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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.
Anonymous Support
Online mental health platforms enable anonymous peer-to-peer support structures
Trend - Brands are launching online mental health platforms that connect communities facing similar challenges. These platforms enable connections with peers who can relate to one another without judgment. The online community approach is always accessible, making it easy for users to gain support.

Insight - Younger consumers are facing several unique mental health issues due to growing up with the Covid-19 pandemic at pivotal times in their lives. These consumers' familiarity with online services, in part due to remote schooling and remote work, leads them to gravitate toward internet-based solutions for shopping, social interaction, and even healthcare. Healthcare providers are recognizing the online-first, social-focused motifs of Gen Z—in turn launching online mental health networks.
Workshop Question - How could your brand leverage the importance of online platforms when addressing the needs or wants of younger consumers?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blended Coffee
Fruit-infused coffee is gaining popularity with TikTok content creators
Trend - Social media creators are blending real fruits into coffee to add both flavor and nutritional value. These blended coffees are easy to create, offer a wide range of flavor options, and offer health benefits over traditional coffee. This trend is gaining popularity with consumers on TikTok.

Insight - Social media has a strong influence on younger gen Z and millennial consumers. These consumers are much more likely to be drawn to, and participate in, trends on media platforms, particularly when the trends are low-effort and high-reward. Two of the largest categories of trends on these platforms are food and wellness. When these two categories overlap and satisfy the consumer desire for low-effort, high-reward practices, they become part of users' daily rituals beyond social media.
Workshop Question - How could your brand create high-benefit products or services for younger audiences, noting that low-investment products receive notably more interest?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
P2P Return
E-commerce marketplaces are facilitating direct peer-to-peer returns for efficiency
Trend - E-commerce networks are implementing peer-to-peer (P2P) returns networks that directly connect returned products to consumers purchasing used or previously-owned products. These systems save on items being shipped twice, saving both money and environmental impact for the parties involved.

Insight - As more and more consumers choose to shop online rather than in brick and mortar stores, various costs amount for businesses, including shipping, RMA costs, and the cost of off-setting environmental impacts. On the other hand, consumers who shop online do not want these costs placed onto them and desire more affordable prices than in-stores. In an effort to reconcile these various costs without additionally charging consumers, businesses are turning to third-party solutions.
Workshop Question - How could your brand leverage peer-to-peer systems to improve aspects of its business?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.

Insight - Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Consumer Marketplace
Brands are launching first-party storefronts to connect consumers to others
Trend - Brands across multiple industries are launching consumer-to-business-to-consumer (C2B2C) storefronts. C2B2C offers consumers discounts on products and enables consumers to sell unwanted products while the business handles transactions and verifies the quality of listed items.

Insight - When consumers no longer require products, whether it be clothing, technology, or furniture, they often turn to third-party marketplaces for all-purpose listings. However, these marketplaces pose various risks, causing some users to be wary of misleading products and scam attempts. Some consumers desire streamlined ways to liquidate older goods safely and securely, while others desire quality goods at discounted prices. Brands are responding by launching first-party C2B2C marketplaces.
Workshop Question - How might your brand benefit from connecting its consumers via an online marketplace or forum?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
DIY Cheese
Consumers are creating their own cheese-inspired recipes with personalizations
Trend - Users on various social media pages are sharing simplistic, personalizable pasta recipes with cheese as a base. These recipes are accessible enough for any user to join the trend and versatile enough for each content creator to add their own touch to the viral dishes.

Insight - One of the main attractions to food and home cooking is that it brings people together. One evergreen desire for modern consumers is interpersonal connection. People enjoy cooking with their families, friends, and even strangers. When people find breakthroughs or believe strongly in a dish, they take to the internet to share it with others worldwide. These recipes become viral due to a consumer desire for connection and interaction with content creators and other users.
Workshop Question - How can your brand incorporate a sense of community and personalization into its products or services to create a connection with consumers and increase social sharing?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upgradeable Tech
Brands are launching tech products designed to be upgraded and repaired by users
Trend - Brands are launching technology products designed to be upgraded by the end-user. This includes laptops, smartphones, and gaming devices. This reduces manufacturing costs and consumer costs by allowing brands to sell single components at lower prices, instead of completely new devices to users who want upgrades.

Insight - Consumers are increasingly familiar with technology due to the pandemic and the younger generations growing up surrounded by devices. These consumers often repair and upgrade their own products rather than seek help from repair businesses as a cost-saving measure. As a direct result of this, these consumers are drawn to products designed to be opened and repaired. This creates a demand for businesses to sell individual components and products designed to be opened and modified, with a focus on products not as commonly designed to be repairable and upgradable, such as phones or laptops.
Workshop Question - How can your brand reduce costs by creating product for the younger tech-familiar generations that can be easily upgraded and modified?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
P2P Menopause
Companies launch platforms that connect women experiencing perimenopause
Trend - Brands are launching support structure apps and platforms that connect women experiencing perimenopause and menopause with each other and support professionals. This fosters a sense of community while also providing direct, community-backed information on navigating this time of life.

Insight - Women experiencing perimenopause and menopause often feel like they are isolated. These women search the internet for ways to manage symptoms, but find few solutions that suit their exact situation. These women desire testimonials and spaces for discussing symptoms and strategies for managing them, as these conversations are stigmatized with real-life acquaintances. This pressures brands to create community-oriented platforms for women in these situations to interact safely.
Workshop Question - How could your industry foster a sense of community with its consumers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menstruation Merchandising
Brands are launching empowering products that destigmatize menstruation
Trend - Gen Z-focused brands are launching menstruation-inspired products and campaigns that uplift and empower women, aiming to destigmatize menstruation through wholesome branding and marketing. This helps younger women take more pride in their bodies and not resent the menstruation process.

Insight - Marketing practices for menstruation care products are traditionally subtle, using codewords and drawing attention away from the menstruation process wherever possible. This causes young women to feel ashamed and feel they should resent menstruation. These young women want to be knowledgeable and aware of their bodies while feeling empowered, placing pressure on brands to create more uplifting products that do not shy away from the reality of being a woman experiencing menstruation.
Workshop Question - How could your brand reimagine its marketing for younger audiences?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Filipino Flavoring
Food and flavor from the islands of The Philippines are reaching the mainstream
Trend - As food from East Asian countries reaches mainstream popularity, early adopters look to the south of the continent for new inspiration. The Philippines is an archipelago in Southeast Asia. Its cuisine is influenced by Indigenous practices, Spanish colonization, American military relations, and more. This makes for flavors that are both adventurous and familiar to North American palates.

Insight - The act of embracing global flavors is a defining trait of the foodie world; however, as social media enables greater connectivity, this is less about North American consumers seeking new flavors as it is about the online foodie community expanding its reach. The Philippines is among the top 10 countries in the world with the most social media users; this correlates to the idea that new global flavor trends are no longer dictated by mainstream desire, but by their exposure to more global creators.
Workshop Question - Where else in the world is the online foodie community thriving?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends