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Tribalism

Individuality has been democratized, and consumers don't want to be categorized by age, gender, or other traditional demographics. They prefer allegiant tribes bonded by common interests or principles.
Related Megatrends:
Gamification
The application of game dynamics to real-world problems results in a world that’s more competitive and engaging.
Experience
In a world abundant with ‘stuff,’ experience becomes a more important currency and life priority.
Social Recommendation
Apps are connecting consumers by allowing them to share recommendations
Trend - Brands in the technology space are launching apps that allow close-knit social circles, comprised of family and friends, to share their recommendations on movies, restaurants, and more. These platforms aim to replace the anonymous review systems many may have relied on in the past.

Insight - In favor of the element of human touch, consumers are more likely to turn to traditional word of mouth recommendations over curated, artificial intelligent suggestions, or online reviews. Consumers are craving authentic, unbiased recommendations and are no longer naive to fake reviews and other marketing ploys. As a result, these consumers are looking for ways to easily rely on the advice of their social circles and are looking at brands to provided streamlined solutions.
Workshop Question - How can your brand leverage the influence of friends and family to reach consumers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Ingredient
Black-owned businesses are bringing heritage ingredients to the beauty market
Trend - Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.

Insight - Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Workshop Question - How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Support
Brands are emphasizing multi-tasking and natural products that address Afro hair
Trend - Brands owned by Black and people of color are answering an under-served mainstream market by releasing specialized products that seek to support consumers with natural, textured and/or tightly curled hair. Emphasizing the need for customized care in this space, companies seek out to deliver multi-functional support with natural ingredients that address scalp health, hair damage, and more.

Insight - The skin and hair of consumers from different cultural backgrounds can vary, resulting in a spectrum of distinct personal care requirements and expectations. Since the BIPOC community's needs are often left unaddressed by mainstream beauty brands, individuals from this demographic tap the expertise of Black-owned businesses to receive solutions and support regarding their skincare or hair care routines.
Workshop Question - How might your brand shift the product development process internally to meet the needs of more consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drag Entertainment
Brands are partnering up with drag queens to launch virtual campaigns & events
Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.

Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Workshop Question - How might your brand harness live performance artists in a marketing campaign?
5.4
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
Non-Binary Tech
Brands in the technology space are launching gender-fluid characters
Trend - Technology brands ranging from video games to smartphones are now including non-binary characters for consumers to use as representation. These include AI assistants, video game avatars, and emojis.

Insight - Consumers are demanding representation at all levels and from all businesses they frequent. This is especially prevalent in younger demographics, including Gen Z and Millennial consumers, who are less conservative and are have become more educated on inclusion and self-representation. As a result, they are unencumbered by the social restrictions of the past and are seeking the opportunity to represent themselves digitally with the same ease of their cis-gendered peers.
Workshop Question - How can your brand offer better representation?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Senior Renaissance
Brands are launching apps & activations that contribute to senior independence
Trend - Companies are debuting solutions that are geared toward connecting older demographics. Whether for the purpose of finding love or embarking on a new career path, these initiatives keep participants engaged and active.

Insight - Older consumers can often experience a sense of alienation, especially in today's environment which is increasingly fast-paced and demanding. However, many still have a desire to step outside of their comfort zone and embark on new experiences. This does not only allow older consumers to be active and—in some cases—healthier, but it also contributes to feelings of independence as individuals navigate different situations.
Workshop Question - How might you connect and empower an older demographic?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Family Time Redefined
Spending time with loved ones is prioritized during and post-pandemic
Trend - During the pandemic, consumers are either quarantined with their families and loved ones, or quarantined without them and seeking ways to connect with them. The former group reports increased closeness, while the latter reports planning ways to treat family time like more of an occasion when quarantine is lifted.

Insight - The idea of family as a key part of the modern life -- chosen family or otherwise -- has been on the rise in recent years as consumers think more deeply about their identity and personal brand. Additionally, times of volatility have consumers prioritizing a sense of togetherness. This re-prioritization of family time will crystalize during times of chaos, giving way to a more family-focused approach moving forward, and creating a demand for more creative methods of familial bonding.
Workshop Question - How does your brand foster a sense of togetherness and community?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drive-In Renaissance
Drive-in entertainment is experiencing a revival amid the COVID-19 pandemic
Trend - Companies are launching special drive-in experiences for events that were previously enjoyed in person. Since it offers little to no physical contact, this form of entertainment is being revisited during the COVID-19 pandemic and will potentially be deployed after lockdown measures are fully lifted by the government.

Insight - Government-imposed lockdown measures have restricted entertainment to the home environment and as time progresses, the consumer desire to diversify their experience and share it with a crowd—a feeling all too familiar prior to the COVID-19 outbreak—grows. Mindful of the safety measures and physical distancing rules they have to abide by, individuals are looking for ways to indulge in entertaining experiences without compromising their health or that of others.
Workshop Question - How might you rethink your business operations with respect to current concerns for health and safety?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reevaluated Inclusive
Brands are re-evaluating their businesses to support the Black community
Trend - Amid the resurgence of the Black Lives Matter movement, brands are re-evaluating their business models to combat systematic racism. These initiatives include evaluating the number of products on their shelf owned by Black business owners, funding budding Black-owned startups, and removing racist language in their coding.

Insight - Protests continue throughout the globe as the world seeks to call out systemic racism amid the wrongful death of Geroge Floyd, Rayshard Brooks, and far too many others. Thanks to social media, more consumers have become aware of the injustices the Black community faces, and are using these platforms to call out brands that participate in the oppression of this community. As a result, they are turning to brands that go further than posting their outrage on a superficial level and are seeking brands that actively find ways to support Black communities with tangible plans of action.
Workshop Question - How can your brand aim for equality and diversity at all levels?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends