Nostalgia

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.

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.

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.

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.

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.

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.

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.

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.

Trend - Keyboard manufacturers are creating keyboards using special keycaps and switches in order to appeal to fans of ASMR and soft, gentle sounds. These keyboards are crafted using special keycaps, lubrication, and materials that help customize the sound emitted when a key is pressed.

Insight - More people are seeking ways to enhance their work-from-home environments as remote work practices reach an all-time high. For some consumers, the fuzzy or tingling sensation felt when listening to certain recorded sounds can evoke a sense of relaxation and peace. Consumers who are fans of ASMR may gravitate towards keyboards with PBT, lubricated, or soft-sounding keycaps, as these offer an auditory benefit for fans of gentle sounds.

Trend - Luxury fashion brands are unveiling anime-themed collections to foster relationships with the younger generation and today's nostalgia-fueled adults. Anime and cartoon motifs can transform pieces into collectibles valued for years, and with the popularization of diverse media, brands are finding inspiration outside the dominant culture.

Insight - Fans are eager to purchase merchandise featuring their favorite characters, making anime a more approachable marketing strategy. As consumers look for more diverse sources of culture in everything they do, the luxury scene is proving that it can appeal to a more diverse and younger consumer audience. By releasing anime-themed goods, luxury brands demonstrate that they are willing to interact with an ever-changing pop culture scene.