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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.
Metaverse Architecture
The metaverse is seeing the development of architectural structures
Trend - The metaverse welcomes more developments as architectural studios begin constructing buildings and other infrastructure to mimic the physical world. These structures are able to push the limits of traditional architecture with physics-bending designs.

Insight - The metaverse is a space where the imagination can run wild and concoct structures that are otherwise impossible in the physical world. Consumers are turning to the digital space for content that fulfills their desire for the fantastical. Digital infrastructure is, therefore, being built using cutting-edge technology to provide visual stimulation and appease the consumer's need for escapism.
Workshop Question - How could your brand engage customers in the metaverse?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ferulic Skincare
Ferulic acid is infused into skincare to fight free radicals
Trend - Brands in the skincare space are leveraging the benefits of plant-extracted ferulic acid. The ingredient is said to protect the skin from environmental stressors that cause signs of aging due to its antioxidant properties.

Insight - In recent years, consumer desires have shifted from products focused on attaining certain beauty standards to products that nourish the skin to heal the complexion as a form of self-care. Part of the self-care rituals entails a hyper-awareness of product formulas. As consumers pay closer attention to the ingredient lists, brands in the cosmetic space are highlighting product ingredients that better serve the consumer shift towards self-care in response to new beauty needs.
Workshop Question - What changes can your brand implement to better market its products to the educated consumer?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Cosmetics
Upcoming makeup trends play up features up with color
Trend - As mask mandates are discarded, the makeup industry is seeing a resurgence and pushing forward vibrant, bold colors and applications of makeup for upcoming seasons. These more playful looks are intended to help consumers express themselves after several months of mask use and limited social interactions.

Insight - Consumers are increasingly excited to get back to pre-pandemic routines, and are increasingly hopeful that things are changing for the better. For young Millennials and Gen Z, these feelings are partially being expressed through fashion and cosmetic trends--with nostalgic Y2K themes and contemporary pops of color merging for playful experimentation.
Workshop Question - How is your brand reflecting hope for the future to its customers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kid-Friendly Music
Platforms that engage children through music are emerging
Trend - Kid-friendly content is usually focused on TV shows and movies, but it's now being adapted to accommodate music as well. Now, everything from streaming apps to children's TV networks are prioritizing musical content for kids.

Insight - Children born in the last decade are known as digital natives, and increasingly have their own needs and preferences when it comes to their digital habits and content-consumption. As a result, brands in the entertainment industry are having to prioritize more personalized content for people of all ages.
Workshop Question - How is your brand prioritizing niche content for different demographics?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intergenerational Tech
Connecting family members virtually becomes easier post-pandemic
Trend - During the Crisis and Chaos phases of the pandemic, many consumers were hesitant to visit loved ones in person -- this was especially prevalent for the Baby Boomer demographic, who belonged to a higher-risk group. So the aging demographic turned to virtual options to adapt. It seems this practice of digital connectivity among family members will continue into the post-pandemic world.

Insight - The pandemic has made Baby Boomers much more open to new technologies than in the past. Further, this generation has come to re-prioritize connection with family members. These two factors will combine in the Recharting phase of pandemic recovery, redefining expectations of the aging demographic and its relationship with technology.
Workshop Question - How could you better accommodate the Baby Boomer's newfound interest in technology?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Boomerlennials
The concept of Baby Boomers acting similar to Millennials extends online
Trend - 'Boomerlennials' refers to the phenomenon of Baby Boomers displaying behaviors typically associated with younger generations. Though this was first evident in spaces such as wellness and travel, it has expanded into the social media space. As a result, the aging demographic is seeking online platforms suited to their needs.

Insight - The pandemic-induced lockdown caused many to turn to digital platforms for social connection. The Baby Boomer demographic did so in droves, as this group is considered at-risk and needed alternative methods to see loved ones. This opened the world of social media up for this generation. Although the lockdown has been lifted in many parts of the world, this generation is ready to explore the world of social media and make connections in a way akin to that of the Millennials.
Workshop Question - What needs to change about the way your brand connects with Baby Boomers?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grape Beauty
Brands in the skincare space are incorporating grapes into their products
Trend - Grapes have long been praised for their antioxidant properties and skincare brands are now infusing the ingredient into beauty products. These range from serums, gels, and masks–all designed to support the health and appearance of the skin.

Insight - Thanks to the clean beauty movement, many consumers are prioritizing natural remedies for their skin concerns. These natural ingredients are especially appealing because their effects are already known to consumers. This stems from a desire to stray away from synthetic alternatives as consumers view these ingredients are more dangerous and view natural ingredients as more trustworthy.
Workshop Question - How can your brand use familiar elements to promote its products/services?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blue Zone Living
Brands are optimizing experiences to facilitate longer & better lives for clients
Trend - Coined by Dan Buettner, Blue Zones are identified as regions of the world where a higher than usual number of people live much longer than average. Brands—particularly in the hospitality and nutrition sector—are drawing inspiration from lifestyles in Blue Zones in order to provide unique enriching, longevity-enhancing experiences to consumers.

Insight - As a result of the acceleration and boom of the health and wellness movement, contemporary consumers have internalized the pursuit of mindfulness and well-being as a habit. For many, striving to maintain good physical and mental stamina is enabling them to feel happier, confident, and more energized. In addition, the emphasis on wellness practices allows individuals to gain peace of mind since they are taking preventative measures for aging.
Workshop Question - How can your brand use Blue Zones research to optimize its product/service?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Elevated 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.
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends