Gamification

Trend—Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.

Insight—Prior to the ubiquity of dating apps, most people met their partners through their immediate networks—particularly through friends. The fatigue that’s now associated with sifting through hundreds of potential partners on various apps has resulted in a reversal where consumers seek out the more trustworthy, authentic connections that were once made by meeting people in-person first. With dating apps developing algorithms to better align with these views, consumers are able to benefit from the convenience of online dating, while believing in its ability to create strong connections.

Trend–Apps that give consumers the opportunity to better detect "fake news" are on the rise. As the epidemic of fake news becomes a growing concern, particularly in politics, brands are ensuring that consumers are able to tell the difference between what's real and what's fake online. The gamification of this process provides an added incentive for consumers to gain knowledge on the subject of digital misinformation.

Insight–Though for many, it's been easy to tell the difference between reality and falsehoods online, the distinction is becoming harder to detect due to the sophisticated technology in this space, and growing persistence from the forces that are attempting to spread fake news. Due to these conflicts, consumers are looking for ways to become more adept at detecting this form of misinformation, as many of their professional and educational habits now take place online.

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.

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.

Trend - Now that Pro Millennials have reached parenting age, the expectations of the education system are shifting. Millennial parents are more interested in the emotional development of their children than in past generations. Changes to the education system take time, but for now, small and large businesses alike are developing services to provide young children with opportunities to develop happiness, self-awareness, and psychological well being.

Insight - The reason why Millennial parents want to see more psychological and emotional development in the formal education system stems from their own experiences navigating the world today. This generation is statistically one of history's most reportedly anxious generations. As they age into parenthood, they have the will -- and potentially, the power, due to their large numbers -- to conceptualize and create the kind of world they wanted to grow and learn in for their own children.

Implications - The concept behind "paying it forward" has remained relevant over the last decade, and brands are pushing to involve themselves in the process of–and facilitate–good deeds by consumers. Brands are leveraging new forms of technology, initiatives, and tactics like kindness-focused promotions to increase the chances that their customers pay it forward. These reward systems cater to socially responsible consumers who are loyal to brands that share the same value system they do.

Implications - Beyond programs overseen and offered by employers, employees today are gaining mental health support from products and apps that are self-directed. Providing relief and awareness of various stresses in the workplace, this new slew of wellness offerings speak to a consumer openness to more specialized wellness products.

Implications - More campaigns and ads based around science fiction are emerging from companies in industries such as culinary, fashion and technology; as brands look to pop culture for marketing inspiration. With today’s fascination of TV shows like Stranger Things, a lot of brands are playing into this phenomenon through very strategic marketing - making it easy for them to catch the attention of consumers, and maintain it long enough to make a lasting impression.

Implications - In an effort to fight the continued global opioid crisis, tech is increasingly being used to promote recovery and safety for victims. From the use of virtual reality to app-based sober coaches, these speak to the over-arching patient need for tools that leverage technology as the catalyst for recovery from a number of forms of addiction.

Implications - As more consumers turn to their phones to store their shopping lists, brands take this a step further with organization apps and predictive list-makers. New platforms that leverage AI, smart technology and voice-assistive tools make it easier than ever for consumers to keep track of what they need when they're shopping - and it can even help navigate physical stores. This shift in advanced retail communication allows consumers to stay on top of their to-do lists and increases seamless shopping experiences.