhanced Tanner
Self-tanning products now incorporate and highlight additional benefits
Implications - Though the popularity of self-tanning products hasn't waned, consumer expectations around the benefits of these products has--a fact which brands in this space have responded to by incorporating and touting multiple benefits in their collections. This shift comes in the age of enhanced skincare routines and self-care rituals--catering to consumers who now expect that their cosmetic purchases don't just make them look better, but are actually good for their skin.
Workshop Question — How could your brand better adapt its product to better suit modern day rituals?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Medicinal Bamboo
Bamboo is used as an ingredient in medicinal and health-focused products
Implications - The incorporation of bamboo into health-focused products like bandages and supplements showcases how brands are responding to consumers' changing purchase habits. This shift comes as the environmentally friendly and natural "wellness" movement is increasingly prioritized by modern consumers.
Workshop Question — How could your brand better prioritize sustainable ingredients or production?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends