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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.
Pop-Up Adaptation
Brands are launching virtual pop-ups to connect with consumers during COVID-19
Trend - Brands that have traditionally relied on physical pop-ups as a way to connect with their fans are now launching timed activations in the digital space. From charitable experiences to luxury online boutiques, this approach creates diversity in the e-commerce space.

Insight - Many rely on shopping as therapy and internalize non-essential purchases as a way to soothe anxiety or boost confidence. Since the restrictions of lockdown make it so that consumers can't physically indulge in such experiences, many turn to the digital space in search of alternatives. In doing so, consumers aim to replicate the real-life shopping ritual, which they are increasingly nostalgic about.
Workshop Question - What in-person features can you integrate to diversify and personalize the e-commerce experience?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pre-Pandemic Nostalgia
Companies are striving to recreate pre-COVID-19 activities and ambiances
Trend - Many brands are attempting to recreate experiences from pre-COVID-19 when physical distancing wasn't imposed as a strict safety measure by governments. These ambiance-replicating initiatives target outdoor public spaces, dining-in experiences, and more.

Insight - As time progresses, consumers are feeling more restless as non-essential businesses remain closed and physical distancing guidelines are still in effect due to COVID-19. Many individuals are missing their pre-pandemic routines and as a result, nostalgia over certain everyday activities that are currently forbidden is setting in.. Pertaining mostly to experiences that were widely available then, consumers seek to replicate these activities at home.
Workshop Question - How could your brand appeal to pre-pandemic nostalgia?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Nostalgia
Media and entertainment for the home focuses on re-releases for sentimentality
Trend - As consumers increasingly spend more time at home, entertainment lends to the feeling of relaxation by integrating nostalgia. These products and services are often re-releases of items Millennials, in particular, will recognize from childhood.

Insight - Statistics show that Millennial consumers, in particular, are opting to spend their free time at home, as technology has made various kinds of entertainment readily available at a lower cost than a night out. Satisfying this group of consumers is about more than cool technology, but also providing experiences that evoke positive emotions. This is especially prevalent during times of volatility, wherein the already-anxious Millennial generation is seeking comfort.
Workshop Question - What is one way you could leverage nostalgia to provide a sense of calm?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Re-Packaged Nostalgia
Drinks that are usually targeted to kids are revamped for older demographics
Trend - Items like chocolate milk, juice boxes or milkshakes have long been associated more with children's beverage categories than they have with adults. Brands in the beverage space are changing this with products that are revamped so they reflect the preferences of older demographics–whether in packaging, formulation, or both.

Insight - It's not necessarily that consumers simply outgrow certain food and beverage items that were staples in their childhoods, but that their priorities shift as they get older. As people age, elements like nutritional value, branding, and quality of ingredients are all considerations they take into account before making a purchase decision in the food and beverage space. Therefore, consumers are drawn to brands that are able to package those qualities and couple them with nostalgia.
Workshop Question - How could your brand effectively capture both sophistication and nostalgia in its product/service?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Capsule
Big brands create their own "time capsules" to invoke nostalgia in customers
Trend - Brands are harnessing the nostalgia associated with "time capsules" by creating their own versions of them. Packages, offerings or experiences that use their branded products and services to bring back past memories create unique experiences for customers.

Insight - Many consumers have memories of creating and unearthing their own versions of time capsules, and the feelings of nostalgia that these experiences brought on. Evoking strong memories from the past creates a strong impression on people, and leaves them with an intimate connection to their past selves–and often more reflection on their current lives. Thus, brands harnessing this nostalgia and reflection are able to create intimate connections with their customers.
Workshop Question - How could your brand create its own version of a time capsule for customers?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Omnichannel Bookstore
Book shops are working to balance between online and offline environments
Trend - Brick-and-mortar bookstores are attempting to retain interest among contemporary audiences by introducing tech-savvy features that enhance the experience. These are usually implemented to completely change or supplement one's visit and include technology such as augmented reality or facial recognition tech.

Insight - As consumers lifestyles in the modern digital age have drastically changed, these shifts can be observed in the retail space as well. Now, people are looking for innovative retail experiences that balance online and offline environments. Many consumers still have a preference for physical retail in some categories as it allows them to inspect the product at hand. However, a lot of them are intrigued by innovative forms of retail that call on technology to expedite the point-of-purchase procedure or simply offer a more immersive experience.
Workshop Question - How might your brand combine the physical and digital to enhance your product experience?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Train Renaissance
Companies elevate the train experience as more people opt-in for ground travel
Trend - Special features are introduced to the train experience as consumers exhibit a preference for traveling by ground. Whether that be for reasons of affordability or sustainability, these features enhance the experience through luxury add-ons or tweaks to efficiency.

Insight - Consumers, especially Millenials and Gen Zers, are conscious about their carbon footprint and many have made it their mission to minimizing their impact on the planet. As individuals in these global generations place emphasis on travel as a way of experiencing and gaining knowledge about different cultures, they look for ways to get the most out of their time abroad, while also being mindful of the environment. As a result, Millenials and Gen Zers tend to pay more attention to slow travel options.
Workshop Question - How might your company help consumers reduce their carbon footprint?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retro Electric
Manufacturers are updating vintage vehicles to have electric capabilities
Trend - As electric modes of transportation are being favored by the public for a variety of reasons—a big one of them being sustainability— manufacturers expand the category to include vintage vehicles. This, in turn, embraces nostalgic consumer tendencies that draw attention to the offering.

Insight - People tend to perceive retro design as familiar and thus, a break from the ever-changing, innovation-forward environment around them which can often be perceived as ubiquitous in design and, particularly in the case of data-driven tech, nefarious. The combination of retro design and tech-forward properties allows consumers to not only enjoy the allure of vintage but an implied sense of trustworthiness, while enabling a more convenient and eco-conscious experience.
Workshop Question - How could you mix retro and futuristic design in your offering?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seasonal Kombucha
Kombucha brands adopt seasonal ingredients and flavors
Trend - The adoption of seasonal flavors into kombuchas indicates that these probiotic-rich beverages are no longer seen as novelty products, but instead as a staple in the diets of wellness-minded consumers. A seasonal selection of these beverages indicates that consumers are now seeking out more diverse interpretations of the standard kombucha.

Insight - The adoption of seasonal flavors or branding has long been present as a marketing tool–with consumers appreciating the comfort that various seasonal themes can bring them. Seasonal branding quickly resonates with consumers because of the positive associations they make with the weather or event-based changes that occur throughout the year.
Workshop Question - How could your brand more frequently adopt seasonal branding or themes?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Deconstructed Branding
Artists utilize the remnants of brand logos and infuse it in their work
Trend - Artists and designers recognize how brands are inherently tied to the audience's contemporary lifestyle. Creatives are utilizing branded imagery for their own purpose–from footwear boxes to cigarette cartons–in their exhibitions to offer commentary on this phenomenon and build on the existing narrative of the brand itself.

Insight - The infusion of highly deconstructed brand logos in artworks produces a high-level of CGC (Consumer-Generated Content). With more Millennial and Gen Z consumers opting for heavily branded products and services, they're better engaging with this type of work because its familiar and branded aesthetic is more shareable on their social media feeds.
Workshop Question - How could your product be inserted into a contemporary art exhibition?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends