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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.
Anti-Natural
Materials sought out for scarcity in nature are now engineered for accessibility
Trend - Engineered, lab-grown products -- specifically, meats and precious stones -- have become more mainstream in recent years. As biotechnology evolves, so too does the ability to engineer multiple materials in a wider range. These newly engineered materials tend to be those previously sought after for their scarcity in nature, the difficulty of attaining them, and therefore, their association with a sense of elitism.

Insight - Elite materials becoming more accessible signifies a turn toward efficiency and often eco-consciousness, but also a redefinition of luxury and status. Consumers today are much more open to redefining luxury than those in the past, as social media has created more of a focus on equality and open-mindedness. Today's consumer places less value on scarcity and exclusivity and is, therefore, less weary of engineered alternatives to status items.
Workshop Question — How is your brand keeping up with the redefinition of status and luxury?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edutainment
Educational resources for kids adapt into more entertainment-focused options
Implications - Seeking to connect with kids through more engaging content, educational resources are evolving with the use of modern media outlets and platforms to better balance education with entertainment. Creating YouTube videos, TV shows and even pop-up experiences that blend elements of learning with storytelling, creativity and technology, brands are not only looking for ways to make learning more fun, but they're changing the way education is consumed, allowing for less formal, more interactive alternatives.
Workshop Question — How might you better connect with younger consumers through more content-specific strategies?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latinx Lifestyle
Major brands acknowledge the complexities of Latinx life in the United States
Implications - As major brands look to position themselves as allies for Latinx (the gender-neutral pronoun for those of Latin American identification) consumers in the US, their ads aim to display a nuanced understanding of their complex and sometimes conflicting experiences had by this group. By leaning into micro-moments that are culturally specific to the Latinx experience in the US, these brands are able to make members of this group feel heard and win their love.
Workshop Question — How can your brand better connect with the Latinx consumer?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Purposeful Pop-Up
Pop-ups center around topical local issues and how to address them
Implications - Businesses across industries are using pop-ups to highlight local causes (that are also globally relevant) in order to market their personal brand, while also engaging their customers. In an age where consumers are increasingly in-tune with both regional and global issues–and willing to support those causes–brands creating pop-up spaces that do so are prioritizing the empowered and goal-driven customer.
Workshop Question — How could your brand create pop-up experiences that target regional or global issues?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bio Glitter
Consumers find balance between sustainability and play with bio glitter
Implications - While glitter and sequins are great for adding glamor to clothing, cosmetics and parties, these plastic microparticles inevitably end up in our waterways, harming the environment. Today, innovation in biodegradable glitter allows consumers to play with glitter, without threatening marine life and the environment. This speaks to the willingness some consumers have to go out of their way to source sustainable alternatives to everyday products.
Workshop Question — What tiny thing does your company do to have a negative impact on the natural environment and how can you remedy this?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Cities
As homes condense, community spaces expand
Implications - The design of cities and urban environments continue to evolve to suit today and tomorrow’s generations; with smaller homes and multi-generational households, cities are expanding their communal hubs and gathering spaces -- using both analog, and digital methods -- to increase tribalism and close-knit communities. This shift in infrastructure showcases the consumer desire for stronger community ties and reduced carbon footprints, as well as overall more contemporary methods of satisfying the age-old desire to connect.
Workshop Question — How can your brand play a role in the consumer desire for more communal spaces?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intergalactic Consumerism
Products made in space gratify consumers' sense of novel indulgence
Implications - For many novelty-driven consumers who use the products they buy as conversation-starters or as a way to differentiate themselves, few products are more exciting than those created in outer space. While the ability for mass space travel is still years away, consumer goods made partially or fully in space (be it a cookie or a pair of boots) satiate shoppers looking to indulge their sense of individuality.
Workshop Question — What excites your consumer? How can you inject a bit of that into their experience with your brand?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmic Collectible
Interest in space exploration seeps into branded merchandise and collectibles
Implications - As space exploration and science fiction continue to rise in popularity through social media and pop culture, a desire for more education, insight and a connection to what's happening in space is developing. With that, we're seeing official NASA collaborations, partnerships, and astronaut-approved products hit the shelves to give consumers a closer link and connection to the vast galaxy. From products that celebrate milestone achievements to those that simply reference the heritage and longevity of the space administration, these products not only offer a small connection to galactic innovation, but a way for official administrations like NASA to expand their influence and educate audiences.
Workshop Question — How might you experiment with collectibles or branded merchandise to further educate and inform your consumers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Mocktail
Non-alc beverages tap specific ingredients for functional benefits
Implications - Creating more than just alcoholic alternatives, beverage brands are adapting mocktail concoctions to be healthier and nutrient-focused. Offering adaptions and electrolytes to kick-start energy, these non-alc examples not only speak to the way alcoholic consumption is adapting, but it also speaks to the desire for functional, good-for-you options no matter what occasion.
Workshop Question — In what way could you adapt food or beverage substitutes to be more appealing to the average consumer?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Dining
Curated cannabis dining events and workshops are informative and interactive
Implications - Cannabis-themed dining events and classes are on the rise as the recreational and medicinal plant is legalized across North America. These events are indicative of the continued normalization of cannabis into consumers' everyday lives, while also catering to their preference for interactive forms of education.
Workshop Question — Conceptualize an interactive workshop that your brand could use to inform its customers on its product/service.
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends