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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.
Shampoo Wipes
Portable hair-cleansing products come in wipe format
Trend - The continued popularity of dry shampoo has resulted in brands offering it in increasingly convenient formats, including in wipe and blotting paper form. These products enhance the portability of standard dry shampoos.

Insight - For today’s consumer, maintaining their appearance as they juggle personal and professional responsibilities can be time-consuming. The pressure to maintain a socially accepted appearance is particularly high on women, who are often held to higher standards for how they present themselves in professional environments, at events, and even within the home. Being on-the-go on a consistent basis can prevent modern consumers from transitioning between workplace, events and personal responsibilities effectively, and so brands that offer portability and convenience in this regard are crucial in allowing such consumers to maintain balance.
Workshop Question - How could your brand better prioritize convenience and portability?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tactile Meditation
The process of touch is incorporated in various ways in at-home meditation
Trend - Tools that employ touch during meditation are increasingly popular as consumers seek out tactile forms of maintaining their concentration and relaxation as they meditate. These tools come in a variety of different formats and include everything from purposeful weighted pressure to pleasing textures.

Insight - For the average North American consumer who has an appreciation for "wellness," meditation is an appreciated but not fully adopted practice. Thus, meditation in its most traditional form can be difficult to achieve for busy consumers, as most are not well-versed enough to practice it regularly. This has prompted the growth of aids that help in the process of achieving and maintaining the focus required in a meditative state–with everything from apps to tactile tools being of assistance.
Workshop Question - How could your brand prioritize comfort in regards to customer experience?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dry Conditioning
Mist-on conditioning sprays clean and revive hair
Trend - Taking note of the popularity of dry shampoos, brands in the hair care space are creating "dry conditioners" with similar functions, but ones that focus on both refreshing hair and adding moisture. These on-the-go products are ideal for individuals with dry hair that still requires cleansing.

Insight - In North America, consumers are concerned with personal maintenance, but often don't have the time for thorough upkeep between work, responsibilities and social activities. Quick solutions are becoming increasingly popular because of this–offering consumers an effective compromise that enables them to effectively move through their routines instead of adding to them.
Workshop Question - How could your brand better balance convenience with function?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pillow Performance
Pillows incorporate enhanced functions or additions that prioritize health
Trend - Pillows that contain enhancements like CBD infusions or aspects that are personalized to individual needs are on the rise as consumers seek out simple but impactful methods that improve their quality of life.

Insight - With the average consumer aware that the amount of sleep they get is crucial to their mental and physical health, the next step is consumers understanding that the quality of their sleep is important too. Daily stress or mental and physical illnesses can impact consumers' ability to be well-rested despite their best efforts, and so simple enhancements can be observed growing in popularity–contributing to many aspects of consumers' sleep cycles.
Workshop Question - How could your brand add an additional enhancement to its product/service that benefits customer experience?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Luggage
Environmentally friendly luggage production is increasingly popular
Trend - Eco-friendly luggage is on the rise as consumers look to reduce their environmental impact, even in investment pieces. Made from recycled materials and long-lasting, these luggage pieces offer consumers peace of mind in their purchase decisions.

Insight - As the consequences of climate change become more observable to the average consumer, changing personal habits to mitigate it has become top of mind. Travel is one industry where consumers contribute to environmental issues and they’re becoming increasingly wary of this fact. Thus, they’re opting for more sustainable travel options, in both micro and macro ways, in order to lessen some of their impact.
Workshop Question - How could your brand empower its customer to shop sustainably?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collagen Haircare
Brands infuse collagen into topical hair care products
Trend - Collagen is an increasingly popular ingredient in the hair and skincare industries, with brands often creating topical or ingestible products that contain it. Where once collagen that improved hair was largely from edible items, brands in this industry are increasingly incorporating the ingredient into topical haircare products.

Insight - Consumers are increasingly seeking out natural and effective forms of self-care as they turn to their wellness routines as a form of escapism. The appeal of "natural" ingredients comes from the consumer desire to approach their well-being in an all-encompassing way. The growth in knowledge that comes with the digital age has brought on a push for natural products or ingredients that work in conjunction with medically backed forms of self-care.
Workshop Question - How could your brand offer more natural solutions for its customers?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Modern Dehumidification
Modern dehumidifiers offer a range of important functions
Trend - Modern dehumidifiers are increasingly effective at collecting water for purposes both micro and macro–performing everything from plant-care to the extraction of water for drinking purposes. These products have use for everyone from homeowners to communities that lack clean drinking water.

Insight - Today's consumer is looking for modern solutions to their problems–ones that fit into their lifestyles from a practicality and design perspective, while still offering an adequate resolution to the issue at hand. Whether it's something pertaining to the home or a more macro issue, consumers are seeking out both base functions and innovation as they've become accustomed to brands prioritizing both.
Workshop Question - How could your brand better prioritize both design and function?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Natural Skincare
The beauty industry leverages naturally occurring ingredients
Trend - Though chemicals commonly referred to as "actives" have served as star ingredients in skincare over the last few years, more movement toward ingredients that naturally occur in the skin already can be observed. The use of these biologically familiar ingredients -- such as hyaluronic acid, collagen, or allantoin -- is more conducive to skin health than skin improvement.

Insight - Millennials -- mostly women -- who ascribe to the largely Internet-driven movement of empowered consumption have turned industries that were once rooted in self-criticism into opportunities for self-care. This has shifted their perspective on what the ideal product should offer. Though female consumers once responded to products that promised to bring them closer to an objective beauty ideal, they are now seeking products that turn them into the healthiest version of themselves.
Workshop Question - How can your product or service better empower your customers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmetic Collagen
Makeup products are infused with collagen to boost appearance
Trend - With many brands in the cosmetic industry merging their products with ingredients common in the skincare space, collagen-infused makeup products are increasingly popular. Whether in the form of lipsticks or foundations, these products contain various forms of collagen that both conceal imperfections and boost the skin's health.

Insight - As North American consumers increasingly value their skincare as part of their preference for "self-care" routines, they're increasingly looking for products that offer multiple benefits. Despite the mental and physical benefits of self-care, consumers' personal and professional lives can impede on the efficacy of the routines they're trying to establish. Thus, offering multiple benefits in one product empowers consumers to maintain their routines despite their day-to-day.
Workshop Question - Consider how your brand could boost the benefit of its product/service?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sparkling Prebiotic
Sparkling prebiotic beverages are a healthy alternative to sodas
Trend - Sparkling beverages that are based in prebiotics are on the rise, and offer consumers health benefits that include digestive support and enhanced calcium absorption. These beverages combine function and flavor to offer practical alternatives to the less nutritious options that make up the beverage market.

Insight - Today's modern consumer is well-versed in the products, services and ingredients that work best for them. Thanks to the ease with which they can now research products, a particular focus on ingredients can be observed. Thus, the “alternative” and “artisan” markets have seen growth, as they tend to offer functional, and—in the eyes of the consumer—more trustworthy products that avoid the “fluff” of grand marketing campaigns and branding.
Workshop Question - How could your brand better combine both function and convenience in its product/service?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends