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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.
Metaverse Expansion
Tech brand are investing in developing and perfecting metaverse experiences
Trend - The term “metaverse” refers to a virtual reality space in which users can interact with a computer-generated environment, as well as with one another. Tech companies are racing to develop the potential of these digital spaces, with emphasis on social life, culture, and brand presence.

Insight - The incredible speed at which technology is evolving is resulting in an uptick of digital services, pertaining both to aesthetic, as well as functional experiences. Led by curiosity, excitement, and a desire to be entertained, many individuals are spending increased amounts of time on the Internet. Whether it involves developing their personal brand, entrepreneurial project, socializing, or play, consumer expectations are informing a demand for increased immersion.
Workshop Question - How can your brand utilize future metaverse opportunities?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Remote Guidance
The rise of "digital nomads" has led to products and services in this space
Trend - With the COVID-19 pandemic making remote work increasingly common, more consumers have found themselves with greater independence with where they can travel and live. Brands are seeing opportunities within this "digital nomad" industry and are offering products and services that enhance this lifestyle.

Insight - As white collar professionals now have more flexibility in their work expectations and styles, more are prioritizing things like work-life balance that has long been forgotten in populated cities where professional competition tends to be intense. Now, consumers are increasingly prioritizing personal wellness and independence as much as they are their careers, and are looking for brands that empower this transition.
Workshop Question - How is your brand offering flexibility to its employees or customers?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Specialty DIY
Consumers seek out increasingly niche hobbies and kits to enable them
Trend - In response to social distancing rules introduced during the pandemic, consumers have had an increased interest in the DIY movement. Kits that enable people to ease into these hobbies can be seen more frequently. These kits provide a way for consumers to quickly learn and test various hobbies.

Insight - Consumers spent an increased amount of time alone during the pandemic. This prolonged boredom created a desire to find ways to fill the time; combine this with the desire to use the downtime wisely, and the average person had an increased interest in hobbies. Additionally, these hobbies tend to be more analog than digital. The fear of social media addiction was already on the rise pre-pandemic, but was exacerbated post-pandemic as social media became the main way to connect to the outside world.
Workshop Question - How can you satisfy your customer's need for further education?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Graphene Apparel
Fashion labels are leveraging graphene to create outdoor activewear
Trend - Fashion labels are using graphene to create outdoor activewear such as sweaters, coats, and pants. Graphene is both lightweight yet extremely durable, conducts electricity, repels bacteria, and dissipates the body’s excess humidity–making it an obvious choice to use when crafting performance wear.

Insight - Consumers who regularly enjoy outdoor activities are often met with varying terrain and shifting weather conditions, necessitating versatile, performance-focused apparel. Thus, this clothing is viewed as more of a long-term investment for many consumers. These individuals are prioritizing pieces that's both practical and comfortable, allowing them to seamlessly go about their day while also allowing them to engage in outdoor recreational activities.
Workshop Question - How can your brand leverage an emerging material in its products or services?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Female-Focused Recovery
Brands are supporting female economic recovery in light of COVID-19
Trend - The COVID-19 crisis has disproportionately affected women economically as many traditionally female-oriented jobs–like retail and childcare–were forced to close. To support this demographic, brands are launching funding, courses, and platforms to help women more easily re-enter the workforce.

Insight - Women, and in particular women of color, have been disproportionate discriminated in the workplace and unequal opportunities in the workplace. Now, women are also more likely to be responsible for child care duties as society continues to physical distance, limiting their scope of work. Informed consumers are increasingly dissatisfied with the failing systems that have long promoted gender inequalities and are pressuring brands and institutions to better support vulnerable people.
Workshop Question - How can your brand prioritize its diversity and inclusion efforts to support women and people of color?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Immersive Roleplay
Brands are introducing thoughtful features that enhance the gaming experience
Trend - In order to immerse consumers more into their video games, brands are launching accessible products that can seamlessly enhance roleplay. These innovations boast voice changing capabilities or even enable users to speak to each other, despite language barriers.

Insight - In the last couple of years, the gaming community has increased in size—and this is especially true during the COVID-19 pandemic when consumers are advised to stay at home and have picked up new hobbies. While some consider games to be entertainment and a way to socialize with their friends, for others—it is a passion. This, in turn, is creating a demand for better experiences, as consumers look to be more immersed, amused, or even distracted.
Workshop Question - How can your brand provide a more immersive experience?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamer Cosmetics
Beauty brands are launching products directed at the gaming and esports fans
Trend - In recent years, beauty brands have embraced campaigns in partnership with the esports industry and now, they are going a step further by creating specialized products and/or routines that are tailored to answer the needs of the gaming community.

Insight - Either out of habit or motivated by the health and wellness movement, individuals are emphasizing their skincare routines because taking care of themselves allows them to feel refreshed. Many, however, have hobbies, professional occupations, and everyday lifestyles that are faced-paced and as a result, they are looking for options that will provide a seamless experience, without interrupting their day-to-day activities, ensuring comfort and efficiency.
Workshop Question - How can your brand target the needs of the gaming/esports consumer?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Influencer Housing
Designers are focusing on elevating the aesthetic & function of content houses
Trend - Content houses—also known as "collab houses"—are becoming increasingly popular amid young social media influencers. As a result, brands and designers are working on offering opportunities to this community through elevated, or even branded, experiences.

Insight - Social media plays an important role in the lives of Gen Z consumers, many of who utilize such platforms as a means of self-expression, socializing, or even advancing their career. Young entrepreneurs are increasingly looking for ways to gain independence and create a seamless lifestyle that mixes work with play. This not only allows them to feel more confident but also motivates them to be productive and efficient in maintaining their own image.
Workshop Question - How can your brand enhance the experience of influencers?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
WFH Prosumer
Consumers who are working from home are opting-in for more powerful tech products
Trend - Prior to the COVID-19 pandemic specialized tech appealed to prosumers and professionals in the tech sector. Now, these products are becoming more accessible to everyday consumers who find themselves working from home for extended periods of time.

Insight - As many consumers continue to work from home due to the ongoing health pandemic, they are looking for ways to enhance their experience. This is connected to a desire to be comfortable in one's productivity, while also minimizing the risk of common issues pertaining to connectivity and presentation. Succeeding in this allows consumers to feel more confident in their day-to-day and to stay motivated during a difficult time.
Workshop Question - How can your brand assist consumers or employees working from home?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Secure Conferencing
Tech brands are upgrading remote communication tools to prioritize security
Trend - Brands in the technology space are prioritizing security by launching encrypted tools for video calls. These privacy-focused tools range from video appointment platforms to teleconferencing platforms.

Insight - Video conferencing has become the norm for many consumers to communicate with colleagues, health care providers, and loved ones. The shift to digital has prompted concerns about security, especially for consumers discussing sensitive or confidential information on the platforms. Privacy-focused consumers are seeking ways to be connected without having to deal with potential security flaws.
Workshop Question - How can your brand prioritize security in the digital era?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends