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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.
Mood Cosmetic
Mainstream cosmetic brands tap into the power of aromatherapy
Trend - With smaller artisanal brands known for their focus on aromatherapy becoming more popular, corporations with more mainstream audiences are taking notes. These brands are now offering cosmetic items with mood-boosting benefits.

Insight - As consumers turn to beauty and self-care rituals that prioritize function as much as they do overall experience, they're more likely to seek out smaller brands that have the capacity to innovate in the wellness space. With large traditional organizations typically lagging when it comes to experimentation and experience over function and branding alone, consumers seek out brands that prioritize their more modern preferences.
Workshop Question - How is your brand appealing to more unique tastes and preferences?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Snack-Inspired Cheese
Brands are infusing distinct flavors into standard cheese products
Trend - Sweet or sour, brands with cheese products are incorporating snack flavors—whether it's chips, chocolate, popular desserts, or something else—into their recipes. Spanning from spreadable cheeses to cheese sauces in popular dishes such as mac and cheese, these flavor hybrids bring something new to the consumption experience.

Insight - When looking to indulge, more adventurous consumers tend to opt-in for novelty flavors that promise them a new tasting experience, creating a demand for a diverse market with unconventional options. Driven not only by a sense of curiosity about a particular flavor, this desire manifests as consumers attempt to expand on traditional offerings without staying too far from the satisfaction of their favorite go-to indulgences.
Workshop Question - Conceptualize a hybrid product with flavors, borrowed from an adjacent industry.
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant-Based AI
Vegan brands are elevating their products with the help of artificial intelligence
Trend - Brands in the plant-based category are developing their own technology or partnering up with a specialized company in order to bring the integrity of their vegan products to a new level. In this space, artificial intelligence is used to determine the best ingredients and recipe ratios for optimal consumer experience, especially when it comes to texture and health benefits.

Insight - Through a combination of wanting to be healthier in their lifestyle choices and determined to lessen their carbon footprint in light of climate change, many contemporary consumers are limiting their intake of animal-based products or switching to a vegan diet altogether. As this proves to be a challenge for some, individuals look for a seamless introduction into the plant-based experience as they attempt to embrace more sustainable alternatives. In this space, many emphasize the need for flavor and texture since it is an important part in their ability to enjoy their meal.
Workshop Question - How might you elevate the integrity of your vegan product?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
VR Spa
Virtual reality is used to enhance spa experiences
Trend - The many contexts in which virtual reality can be used now applies to spas as well, with some of these businesses creating services that are coupled with virtual reality headsets the enhance the relaxation experience for customers.

Insight - When it comes to the modern "wellness" industry, consumers often expect well-rounded products, services and experiences. The costly nature of investing in wellness has made it so that if consumers seek out brands that offer them an above average, unique experience so that the expenses are worth it.
Workshop Question - How can your brand guarantee distinct virtual experiences, particularly as in-person consumption has become restricted?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reusable Loyalty
Brands are launching reusable container programs with perks for consumers
Trend - Brands and restaurants are partnering to offer specialized reusable container programs that help curb the waste produced by single-use plastics in takeout orders. Some of these initiatives carry promising perks, ultimately driving consumer loyalty—from special discounts at favorite restaurants to a seamless experience of the return process.

Insight - Increasingly aware of the immediacy of climate change, consumers look for substantial ways to curb waste in their day-to-day, especially when they are on-the-go. As a result, individuals in this space prioritize eco-conscious solutions that are seamless and convenient. A new responsibility in their already busy lifestyles, consumers strive to keep motivated by looking for beneficial incentives, which come as an addition to their peace of mind.
Workshop Question - How might you enhance your loyalty program in a way that benefits the planet?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Infrastructure
Designers & developers are making spaces friendlier for older demographics
Trend - City infrastructure is being adapted to accommodate the senior community through design-forward features that motivate activity, preserve health and safety, or simply allow for intermittent rest. These developments show a commitment to making spaces more accessible.

Insight - Many senior citizens are emphasizing their desire for independence, both in public and private spaces, and this prompts a demand that advocates for more accessible designs within the city environment. When this is taken into consideration and the accessibility needs of an older demographic met, consumers become increasingly confident and comfortable to be active outdoors, ultimately allowing them to combat feelings of loneliness which tend to be common for the senior community.
Workshop Question - How might your brand accommodate the older consumer's need for independence?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
New School
School-related campaigns and services adjust in light of the ongoing pandemic
Trend - Back-to-school campaigning is looking a little different this year, with brands recognizing the impact that COVID-19 will have on students' ability to actually attend school in-person. Campaigns and services related to back-to-school are taking on new forms to accommodate this change.

Insight - The COVID-19 pandemic continues its impact on the world, and while restrictions have loosened in North America, people are still facing limitations in what they can and can't do--even in essential services like education. Consumers who understand the ongoing local risks are drawn to brands that are able to adapt their products and services in a way that prioritizes safety.
Workshop Question - How could your brand better adapt with safety in mind, despite loosened restrictions?
7.5
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?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Ingredient
Black-owned businesses are bringing heritage ingredients to the beauty market
Trend - Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.

Insight - Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Workshop Question - How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
5.7
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?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends