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Simplicity

There is power in omission for consumers who are overwhelmed by the constant connectivity of the information age. Thus they are drawn to streamlining and minimalism.
Related Megatrends:
Curation
Hyper-targeted offerings, services, subscriptions and recommendations to simplify lives with better things.
Instant Entrepreneurship
New services make it easier than ever to conceptualize, fund, launch and companies.
Everyday Self-Clean
Self-cleaning products ease day-to-day routines
Trend–Everyday products that range from litter boxes to pillows are being adapted with "self-cleaning" functions–in the form of advanced antibacterial properties or automated systems.

Insight–Today, consumers are more concerned than ever before about making plans and purchases based on convenience–something they've grown accustomed to since the advent of digital advances, and now expect in all aspects of their lives. Though self-cleaning products would still require upkeep, their longer "shelf life" ensures that consumers are able to make purchase decisions based on long-term convenience.
Workshop Question — How could your brand prioritize convenience in its product experience?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant Supplement
Supplements cater specific to the needs of those with vegan diets
Trend–Supplements that are targeted specifically to the needs of vegans are on the rise, as those who subscribe to the restricted diet turned to alternative sources to receive nutrients like iron.

Insight–As the wellness industry expands, consumers who practice wellness-related rituals are increasingly looking to avoid being overwhelmed by the many choices they now have in this space. For some consumers, it's easier to cut through the "fluff" and be served products that work for their specific needs, rather than having to do the research themselves to understand what's best for them. When brands in this space market to more specific preferences and lifestyle habits, they're able to appeal to those who prefer simply labeled solutions for the issues they're aiming to tackle.
Workshop Question — How could your brand create products more targeted to niche consumer preferences?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivery Marketing
Brands use limited time delivery offers to market specific products
Implications - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.
Workshop Question — What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Everyday Keto
Keto diets are accommodated in everyday food and beverage products
Trend–The growing popularity of keto diets–which involve high-fat, low-carb consumption–has resulted in their adoption into food items that are considered part of people's everyday routines. Common products like cereals and creamers are being adapted to suit both keto diets, and the diets of those who are looking to eat healthier in general.

Insight–Pre-social media, branding around health was laser-focused on calorie restriction and weight loss. Now, social media functions as a catalyst for consumers to brand their lifestyles in the ways they choose–and food consumption rather than restriction is a large part of this space. Millennials and Gen Z are now trying to amplify their everyday routines in a way that's inspiring to their peers, and food products that offer both nutrition and easy adaption allow them to prioritize "wellness" rather than prescribed body ideals.
Workshop Question — How could your brand promote wellness in a way that's healthy for consumers both physically and mentally?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Portable Pressure
Portable massagers alleviate tension while consumers are on-the-go
Trend–Small, portable massagers are on the rise as consumers look for ways to alleviate the tension that accumulates throughout the day. Typically focused on reducing pain in the neck and shoulder area, these products allow consumers added comfort that's easy to take with them as they go about their routines.

Implication–With global self-reported stress levels rising, consumers are increasingly experiencing both the mental and physical strains that things like workplace stress, economic strain, and social and political issues can have on individuals. This shift is partially responsible for the growth of the "wellness" space in North America–and small portable massagers belong to that transition. Being both functional and convenient, these items are able to provide supplemental stress-relief without impeding on the routines that consumers are accustomed to.
Workshop Question — How could your brand alleviate stress in its customers or employees?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pretzel Popularity
The German baked bread is revamped in various forms
Implications - A recent revamp of the humble pretzel is seen in both sweet and savoury forms, across varying types of -- and industries related to -- food and snacking. Products that feature this ingredient benefit from its perceived rusticness as well as its familiarity.

Insight - Many familiar food items -- from turmeric to coconut -- have been revamped and repositioned as star ingredients in recent years. Those that do well in North American markets tend to have origins in other continents, invoking a sense of authenticity separate from the over-processed perception of, namely, American cuisine. This is why the pretzel, with its German origins, is such a popular choice among packaged foods and within CPG, where authenticity is most needed.
Workshop Question — What is one familiar, yet exotic ingredient you can use in your brand or product?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Voice-Activated Office
Workplace functionalities are enhanced via voice assistant technologies
Trend–The ubiquity of voice assistant tech has resulted in its inevitable infusion into workplace settings and procedures. Everything from job application submissions to printing are increasingly being combined with smart voice technologies that ease processes.

Insight–North American consumers are now accustomed to voice assistant technologies guiding them through their days, and their incorporation into the workplace is an extension of that. The growing popularity of this tech comes as consumers aim to create streamlined routines that leave them more time to enjoy their social lives and take care of their personal and professional responsibilities. Whether working remotely or in-office, this manifestation of voice-activated tech speaks to the growing desire for ease and accessibility in all aspects of consumers' lives.
Workshop Question — How could your brand incorporate voice assistant tech to ease processes in the workplace?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Elevated Soda
The traditional soda is enhanced with nutritious ingredients
Trend– With traditional soda sales down in North America, brands in this space are revamping their offerings by infusing nutritional elements into them. From CBD infusions to zero-sugar options, these products come as the "wellness" movement increasingly motivates purchase decisions.

Insight–The decline of popularity in the soda space comes as consumers look for more than flavor when purchasing food and beverage items. Preferences like health and mental benefits are on the rise, particularly as consumers are faced with a host of options in the ever-expanding sparkling beverage market. As consumer values increasingly turn to the prioritization of health and wellness, brands in all categories must follow suit.
Workshop Question — How could your brand cater to the growth of the "wellness" market?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Mix
Mix-in CBD products elevate drinks and food items
Trend–With the growth of the cannabis industry in North America, "mix-in" CBD-infused products are on the rise as consumers look for varying ways to incorporate the calming substance into their diets. These products come in the form of powders that can be mixed into beverages, as well as in the form of seasonings that are used to flavor foods.

Insight–Consumers are increasingly seeking out experimental ways to enhance their health and wellness–especially when it comes to incorporating habits and rituals that don't impact their daily routines. The allure of mix-in CBD is that consumers are often seeking low-commitment purchases–minimal effort that enables both short and longterm results. The convenience of this form of CBD is in the increasingly reliable day-to-day formats it's offered in–with brands in this space prioritizing ease-of-use as a result of consumers' preference for simplicity.
Workshop Question — How could your brand prioritize convenience in its product experience?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessorized Tech
Fashion and Tech merge to create subtly stylish and function accessories
Implications - Seeking to further align with consumer lifestyle habits, brands are adapting product designs and aesthetics to be more easily integrated into consumer rituals. Brands, often outside the technology space, are re-designing and adapting their products to be more inclusive of tech and smartphone needs. Offering features like outlets for charging or programmable elements, these examples speak to the desire to not only offer more functional product benefits, but products that better align to daily consumer needs and rituals, often through more hybrid design solutions.
Workshop Question — What do your consumers value most in their day-to-day rituals? How might you target that need more prominently in your products or services?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends