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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.
Incremental Game
Games that passively progress over time are gaining popularity
Trend - Incremental games are titles that progress over time without user input. This progress can be accelerated by actively playing the game. The passive progression model leads to consistent progression for the players, which is often satisfying and addicting, regardless of the players' busy schedules.

Insight - One of the fastest-growing markets in gaming is mobile gaming. With nearly every consumer having a gaming-capable smartphone in their pocket, the potential user base for these games is incredibly expansive. However, not all consumers have the time to actively engage with games. For these busier consumers who desire the satisfaction and relaxation of gaming with minimal free time, brands are releasing incremental progression games that automatically play themselves, even when the app is closed.
Workshop Question - How could your brand ensure its products or services are usable by consumers with minimal free time?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modern Retro
Automotive manufacturers are launching retro-inspired designs with modern EV features
Trend - Automotive manufacturers are launching new vehicles inspired by retro designs. These cars blend retro aesthetics with modern features, such as electric engines, network connectivity, or motion sensors. Often limited-edition products, these vehicles capture nostalgia without compromising on comforts.

Insight - While more consumers adopt electric vehicles (EVs) each year, there are still large subsets of drivers that prefer traditional gas-powered vehicles. Whether due to aesthetics or function, these consumers are hesitant to adopt EVs, despite these vehicles often being more environmentally friendly, having lower costs of ownership, and having more modern features. In an attempt to accelerate EV adoption amongst these consumers, brands are tapping into retro designs to capitalize on nostalgia.
Workshop Question - How could your brand incorporate nostalgia into its products or services without compromising on its quality?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.

Insight - Higher-income consumers from the younger generations grew up with the notion that luxury is associated with cleanliness and healthiness. However, many of these consumers still find themselves engaging with industries that are typically seen as bad-for-you, such as smoking, and often do this discretely to avoid status implications, showing a desire for more designer products in the space. Brands are recognizing the shift in modern values and are releasing products that cater to these consumers.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Stay
Hotels are opening with a focus on mid-century aesthetics for nostalgic appeal
Trend - Hotels in the United States are debuting retro-inspired aesthetics to offer mid-century nostalgia to patrons. These hotels leverage culture and history, without sacrificing modern comforts, to differentiate themselves from competitors, thus appealing to more senior patrons.

Insight - Individuals who frequently travel, be it for work or pleasure, are constantly tasked with finding comfortable and temporary living conditions. When traveling, these individuals often seek escapism and respite from their busy lives, gravitating towards those that resonate most with their interests, be it aesthetically or in terms of available amenities. In recognition of this, the U.S. hospitality industry is offering stays that prioritize escapism from daily stresses through nostalgia.
Workshop Question - How could your brand appeal to a wider consumer base by incorporating cultural and historical elements into its product or service?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hair Cosmetic
Hair customization is revolutionized with new makeup-style products
Trend - Hair makeup refers to products or techniques used to enhance or alter the appearance of hair without making permanent changes. These products often include concealers, powders, and temporary colors that help consumers give their hair an elevated look.

Insight - As a result of the pandemic, Millennial consumers are embracing vintage trends to evoke nostalgia and find solace in the familiar comforts of the past. Hair cosmetics, crafted with a nod to 90s trends, cater to a consumer desire for familiarity, customization, and reconnection with the elements of youth. Brands that cater to this demand can create a strong emotional connection with nostalgia-driven consumers, translating into brand loyalty over time.
Workshop Question - How can your brand use trends of the past to influence the present?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandan Dessert
Brands are launching ice cream made to replicate traditional pandan-based desserts
Trend - Ice cream manufacturers are drawing on the traditional Southeast Asian dishes made with pandan to inspire their recipes. These brands transform the original recipes with additional ingredients—such as coconut milk—that make them more fitting for the sweet, creamy flavor palates of ice cream.

Insight - Modern consumerism in Western countries has led to countless product, food, and flavor options. While many regional products have gained global popularity, some more traditional products face challenges in similarly expanding. However, Gen Z and millennial consumers in the West are continually searching for the next food trend to enjoy for themselves and share on social media. As such, brands are drawing inspiration from cultural roots to offer tried-and-true flavors to new consumers.
Workshop Question - How could your brand tap into its cultural roots to offer a unique product or service to global consumers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Birria Fusion
Brands are releasing Birria-inspired dishes in North American quick-serve chains
Trend - Restaurants in North America are drawing inspiration from the popular Mexican dish Birria for new menu items. These menus repurpose the traditional stew in new formats, offering Birria-infused meals such as burgers or pastas—exposing new consumers to traditional Mexican flavors.

Insight - MIllennials and Gen Z dine out more than previous generations, with many younger consumers falling into habits of ordering food almost exclusively. This pattern directly impacts the growth and competition in the service and food delivery industries. Additionally, the convenience of delivery apps leads to consumers quickly burning out of their favorite traditional menu items. Restaurants are recognizing the competitiveness caused by these factors, and are responding with unique recipes.
Workshop Question - How can your brand leverage traditional flavors in new and innovative ways to attract younger consumers and stand out in a competitive market?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Soup
Brands are introducing for-home soup kits inspired by African cultural dishes
Trend - Brands in North America are debuting soup kits inspired by African cuisine. Created in partnership with African chefs, these kits deliver authentic flavors and ingredients from across Africa to homes in North America. These kits are easy to prepare and come with all necessary ingredients.

Insight - The diverse population in North American countries leads to consumers being more interested in trying meals from different cultures. Additionally, individuals with rich cultural backgrounds enjoy sharing recipes and dishes from their heritage with others, as this act can serve as a bonding experience for the parties involved. Brands are identifying this trend and launching pre-packaged products with authentic ingredients that streamline these activities for consumers.
Workshop Question - How could your brand draw inspiration from diverse cultural recipes to fuel its future product decisions?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Overnight
Pop culture-inspired rentals provide consumers with unique short-term stays
Trend - Pop culture-themed rentals are being offered on select home rental platforms. These accommodations allow fans to immerse themselves in the world of their favorite movies, TV shows, or music by staying in settings reminiscent of aspects associated with beloved characters or celebrities.

Insight - Consumers who are enthusiastic about movies, shows, and celebrities, are drawn to media-themed accommodations as a way to experience unique amenities inspired by their favorite icons. To celebrate the release of a new season, movie, or album, super fans often go all-out and host watch parties with their friends and family at live venues. Media-themed rentals offer an alternative to standard hotels by providing guests with a unique and memorable experience tailored to their interests.
Workshop Question - How can your brand appeal to pop culture enthusiasts through branding and collaboration?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vintage Platformer
Brands are remastering vintage platformer titles for both new and old gamers
Trend - Brands are launching remastered and reworked versions of popular platformer games from the 1990s and 2000s. Platformer games are heavily reliant on seamlessly navigating through levels or platforms while running, jumping, and interacting with the elements involved.

Insight - Consumers often rely on nostalgia to fuel their purchases, especially when the product is associated with a specific era or memory. By leaning into this concept, game developers can market to older audiences while providing younger fans with novelty. Moreover, those who still own older consoles can relish a fresh yet familiar gaming experience through these remastered editions.
Workshop Question - How can your brand use inspiration from retro trends to funnel new, creative ways of thinking?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends