Acceleration

Trend - Devices that physically assist consumers who are looking to correct their posture have left an opening for corrective devices that are less intrusive in their day-to-day, and instead make users more cognizant of when their posture is lacking and empower them to correct it themselves.

Insight - North America's professional and recreational cultures now often take place in the digital space, and the physical impact this has had on consumers is observable. Everything from consumers' cardiovascular health to posture is being impacted, and they're looking for ways to mitigate some of these inevitable physical consequences. Thus, consumers are on the lookout for simple products and services that empower them to be more cognizant of the negative habits they keep throughout the day.

Trend - Smart mirrors that have advanced capabilities are focusing on wellness with the incorporation of health-analyzing or enhancing functions–whether that's for the health of their skin or for their fitness goals.

Insight - As consumers become accustomed to the convenience and ease that connected technologies offer, they're now looking to take it a step further with smart tech that's integrated with their surroundings. Products that are able to seamlessly fit into consumers' lives from both a design and function perspective are particularly appealing to consumers who curate their surroundings to suit both their lifestyle and their aesthetic preferences.

Trend - The potential for architecture to impact and promote environmentally friendly lifestyles is huge, and brands in this space are conceptualizing communities that feature advancements in sustainability—in everything from materials to residents’ way of life.

Insight - As consumers think about the future of climate change and how their lives will be impacted by it, lifestyle changes both large and small are top-of-mind. However, in order for change to actually be enforced, consumers require spaces and opportunities that empower a change in lifestyle habits. Thus, providing individuals and communities with the tools to live more sustainability is crucial.

Trend - Connected diapers (or diaper add-ons) that alert caregivers when newborns require a diaper change are on the rise, prompting easier organization of the child’s schedule, and a better understanding of the general health of the baby being taken care of.

Insight - New parents, particularly Millennial parents, tend to be more open to raising children in a way that’s more progressive than the relatively traditional methods of parenting they were raised on. This can be observed in a variety of areas, whether that’s having children be more in-tune emotionally, having less rigid standards for gender expression, or incorporating technology in the process of raising a child.

Trend - In North America, avoiding alcohol in January is relatively common as consumers look to take a break from the indulgent foods and beverages they consume over the holidays. Brands are now jumping in on this trend, offering products and service that play off of "Dry January" in order to market themselves.

Insight - In an age where consumers are accustomed to personalization from the ad content they're shown to brick-and-mortar retail, they now expect that brands also take into account their lifestyles in the process of creating products or experiences for them. Consumers are no longer interested in the "one-size-fits-all" approach to marketing, and brands are responding in-kind by taking their individual priorities into account.

Trend - Road safety is a two-way responsibility, shared between vehicles and pedestrians. As many technological advancements are geared to increase driver awareness, some designers create solutions for the pedestrians themselves who might be distracted by technology or have a visual impairment. In this way, the risk of injury becomes diminished.

Insight - Avoiding injury and damage is a prime concern for many individuals in cities. As more people move from rural towns to metropolitan centers to pursue opportunities, the anxiety increases as the environment becomes hectic and distraction-prone due to the influx of people. This results in a demand for objects and tech that have the ability to effortlessly capture the attention of individuals, allowing them to be alert in situations where their safety might be at risk.

Trend - In the past few years, the fate of the auto industry has been called into question as Millennials increasingly decide against purchasing a car. Some car companies are looking to alleviate this by offering easier car purchasing options that leverage digital features.

Insight - It's no secret that Millennial consumers are accustomed to online shopping and the ease it offers. Though some bemoan this as a trait of a generation that is too hesitant to "grow up," this generation wants traditional adulthood through more contemporary methods. Companies within industries built on a sense of convention can both service, and impress the Millennial consumer by working against the status quo and providing ease of use.

Trend - Whether in the office or in public spaces that don’t typically offer privacy, accommodating spaces for mothers to breastfeed their children are on the rise as brands recognize the importance of women needing flexibility when it comes to caring for their children.

Insight - Breastfeeding has long been an overlooked barrier for women in the workplace or in public spaces as they try to maintain their professional and personal lives while caring for their children. Brands and institutions are becoming more aware of this concern as they look to accommodate the specific needs of women at a higher-level. Thinking about both macro and micro changes is crucial in women having equal access to professional opportunities and public spaces.

Trend - Brands that are beginning to understand the growing desire for representation across industries are aiming to address this with women-specific ventures that amplify the voice and work of women only.

Insight - The fourth wave of feminism has brought on a lot of conversations around topics like female representation, sexuality, and workplace equality. Consumers are pushing for brands to adjust to their changing expectations for how women and girls should be represented—and all-encompassing equality is a big part of that shift. Consumers now expect that brands do more than pay lip service to causes related to social issues, and actually act on the progression they claim to support.

Trend - Understanding the selling power of vegan products, which are now often associated with “clean” and cruelty-free consumption, well-known brands in the cosmetic and skincare space are formulating and promoting vegan collections for consumers.

Insight - Today’s consumer isn’t necessarily vegan in all aspects of their lifestyle, but is frequently prioritizing the believed health benefits that various aspects of a vegan lifestyle can offer them. With conscious consumerism on the rise for both personal and ethical reasons, consumers are seeking out emerging brands that are able to cater to their emerging interests. Thus, the longstanding brands in this space are having to adapt to compete.