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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.
Bio Furnishings
Biodegradable furnishings set a new precedent for interior design
Trend - Environmentally friendly, biodegradable home and retail furnishings are on the rise as designers and consumers look to reduce their environmental foot print. Everything from beds and carpets to restaurant furniture are being adapted with biodegradable materials.

Insight - When it comes to environmental consciousness, consumers are increasingly aware that changing minor aspects of their daily routines won't make an enormous impact on the bigger picture. The larger goal is to shift production and create more regulations for the companies responsible for environmental damage. While they push for this, they still feel a sense of responsibility and look for more ways to alter their habits to minimize their own personal impact--whether that's reducing their use of straws or finding eco-friendly investment pieces.
Workshop Question - How is your brand holding itself accountable when it comes to its impact on the environment?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reusable Loyalty
Brands are launching reusable container programs with perks for consumers
Trend - Brands and restaurants are partnering to offer specialized reusable container programs that help curb the waste produced by single-use plastics in takeout orders. Some of these initiatives carry promising perks, ultimately driving consumer loyalty—from special discounts at favorite restaurants to a seamless experience of the return process.

Insight - Increasingly aware of the immediacy of climate change, consumers look for substantial ways to curb waste in their day-to-day, especially when they are on-the-go. As a result, individuals in this space prioritize eco-conscious solutions that are seamless and convenient. A new responsibility in their already busy lifestyles, consumers strive to keep motivated by looking for beneficial incentives, which come as an addition to their peace of mind.
Workshop Question - How might you enhance your loyalty program in a way that benefits the planet?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences
Trend - The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.

Insight - When it comes to both the cosmetic and food industries, the label "clean" is increasingly popular among consumers. People are more concerned now with the ingredients of the products they choose to purchase, and knowing that they'll react well to their specific needs. The appeal of natural, vegan or clean products is that it creates a sense of trust between the brand and the consumer.
Workshop Question - How is your brand prioritizing inclusive, "free-from" products?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
High-Tech Frozen
Brands are tapping tech to elevate user experience in the frozen food sector
Trend - Food brands are launching frozen goods in packaging with enhanced functionality. Either geared toward measuring possible food spoilage or elevating the cooking process, these innovations work toward producing more convenience-focused solutions for the modern consumer.

Insight - Convenience is incredibly important to contemporary consumers with busy lifestyles as they often find themselves in hectic environments where prioritization of tasks is required. Drawn to products that are flexible and accommodating to momentous needs, individuals seek out solutions that streamline daily experiences—particularly with respect to cooking and storing. This allows consumers to gain peace of mind by alleviating the need to always be vigilant.
Workshop Question - How might your brand enhance the convenience aspect of your product/service to accommodate the needs of consumers with busy lifestyles?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immunity Cocktail
Alcohol-based beverages are incorporated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.

Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Ingredient
Black-owned businesses are bringing heritage ingredients to the beauty market
Trend - Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.

Insight - Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Workshop Question - How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Healthy Concentrate
Concentrated syrups that offer nutritious benefits are increasingly common
Trend - Concentrated syrups that are added to water or other beverages have long been associated with "junk" food, but this narrative is shifting with the creation of concentrated syrups that have nutritional benefits. These products come in a range of options, including kombucha and black tea.

Insight - As consumers become more open to the types of food and beverage items they're willing to try, health remains an important consideration for many. Since many flavored CPG beverages tend to lack nutritional ingredients, consumers are drawn to the few that do promise both nutrition and enhanced flavor.
Workshop Question - How is your brand catering to the needs of health conscious consumers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Waste Design
Fashion and design materials are created using food waste
Trend - The upcycling of food scraps that would typically have gone to waste is increasingly being used in materials for design-forward products and accessories. Everything from shoes to tableware are now being created using these innovative materials.

Insight - In recent years, consumers' purchase decisions have increasingly been motivated by factors like innovation and eco-friendliness. The former offers them distinct talking points for the products they choose to buy, while the latter alleviates the purchase guilt they feel in light of the environmental issues that are currently plaguing the world. People seek out interesting and eco-conscious products so they can have peace of mind when it comes to their chosen lifestyles.
Workshop Question - How could your brand better prioritize innovation and eco-friendliness simultaneously?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Support
Brands are emphasizing multi-tasking and natural products that address Afro hair
Trend - Brands owned by Black and people of color are answering an under-served mainstream market by releasing specialized products that seek to support consumers with natural, textured and/or tightly curled hair. Emphasizing the need for customized care in this space, companies seek out to deliver multi-functional support with natural ingredients that address scalp health, hair damage, and more.

Insight - The skin and hair of consumers from different cultural backgrounds can vary, resulting in a spectrum of distinct personal care requirements and expectations. Since the BIPOC community's needs are often left unaddressed by mainstream beauty brands, individuals from this demographic tap the expertise of Black-owned businesses to receive solutions and support regarding their skincare or hair care routines.
Workshop Question - How might your brand shift the product development process internally to meet the needs of more consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Methane Decrease
Start-ups & researchers are proposing ways to decrease methane production in cows
Trend - When cattle digest their food, methane is produced and released into the atmosphere in the form of "cow burps." Since methane is a potent greenhouse gas that is more harmful than carbon dioxide, companies and scientists are looking for ways to inhibit methane production. While some aim to do this by tweaking the cow's microbiome, others attempt to succeed through cow feed supplements.

Insight - Consumers are increasingly concerned about the climate change implications of meat production and consumption and as a result, a demand arises for more mindful agricultural practices and lifestyle diets. This comes as many become more informed on environmental issues and expand their advocacy to include not just individual consumption habits but also larger production practices. In this way, people seek to motivate sustainable change on a grander level.
Workshop Question - What steps can you take to make the agricultural facet of your business more sustainable?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends