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Convergence

To converge ideas is to channel the power of multiple ideas into one. This casts a wider net in terms of your idea's appeal.
Megatrends:
Co-creation
Brands, products, services and customers are increasingly co-creating an interdependent world.
Hybridization
Lines are blurring as business models, products and services merge to create unique concepts and experiences
Multisensation
Tech, AR, VR and interactive experiences are raising our expectations in the realms of entertainment, retail and even food.
Refillable Hygiene
Refillable deodorant products cater to eco-friendly consumers
Trend - Refillable deodorants are becoming increasingly popular as consumers look for ways to be more environmentally-friendly in their day-to-day habits. These products avoid excess packaging waste and include natural ingredients.

Insight - As consumers continue to become more educated on the negative consequences of climate change, they're looking for both micro and macro ways to change their habits in order to reduce their personal impact on the environment. Some consumers are willing to sacrifice convenience in order to reduce their harm.
Workshop Question - How is your brand offering customers the opportunity to be more environmentally friendly?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fragrant Subscription
Perfume subscription kits help people test out fragrances
Trend - The highly personal process of selecting a fragrance often keeps people from investing in one specific product--because sampling perfumes is so crucial to deciding what works on users' skin. Fragrance subscriptions are here to make that process easier, with kits that offer diverse sets of perfumes that users can test out.

Insight - When it comes to personal care products, consumers are much more likely now to experiment and test out different items rather than choosing a select few that they invest in and remain loyal to. This is in part due to the nature of the personal care industry, which is constantly innovating and promising different results in order to maintain consumers' interest.
Workshop Question - How could your brand cater to consumers' sense of experimentation?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Factory
Manufacturing tech is increasing productivity, efficiency, and customer experience
Trend - Brands have relied on robotic assistance to expedite processes in manufacturing facilities and many are taking it one step further with artificial intelligence, IoT, and other tech innovations. As a result, companies are increasing convenience, efficiency, and customer satisfaction while keeping costs down.

Insight - When making purchasing decisions—whether for a product or a service—contemporary consumers are aiming for ultimate satisfaction, which causes them to prioritize things like efficiency, convenience, delivery, and quality. This demand has only increased as many are aware of the benefits that technological tools offer and the plentitude of different options on the market that compete for consumer attention.
Workshop Question - How can your brand utilize smart tech to enhance manufacturing?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial and Gen Z consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Cream
Cannabis ice cream offers people indulgence and recreation
Trend - In countries and regions where recreational cannabis is legalized, cannabis-infused ice cream is becoming increasingly popular. Infused with either CBD, THC or both, these indulgent items offer benefits such as relaxation.

Insight - The recreational use of legal cannabis has been marketed as part of a lifestyle of "wellness," and many consumers use it not just for fun, but to enhance certain aspects of their lives--from indulgence to productivity. Thus, the incorporation of cannabis into relatively ordinary items shows cannabis has become part of many consumers' overall lifestyles.
Workshop Question - How is your brand offering multiple benefits in its product/service?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lipstick Serum
Brands are increasingly offering cosmetic products with skincare benefits
Trend - The line between lip care and lipstick is increasingly blurred as brands offer solutions that deliver both aesthetics and functionality. Launched as serums or professional-approved solutions, these products boast multi-beneficial formulas.

Insight - North American consumers are interested both in aesthetics, as well as functionality, and given the popularity of the wellness movement, many are prioritizing solutions with added benefits. Since the fast-paced personal and professional lives of consumers can obstruct the efficiency and effectiveness of their self-care routines, individuals are emphasizing convenience in this space by opting-in for products with multiple benefits.
Workshop Question - How can your brand deliver convenience to consumers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcoholic Milkshake
Brands are offering dessert-inspired beverages in ready-to-drink formats
Trend - Companies are taking cues from the popularity of spiked dessert drinks and cream-based liqueurs. This results in the launch of various hard milkshakes and milkshake-infused alcoholic beverages in canned and bottled formats, catering to a culture of convenience.

Insight - Contemporary consumers are always striving to juggle their work, personal lives, and responsibility while meeting their wellness and relaxation needs. Increasingly fast-paced environments—such as urban centers—necessitate on-the-go lifestyles, creating a strong demand for convenience. Individuals are prioritizing this when making most decisions because by cutting out stress and effort where they can, they feel more at ease and satisfied.

Workshop Question - How can your brand utilize convenience to a greater extent?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Increased Output
Video conferencing platforms are offering more service diversity to consumers
Trend - Brands are optimizing video conferencing platforms and tools to deliver increased effectiveness to users. These new features strengthen the experience by enabling increased and diverse output—from podcasts to digitized minutes.

Insight - In light of the COVID-19 pandemic and the many government-imposed restrictions associated with it, contemporary consumers are forced to engage with one another online. Many are trying to do their best to continue their work as smoothly as possible and as a result, they are looking for online tools and platforms that will assist them in their specific endeavour—whether it is for work, a creative pursuit or a passion project.

Workshop Question - How can your brand increase the productivity of consumers at home?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Stain Resistance
Stain-proof features are increasingly expanding to other products in the home
Trend - Traditionally, companies have included stain-resistant coatings in kitchen products and clothing pieces. Now, brands are expanding the feature to cover other products in the home like chairs and rugs.

Insight - Because of the ongoing COVID-19 pandemic and the associated government-imposed restrictions, contemporary consumers have been spending increased amounts of time indoors. As a result, many have been forced to balance their work and personal lives in the same space—the home. In order to keep productive and efficient, while staying on top of chores, individuals are looking for better and seamless ways to maintain their house.
Workshop Question - How can your brand help consumers better balance work-home dynamics?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Alcohol
Childhood nostalgia is paired with alcohol to draw the attention of Millennials
Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Insight - Adult consumers often reminisce about experiences from their childhood and as a result, nostalgia becomes a primary factor in purchasing decisions—especially for those who are part of the Millennial demographic. When confronted with a product that conjures memories of their younger self, individuals tend to be overcome not only by a sense of curiosity but also by a desire to indulge and be transported back to simpler times.
Workshop Question - How can your brand tap nostalgia to draw in consumer attention?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends