Personalization

Trend - Black and people of color tend to have specific skin concerns, including hyperpigmentation that comes as a result of excess melanin production from acne or sun damage. These concerns are being targeted by some cosmetic and skincare brands, with products that are specifically formulated to suit darker skin tones.

Insight - Despite the different needs of people with lighter and darker skin tones, in North America the former is typically served while people with the latter skin tones have to make do with formulations that aren't designed for them specifically. This is changing as black-owned businesses offer more targeted products, and black and POC consumers demand that their specific concerns are also addressed by the market. The success of this hyper-specific targeting can be observed in the precedents set by brands that are leading the way in diverse representation in the cosmetic space.

Trend - As employees are required to work-from-home amid the "new normal" of COVID-19, the concept of office perks has diminished. In an effort to re-create some of the in-office benefits for employees, brands are offering meal delivery vouches, work-from-home snack boxes, and virtual stipend cards, among other benefits.

Insight - Remote work offers employees many benefits, from reduced commute times to flexible schedules. However, many workers miss the advantages that going to a physical office offers. Without any distinctions offered by employers—such as volunteer opportunities, company cars, or catered lunches—employees may turn to employers that are able to offer them rewards for their efforts. To help retain and reward employees while building a sense of corporate culture, businesses are providing alternative benefits for employees.

Trend - Social distancing regulations in the face of COVID-19 have been restricted, but in an effort to bring the LGBTQ+ community together, brands are launching digital celebrations. These range from social media hashtag campaigns to branded live-streamed events.

Insight - Pride is an important cultural event for many in the LGBT2Q+ community that celebrates the milestones the group has achieved and fights for further equality under the law and within society. In recent years, many brands have begun supporting the movement as consumers demand inclusivity from the businesses they patron. As COVID-19 restrictions have limited in-person events, consumers are still expecting the same level of support from these brands.

Trend - Voice-activated technology designed specifically for seniors is on the rise as companies look to offer accessible solutions for the needs that older demographics have. Products include everything from voice assistants to personal monitors that can be activated via speaking.

Insight - For senior consumers, accessibility is often top-of-mind when they're considering purchases. Common issues that affect seniors, like mobility issues or social isolation, can be alleviated with the help of technology that aims to make their lives easier. This demographic seeks products and services that are able to enhance their routines, with extra consideration for the physical or mental restrictions they may have.

Trend - Companies are debuting premium and specialized mixing devices that help consumers create their own custom products from the comfort of their own home. Whether it is a cocktail mixer, a solution for cleaning, or something else, these products contribute to accessibility and convenience.

Insight - The popularity of DIY culture and the emphasis that many contemporary consumers place on customization create a space for tech-forward products that simplify tasks that otherwise require low to high expertise to complete. Individuals who opt-in for such devices prioritize the convenience of the home-made and enjoy having control over the product manufacturing process as they can tailor solutions to their exact needs and specifications at any given time.

Trend - Micromobility companies are increasingly prioritizing rider safety and creating new technology and tools to help ensure riders remain safe. This includes navigation apps, warm-up modes, self-balancing abilities, and providing incentives for wearing a helmet.

Insight - With the increased popularity of scooters, and other micromobility vehicles, some consumers see safety and liability concerns as a barrier to use. These consumers seek out solutions that would ease their concerns adopting transportation methods that are eco-friendly, inexpensive, and optimized for densely packed urban environments.

Trend - Companies are increasingly releasing products that are designed to resemble luxury cars. These products have functional uses as speakers or coffee machines, but provide an aesthetic that brakes convention. The products look like different aspects of cars including everything from engines to tailpipes.

Insight - Car-enthusiast consumers often see their vehicle as more than a means of transportation, and have a deep appreciation for the mechanical workings of a car. Often these consumers are well versed about the different components of their favorite luxury vehicles and the tasks they perform. This interest in cars can be a defining characteristic for some, who may wish to integrate it into other areas of their life.

Trend - Companies are increasingly creating content for sports fans that integrate data and analytics into a multimedia experience, including data-powered broadcasts and sports apps. Data and analytics provide fans with tangible information and facts that can enhance the viewing experience.

Insight - Many modern sports fans look to be more than spectators through actively learning more about what they are watching. This information allows them to be further immersed in the experience, as they will have the ability to see a sport from a more informed perspective.

Trend - Fragrance brands are turning to artificial intelligence and machine learning to create impactful and hyper-customized products that appeal to unique consumer preferences. While some companies are using this technology in order to invite consumers into the product development experience, others are referencing data-driven studies to better target select demographics.

Insight - Uniqueness is an important trait for contemporary consumers and for many, it is a strong factor in purchasing decisions. As offerings on the market diversify, individuals look for products that perfectly match their preferences, personality, and needs. Aware of the benefits that technological innovation brings to production and customization, individuals emphasize the need for increasingly personalized products within different industries. In finding such offerings, consumers feel special and assured that what they are buying is right for them.

Trend - Though controversial, poking fun at elements of quarantine is an advertising tactic consumers seem to react positively to. Campaigns, special-edition products, and even charitable organizations are employing this humor-forward approach to communicate authenticity.

Insight - In times of volatility, consumers find the ability to make light of a bad situation cathartic. This tactic is not something all consumers react positively to, but for some, it not only provides respite in times of crisis and chaos, but also communicates a sense of authenticity and therefore, much-needed comfort. This tactic will remain relevant beyond times of chaos for that very reason. It speaks to a new definition of authenticity that's more in line with social media communication.