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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
Brand Escape
Brands market themselves using virtual escape room games
Trend - Since brands are still unable to engage with consumers in-person in the same way they once were, many are prioritizing interactive online experiences for consumers to try out. These now included branded escape rooms where businesses market their products in a virtual escape room format.

Insight - With many consumers around the world still dealing with restrictions on how they can engage with public spaces, people are choosing to stay at home in order to protect their healthy and safety. This has created opportunities for people to engage more in the digital space, where brands are increasingly present in order to connect to customers.
Workshop Question - How is your brand prioritizing digital engagement for its customers?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
No-Stress Probiotic
Probiotics are now used to battle stress in adult consumers
Trend - Probiotics have been widely utilized in skincare collections and the gut health category. Now, companies are developing dedicated probiotic products that are designed to deal with stress. These new formulas are often offered with functional co-ingredients like CBD.

Insight - Contemporary consumers, especially those who live in demanding environments, are experiencing heightened levels of stress in their everyday. In order to deal with the pressure, many are looking for ways to balance their workload. Whether this means practicing mindfulness or getting external support, individuals are prioritizing their health in order to feel better, be more energized, and capable of persevering, despite difficulties.
Workshop Question - How can your brand alleviate consumer stress?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Board Game
Artificial intelligence is being employed in tabletop game experience design
Trend - Technology is enhancing the player experience during chess and other popular board game offerings. By integrating artificial intelligence into tabletop game designs, brands are able to also provide training to consumers.

Insight - Contemporary consumers are becoming increasingly comfortable and open to using technology in their daily and work routines, as well as for entertainment and in other facets of their lifestyle. As tech becomes more accessible to a larger portion of the population, individuals will look to satisfy their curiosity by testing out novelty tech-powered versions of products that they are familiar with.
Workshop Question - How can your brand utilize artificial intelligence?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cooling Cosmetic
Makeup products are adapted with skin-cooling formulations
Trend - Cosmetic brands are offering beauty products with formulations that have a cooling effect on the skin when applied. Products in this space include everything from setting powders to under-eye concealers.

Insight - Many consumers who wear makeup, particularly young Millennials and Gen Z, see it as a playful activity where they can express themselves creatively. Those who view makeup through this lens are more willing to experiment in this space--whether with colors, formulations, functions or experiential add-ons.
Workshop Question - How is your brand reaching consumers who enjoy creative expression?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tech-Supported Caregiver
Brands are developing high-tech training materials for caregivers
Trend - By appealing to the benefits of mixed reality and artificial intelligence, brands in the health care sector are able to offer substantial training for caregivers who work with older adults. Through simulation, workers are able to build a greater degree of compassion and learn from their mistakes through hands-on activities.

Insight - When it comes to healthcare—whether it pertains to oneself or a loved one—individuals are prioritizing solutions that they can count on and as a result, many are emphasizing the need for adequate training and support in this sector. This allows consumers to not only feel better supported and comfortable when receiving services or care, but it also enables those close to them to gain peace of mind in the matter.
Workshop Question - How can your brand enhance the training of your employees?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
High-Tech Carrier
Pet carriers are being optimized with safety and comfort-focused features
Trend - Whether it is for traveling, an urban commute, or rescue, designers are launching high-tech pet carrier solutions. These products harness technology to deliver comfort or a more controlled environment that leaves cats and dogs calm and happy.

Insight - Most owners regard their furry companions as irreplaceable members of their family and as a result, many are on a continuous mission to refine their pet's experience—both indoors and outdoors. This creates a demand for products and services that take the needs of pets into consideration, whether it pertains to health, comfort, or safety. In emphasizing this, consumers feel more at peace with themselves and reassured that they are taking good care of their furry friends.
Workshop Question - How can your brand optimize a pet's experience?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Masks
Brands are leveraging technology to implement digital capabilities to face masks
Trend - Face masks have become a requirement across the globe, which also causes communication restrictions. To combat this, some brands are incorporating technological capabilities to assist with audio or visual barriers. This is done through connectivity to devices to enable voice response, transcription, and more.

Insight - Consumers are wearing face masks in public environments for protection from the global health crisis. As these masks become further accepted as a part of the new normal, their features must adapt. The fusion of technology is favorable as it provides added functions to the protective gear to assist consumers through any communication barriers. This makes for more seamless integration of a new necessity into daily routines.
Workshop Question - How can your company help consumers accommodate to the restrictions of the new normal?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Bands
Brands in technology spaces are launching virtual musicians
Trend - Brands in the gaming and technology space are launching virtual bands compromised of digitized characters. These virtual bands cater to a range of consumers by curating albums in a variety of genres like hip-hop, metal, and K-pop and often feature well-established video game characters as leads. These characters are all created to have unique characteristics and personalities to help viewers better identify with the bandmates.

Insight - Younger generations of today are completely immersed in the digital world, having spent their youth engaging in online activities like social media and video games. Since platforms like radio and cable tv are less frequently used by these consumers, brands are adapting their products and services to reach consumers on their preferred platforms. These consumers are already extremely familiarized with digital characters and readily accept new offerings that incorporate these figures.
Workshop Question - How is your brand leveraging technology to reach consumers on their preferred platforms?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psych Reframe
Designers are channeling difficult human emotions and the importance of acceptance
Trend - Contemporary designers are referring to problematic societal norms that are excusatory and harmful to people's perception of self. These concepts are realized through high-tech fashion or sculptural jewelry that seeks to directly or indirectly affect one's psychological state.

Insight - Contemporary consumers are increasingly coming to the awareness that traditional societal narratives and what is held as the "status quo" are harmful—if not directly to one's self then to others in the community and especially to people who are marginalized. Either motivated by a sense of guilt or by duty to make the world a better place, individuals are looking to remedy the situation by placing more focus on healing and acceptance, as well as by building safer spaces.
Workshop Question - How might your brand build safer spaces for individuals?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Skin Hunger
Designers are proposing solutions that address the absence of physical touch
Trend - The term "skin hunger" is a phenomenon popularized during the COVID-19 pandemic and it's prompted by the lack of physical touch for long periods of time. In turn, designers are showcasing various concepts and products that simulate hugging or other actions that bring comfort.

Insight - Many are vehemently practicing social distancing during the COVID-19 pandemic and as time goes on, the feelings of loneliness due to the lack of physical contact intensify. In order to not become too distressed, consumers are looking for safe and responsible ways to mitigate this. As a result, many opt-in for viable alternatives that allow them to feel less lonely, and when this need is met, individuals are more comfortable and content.
Workshop Question - How might your brand create a more comforting environment for consumers through your product/service experience?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends