Acceleration

Trend - Brands are digitizing business cards as the practice of handing out physical cards becomes less and less common. The trading of contact information virtually can be done via scanning an NFC tag or QR code.

Insight - Networking has changed drastically over the last several years and more recently, became harder to do in-person as social and business restrictions were placed on people all over the world. Like many things related to business and work, consumers have turned to the virtual world for solutions.

Trend - As consumers continue re-prioritizing their lives post-pandemic, they crave a more clear sense of purpose in their work. One way to achieve this in the workplace is by offering a more comprehensive DEI strategy. Diversity, equity, and inclusion have become all the more important to consumers seeking ways to make the world a better place on a daily basis.

Insight - The past couple of years of the pandemic have also ushered in a political reckoning, where consumers are more reflective of their place in a society that is often unjust. This creates a sense of responsibility to try to positively impact society in as many ways as possible. Short of working in the actual social good space, integrating these beliefs into the workplace can be difficult; employers would do well to build DEI strategies that ensure the workplace remains inclusive and equitable, while also helping employees do right in their daily lives.

Trend - As the cosmetic industry continues to grow, brands in this space are now investing in immersive virtual experiences that consumers can explore and shop in. These are more than just online stores, with distinct layouts and experiences that range from playful to informative.

Insight - The pandemic-prompted restrictions made the ecommerce industry boom, and the average consumer is now accustomed to doing a significant amount of their shopping online. This has prompted brands to invest in virtual experiences that help them stay competitive in oversaturated markets.

Trend - Brands are using different methods to help prevent allergy onsets for consumers, or at least prevent the onset of symptoms for people who already have allergies. These brands are using methods that range from allergen introduction kits to monitoring apps that help users prevent contact with known allergens.

Insight - Prevention has become a major focus by consumers who are prioritizing their personal health. This shift has been enhanced by the growing focus on "wellness," which prioritizes holistic and preventative self-care for individuals. Now, consumers don't just expect brands to treat their health concerns, but also help prevent issues from popping up.

Trend - The ongoing pandemic has changed the way consumers do many things, including how they apply makeup. Now, brands are adapting to this shift with foundation formulas that offer light coverage and skin-caring benefits, so consumers can enhance their appearance without feeling like they're wearing too much makeup.

Insight - The lack of going out coupled with mask mandates over the last several months has resulted in consumers' removing certain rituals from their lives for the sake of convenience and comfort. Despite restrictions lifting around the world, some of these newly formed habits are sticking around. Brands that continue adapting to changed behaviours will remain relevant among these demographics.

Trend - Traditionally, pregancy care products have been more about ensuring the health of the growing infant rather than the expecting mother. Now, more brands are focusing on the wellbeing of those who are set to give birth with products that help alleviate the pain and strain that pregnancy can have on the body.

Insight - Historically, women's health and experience with issues like pain have not been treated or even studied enough in industries related to health and medicine. This is changing as more women demand that their health and wellbeing becomes a more mainstream focus--and brands are now adapting to this push.

Trend - Fitness brands are increasingly prioritizing post-workout recovery for consumers as part of their new approach to be more holistic in how they address customer health. Now, they're using apps to aid this process along, with examples including custom muscle-stimulating routines to wearables that suggest recovery days.

Insight - Consumers' approach to their health is now much more holistic than it once was, with people being more aware that their time exerting themselves should also be balanced out with time they spend relaxing and caring for themselves. This applies to everything from fitness to mental health, and as more people take this holistic approach to wellness, brands are adapting.

Trend - Though yogurt is already perceived as a healthy snack option, the consumer perception of fitness today is less focused on permissible indulgence and more on functional wellness benefits. Creating and positioning yogurt products as specialized solutions or enhancements for particular health concerns accommodates the function-focused consumer.

Insight - Today's body-positive consumer is less interested in sugar-free or low-fat options than in the past. Especially post-pandemic, consumers are more interested in building better health in specific ways, such as sleep hygiene, improved cognitive abilities, or improved immunity. This is ultimately a result of the consumer's more holistic view of what it means to "live well."

Trend - Banking apps are allowing consumers to be more sustainable by offering features that are good for the environment. These include everything from clothing resale functions to making eco-conscious investments.

Insight - Consumers are increasingly aware of the fact that more and more of their future decisions will have to account for climate change and its consequences. These consumers are therefore increasingly seeking out ways that they can reduce their personal impact on the environment.

Trend - Cat owners now have the option to track their pets' health in a variety of connected ways, including with customized, connected water fountains and weight and health-monitoring scales made specifically for cats.

Insight - Pet owners have become more protective over their pets as information about their wellbeing and how best to take care of them has been made more accessible online. Now, people are willing to go above and beyond in order to cater to the needs and comfort of the animals in their care.