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Curation

Not what is needed, but what is most targeted to a specific type of person. Consumers are sick of doing the guesswork, and are willing to provide enough information to be told exactly what they should buy.
Related Megatrends:
Instant Entrepreneurship
New services make it easier than ever to conceptualize, fund, launch and companies.
Simplicity
In a fast-paced, cluttered world, simplicity stands out, resulting in focused businesses & clean design
Immunity Cocktail
Alcohol-based beverages are incorporated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.

Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Nomad
Countries are now encouraging remote workers to live within their borders
Trend - While many entrepreneurs and freelancers have chosen to adopt a travel-centric lifestyle, the pandemic has enabled this lifestyle to be a possibility for many employees working from home. Governments in warmer climates are capitalizing on the opportunity with new working visas specifically designed for remote workers looking to leave the city. This will support local economies without taking away employment opportunities from permanent residents.

Insight - While technology has long enabled society to work remotely, the pandemic has been the unexpected push that forced many companies to allow employees to work from home on a long-term basis. This opportunity has changed the way consumers view their day-to-lives and current living situation and, for the first time, many are able to picture themselves living a different lifestyle, away from suburbia and the city. This demographic no longer sees themselves tied to a city and is looking to capitalize on the emerging work-from-home culture to experience new opportunities.
Workshop Question - How can your brand leverage the unexpected lifestyle changes of consumers in its products or services?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fan From Home
Sports fan are preparing to enjoy the games at home with upgraded tech
Trend - Sports fans are now investing in larger screens, clearer picture quality, and upgraded audio as at-home sports viewings become the new "normal" for the foreseeable future. This enables them to host family and friends for a more immersive experience.

Insight - The entertainment patterns of society have been indefinitely disrupted in the wake of the ongoing pandemic. Not only are many consumers fearful or unable to attend events with large crowds, but many have adjusted to at-home entertainment, preferring to host rather than attend a financially-draining venue. While experience is still prioritized over material goods for many Millennial and Gen Z consumers, these demographics now understand that at-home experiences can be just as fulfilling.
Workshop Question - How can your brand accommodate changing entertainment preferences from consumers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Healthy Concentrate
Concentrated syrups that offer nutritious benefits are increasingly common
Trend - Concentrated syrups that are added to water or other beverages have long been associated with "junk" food, but this narrative is shifting with the creation of concentrated syrups that have nutritional benefits. These products come in a range of options, including kombucha and black tea.

Insight - As consumers become more open to the types of food and beverage items they're willing to try, health remains an important consideration for many. Since many flavored CPG beverages tend to lack nutritional ingredients, consumers are drawn to the few that do promise both nutrition and enhanced flavor.
Workshop Question - How is your brand catering to the needs of health conscious consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Support
Brands are emphasizing multi-tasking and natural products that address afro hair
Trend - POC-owned brands are answering an under-served market by releasing specialized products that seek to support consumers with kinky, coily, or tightly curled hair. Emphasizing the need for customized care in this space, companies seek out to deliver multi-functional support with natural ingredients that address scalp health, hair damage, and more.

Insight - The skin and hair of consumers from different cultural backgrounds can vary, resulting in a spectrum of distinct personal care requirements and expectations. Since the POC community is part of a niche that mainstream beauty brands often fail to address, individuals from this demographic tap the expertise of Black-owned businesses to receive solutions and support regarding their skincare or haircare routines.

Workshop Question - How might your brand shift the product development process internally to meet the needs of more consumers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Design-Forward Signage
Creatives are delivering aesthetic-driven designs to encourage distancing
Trend - As countries are beginning to ease COVID-19 lockdown restrictions, designers are launching captivating and artistic signage to remind people to physically distance. These "installations," which are often used as guides, are prevalent in public spaces, as well as artistic institutions, where they encourage mindfulness while maintaining an aesthetic language.

Insight - Many contemporary consumers—especially younger demographics—are mindful of aesthetics, both in their personal lives, as well as the spaces that they frequent. Being a predominantly visual culture entails that consumers in this age engage and are captivated by objects that are appealing to the eye. As a result, individuals tend to pay more attention and respond better to cues that suit their aesthetic expectations or that of the space they are in.
Workshop Question - How might you enhance the aesthetic presentation of COVID-19 signage for your brand/institution?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niche Spa
Modern spas are designed around specific specialty services
Trend - Spas that specialize in specific treatments or areas of interest rather than being a one-stop-shop for all types of treatments are increasingly common. These include monthly facial subscription spas and microtreatment bars.

Insight - When it comes to cosmetic treatments, Millennial consumers tend to prioritize affordability and efficacy more than they do experience. This generation prioritizes self-care, which includes cosmetic enhancements, but they seek it out in a way that offers immediate results that allow them to resume their daily activities with ease. Though they value customer experience, specialty spaces and treatments allow them to really hone in on areas of interest.
Workshop Question - How could your brand provide specialty offerings for its customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Subscription Sharing
Brands in the tech space are making it easy to share subscription passwords
Trend - Brands in the technology space are creating platforms to help users easily share subscription passwords in a safe and controlled way. These range from web extensions to password-managing apps and enable users to share content on streaming profiles.

Insight - As consumers spend more time consuming content on a plethora of streaming services, many view these streaming services as a shared commodity rather than a proprietary resource. Specifically, Millennial and Gen Z consumers that have grown up with unprecedented access to free streaming and mass file-sharing. As a result, brands are jumping into this sharing economy with platforms that serve the consumer's desire to safely share access to digital goods.
Workshop Question - How can your brand leverage the sharing economy to entice consumers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scalp Skincare
Hair care brands market skincare-like treatments for the scalp
Trend - The booming skincare industry has resulted in the hair care space imitating the popular trends and products in this space. Products that contain common ingredients seen in skincare, like chemical exfoliators and prebiotics, are being used to care for the scalp in the same way people care for their skin.

Insight - The self-care industry has evolved to something that's more than just appearance-based, but a space where Millennial and Gen Z consumers in-particular can create accessible rituals that aid them in their mental health and overall wellness goals. Skincare as "escapism" has resulted in brands in adjacent spaces taking note, and adapting to the consumer desire to create a holistic personal routine.
Workshop Question - How is your brand contributing to its customers "wellness" journeys or practices?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lifestyle Inclusion
Lifestyle-related brands owned by women of color are increasingly common
Trend - Wellness and lifestyle-related industries have long been exclusionary in the demographics they appeal to and target, but this is now changing with the growth of brands in this space that are owned by women of color. Businesses in this space include everything from hair care collections created by and for black women and women of color, and women and minority-supporting subscription boxes.

Insight - Consumers are increasingly demanding representation and equal opportunity in a range of industries, and are now quicker to call out brands and industries that have failed to meet their standards--whether that's in opportunities for minorities, the treatment of minorities, or in exclusionary targeting. With growing knowledge around how discrimination in various industries is impacting many minorities--particularly black and minority women--consumers are turning to brands that are owned by the demographics that have previously received less representation.
Workshop Question - How is your brand authentically presenting opportunities for women of color?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends