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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
Camping Collab
Unlikely brands are collaborating with those in the outdoor/adventure space
Trend - Brands are collaborating with companies that specialize in outdoor clothing and gear in order to broaden their customer base. Everything from K-pop camping gear collaborations to home furnishing chains offering adventure-friendly products and decor can now be found in this space.

Insight - Outdoor adventuring has become more popular in North America as people still remain relatively restricted when it comes to travel-based leisure. More consumers are turning to recreational hobbies like hiking and camping as an alternative, and brands unrelated to this space are jumping in on the trend as a result.
Workshop Question - What is an unlilkely brand that your business could collaborate with?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Collab
Popular dating apps are partnering with brands for new product experiences
Trend - The ubiquity of dating apps has created an opportunity for brands to get involved and start working with these companies to create new products and experiences for users. These include everything from first date kits to tongue-in-cheek moving company campaign collaborations.

Insight - Since dating apps emerged in easy, swipable formats, they've become extremely popular among singles around the world. The ease with which dating apps connect people has resulted in these brands having enormous reach, and people who are familiar with them are more likely to engage with brands they associate with.
Workshop Question - What kind of partnership would expand the reach of your brand?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Purposeful Streaming
Streamed content is starting to prioritize education alongside entertainment
Trend - Purposeful content on streaming platforms is increasingly common, particularly as these platforms have seen an enormous boost in engagement in the last year. Increasing accessibility to everything from language-learning to STEM education through streaming platforms appeals to people of all ages and gives these platforms new avenues to explore.

Insight - The popularity of streaming platforms has resulted in a boost in demand for content--everything from educational to interactive content is seeing more interest among customers. Stay-at-home orders have resulted in more people spending time at home and engaging with streaming platforms to stay educated, entertained or in-shape.
Workshop Question - How could your brand diversify its offerings to cater to changing consumer behaviors?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streetwear Furniture
Designers are inventing new ways of fusing furniture and streetwear fashion
Trend - Designers are experimenting with the hybridization of contemporary furniture and streetwear. In this space, creatives are not only investigating material use but are also pushing the boundaries of aesthetic form and functionality by taking cues directly from the fashion industry.

Insight - Contemporary interest in novelty products is a direct result of industry acceleration and the power of choice in purchasing. This demand is strengthened by a consumer desire for indulgence and social recognition. In this space, many are embracing their curiosity to explore products and services that allow for better self-expression, as well as a way to communicate one's status to others. This, in turn, enables individuals to feel more confident.
Workshop Question - Conceptualize a hybrid product, inspired by an adjacent industry.
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Created Influencer
Popular influencers on social media are co-creating collections with brands
Trend - Brands are reaching out to influencers with significant followings on various social media platforms in order to collaborate with them on new products and collections. Co-created products in this space include everything from skincare sets to wellness journals.

Insight - The amount of reach social media influencers have, particularly in appealing to Millennial and Gen Z demographics, is vast. This form of celebrity is more intimate and authentic-seeming to consumers, and they're thus more likely to trust products coming from influencers over other types of celebrities.
Workshop Question - How could your brand better tap into the influencer market?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Resurgent Chess
Brands launch new chess-related products in response to rising consumer interest
Trend - The recent launch of the show 'The Queen's Gambit' has caused a spike in brands launching chess-related products to accommodate growing consumer interest. These include luxurious designer chess sets, AI-generated pop culture chess players, and adaptive AI chessboards.

Insight - COVID-19 and subsequent time indoors have left individuals pursuing more hobbies at home. Amid the uncertainty of this year, many are longing for pastimes that offer a sense of stability with activities that are intellectually stimulating and offer a defined set of rules. Thus, individuals are turning to traditional forms of recreation that occupy both their hands and minds–providing a welcomed mental escape for the confines of their homes.
Workshop Question - How can your brand following pop culture shifts and responding subsequently?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Food Hacks
DIY viral food trends fuel a need for customizable kits and menu items
Trend - In light of viral "food hacks" on social media, brands in this space -- typically within QSR -- are offering kits, menu items, and campaigns suggesting consumers take a creative spin on their orders. This is an offshoot of the "secret menu" approach that was popular in recent years, tweaked for a generation that requires more creativity.

Insight - Viral TikTok food trends have become the go-to for Z Tribe in recent months, becoming especially popular over quarantine as this generation seeks a way to exercise creativity. Taking this skill into the post-pandemic world and the restaurant/QSR industry requires a compromise between set items and DIY cooking. This curated food hack approach satisfies both needs while also allowing brands in this space to appear as an insider of this Internet subculture's inner workings.
Workshop Question - How can your brand be more of an "insider" to Internet subcultures?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Condiment Branded
Condiment-inspired fashion and beauty are becoming increasingly popular
Trend - Condiment brands—from hot sauces to ranch dressings—are launching specialized products in the fashion and beauty category, attracting contemporary consumers through novelty releases and collaborations.

Insight - Millennials and Gen Z consumers are placing an emphasis on products that pique their curiosity not only because they find novelty products entertaining, but also because they derive aesthetic value from them. Since these demographics spend a lot of their time curating their appearance on social media and other digital platforms, they look for items that will allow them to be compelling, while also offering them the ability to express themselves.
Workshop Question - Conceptualize a collaboration with an unlikely brand partner.
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Curation
Celebrities are curating specialized boxes for consumers during COVID-19
Trend - In order to connect with their fan base, celebrities are partnering up with brands and curating specialized boxes and experiences that are useful to individuals during the COVID-19 pandemic—from fitness programs to grooming or snack boxes.

Insight - Consumers are doing their best to help flatten the curve of the COVID-19 pandemic by staying at home and maintaining social distancing. For many, shopping online is the better or the only option—whether it's for essentials or something necessary for a daily routine. Individuals often find it difficult to gauge a product virtually, void of the in-store shopping experience support, and as a result, are turning to the advice of people whose opinion they trust.

Workshop Question - Conceptualize a brand collaboration with a celebrity during COVID-19.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends