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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.
Gamified Exercise
At-home exercise takes on gamified elements to boost motivation
Trend - As home exercise has become a viable alternative to using gyms and public spaces, gamified exercise experiences for those working out at home are becoming more popular. These fitness-based games make the prospect of working out more enticing.

Insight - The COVID-19 pandemic inevitably changed consumers' lifestyles, with some people making permanent changes as they found what worked for them. This includes fitness and wellness habits--with consumers adapting to better fit into their new, at-home lifestyles--and some enjoying that so much that they decided to keep it as part of their routines post-pandemic.
Workshop Question - How is your brand responding to long-term changes brought on by the pandemic?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
NFT Marketing
Brands are embracing non-fungible tokens in their outreach and marketing strategy
Trend - At the beginning of COVID-19, brands quickly pivoted their marketing strategy to digital out of necessity. Now, many companies are embracing the virtual world in its entirety. Recognizing the promise of NFTs (non-fungible tokens), brands across sectors are taking advantage of its popularity to connect with consumers.

Insight - Over the last year and a half, many consumers have developed a keen interest in technology and the virtual world. This pivot, however, is not only driven by the conditions of government-imposed pandemic restrictions but is also a result of a deeply entrepreneurial spirit and sense of curiosity that drives individuals to explore their options—whether that is in terms of entertainment, financial gain, or simply shopping.
Workshop Question - Conceptualize a marketing campaign that embraces NFTs.
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wide Beverage
Alcohol bottles and cans mimic glasses for easier consumption
Trend - Brands are offering wide-mouthed bottles and cans that help mimic the experience of drinking out of a glass, without actually needing one. On top of reducing the need to use extra dishes, these packaging solutions could also be beneficial for people with disabilities.

Insight - The alcohol industry has become increasingly diverse as consumers have recently shown a preference for options like canned cocktails, spritzers and low-alcohol beers. With this diversity has come the expectation that brands also meet consumers' packaging needs, particularly for waste-reduction purposes and outdoor drinking scenarios.
Workshop Question - How is your brand catering to consumers more niche needs and preferences?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cryo Cream
Topical skincare products aim to mimic the effects of cryotherapy
Trend - Cryotherapy is used as both a medical and beauty treatment, and brands in the skincare space are now using the cold therapy as inspiration for topical skincare, like masks and creams, that aim to reduce facial inflammation and redness.

Insight - As skincare becomes more niche and even personalized to consumers' individual interests, constant innovation in this space is increasingly expected--particularly by consumers who are highly educated about skincare. Brands that are able to stand out with their benefits, claims, formulas or ingredients are now rare in this industry, and therefore highly coveted by consumers.
Workshop Question - How is your brand able to stand out in a saturated market?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable Experience
Brands create in-person or virtual experiences that consumers can shop in
Trend - Shoppable experiences are the newest way that companies are curating unique branded experiences for customers. These experiences include everything from shoppable hotel rooms to cooking shows.

Insight - Consumers increasingly expect that brands match their lifestyles and social media consumption habits when trying to relate to them. These more authentic interactions breed brand loyalty among consumers.
Workshop Question - How is your brand creating innovative shopping experiences for customers?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rice Water Care
Haircare products are increasingly relying on rice water as a main ingredient
Trend - The use of rice water in haircare is a tradition that first originated in Asia and the ingredient's benefits extend to growth, improved texture, and durability. Today, the practice has gained traction as a DIY treatment and haircare brands are taking advantage of its popularity by launching products that center it.

Insight - The Internet provides consumers with access to various local and global practices across all sectors—from food and beverages to beauty and skincare. Whether out of curiosity or need, many are looking to blogs and other platforms to unearth new ingredients and ideas that they can test out and use in their daily lives. Those who live demanding lifestyles often prioritize convenience and, as a result, are turning to brands for ingredients that they've discovered, in order to save on time.
Workshop Question - Conceptualize a DIY remedy that your brand can recreate.
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blue Zone Living
Brands are optimizing experiences to facilitate longer & better lives for clients
Trend - Coined by Dan Buettner, Blue Zones are identified as regions of the world where a higher than usual number of people live much longer than average. Brands—particularly in the hospitality and nutrition sector—are drawing inspiration from lifestyles in Blue Zones in order to provide unique enriching, longevity-enhancing experiences to consumers.

Insight - As a result of the acceleration and boom of the health and wellness movement, contemporary consumers have internalized the pursuit of mindfulness and well-being as a habit. For many, striving to maintain good physical and mental stamina is enabling them to feel happier, confident, and more energized. In addition, the emphasis on wellness practices allows individuals to gain peace of mind since they are taking preventative measures for aging.
Workshop Question - How can your brand use Blue Zones research to optimize its product/service?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scientific Stay
Hospitality businesses are partnering with science experts to boost experience
Trend - Luxury travel brands are known to rely on unique activities to attract travelers and, most recently, the emphasis has fallen on science-backed experiences that combine education and wonder. Hotels are partnering up with scientists and experts to deliver involved and collaborative explorations of surrounding nature.

Insight - When going on vacation, contemporary consumers often look for activities that they can enjoy at their destination and much of this search is motivated by curiosity and the need to escape from the mundane. In this space, many are prioritizing activities that will allow them to learn and/or experience something new. This demand is usually driven by a desire to enrich one's life and when this is satisfied, consumers feel inspired and energized.


Workshop Question - Conceptualize a partnership with an expert that would enrich your brand's services.
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Changing
Virtual fitting rooms are growing in popularity amidst the pandemic
Trend - Virtual fitting rooms are becoming an increasingly popular alternative to in-person fitting rooms, particularly as the ongoing pandemic has put restrictions on in-person shopping. Now, consumers are able to see how clothing may look on them without having to worry about hygiene or being inconvenienced.

Insight - As the COVID-19 pandemic continues to impact people's lifestyles, a change in customer psyche has already occurred. Things like prioritizing hygiene and being weary in public spaces may take some time for consumers to let go of even post-pandemic, if they can let go of it at all, and so brands are having to look into long-term changes they can make to adapt to this shift.
Workshop Question - What long-term pandemic-related changes could your brand better adapt to?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Powdered Serum
Skincare brands deliver active ingredients in powdered form
Trend - In the standard skincare routine, serums are thin liquid formulas that deliver the most potent, active ingredients meant to treat, hydrate, reduce pigmentation, and/or boost skin turnover rates. Now, brands are delivering those same active ingredients in powder formulations--either to maintain the potency of the ingredients or to offer a more innovative product experience.

Insight - Consumers who are passionate about skincare often seek out products they they believe to be the most innovative and most effective. With people now more knowledgeable about the science behind various products, ingredients and formulas, brands are having to deliver more than just adequate branding in order to compete in this space.
Workshop Question - How is your brand catering to the educated consumer?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends