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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.
Content Creator Matchmaking
Platforms that match content creators and brands are on the rise
Trend - Brands and agencies are opting-in for specialized platforms when looking to connect with content creators for a partnership. In doing so, companies are able to streamline the search for the right collaborator, especially in a world where the number of content creators is rapidly growing.

Insight - Thanks to social media and other digital tools made available through IoT (the Internet of Things), more and more individuals are enjoying the liberty of being self-employed. On top of having to stay socially active and to produce tangible work, consumers with this occupation are often forced to look for opportunities themselves. In order to not feel overwhelmed when juggling all facets of their career, individuals are looking for streamlined services where they can network and gain access to jobs.
Workshop Question - How can your brand utilize content creators within your marketing strategy?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Parental Support
Brands are launching specific platforms to support parents amid COVID-19
Trend - To support families amid COVID-19, brands have launched resources to help new parents cope with the challenges of the "new normal." These range from mental health platforms to virtual parenting communities and seek to alleviate some of the burdens of raising children in the midst of a pandemic.

Insight - The COVID-19 pandemic has been especially challenging for parents attempting to work, homeschool, and finish chores while dealing with their upturned lifestyles. These consumers are lacking the traditional, in-person support system many would lean on during this phase of their life, and with social distancing regulations still in place, many are looking to connect with others and receive guidance during a time that may feel especially isolating.
Workshop Question - How can your brand support specific consumer needs during crisis?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
DIY Entertainment
Brands are launching platforms that allow consumers to build movies and games
Trend - Developers are debuting creative experiences that allow consumers to build their own movies, stop-motion animations, games, and more. In doing so, brands are able to better engage individuals through tech-powered activities that are novel and interesting.

Insight - As digital technology becomes more readily available to a larger demographic and DIY culture resurfaces as a form of entertainment, consumers become interested in testing out tech as a means to design their own products. Individuals feel empowered in exploring new avenues of creativity as technology becomes more accessible, lending itself as a tool to those who do not necessarily have formal education. Compelled by novelty and a desire to be technologically literate in an increasingly digital world, individuals opt-in for hands-on projects that test and expand their knowledge.
Workshop Question - How might you harness DIY projects to help consumers attain knowledge and build skills?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rival Solidarity
Rival brands are putting their differences aside for a larger purpose
Trend - In the world of marketing, brands of every industry have rivals due to the similarity of their product or service and the audience they share. In efforts to raise awareness to worldly issues, competing brands are joining forces to combat matters at a larger scale.

Insight - The current social and political climate has caused mental, emotional, and economic strain on consumers, which drives them to look for ways to contribute to causes they support. As a result, consumers are more likely to appreciate companies that share their same values and support different global issues as a way to connect and extend their ability to help.
Workshop Question - How can your brand raise awareness to worldly initiatives?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bread Kit
Brands are launching bread baking kits to allow consumers to make their own loaves
Trend - Seeing how popular cooking has become since social distancing orders were put in place, brands are launching custom bread-making kits that enable consumers to bake their own loaves at home. These kits range from novice-friendly to advanced-levels and provide detailed instructions to guide consumers through the process.

Insight - In the wake of the COVID-19 pandemic, many consumers are facing considerable stress about the economy and their health and are without the ability to seek comfort in their pre-pandemic coping strategies. As a result, these consumers are looking to channel their energy into something productive that not only occupies their time and hands, but also provides the indulgence of comfort food. This gives consumers a sense of control and enables them to temporarily take their minds off the stress factors in their life.
Workshop Question - How can your brand leverage DIY culture to reach consumers during times of solitude?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shield Aesthetic
Designers are curating stylish face shields for non-medical use by consumers
Trend - As face coverings have become an important piece of personal safety equipment outside of the medical context, brands and designers are now launching face shields that are practical and aesthetic-driven. These designs are envisioned to be worn during and, potentially, after the COVID-19 pandemic.

Insight - The circumstances of "the new normal" have caused consumers to reconsider what is essential and what is not, leading many to the conclusion that personal protective equipment is necessary for overcoming COVID-19. Millennials and Gen Z prioritize personal aesthetics—which is strongly influenced by their presence on social media platforms—hence, they look to be mindful without compromising style for function.
Workshop Question - How might your brand satisfy aesthetic needs during times of distress?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
P2P Support
Peer-to-peer support becomes a lifeline for communities overcoming COVID-19
Trend - Individuals are looking for ways to help others amidst the COVID-19 pandemic, and brands are increasingly offering tools and resources that facilitate supportive interactions between people and communities.

Insight - As the world battles the ongoing health crisis, people are being impacted in many ways. Outside of health--lifestyle disruptions, the risks of leaving the home, and the negative impact on mental health are all obstacles that millions around the world are currently facing. Peer-to-peer support looks different right now, but consumers are looking to help others in the ways they can--whether that's in offering their time or their expertise. This surge in charitable endeavors comes as consumers look for positive things they can control, at a time when there's not a lot they're able to.
Workshop Question - How is your brand facilitating community support at this time?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Minimalist Entertainment
In times of crisis, entertainment becomes more simplistic
Trend - In prosperous times, consumers seek increasingly extravagant forms of entertainment that take full advantage of technological capabilities. Times of crisis seems to call for entertainment that focuses more on creating a sense of calm through simplicity.

Insight - In times of volatility, consumers shift from seeking escapism to seeking a sense of calm in their leisure time. This is particularly poignant with those whose main source of entertainment is online. The breadth of content available through the Internet can be chaotic, and that sense of chaos can create additional stress in times of crisis. Streamlining choices and reducing the complexity of digital entertainment provide consumers with the sense of comfort they seek.
Workshop Question - What is one way you could provide your customer with a sense of calm?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Store Influencer
Brands are creating in-store influencer opportunities to increase engagement
Trend - Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.

Insight - Consumers are still looking to influencers in order to gain insight into different products and lifestyle pursuits. However, for many, authenticity is incredibly important as it allows them to better connect with the influencer and their message. As a result, social media users place emphasis on entertaining and engaging collaborations that communicate a genuine experience, making purchasing decisions more of an afterthought. In this sense, consumers prioritize branded lifestyles over branded goods
Workshop Question - How might your brand engage influencers in the retail space?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Installation Bar
Bars are calling on famous or local artists to make a mark on their interior
Trend - Drinking establishments are introducing an artistic touch to their interior in the form of commissioned sculptures or installations. These elements are introduced long-term or permanently in order to capture the attention of art-minded consumers and to convey high cultural status.

Insight - Since Millennial consumers emphasize the aesthetics of self-expression, contemporary art has become increasingly commonplace outside the gallery space. This makes room for elevated and artistically influenced innovations that capture the attention of consumers who wish to have a unique social experience, which can be later integrated into their digital presence to boast status or start a dialogue.
Workshop Question - How might your brand introduce contemporary art to its product/service?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends