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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.
Next Gen Water
Water brands are appealing to Gen Z through marketing and design
Trend - Gen Z consumers are poised to be the next new “crop” of consumers as they begin actively participating in the economy. As a result, brands in the water space are targeting this demographic with new initiatives that include self-care marketing, eco-friendly branding, and philanthropic initiatives.

Insight - Gen Z consumers are one of the most influential demographics of the time, both economically and politically. Being raised as "digital natives" with a wealth of information at their fingertips, this demographic holds more diverse preferences and needs than previous generations, focusing on authenticity, corporate responsibility, and sustainability. These individuals have heard the plights of various activists, reinforcing these shifted values as key factors in their buying decisions. As a result, they require more allure than aesthetics and price when purchasing from a brand and flock to brands that share their same values.
Workshop Question - How can your brand pivot to meet these needs of Gen Z consumers?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modernized Beverage
Brands are elevating the aesthetic and recipes of traditional Latin beverages
Trend - Contemporary brands are reimagining the packaging aesthetic and formulas of traditional Latin beverages such as agua frescas, horchata, and tepache. In doing so, these companies position themselves to better target Latinx Millennials.

Insight - When it comes to food and beverage choices, Millennial consumers are notorious for prioritizing modern aesthetics and elevated recipes that reflect both their identity and their sense of style. Since the North American market is identified as a “melting pot” of cultural expressions, young consumers of different ethnicities are creating a demand for options that they can indulge in, while feeling some connection and even nostalgia for their roots.
Workshop Question - Conceptualize a product that combines modern aesthetics with cultural tradition.
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Sensory
Brands offer ASMR-themed toys for children
Trend - The ASMR trends that have become so popular on various social media platforms are now being adapted into child-friendly formats. These forms of sensory play offer both developmental and psychological benefits for children.

Insight - Social media is increasingly driving everything from recreational to pop-culture trends, and its influence is particularly strong on Gen Z and Millennials. Now, brands across industries are increasingly turning to digital trends in order to inform their ideation processes.
Workshop Question - How is your brand capitalizing off of social media trends?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Patterned Packaging
Playful patterns become popular in food and beverage packaging
Trend - Patterned food and beverage packaging is on the rise as brands make more creative attempts to capture the attention of consumers. Playful, patterned imagery on adult-targeted products speaks to the move away from minimalism that can be seen in the branding space.

Insight - Consumers' have grown accustomed to the ways in which brands have tried to appeal to them over the past several years, with minimalism being the most popular choice for brands looking to draw people in. Now, consumers are increasingly attracted to packaging with maximalist design influences for their novelty in the food and beverage space.
Workshop Question - How is your brand finding new ways to appeal to consumers via branding and imagery?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid Podcast
Child-friendly podcasts offer a new form of entertainment for kids
Trend - The popularity of podcasts has now resulted in people and brands offering the same entertainment, but directed towards children. Between imaginative stories and educational narratives, children are now being encouraged to engage with this form of media.

Insight - Parents of children today, likely to be Millennials, are seeing the benefits of incorporating modern day technology into their child-rearing practices. Being able to use modern entertainment and innovations in order to inform everything from children's education to lifestyle habits allows parents to prepare children for contemporary systems and challenges.
Workshop Question - How is your brand empowering parents in the process of child-rearing?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Versatile Oil
As an ingredient, olive oil is being pushed beyond its traditional uses
Trend - Olive oil is recognized for its anti-inflammatory and antioxidant properties. Traditionally used as a cooking or dipping staple, brands are now leveraging the ingredient in new formats. While some are launching drinkable olive oils, others are harnessing it within beauty products.

Insight - The health and wellness movement has changed the lifestyle habits of consumers, instilling in them a sense of curiosity and a dedication to constantly optimize their routine in order to reach their best possible selves. As a result, many are looking for ways to supercharge their habits—whether it is through skincare, nutrition, sport, or something else. In doing so, individuals feel more energized, which allows them to be more productive and confident in their day-to-day.
Workshop Question - How can your brand harness the power of olive oil?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Next Gen Care
Oral hygiene brands are appealing to Gen Z via design and marketing
Trend - Emerging oral hygiene brands are working harder to appeal to Gen Z demographics, with marketing and branding that features youthful aesthetics similar to those of the skincare and beauty space.

Insight - Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they're loyal to a brand. Everything from inclusion to social media influences this generation's purchase decisions, and brands are having to adapt to this shift.
Workshop Question - How is your brand working to appeal to Gen Z?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cereal Milk
Cereal milk is transformed into a selling point in itself
Trend - Brands are profiting off of the enjoyment people get from drinking cereal milk once their cereal's been eaten by offering bottled cereal milks, or cereals that aim to transform milk into unique beverages.

Insight - Consumers are drawn to products that appeal to universal but specific experiences, and appreciate brands that are able to capture those for them. Everything from nostalgia to general experiences that most consumers are familiar with can be used to draw in consumers who would like them for their relatability.
Workshop Question - How could your brand draw in customers with relatability?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hormonal Workout
Fitness brands are developing programs that are better tailored for women
Trend - With an emphasis on the menstrual cycle or pre-natal/post-natal stages of pregnancy, popular sports brands are launching new personalized fitness & nutrition programs that are in sync with one's hormone activity.

Insight - Thanks to technology and the proliferation of the wellness movement, consumers have grown accustomed to tracking and personalizing their health and fitness. The expectations for this process are growing as individuals are increasingly demanding more customization of products and services. This gives consumers peace of mind as it reassures them that their gains are optimizing, while also honoring the limits and needs of one's body at any given stage.
Workshop Question - How can your brand better serve consumers during their menstrual cycle?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid-Friendly Vegan
Plant-based vegan milks are adapted with kid-friendly branding
Trend - The growing popularity of various plant-based milks among consumers has resulted in brands targeting these same products at children. These items are branded in the same convenient packaging and bright labeling that has drawn children (and their parents) to traditional dairy products.

Insight - Millennial parents tend to be more health conscious, and as they're more likely to at least have experimented with alternatives in their diets, they're increasingly accepting of the same for their children. Often, these alternatives are perceived as more nutritious than their traditional counterparts.
Workshop Question - How is your brand catering to the needs and preferences of modern parents?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends