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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.
Dietized Gummies
Sugar-free revamps of gummy candies allow for halfway healthy indulgence
Implications - For consumers looking to find balance in their lives, the recent spike in gummy candies that align with specific dietary requirements serve as a refreshing remix. Driven in part by the Millennial nostalgia boom, these offerings fulfill the consumer desire for snacks that remind them of their youth but fit the dietary priorities they hold today as adults.
Workshop Question — Identify an element of nostalgia that your brand could tap into.
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Affluence
Brands target luxury consumers in beauty & wellness through means of Naturality
Implications - As consumer’s personal wellbeing remains top of mind, brands are now curating mental and physical wellness products that incorporate more luxury properties like gemstones and crystals to appeal to those with a higher income. Decanters, yoga mats, and other products target affluent individuals who desire a sense of elevated status. This shift from traditional luxury products allows brands to develop new offerings for the wellness-seeking elite.
Workshop Question — How can your brand create new products that combine beauty, wellness, and prestige?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dolled Collaboration
Collaborations with the Barbie brand are revamped in the age of social media
Implications - Branded collaborations with Barbie are on the rise in industries that include everything from cosmetics to engineering. The branding associated with Barbie functions as the ideal intersection between Millennial and Gen Z nostalgia, with the aesthetics that are so popular among these same generations on social media–giving companies that collaborate with Barbie an opportunity to directly and explicitly target these demographics.
Workshop Question — Conceptualize a Barbie-based collaboration that your brand could produce to target Millennials and Gen Z.
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
80s Aesthetic
Pop culture has brought 80s aesthetics back to fashion
Implications - Led in large part by the appeal associated with 80s revival media–particularly shows like Stranger Things–80s aesthetics are heading back into the world of fashion. This shift in pop-culture and fashion comes as the nostalgia associated with past decades offers a sense of escapism from consumers' contemporary lifestyles and the political issues that plague them.
Workshop Question — How could your brand better evoke nostalgia in its products, services or promotions?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Multicolored Resurgence
Brands push on bold, multicolored aesthetics in food & beverage categories
Implications - Catering to consumers who prioritize a Instagram-aesthetic, brands in the food and beverage space are focusing on bold, bright colors for intrigue. Bordering on artificial coloring tactics, brands are pushing the limits on what all-natural products typically look like, prioritizing share-ability and one-of-a-kind experiences for consumers. Such use of bold colors speaks to a continued willingness by brands to take risks and experiment with their products, even amid any emerging health and wellness concerns.
Workshop Question — How much are you willing to prioritize experience and share-abliity with your current products?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bagel Blast
The breakfast favorite is gaining popularity as its own flavor
Implications - Breakfast bagels are being transformed into different formats in order to replicate the taste of the breakfast staple. These products pique consumers' interest because of their simultaneously novel and familiar qualities.
Workshop Question — How can your brand tap into familiar surroundings to create a new consumer favorite?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Orange Cream Confection
New snacks take inspiration from the classic orange cream ice pop
Implications - With desserts constantly being reimagined in new, more convenient forms, consumers are opting for a variety of snacks that offer a refreshed take on one particularly nostalgic summer classic; the orange cream ice pop. This shift highlights the success of unexpected limited edition flavors for packaged snacks and confections, especially when such releases aim to unite consumers around a particularly memorable food experience with which they associate positive feelings.
Workshop Question — What nostalgic food experience can your brand reinvent for a new audience?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Promotional 8-Bit
Brands launch 8-bit games that highlight particular features or programs
Implications - A number of brands have recently launched interactive campaigns in the form of 8-bit video games that serve to educate individuals on brand developments and leave a lasting impression. This progression speaks to the ability of such nostalgia-driven interactive campaigns to be sufficiently memorable, and which allow consumers to more accurately see themselves reflected in the aspirational lifestyle features of the brand in question.
Workshop Question — What retro tech experiences can you co-opt in order to create a memorable interactive campaign?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reclaimed Rugby
The classic rugby shirt inspires a range of new interpretations
Implications - As the must-have pieces of the season begin to reveal themselves across Instagram feeds, rugby shirts in particular appear to be making a comeback in a major way, signalling a continuation of the sport-specific inspirations of recent summers past. While this shift highlights a particular piece and new inspirations it has spawned for a particular season, this progression also speaks to the recent reclamation of workwear and its associated fabrics based on functionality and its timeless nature.
Workshop Question — What timeless style can you look to in order to inspire contemporary inspirations that will appeal to consumers on multiple levels?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Enhanced Record
Record players and vinyls are elevated for the contemporary consumer
Implications - More than being enhanced with tech, record players and vinyl records are being designed in a way that prioritizes the habits and design preferences of contemporary consumers–with everything from streaming capabilities to minimalism being incorporated into new products in this space. This shift shows how brands can adapt nostalgia to suit modern rituals.
Workshop Question — How could your brand enhance one of its more traditional products or services?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends