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Experience

The Experience Economy is upon us, meaning consumers are less inclined to purchase products than they are to seek experience and the opportunity to create memories.
Related Megatrends:
Gamification
The application of game dynamics to real-world problems results in a world that’s more competitive and engaging.
Tribalism
Allegiant groups are more readily formed around specific interests, causes and even brands.
Hygiene Support
Brands adapt hygiene projects with educational and motivational support
Implications - Seeking to encourage rituals around proper hygiene, brands are offering additional features, support and guidance alongside traditional hygiene products for easy consumer integration. From AI-enhanced dental devices that provide feedback on usage to those with virtual enhancements that help gamify the process, these examples not only speak to how general hygiene practices are evolving, but also the importance of guidance, simplification and encouragement that consumers are looking for.
Workshop Question — How might you enhance your current product offerings with tools, technology or assistance that simplifies the process?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivery Marketing
Brands use limited time delivery offers to market specific products
Implications - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.
Workshop Question — What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dentist Chic
Dentist offices take on a millennial-friendly aesthetic
Implications - Speaking to the expectation and value that millennials place on aesthetics, many dentist offices are differentiation themselves by taking on an informal and modern look. As young people today seek out products and experiences that specifically reflect who they aspire to be, this effect is impacting even the most unlikely of places.
Workshop Question — What are some ways your product or service could better align with the aesthetic tastes of millennials?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fitness Exchange
Athletic brands offer indulgent eats to balance strenuous physical activities
Implications - An offshoot of the “halfway healthy” phenomenon, we’re seeing fitness brands that traditionally host events like marathons go one step further with indulgent consumption rewards. Offering comfort foods like pizza and burgers to those who finish races or engage in active clubs, retailers are actively expanding what it means to live and lead a healthy lifestyle, through offering more indulgent offerings often not associated with such physical activity.
Workshop Question — How might you tackle consumer hesitations around living a healthier lifestyle? How can you better balance their priorities?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edutainment
Educational resources for kids adapt into more entertainment-focused options
Implications - Seeking to connect with kids through more engaging content, educational resources are evolving with the use of modern media outlets and platforms to better balance education with entertainment. Creating YouTube videos, TV shows and even pop-up experiences that blend elements of learning with storytelling, creativity and technology, brands are not only looking for ways to make learning more fun, but they're changing the way education is consumed, allowing for less formal, more interactive alternatives.
Workshop Question — How might you better connect with younger consumers through more content-specific strategies?
7
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
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
Gummy Sleep
Sleep-inducing herbs and ingredients are infused into gummy formats
Trend–With supplements offered in gummy form on the rise, now ingredients that are specially curated for inducing sleep are also being offered in these edible formats. Incorporated with ingredients like chamomile and lavender, these products use novelty to differentiate themselves in the market.

Insight–Consumers are no longer simply looking to use products and services for their function alone, but also for the experience that comes with using those products. Whether that's taking the time to slow down and enjoy something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting that brands offer both efficacy and enrichment in the process of using their products. Offerings like edible nighttime supplements are able to take the chore and routine out of consuming sleep aids, and instead make them enjoyable items consumers can look forward to as part of their daily routines.
Workshop Question — How could your brand prioritize experience as much as functionality in its product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Implications - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever customers need it. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question — How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Purposeful Pop-Up
Pop-ups center around topical local issues and how to address them
Implications - Businesses across industries are using pop-ups to highlight local causes (that are also globally relevant) in order to market their personal brand, while also engaging their customers. In an age where consumers are increasingly in-tune with both regional and global issues–and willing to support those causes–brands creating pop-up spaces that do so are prioritizing the empowered and goal-driven customer.
Workshop Question — How could your brand create pop-up experiences that target regional or global issues?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends