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Hybridization

Consumers place a premium on irreplaceability. In this era of oversaturation, differentiation is key. This can be achieved through layering seemingly unrelated ideas to create new categories and experiences.
Related Megatrends:
Co-creation
Brands, products, services and customers are increasingly co-creating an interdependent world.
Multisensation
Tech, AR, VR and interactive experiences are raising our expectations in the realms of entertainment, retail and even food.
Personalized Computers
As each family member is now expected to have a laptop, brands are adapting
Trend - Brands in the tech space are launching personalized laptops at various price points to meet the at-home needs of consumers. These range from portable gaming laptops to sturdy all-metal laptops.

Insight - The back to school season will look much different in 2020, as many students continue to learn from home alongside their remote working parents. As consumers adjust to a new routine this fall, the reality that each family member is in need of a computer or laptop is now apparent. Families cannot share their devices, and the bulk of their use will be work- or school-related. As a result, consumers are looking to brands to provide need-specific, affordable solutions, and technology that highlights its portability will appeal to consumers' new understanding of work-life balance.
Workshop Question - How can your brand support consumers as they adjust to everchanging routines?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post Hospitality
The hospitality industry is making changes to accommodate post-pandemic health
Trend - The hospitality industry will take some time to fully recover from the economic hits it's taken as a result of the COVID-19 pandemic, but its gearing up for an uptick in demand anyway. New measures and products that prioritize safety and sanitization are increasingly important to businesses and customers in this space.

Insight - As consumers look to resume their normal lives pre-pandemic, the psychological impact from experiencing the worst of the pandemic will still affect their consumption behaviors. These individuals are turning to brands that prioritize safety as much as they do experience and service, so they can feel comfortable in the process of resuming everyday life.
Workshop Question - How is your brand adjusting to post-pandemic safety?
7.7
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
Everyday Sport
Everyday clothing items are adapted with athleisure materials and styles
Trend - Fashion and sports apparel brands are offering collections for everyday wear that aren't athleisure, but that reflect the materials and forms that sportswear is known for. These collections are designed for workplace or recreational uses, but offer the enhanced functionality of sports clothing.

Insight - The athleisure trend that's taken hold in consumers' wardrobes, particularly among Millennials and Gen Z, has been influenced by a number of factors. Pop-culture and the inspiration that's taken from specific cultural groups have come together to influence consumers' fashion choices. In addition, the prioritization of fashion that's both stylish and comfortable has taken hold over more conservative approaches to fashion that preceding generations have. Consumers within this space are seeking out pieces that are both functional and adaptable to their professional and personal lives.
Workshop Question - How could your brand better merge style with function?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstrual Cannabis
Cannabis products are targeting symptoms of menopause and menstruation
Trend - Brands in the cannabis space are increasingly adapting to more specific needs and concerns, and now the focus is turning to the alleviation of symptoms related to menopause or menstruation. These products aim to reduce inflammation, improve mood and energy and/or relieve pain--all of which can be symptoms for those who are experiencing menstruation or menopause.

Insight - When it comes to personal health, North American consumers are increasingly balancing medical care with natural remedies. For non-serious health issues in particular, consumers are prioritizing the use of supplementary products that they can consume without side effects. This shift speaks to the growing trust that consumers now have in more traditional health practices.
Workshop Question - How can your brand establish trust with the use of natural ingredients?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cultural Garment
Culture-inspired garments are adapted to suit various needs and modern aesthetics
Trend - Cultural garments, or clothing items that stem from certain communities and traditions, are being adapted to suit the needs and aesthetic preferences of people who prioritize both culture and individuality. These items include everything from hijabs designed for sportswear, to traditional Indian clothing or textiles adapted for everyday needs.

Insight - As people become more aesthetic inclined with the influence of social media, they're also prioritizing their cultural roots in the way they present themselves. These consumers are drawn to products and services that represent their personal traditions, while also being suitable for their everyday needs as they work, exercise and take part in recreational activities.
Workshop Question - How is your brand adapting to the cultural roots of its customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Ownership
Co-ownership initiatives offer adapted forms of property and product ownership
Trend - Co-ownership opportunities are on the rise and come in a variety of forms, including car-sharing neighborhoods, co-owned apartment complexes and ownership setup spaces--all allowing people to pool resources for the sake of owning property or other investment pieces.

Insight - Millennial and Gen Z consumers face limited prospects when it comes to property ownership and other forms of investments, in-part because of inflated prices, higher costs of living and stagnant wages. These demographics are increasingly concerned for their future financial status and for the current system of capitalism, and seek out alternative ways to invest in order to secure their futures.
Workshop Question - How is your brand adapting to varying generational needs?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
EV Collaboration
Automotive companies collaborating to share technical EV knowledge and resources
Trend - Automotive companies are collaborating in order to share expertise related to producing electric vehicles. Gaining knowledge from other organizations can expedite the transition to electrically powered cars, as well as make the venture more profitable and efficent in the short term.

Insight - Due to extensive research, many consumers are aware of the adverse impacts on the environment that occur due to fossil fuels. These consumers are aware of the impact that their lifestyle can have on the environment, and many of them are taking steps to rectify this by making changes. If automotive companies can more efficiently produce EVs, they can serve eco-conscious consumers at more accessible price points.
Workshop Question - How can your company help consumers make eco-conscious changes in their lives?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Autonomous Public
Designers are debuting autonomous technology to enhance city infrastructure
Trend - More companies are paying attention to the implications that autonomous technology can have when implemented outside the automobile industry. Permeating different aspects of city infrastructure, self-directed designs introduce greater accessibility and order to public spaces.

Insight - A higher quality of life is a continuous expectation of consumers in metropolitan cities and since many individuals recognize the benefits of digital tech and the Internet of Things, citizens demand the implementation of smart technology as a means of alleviating everyday stress. This comes as consumers are more cognizant of the need for accessibility for those with mobility issues, as well as a desire for convenience amid a busy day.
Workshop Question - How might your brand utilize autonomous technology?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends