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Youthfulness

The ease of global communication and availability of all kinds of information has consumers redefining age entirely; aging is about extending independence, and childhood is about exploration, not naivete.
Related Megatrends:
Naturality
The desire for sustainable products, including local, organic, recyclable and pronounceable ingredients.
Nostalgia
Fond memories fuel a desire to bring the past into the present, especially with respect to one’s formative years.
Sesame Skin
Sesame oil is increasingly incorporated into skincare routines
Trend–Popular in various global cuisines, sesame oil is increasingly being recognized for its nutritious properties that can be transferred to the skincare space. Everything from creams to lip serums are now being infused with the non-comedogenic oil, touting benefits like anti-inflammation and acne-fighting.

Insight–With consumers now overwhelmed with the choices they have in the ever-expanding skincare and self-care industry, familiar and natural ingredients are being pushed to the forefront of discussions around daily skincare routines. This shift comes as more consumers look to pare down their self-care routines–sometimes referred to as "skip-care"–in an effort to get results in a way that's not harsh on the skin, and isn't time-consuming. The aim of using sesame oil in skincare products is to offer consumers both effective and trustworthy results.
Workshop Question — How could your brand enhance trust in its brand with familiar ingredients or elements?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Picky Play
Age-appropriate elements of play are brought into mealtime for picky eaters
Implications - For parents of picky eaters, mealtime can be a daily struggle. In an effort to better support these families and prevent children from developing poor eating habits, products that leverage age-appropriate mealtime interactivity and play are coming to market. This speaks to the desire that parents have to use tools to instill healthy eating habits in their kids proactively, rather than in a corrective way.
Workshop Question — How can your brand help your consumer be more proactive about thwarting bad habits?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Aged Education
Educational programs specifically for Boomers point to a redefinition of aging
Implications - As Boomers continue to redefine age, it has become apparent that they -- specifically Neo Boomers, who are of the younger part of this demographic -- are still active in the workplace. However, as Millennials and Generation Z enter the workforce, the older generation is seeking further training to maintain their competitive edge. This is because as new technologies and shifting values of the modern workplace arise, the experience an older employee has is no longer enough to grant them an advantage over colleagues.
Workshop Question — How could you better invest in enhancing the skills of your older employees?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Affluence
Brands target luxury consumers in beauty & wellness through means of Naturality
Implications - As consumer’s personal wellbeing remains top of mind, brands are now curating mental and physical wellness products that incorporate more luxury properties like gemstones and crystals to appeal to those with a higher income. Decanters, yoga mats, and other products target affluent individuals who desire a sense of elevated status. This shift from traditional luxury products allows brands to develop new offerings for the wellness-seeking elite.
Workshop Question — How can your brand create new products that combine beauty, wellness, and prestige?
5.4
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
Boomerlennials
Boomers' appetite for experience and story-based brands comes to the forefront
Trend - Despite stereotypes, Boomers and Millennials have a lot in common. Both generations have a large representation in North America, making them popular targets for marketers. As well, there are parallels between the social media movement and hippie movements–a tendency toward activism (albeit in different forms), and a focus on interpersonal relationships. With this in mind, Boomers will begin gravitating toward products typically associated with the Millennial demographic.

Insight - Because the aging Boomer demographic will have free time and resources in retirement, they'll acquire the freedom to reconnect with old tendencies from their youth. These tendencies mirror what is observed with the Millennial demographic, and the modern ways in which they're manifested mimic the Millennial methods in a more literal way.
Workshop Question — What is one tactic you've seen or used to target Millennials that would suit your ageing customer well?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Curated GIF
GIF's are used as the basis for campaigns and creative endeavors
Implications - The popularity of GIFS on various communication platforms has resulted in brands adopting the animated imagery in their own ways–whether it's for the purpose of creative expression and entertainment, or as a marketing tool. This new form of engagement is particularly appealing to Millennials and Gen Z, who use GIFs to communicate with others on a regular basis.
Workshop Question — Conceptualize a GIF-based campaign for your brand.
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Condiment Confection
Condiment-flavored ice creams offer familiar flavors in novel formats
Implications - Ice creams brands that are flavored with popular brand name condiments are on the rise, with everything from ketchup to mayo being used as a base for these desserts. These products offer collaboration and branding opportunities for companies, while prioritizing the consumer preference for novelty.
Workshop Question — How could your brand collaborate with an unlikely brand within your category?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Evolved Rebellion
The former Gen Xenos stereotype of teen rebellion is leveraged for new purposes
Implications - The younger Gen X micro-generation, Gen Xenos, is largely known for the rebellious Bart Simpson-esque stereotype associated with late-80s teenagehood. That spirit of rebellion did not dissipate with Gen Xenos' youth. Instead, it's transformed into a desire to live by their own rules while balancing the responsibilities of middle age. This is heavily reflected in the tone of marketing targeted toward this group.
Workshop Question — What was your target demographic like 5, 10, 15 years ago, and how does that impact them now?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Adaptive Aesthetic
Color-changing fashion and accessories enhance appeal
Implications - Reactive materials and ingredients in the fashion industry allow for color-changes based on UV light or temperature changes–observable in everything from nail polish to shoes. This shift comes as Millennial and Gen Z consumers' increasingly seek out dynamic aesthetic choices that they can see playing out well on social media.
Workshop Question — How could your brand better adapt its aesthetic for social media?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends