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Many to Many

Big-brand skepticism creates a rise in P2P that takes the power out of the hands of 2 or 3 large companies per industry, and instead highlights a sense of community support through small businesses.
Related Megatrends:
Personalization
Small batch production technologies and more personalized media are creating an expectation for personalization.
Authenticity
Social media and a resistance to traditional advertising have created a desire for authenticity and reality.
Social Recommendation
Apps are connecting consumers by allowing them to share recommendations
Trend - Brands in the technology space are launching apps that allow close-knit social circles, comprised of family and friends, to share their recommendations on movies, restaurants, and more. These platforms aim to replace the anonymous review systems many may have relied on in the past.

Insight - In favor of the element of human touch, consumers are more likely to turn to traditional word of mouth recommendations over curated, artificial intelligent suggestions, or online reviews. Consumers are craving authentic, unbiased recommendations and are no longer naive to fake reviews and other marketing ploys. As a result, these consumers are looking for ways to easily rely on the advice of their social circles and are looking at brands to provided streamlined solutions.
Workshop Question - How can your brand leverage the influence of friends and family to reach consumers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Ambassador
Brands employ everyday people as ambassadors of their products and services
Trend - Brands are increasingly recruiting young ambassadors outside the realm of celebrities and influencers in order to have more accurate and relatable representation for their products and services.

Insight - The age of celebrity and influencer is being reassessed as young consumers become more critical of the role these individuals and institutions play in the social and economic issues that are becoming top-of-mind for many. The privilege and lack of accountability that's often flaunted by celebrity culture is being criticized more as people look to have representation in media, entertainment and marketing that's less aspirational. As consumers become more educated on regional and global issues, the role of the celebrity has come into question for its lack of accessibility.
Workshop Question - How could your brand offer more relatable and accurate representation in its campaigns?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Pride
Brands have launched digital Pride events to help the community come together
Trend - Social distancing regulations in the face of COVID-19 have been restricted, but in an effort to bring the LGBTQ+ community together, brands are launching digital celebrations. These range from social media hashtag campaigns to branded live-streamed events.

Insight - Pride is an important cultural event for many in the LGBT2Q+ community that celebrates the milestones the group has achieved and fights for further equality under the law and within society. In recent years, many brands have begun supporting the movement as consumers demand inclusivity from the businesses they patron. As COVID-19 restrictions have limited in-person events, consumers are still expecting the same level of support from these brands.
Workshop Question - How can your brand support community initiatives during global crises?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dome Safety
Brands are implementing dome-shaped designs to address safety concerns amid COVID-19
Trend - In light of the COVID-19 pandemic, social distancing has become a necessity to slow the spread of the virus. As a result, brands are implementing clear geodesic domes to provide services to consumers, including using the design for live concerts, outdoor dining experiences, and hot yoga classes.

Insight - As economies slowly begin to reopen, many consumers are wary of interacting with the community for fear of the virus. These consumers are looking for ways to return to a new sense of normal and begin resuming their previous activities, in a safe and protected manner. As a result, they are turning to brands that allow for public interactions that comply with safety regulations.
Workshop Question - How can your brand re-imagine its services to prioritize safety?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Systemic CSR
Consumers call for ever-more authentic forms of corporate social responsibility
Trend - Corporate social responsibility is integral today. The Internet enables consumers to research whether a company's CSR plans are more marketing-based than action-oriented, and so brands are utilizing their reach to advocate within greater systems of power (as opposed to ways that exist solely within the brand's eco-system).

Insight - Acts of injustice are amplified in the social media age. Thus, this generation is not able or willing to turn away from these issues, making CSR more important than ever. The Internet also enables more education on political issues, heightening their expectations of brands' claims to advocacy. In the example of anti-racism initiatives and the uproar of May 2020, supporters understand the pervasiveness of systemic racism, and how large brands are in a unique position to dismantle it from the top-down.
Workshop Question - How can your corporate social responsibility initiative go even further beyond marketing?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rival Solidarity
Rival brands are putting their differences aside for a larger purpose
Trend - In the world of marketing, brands of every industry have rivals due to the similarity of their product or service and the audience they share. In efforts to raise awareness to worldly issues, competing brands are joining forces to combat matters at a larger scale.

Insight - The current social and political climate has caused mental, emotional, and economic strain on consumers, which drives them to look for ways to contribute to causes they support. As a result, consumers are more likely to appreciate companies that share their same values and support different global issues as a way to connect and extend their ability to help.
Workshop Question - How can your brand raise awareness to worldly initiatives?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hotel Pivots
Hotels are repurposing their rooms to offer new services amid COVID-19
Trend - Amid the COVID-19 pandemic, various hotel brands across the globe are pivoting their rooms to offer new services. These repurposed rooms include pop-up restaurants, temporary work offices, and emergency hospital rooms.

Insight - Consumer needs have evolved drastically with the onset of the COVID-19 pandemic, leaving many consumers concerned about adequate care access, the ability to work in a distraction-free zone, and even looking for safe opportunities to dine out. As they try to accept the "new normal" they are facing, they are turning to brands to provide options that allow them to regain a sense of normalcy and safety amid the confusion.
Workshop Question - How can you pivot your business or service amid the COVID-19 pandemic?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Stability
Post pandemic, companies step in to help customers get back on their feet
Trend - Times of crisis can take emotional, physical, mental and financial tolls on many. During these times of volatility, consumers will respond positively to brands that provide support. Once these times of crises pass, however, the aftermath can leave a sense of instability that brands can still help alleviate.

Insight - A call for companies to demonstrate more benevolence can be observed in recent years due to consumers becoming more aware of systemic inequalities due to the access of information online. During difficult times, such as the COVID-19 pandemic, this call for companies to use their resources for good is no longer something consumers simply desire, but need. This extends beyond the thick of volatility and into its aftermath; ultimately, this helps create a connection and retain existing customers.
Workshop Question - What is one way you could help ease your customer's daily stress?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Job Fairs
Brands are launching virtual events to find and hire employees
Trend - As in-person events become restricted due to the COVID-19 pandemic, various brands are launching virtual job fairs to find talent while maintaining social distancing regulations. These span from individual companies looking to fill new roles to talent recruiters seeking to meet candidates.

Insight - The COVID-19 pandemic has lead many consumers to struggle financially as many employers are forced to lay off staff and freelance work becomes more limited. These consumers are forced into an uncertain job market and lack the opportunity to meet employers in-person—significantly impacting traditional methods of job hunting. As a result, they are turning to brands to provide virtual opportunities to find employment from the safety of their homes.
Workshop Question - How can your brand shift its services to reach consumers virtually?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Local Gift-Box
Brands are curating gift boxes with artisanal goods from independent businesses
Trend - Brands are launching specially curated and accessibly priced gift boxes that feature products from small businesses and local artisans. These initiatives are not only effective in satisfying a consumer need but also provide relief for independent businesses, impacted during the ongoing pandemic.

Insight - When making personal purchases or gifting decisions for special occasions, consumers are emphasizing the need to support local economies during the COVID-19 pandemic. As a result, an increasing number of individuals opt-in for artisanal goods from small shops and creatives. In doing so, consumers are able to appeal to their need for unique products while simultaneously feeling good about helping out independent businesses.
Workshop Question - How could your brand accommodate the gifting needs of consumers during a health pandemic?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends