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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.
AI Art
Platforms are simplifying the detailed art-creation process for all users.
Trend - Companies have turned artificial intelligence algorithms toward the art industry with convenient platforms that generate detailed artwork based on a simple text prompt. These platforms can replicate specific art styles and are capable of depicting specific subjects in true-to-life detail.

Insight - Detailed artwork often takes long hours to produce, not counting the countless hours it takes to acquire the relevant skills. However, oftentimes individuals have ideas that would result in artistic creations, but do not have the skills to produce these works. This demand for personalized, relevant and detailed artwork (combined with ensured ownership of AI-created works) has resulted in several AI-powered platforms quickly gaining popularity across all major social media platforms.
Workshop Question - How could your brand streamline user experiences with artificial intelligence?
9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Entrepreneurship
Brands release programs that help users learn about and build businesses
Trend - Between competitive markets and economic instability, entrepreneurship has become more challenging for the average consumer to take on. Programs that help users learn about and navigate the process of building a business (or aspects of it) are becoming popular among aspiring entrepreneurs.

Insight - Now that remote work is the norm, some consumers have more time for new hobbies or sources of income. Unlike the "hustle" mentality that was dominant pre-pandemic, these new avenues are related to consumers increasingly wanting more autonomy and adventure in their lives. This is especially true of Gen X, which hasn't been as impacted by workplace disillusionment as succeeding generations have amidst the 'Great Resignation,' but still craves a dynamic lifestyle in a post-pandemic world.
Workshop Question - How could your brand better support employees or customers in their personal pursuits?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Silicone-Free Styling
More hair care brands are avoiding silicones in their styling products
Trend - Silicone's popularity in hair care comes from its ability to smooth strands, but also has the side effect of weighing down hair. Noting this, hair care brands are increasingly avoiding silicones in their styling products--opting for other smoothing ingredients that don't coat strands as thoroughly.

Insight - The growing popularity of cosmetics, hair care and skincare has given consumers more product and ingredient knowledge, and a better understanding of their personal needs. Now, people are searching for products based on ingredients rather than branding and claims alone--forcing brands to be more transparent and cognizant of individual consumer needs.
Workshop Question - How could your brand be more transparent with its ingredient lists?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
eLearning Entertainment
Consumers are increasingly learning new skills for fun, not employment
Trend - Pre-Pandemic, consumers would seek out eLearning mostly to learn necessary skills or increase employability. In the post-Pandemic world, acquiring new skills has become somewhat of a hobby. Platforms and niche brands alike are offering tutorials and learning formats more akin to entertainment than education.

Insight - Over recent years, social media platforms like YouTube, Instagram, and more recently TikTok have shifted to prioritize monetization for content creators and advertising opportunities with audiences. However, In the midst of the Pandemic, people have consumed and created more content than ever and are exhausted by monetization. The consumer attitude has shifted toward the belief that not every hobby must be monetized. It's about eLearning for the sake of fun, not to learn new employable skills.
Workshop Question - What is one area of your business where you could better prioritize consumers, as opposed to monetization?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intergenerational Tech
Connecting family members virtually becomes easier post-pandemic
Trend - During the Crisis and Chaos phases of the pandemic, many consumers were hesitant to visit loved ones in person -- this was especially prevalent for the Baby Boomer demographic, who belonged to a higher-risk group. So the aging demographic turned to virtual options to adapt. It seems this practice of digital connectivity among family members will continue into the post-pandemic world.

Insight - The pandemic has made Baby Boomers much more open to new technologies than in the past. Further, this generation has come to re-prioritize connection with family members. These two factors will combine in the Recharting phase of pandemic recovery, redefining expectations of the aging demographic and its relationship with technology.
Workshop Question - How could you better accommodate the Baby Boomer's newfound interest in technology?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Baby Boomer Hobbyism
Aging consumers pick up increasingly niche hobbies during the pandemic
Trend - Hobbyism is the concept of turning typically mundane aspects of one's daily life into hobbies by becoming experts in these areas. Particularly popular during the pandemic, hobbyism is an offshoot of the Prosumerism Megatrend. Recently, the Baby Boomer generation has engaged in this behavior alongside younger generations.

Insight - Baby Boomers, particularly Neo Boomers who belong to the younger part of the cohort, are known to enjoy new experiences and seek out ways to stay busy, even during retirement. This desire to continue evolving was even more pronounced during the pandemic. This aging demographic was recognized as more at-risk and, therefore, likely living in a more restricted manner. In the absence of opportunities to see friends and family, this generation turned to self-education through hobbyism.
Workshop Question - How can you keep up with an increasingly digital aging demographic?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Boomerlennials
The concept of Baby Boomers acting similar to Millennials extends online
Trend - 'Boomerlennials' refers to the phenomenon of Baby Boomers displaying behaviors typically associated with younger generations. Though this was first evident in spaces such as wellness and travel, it has expanded into the social media space. As a result, the aging demographic is seeking online platforms suited to their needs.

Insight - The pandemic-induced lockdown caused many to turn to digital platforms for social connection. The Baby Boomer demographic did so in droves, as this group is considered at-risk and needed alternative methods to see loved ones. This opened the world of social media up for this generation. Although the lockdown has been lifted in many parts of the world, this generation is ready to explore the world of social media and make connections in a way akin to that of the Millennials.
Workshop Question - What needs to change about the way your brand connects with Baby Boomers?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Baby Gear Rentals
Brands are launching apps that allow parents to rent baby equipment
Trend - Brands are launching apps that allow parents to rent baby equipment for short periods of time rather than purchasing the items and trying to resell them afterward. These apps are ideal for parents traveling or looking for cost-effective solutions.

Insight - The cost of raising a child can be very strenuous for parents, especially since the items needed are quickly outgrown. Many parents are looking for affordable ways to reduce their consumption and costs that meet their needs at different milestones. These consumers value collaborative consumption models and will flock to brands that offer services designed for their lifestyle.
Workshop Question - How can your brand support consumers looking to reduce their consumption?
4.8
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?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
DIY Hobbyism
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?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends