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Nostalgia

Tapping into the value of sentimentality to provide exhausted, troubled consumers with emotional escapism.
Related Megatrends:
Naturality
The desire for sustainable products, including local, organic, recyclable and pronounceable ingredients.
Youthfulness
The world is becoming more playful, driven by generations not ready to grow up, including Boomers who desire a more active, enriched life.
Nostalgic Collectible
Brands re-release or reference iconic 90s' toys for nostalgic consumers
Trend - The current 90s revival in pop culture has extended to toys that were once central in the childhoods of Millennials and Gen X. Brands are now re-releasing classic 90s toys, or using them as inspiration in new products—evoking nostalgia while still appealing to young consumers.

Insight - The Y2K revival in fashion, tv, toys and other culturally infuenced trends has appeal for a wide range of consumers--either Gen Z who view 90s and early 2000s' trends as aesthetic inspiration, or Millennials and Gen X who remember these trends from their youth. When it's effectively done, evoking nostalgia either creates emotional connections with customers, or appeals to consumers who romanticize the past.
Workshop Question - How could your brand create stronger emotional connections with customers through its products or campaigns?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Seltzer
Cannabis and alcohol-based seltzers feature cream soda flavors
Trend - Cannabis and alcohol brands continue to release seltzers and canned cocktails because of popular demand. Cream soda flavors in these lightweight beverage options are now becoming more common, particularly in the summer months.

Insight - Canned hard seltzers, or cannabis-based seltzers, are especially popular in the summer when outdoor socializing among consumers is common. The inclusion of familiar or even nostalgic flavors in these beverages will help brands maintain relevance as the competition in this space grows.
Workshop Question - How could your brand incorporate elements of nostalgia into its product/service?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tactile Brewing
Coffee brands are catering to artisanal tastes with new manual coffee makers
Trend - An increasing number of brands are offering cordless coffee making tools that require manual operation. This is most notably captured by the recent rise of lever espresso machines and hand-crank bean grinders, both of which promise to reward users' physical labor with barista-quality espresso.

Insight - Drip coffee pots and basic pod-based makers are continually being swapped for complex countertop machines, many of which feature built-in smart tech and corresponding mobile apps. While these machines appeal to tech-savvy java lovers, they have also ignited a desire in more artisanal-focused consumers for simpler alternatives. In particular, these consumers want tools that bring them closer to the bean and enliven their senses via tactile pumps, levers, and cranks.
Workshop Question - How could your brand better appeal to craft-conscious consumers?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Cosmetics
Upcoming makeup trends play up features up with color
Trend - As mask mandates are discarded, the makeup industry is seeing a resurgence and pushing forward vibrant, bold colors and applications of makeup for upcoming seasons. These more playful looks are intended to help consumers express themselves after several months of mask use and limited social interactions.

Insight - Consumers are increasingly excited to get back to pre-pandemic routines, and are increasingly hopeful that things are changing for the better. For young Millennials and Gen Z, these feelings are partially being expressed through fashion and cosmetic trends--with nostalgic Y2K themes and contemporary pops of color merging for playful experimentation.
Workshop Question - How is your brand reflecting hope for the future to its customers?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rave Resurgence
As pandemic restrictions continue to loosen, rave culture is surging
Trend - Rave culture is becoming more popular in everything from fashion and accessories, to nightclub experiences that take place virtually. This resurgence blends nostalgic themes with contemporary lifestyles.

Insight - The distancing measures put in place around the world over the last two years have put a damper on various forms of nightlife. Now that these measures have loosened, Millennial and older Gen Z have felt the need to "make up for lost time," and take part in various experiences that they've missed out on. Everything from playful experimentation with fashion to taking part in the changing nightlife industry are ways for consumers to break out of social lulls.
Workshop Question - Which post-pandemic trends are most relevant to your brand and customers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wine Shops
Restaurants convert to bottle shops in the wake of COVID-19
Trend - Restaurants across Toronto have been closed for nearly a year in the wake of the COVID-19 pandemic. To survive the economic turmoil, many have shifted into curated wine shops offering unique selections of vino to locals. These establishments offer a unique ambiance and aesthetic that replicates the experience of "going out."

Insight - The COVID-19 pandemic has transformed the shopping and entertainment habits of many consumers. Accessing goods shifted from causal grocery store outings and shopping trips to curbside pickups and online delivery. As a result, consumers feel a nostalgic need to revisit the activities of their pre-pandemic life, seeking an excuse to be seen and interact safely with others.
Workshop Question - How can your business pivot to meet the nostalgic needs of consumers?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Elevated Beverage
Brands are elevating the aesthetic and recipes of traditional Latin beverages
Trend - Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.

Insight - When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.
Workshop Question - Conceptualize a product that combines modern aesthetics with cultural tradition.
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cereal Milk
Cereal milk is transformed into a selling point in itself
Trend - Brands are profiting off of the enjoyment people get from drinking cereal milk once their cereal's been eaten by offering bottled cereal milks, or cereals that aim to transform milk into unique beverages.

Insight - Consumers are drawn to products that appeal to universal but specific experiences, and appreciate brands that are able to capture those for them. Everything from nostalgia to general experiences that most consumers are familiar with can be used to draw in consumers who would like them for their relatability.
Workshop Question - How could your brand draw in customers with relatability?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nature Novice
Adventure tourism brands offer slower-paced novice trips for a new wave of travelers
Trend - When vacationing during COVID-19, North Americans are opting for trips that focus on the outdoors. Many of these consumers aren't experienced with outdoor activities like hiking, climbing, or kayaking and want to learn. In response, adventure tourism brands are offering slower-paced trips to accommodate the new surge of travelers.

Insight - The traveling industry has been drastically altered in light of the COVID-19 pandemic. The shelter-in-place restrictions and the increased time spent indoors have given many consumers time to reflect on what they want to experience in life–with many finding a preference for outdoor experiences. As "well-being" takes on a new meaning in the era of COVID-19, priorities have shifted with many consumers and they now looking to unplug and reconnect with the natural world.
Workshop Question - How can your brand accommodate shifting consumer priorities amid COVID-19?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Alcohol
Childhood nostalgia is paired with alcohol to draw the attention of Millennials
Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Insight - Adult consumers often reminisce about experiences from their childhood and as a result, nostalgia becomes a primary factor in purchasing decisions—especially for those who are part of the Millennial demographic. When confronted with a product that conjures memories of their younger self, individuals tend to be overcome not only by a sense of curiosity but also by a desire to indulge and be transported back to simpler times.
Workshop Question - How can your brand tap nostalgia to draw in consumer attention?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends