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Naturality

Social-minded consumers seek connections to experiences and products that connect them to bigger, more important things.
Related Megatrends:
Nostalgia
Fond memories fuel a desire to bring the past into the present, especially with respect to one’s formative years.
Youthfulness
The world is becoming more playful, driven by generations not ready to grow up, including Boomers who desire a more active, enriched life.
Cream Hygiene
Cream-based deodorants become more popular
Trend - As more consumers look for hygiene products that are "natural" but still effective, cream-based deodorant formulas have been gaining more traction. These products are also often packaged and formulated more sustainably.

Insight - When it comes to personal care products, consumers are no longer prioritizing convenience the same way they once did. Now that personal care routines are increasingly viewed as "self-care rituals" by consumers, they're more willing to experiment with products that prioritize ingredients and distinct formulas over convenience and/or ease-of-use.
Workshop Question - How could your brand better prioritize product experience?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Biodegradable Undergarment
Fashion brands make underwear from biodegradable materials
Trend - Undergarments are becoming increasingly innovative in the way they're designed, with more brands in this space now prioritiziing sustainability with materials that are biodegradable and/or compostable once users have worn them out.

Insight - As the climate crisis worsens and consumers are able to see its impact in the real world, more are trying to be more eco-conscious in order to do their part in mitigating the impact of climate change. Brands that prioritize sustainability in their business models are of interest to these consumers, rather than ones that simply pay lip service to sustainability.
Workshop Question - How can your brand be more impactful in its efforts towards sustainability?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Waste-Free Fashion
Fashion brands offer DIY zero-waste or sustainable clothing
Trend - Emerging brands' efforts at sustainable fashion are effective when they require some work from customers. Products like zero-waste patterns and clothing that can be composted once they're no longer needed cater to consumers who are willing to put in more effort to live sustainably.

Insight - Growing climate anxiety has resulted in more consumers making lifestyle changes in order to reduce their impact on the environment. Consumers who are especially eco-conscious are willing to make these changes even if they require extra work, and more are turning to brands that prioritize sustainability despite potential lifestyle disruptions.
Workshop Question - How could your brand prioritize sustainability in a way that's authentic and effective?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drought-Friendly
Food and beverage brands offer products based in water-conserving ingredients
Trend - As climate change worsens, eco-friendly food and beverage products become more popular. Now, natural ingredients that can be made with limited quantities of water are being touted as drought-friendly options in the food and beverage space.

Insight - The impact of climate change is increasingly visible to the average consumer, with droughts, pollution and the worsening of natural disasters causing eco-related anxiety. As consumers think about how their own lifestyles might contribute to these crises, they're turning to brands that help them mitigate their impact in both small and large ways.
Workshop Question - How could your brand make eco-friendly consumption simpler for its customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Subscription
Sustainable F&B subscriptions are making eco-friendly consumption simpler
Trend - As consumers look for ways they can live more sustainably, they're turning to brands that curate eco-friendly subscription boxes for food and beverages. Products in this space include everything from sustainable meal kits to wines.

Insight - Sustainability is an increasingly important purchase motivator for consumers, particularly as the impact of climate change becomes more apparent to the average person. This developing sense of urgency is making consumers change some aspects of their lifestyles to prioritize sustainability--and they're turning to brands that help make this process simpler.
Workshop Question - How could your brand make sustainable consumption easier for its customers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rewarded Sustainability
Brands and institutions create reward programs for eco-friendly habits
Trend - Businesses and institutions are increasingly incentivizing sustainable consumer habits with programs that reward them when they make eco-conscious decisions. These programs are linked to everything from recycling to shopping.

Insight - The convenience of today's consumption culture has had an enormous impact on the environment, but also makes it difficult for consumers to extract themselves from the cycle of buying products just to throw them away not long after. Making sustainable choices comes with costs and challenges, and consumers are increasingly turning to brands that help incentivize sustainable purchase decisions to make it easier to be eco-friendly.
Workshop Question - How could your brand make sustainable consumption easier for its customers?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fiber Packaging
Fiber-based packaging solutions are being used for sustainability purposes
Trend - Sustainable-sourced, fiber-based packaging is a newer packaging solution that's being used in the food industry. Everything from produce to canned beverages are now being packaged with these more eco-friendly packaging options.

Insight - The food industry has an enormous impact on global pollution--from production processes and packaging to food waste. Climate change and pollution become greater concerns for consumers, more are trying to be mindful about their purchase decisions and turn to brands that help them make eco-conscious choices.
Workshop Question - How could your brand better prioritize sustainability?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Eggnogs
The popular holiday beverage eggnog is being offered in vegan formulas
Trend - Seasonal food and beverage items are increasingly being offered for vegans or people with other dietary restrictions, and eggnog is now one of them. These formulas are based in popular plant-based milks like oat and macadamia.

Insight - As "alternative" ingredients become more sophisticated and diverse, consumers are more likely to experiment with them even if they don't have any dietary restrictions they subscribe to. Brands that are expanding their collections with vegan options are prioritizing inclusion while catering to a wider range of demographics.
Workshop Question - How could your brand expand its offerings to cater to different consumers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Baking
Baked goods are being made with upcycled ingredients to cut down on waste
Trend - Upcycling is becoming an increasingly common practice by small brands in the food industry that are trying to cut down on food waste. Now, baked goods or baking ingredients are also being adapted with these ingredients as a sustainable selling point.

Insight - Sustainability is increasingly becoming a purchase motivator for consumers, particularly in industries like F&B where being eco-conscious is more affordable. As more consumers become educated about the ways in which different forms of production and sourcing impact the environment, they're turning to brands that prioritize sustainability in a way that's impactful.
Workshop Question - How could your brand better prioritize sustainability?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cultured Dairy
Cell-cultured dairy products are making the industry more sustainable
Trend - As lab-grown meats become more popular, emerging brands are also experimenting with cultured dairy products. Now, everything from infant formulas to yogurts are being produced sustainably in labs.

Insight - Sustainability has become a more important purchase motivator for consumers as the impact of climate change becomes more visible in their daily lives. This growing urgency, alongside institutional pressure and policies, has made more brands and emerging businesses think about sustainable production, messaging, and general environmental impact reduction.
Workshop Question - How could your brand more effectively prioritize and invest in sustainable innovations?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends