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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.
Esports NFTs
Esports organizations are using NFTs to drive consumer engagement
Trend - Established and emerging esports entertainment companies are using blockchain technology to better engage consumers and fans. The companies utilize NFT collections to offer exclusive experiences, such as invite-only parties, NFT-holder lounges, and conferences where the organizations listen to their most dedicated fans. This aims to increase engagement while rewarding dedicated communities.

Insight - Consumers in the realm of esports are often loyal to certain teams, companies, or brands. As a result of this, fans are seeking new ways to immerse themselves in the world of esports and support their favorite entities beyond viewing tournaments and wearing branded apparel. Leveraging blockchain technology provides these very opportunities to interested consumers.
Workshop Question - How could your brand utilize NFT technology to reward and engage consumers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vegan Pop-Ups
Specialty vegan food brands are marketing their products with pop-ups
Trend - As pop-up marketing initiatives once again gain traction, vegan food brands are creating pop-up experiences to showcase their products. Everything from vegan desserts to cheeses are being marketed through these activations.

Insight - Though retail has changed since pandemic restrictions were instated and then lifted, consumers are still interested in the interactive branded experiences that were once common in densely populated cities. As these marketing activations come back, consumers appreciate brands that are aiming to make strong, in-person connections with them.
Workshop Question - Which pre-pandemic retail experiences are still valuable for your customers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upscale Meal Kit
Brands release gourmet at-home meal kits
Trend - Meal kits typically offer convenience for time-strapped consumers, but some brands are changing the primary function of these products from being convenience-based, to a way to experiment with upscale flavors and ingredients.

Insight - North American consumers are now more likely to experiment with food for a number of reasons--everything from social media trends to the continent's diverse populations have an impact on consumers' willingness to try different foods. This also goes for home cooking, with more consumers seeing how they can learn and adapt new flavors into their lives at home.
Workshop Question - How is your brand catering to the more experimental consumer?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Park
Companies are leveraging app technology to enhance the park-goers' experiences
Trend - As the digital world becomes more readily available to consumers, parks across North America are using apps to enhance guests' experience. The mobile-connected technology provides additional information to park-goers for a more interactive visit.

Insight - Consumers have become accustomed to using their smartphones to engage with content and activities and are expecting their in-person experiences to have a digital component. With increased accessibility to virtual interactions, companies are merging the great outdoors with the virtual to create tech-enhanced adventures.
Workshop Question - How can your company merge interactive digital and physical experiences?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid DIY
Children's DIY toys are mimicking the social media trends they view
Trend - Toy brands are now taking inspiration from social platforms by offering DIY sets that imitate popular online trends. These sensory-based DIY kits help children engage with toys in a way that connects with their virtual interests.

Insight - Consumers across generations have been impacted by social media platforms in some way, but today's young Gen Z are the true digital natives. For young consumers, the virtual world is something that's inherently part of their lives and lifestyles--so real-life trends that mimick those they see online will always hold influence.
Workshop Question - How is your brand taking inspiration social media trends?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Fashion
The fashion industry is experimenting with the metaverse
Trend - Known to be one of the most forward-thinking industries, high-fashion is now experimenting with the metaverse and its artistic implications. Metaverse-based fashion shows and showings are becoming more popular as businesses in the industry see how they can brand themselves in virtual spaces.

Insight - Forward-thinking businesses are appealing to consumers, at first, for their novelty. When a brand is one of the few or first to do something, customers feel a sense of pride in attaching themselves to its innovations, as long as they have the potential to be ubiquitous.
Workshop Question - How could your brand better look to the future for present-day inspiration?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Women's App
Physical and mental wellbeing apps are targeting women's health
Trend - Women's health apps are becoming more popular as consumers seek out personalized fitness and nutrition services. These apps cater specifically to women's needs, whether that's fitness advice based on menstruation cycles, or encouraging body positivity.

Insight - Personalization in the wellness space has become important for consumers, particularly as more people seek out the advice of various businesses to maintain their mental and physical health. Customers are no longer satisfied with one-size-fits-all approaches to health and wellness, and increasingly expect that brands cater to their individual needs, lifestyles and preferences in order to achieve results.
Workshop Question - How is your brand prioritizing personalization?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
NFT Displays
Brands release digital displays for NFT art
Trend - With NFT art ownership on the rise, brands are offering tangible ways for consumers to show off these pieces like they would with traditional forms of art--with everything from framed display screens to holographic display cubes.

Insight - For consumers who are new to NFTs, the non-tangible aspect of these data units makes understanding their benefits confusing. This shift has resulted in brands looking for ways to make NFT ownership more accessible and easier to understand, and the ability to display NFT artwork is a step in that direction.
Workshop Question - How is your brand adapting to the changing concept of ownership?
9.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brand Activist
Influencers are replaced by representatives of social change in online campaigns
Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.

Insight - Replacing influencers with activists is a way brands can use resources to shine a light on an issue of relevance to them and their customers. This humanizes the brand, and hypothetically, brings positive exposure to the cause in question. That said, today's consumer is much more discerning when it comes to corporate social responsibility. Though partnering with an activist is comparatively more socially conscious than partnering with an influencer, these partnerships will be best received if tangible results related to the cause are tracked and shared.
Workshop Question - What is a cause that is important to your brand, and how can you become more vocal and active about it?
6.3
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