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Prosumerism

Every person is a media producer; social media and the attention economy (the high value of human attention as a resource) has consumers looking to master media and content themselves.
Related Megatrends:
Catalyzation
Brands have taken a role of accelerating the personal development of consumers.
Artificial Intelligence
We are entering a transformative new era, denoted by an exponential growth in data, robotics and intelligence.
Tech-Powered Pooch
Tech-infused dog training tools deliver consistency and freedom
Implications - Where once training a dog required consistent discipline, today's tech-infused training tools fulfill this by allowing pet owners and trainers to discipline dogs humanely through the use of sound or haptic feedback. This speaks to pet owner's desire to have convenient tools that prioritize leisure activities over chores like disciplining and training their pets.
Workshop Question — How might your brand leverage AI that enables consumers to enjoy more leisure time?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
OmniControl
Consumers want universal control over every aspect of their lives
Implications - Seeking simplicity and control over their lives, consumers are looking for technological devices that combine various platforms, outlets, and interactions seamlessly. As a response to this need, brands are creating universal devices, beyond all-in-one apps, that provide ease of control via one singular platform.
Workshop Question — How can you aid in the consumer desire for both control, and simplicity?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
IRL Face Filtering
Blurring cosmetics look to take filters off of the Internet and into reality
Trend - Social media has changed the way people interact not just with others, but with their own images. The prevalence of the selfie and its associated filters has consumers seeking ways to close the gap between how they look online and how they look in real life. Cosmetics products specifically targeted toward "blurring" features or "soft focus" abilities are on the rise, speaking to the consumer desire to edit real life with as much control and customization as one does an Instagram photo.

Insight - Filter-adjacent makeup is just one example of how social media's obsession with authenticity has created a meta-authenticity. Instead of showing accurate depictions of their real lives online, consumers are posting images more in line with their aspirational selves, and then working to make that projected lifestyle a reality. This is especially popular among the younger Millennial set, whose early use of social media has created a culture of comparison wherein their own personal growth is measured against that of others, as well as that of their social media-curated artifice.
Workshop Question — How could your product or service grant consumers more control over their behaviours and self-image?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ecological Program
Learning institutions aim to reduce their carbon footprint
Implications - With climate change's impact now visible and only set to worsen over time, schools are aiming to better prioritize eco-friendly designs and programs in order to reduce their impact. This shift comes as consumers look to better prepare Gen Z to deal mitigate and deal with climate change, as their generation will be the most affected by its consequences.
Workshop Question — How could your brand tackle climate change-focused programs?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Connectivity
North American consumers increasingly engage with global cultural trends
Implications - North American consumers, particularly those among Millennial and Gen Z demographics, are less culturally insular than the generations that preceded them, and are increasingly seeking authentic cultural connections and entertainment from abroad. Despite obstacles that include differing cultural norms and language barriers, the increasingly two-sided nature of cultural influence allows brands more diversity and flexibility in their process of appealing to a range of global entertainment and lifestyle rituals.
Workshop Question — Consider how your brand could prioritize cultural authenticity?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Webisode
Brands create original online content to create immersive storytelling
Implications - Getting into the content space, brands are turning to YouTube videos and webisodes to better prompt consumer engagement. Going beyond product placement or tutorials, brands are opting for storytelling techniques to create narratives around lifestyle habits, social issues and cultural sentiments not only tied to the brand itself but to the consumers they support. Such creative storytelling techniques not only highlight a willingness by brands to experiment on different platforms, but a dedication to provide content and experiences beyond solely product consumption.
Workshop Question — How can you utilize storytelling techniques, particularly online, to better connect and engage with your consumers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generation De-stress
Brands place a holistic approach to improve consumer’s mental health
Implications - Knowing that Millennials have been viewed as “Generation Stress,” brands begin to offer more targeted, natural products and services to mitigate - and educate - these occurrences. Curating entire retail stores designs to decrease consumer stress, or offering more organic natural remedies to stress speaks to the Millennial generation in an intimate and personalized manner; making them more accepting or new and diversified metal health aids.
Workshop Question — How can you help consumers have more mental clarity and decrease their daily stress encounters?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Home-Grown Pet
Pet food makers align homestyle offerings with quality
Implications - Few have the time to prepare home-made meals for their pets, yet the rise of maker culture gives people the sense that this is a common practice. Leveraging this, pet food manufacturers are tapping into homestyle branding. These offerings give the consumer the perception of quality and act as a reflection of foodie norms entering the pet space.
Workshop Question — How might an alignment with maker culture impact the way your offering is perceived?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Future Food
Futuristic food recipes are made accessible with cookbooks
Implications - The future of food encompasses everything from gastronomic cooking to sustainable practices, and brands are now creating specially curated cookbooks that focus on how people should and will be eating in the next few decades. Such items make these emerging consumption practices more accessible to the average consumer, who for now has had to experience innovative food experiences primarily outside of the home.
Workshop Question — How could your brand make future trends in its industry more accessible to its customers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Invite-Only Network
Invite-only online communities connect those with niche interests
Implications - Individuals with specific interests, professions and skills are connecting via online communities that are invite-only, ensuring that those that people swap information and ideas with have the same expertise as they do. These invite-only virtual platforms come with the growing consumer expectation that brands become more targeted and customized in how they appeal to them.
Workshop Question — Conceptualize an invite-only platform that your brand could use to connect its customers.
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends