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Multisensation

Passive consumption that satisfies one of the senses at a time doesn't satisfy the modern consumer's short attention span; interactivity is a must.
Related Megatrends:
Co-creation
Brands, products, services and customers are increasingly co-creating an interdependent world.
Hybridization
Lines are blurring as business models, products and services merge to create unique concepts and experiences
Gamified Doctor
Companies are launching gamified platforms for immersive medical training
Trend - Many developers are working alongside medical professionals to develop immersive mobile and multi-media games to help doctors in training. Emphasizing the practical experience and removing the fear of error, these gamified platforms are more accessible and engaging.

Insight - Many contemporary consumers maintain that immersion through gamified experiences makes content more memorable and engaging for them. In training, individuals who partake in such ventures—whether it is to identify the hazards of the job or for hands-on procedures—experience a sense of security as they feel more comfortable to test and practice their skills in a simulated and risk-free environment of trial-and-error.
Workshop Question - How might you gamify the training experiences for workers in your industry?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Interactive Crime
Brands are launching true crime experiences with immersive elements
Trend - As the true crime genre has grown in popularity over the last couple of years, stories have been adapted in different formats—from TV shows to podcasts. Now, creators are looking to enhance the experience through various immersive features, whether that be problem-solving games, interactive maps, or something else.

Insight - Driven by curiosity, individuals are fascinated by the darker nature of their psyche and as a result, many consume content that offers them a glimpse into this world. As the availability of technology allows for more immersive experiences, consumers—who are eager to observe and better understand this side of human behavior—look for increasingly interactive content that will enlighten, as well as entertain them.
Workshop Question - What interactive feature/s could you include into your product/service in order to enhance consumer experience?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Office Ambiance
Brands are launching curated playlists mimicking office noises for WFH employees
Trend - As consumers are forced to work-from-home amid the COVID-19 pandemic, brands are launching curated playlists that recreate common office sounds. These playlists include the sound of keyboards typing, bubbling coffee machines, and office printers to help consumers stay focused and productive.

Insight - The COVID-19 pandemic has prompted a deviation from routine for many consumers, and with shelter-in-place regulations forcing society inside, many are struggling to create a new routine that mimics aspects of pre-pandemic life. Since humans are social animals, some are finding the isolation and subsequent absence of familiar noises impacting their state of mind, and the addition of new background noises—the sound of children, roommates, and partners—distracting. As a result, they are turning to brands to provide familiar ambiances to recreate their previous environments.
Workshop Question - How is your brand supporting its employees/customers as they face a global crisis?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Escape
Virtual escape rooms offer an at-home alternative amid social distancing measures
Trend - Virtual escape rooms are increasingly being offered and engaged with online as a form of entertainment. These virtual games are more relevant as consumers around the world continue to deal with closures of or restrictions on various recreational activities.

Insight - Consumers are getting increasingly creative with how they entertain themselves as their options for recreational activities outside the home remain limited in many parts of the world. They're increasingly turning to brands in the digital space that prioritize new forms of engagement that avoid monotony.
Workshop Question - How is your brand engaging people who remain restricted in their activities?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Analytic Sport
Sport content is increasingly being integrated with data and analytics
Trend - Companies are increasingly creating content for sports fans that integrate data and analytics into a multimedia experience, including data-powered broadcasts and sports apps. Data and analytics provide fans with tangible information and facts that can enhance the viewing experience.

Insight - Many modern sports fans look to be more than spectators through actively learning more about what they are watching. This information allows them to be further immersed in the experience, as they will have the ability to see a sport from a more informed perspective.
Workshop Question - How can your organization leverage data to improve the customer experience?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upgraded Virtual
Brands are launching aesthetic backgrounds for elevated video-conferencing
Trend - Amid the COVID-19 pandemic, many professionals are working from home in an effort to prevent the spread of the virus, and have relied on video-chats to replace in-person meetings--where people have been using enhanced video backgrounds. Knowing this, brands are creating more of these functions for users to implement when video-conferencing.

Insight - The unexpected work from home period has left many professionals with a lack of dedicated workspace, resulting in many working in the living room, kitchen, or bedroom. These consumers still want to maintain an air of professionalism, which may be hard to accomplish in personal spaces where personal belongings and family are present. This demographic is turning to brands to provide digital solutions to mask their personal spaces with a more polished background that shield colleagues from seeing private aspects of each other's lives.
Workshop Question - How can your brand reimagine its services to accommodate consumers' new shelter-in-place lifestyle?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Temperature Care
Body care products include elements of heating or cooling to enhance experience
Trend - Cooling and heating products on parts of the body are commonly used to relieve tension, but they're less frequently coupled with skin-enhancing benefits. The shift toward products that offer temperature enhancements replicates various health treatments while working to improve skin's appearance.

Insight - For consumers who enjoy the entire process of skincare and see the sometimes-lengthy ritual as a relaxing part of their day, product experience is extremely important. Observable effects that they can see or feel immediately are particularly appealing, as they're able to make the experience of the product more fun, and enhance the perceived effectiveness of the items being used.
Workshop Question - How could your product incorporate multi-sensory ingredients or additions?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Supportive Streaming
Brands introduce livestreams to support and entertain people during COVID-19
Trend - As people remain limited to what they can find in the safety of their homes for their entertainment, more brands are offering livestreamed content that keeps people feeling stimulated as they figure out new ways to spend their time. Everything from aquarium views to more traditional TV content are now being offered in live formats for people to enjoy.

Insight - Consumers often seek out engaging brand interactions, but they're doing so even more now given the state of the global climate. The mental and economic stress millions are currently facing has forced consumers to be creative with what they're using to "escape" the current realities of their day-to-day. Everything from new hobbies to new forms of entertainment are being explored, and giving consumers some respite from stress and anxiety.
Workshop Question - How does your brand support its customers through stress and anxiety?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality Charity
Companies are engaging consumers with AR and VR-powered relief efforts
Trend - Ongoing relief efforts are being launched to ease some of the consequences of the COVID-19 pandemic. Many brands and organizations are opting for immersive technology—particularly augmented reality and virtual reality—to capture the attention of consumers.

Insight - The COVID-19 pandemic has created a global sense of unity as people around the world are connected by similar disruptions to everyday life. Motivated by a sense of empathy and a desire to overcome a shared obstacle, individuals are feeling disposed toward donating to community relief efforts. Since many consumers are predominantly spending their time online, the demand for charitable initiatives is paired with a desire for a gamified experience.
Workshop Question - How might your brand advocate for relief efforts amid a crisis?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Adaptation
Artists and designers are tapping AR to compensate for cancelled events
Trend - The majority of art fairs and exhibitions have been canceled due to the outbreak of COVID-19 and many are adapting to the dramatic changes via technology. Augmented reality, in particular, is embraced by artists and designers as a means to exhibit new works and stabilize the art market.

Insight - The government-imposed restrictions due to COVID-19 on people's daily routines have brought on increased levels of restlessness. As a result, many are drawn to digital environments that replicate physical events. By appealing to a sense of escapism, individuals feel comforted and less confined as they engage in pursuits of self-expression or activities that are generally familiar to them.
Workshop Question - How might your brand use AR/VR to replicate or supercharge an experience?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends