Acceleration

Implications - Making a shift from a mostly functional product into something much more aspirational, supplements and vitamins are undergoing a change in terms of how they're marketed, branded and perceived by consumers. Thanks to the influx of start-ups looking to revolutionize the industry using customization, minimalist aesthetics and more relatable language, these products are, in some cases, being perceived as luxury items. [More]

Implications - The rise of sleep-tracking apps and tools has led to the incorporation of such tools directly into the various products consumers sleep on or with. This shift caters to individuals who prioritize health-tracking as part of their lifestyle, allowing for a seamless and more effective integration of the product. [More]

Implications - As an increasingly wide range of ingredients are being highlighted in beauty and grooming products, both men and women are opting to incorporate bourbon into their skincare routine for its anti-inflammatory and astringent benefits. This evolution speaks to the interest of consumers in seeing external interests referenced in daily products in order to elevating the everyday. [More]

Implications - As gamers continue to seek out better tactics, strategies and methods of play, we’re seeing elements of AI being integrated into the fold as a means to enhance the overall gaming experience. Not only a source of assistance, platforms like Amazon Alexa are coming into play to act as actual aids and resources for the gaming process. From offering personalized tips to tracking the gamer’s performance, these AI features help to not only assist the gamer, but it provides context, background and tracking capabilities that all-in-all allow players to feel more supported through the process. [More]

Implications - The decriminalization and legalization of cannabis that continues across North America has not yet entirely resolved the exclusion and disproportionate penalties applied to people of color within this space. In reaction to this, people of color are creating their own brands and carving out their own spaces within the cannabis industry, empowering one another and supporting inclusion and education. [More]

Implications - The idea of performance-enhancement is widely valued as it gives consumers the impression that there are quick-fixes to some of their problems and goals, and the incorporation of performance-enhancing functions in less likely items – everything from underwear to chairs – is on the rise. Such items appeal to consumers because they seamlessly integrate into their lifestyles. [More]

Implications - With fewer Millennials using the lottery than the generation's predecessors, brands and institutions are looking to revamp how they present their lottery services. With new forms of interaction and more nostalgic and pop-cultural references, these new systems present themselves as being more authentic and relatable and as a result, better speak to the purchase motivations of the Millennial customer. [More]

Implications - As activists with disabilities and their allies continue to push for all-encompassing accessibility related products and services, travel brands are responding by offering services and trips that are focused on accessibility for people with disabilities. These emerging programs speak to the need for brands to view accommodation and inclusivity as not simply a necessity, but as a means to enhance the consumer’s lifestyle. [More]

Where once, at-home shopping parties were hosted by salespeople employed by the brand, today's branded in-home events focus on providing curated products that contribute to the ambiance of an event. Instead of hosting shopping parties, branded packages serve as tools that hosts can use to create a more seamless, yet curated experience, while also enabling large brands to organically market in intimate spaces that were previously untouched. [More]

Implications - Brands have been incorporating smart elements into their retail spaces, or toying with the idea, for some time now, but some are taking it to the next level with stores that fully integrate smart functions, much like many homes now do. The full integration of smart features into brick-and-mortar spaces speaks to the rising value that consumers place on both omnichannel and highly personalized purchase journeys. [More]