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Divergence

Divergence
A method of ideation that deliberately goes against the grain of the mainstream. A great tool for battling brand skepticism, Divergence is about rebellion and differentiation.
Megatrends:
Authenticity
Social media and a resistance to traditional advertising have created a desire for authenticity and reality.
Many to Many
A mass proliferation of sellers and media creators has shifted the world to a many-to-many economy.
Personalization
Small batch production technologies and more personalized media are creating an expectation for personalization.
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Pop-up experiences increase urgency by adopting personalization opportunities
Implications - Over the past few years, pop-up locations have proven to be an effective way for brands to create meaningful opportunities for engagement with consumers, especially brands that primarily function online. This approach is being taken to the next level, however, through personalization experiences that exclusively take place as part of a pop-up experience. Further incentivizing consumers to visit these locations, this approach plays on consumers' interest in exclusive products and experiences. [More]
SCORE 8
Popularity
Activity
Freshness
Megatrends
Patterns
44,321 Total Clicks
Jan 17 - Apr 18
New and Warm
MarketingBusinessInteractiveRetail
Products that contain food are transformed with functional or experiential add-ons
Implications - An oft-ignored but fundamental aspect of dining, which is the kitchenware required to eat, is being transformed with various artistic, functional, and experiential purposes in mind. Whether made to enhance accessibility or to encourage mindful eating habits, these products speak to the power of simple tweaks in traditional products in the process of re-engaging consumers. [More]
SCORE 7
Popularity
Activity
Freshness
Megatrends
Patterns
79,182 Total Clicks
Aug 16 - Apr 18
Recent and Warm
Art & DesignLifestyleFood
Traditional condiments are being offered in entirely new formats
Implications - The addition of various sauces to recipes has been revamped by brands choosing to experiment with the format in which these condiments are offered. From sprays to slices, these reformatted condiments offer the unique distinction of being appealing for both niche experimental consumption, and mass market production. [More]
SCORE 6.5
Popularity
Activity
Freshness
Megatrends
Patterns
24,542 Total Clicks
Aug 17 - Apr 18
Recent and Average
MarketingLifestyleFood
The classic diner is revamped with contemporary elements
Implications - The traditional diner space is being updated with modern design standards, merging both old and new to create spaces that are equal parts nostalgic and relevant. These spaces cater to the familiarity nostalgia offers for consumers, along with the experiential nature of updating existing norms in the retail space. [More]
SCORE 7.3
Popularity
Activity
Freshness
Megatrends
Patterns
42,925 Total Clicks
Feb 16 - Apr 18
Recent and Warm
Art & DesignBusinessLifestyleFood
The 6 Patterns of Opportunity & Top 18 Megatrends
Traditional breakfast foods are enhanced via color and design
Implications - To-go breakfast foods are more frequently relying nn aesthetics in order to appeal to a broader range of consumers. Rather than simply reiterate these products' healthy qualities in order to establish a perception of reliability among consumers, the focus on vibrancy and design is able to appeal to consumers who are just as likely to trust products and brands based on aesthetic appeal. [More]
SCORE 6.6
Popularity
Activity
Freshness
Megatrends
Patterns
25,834 Total Clicks
Sep 17 - Apr 18
Recent and Average
Art & Design
To-go breakfast bowls increasingly come in savory options
Implications - Though fruit and oat-filled breakfast bowls dominate Instagram stories, savory breakfast bowls that can be consumed on-the-go are rising in availability. More than simply offering a convenient addition to busy consumers' diets, these products speak to consumers' sense of nostalgia and familiarity with their traditionally all-American formulations. [More]
SCORE 6.1
Popularity
Activity
Freshness
Megatrends
Patterns
25,225 Total Clicks
Jan 16 - Apr 18
Recent and Average
LifestyleFood
The B-vitamin biotin is transformed for topical applications
Implications - The beauty-related benefits that ingesting biotin offers are being taken advantage of by brands within haircare and cosmetics industries, as they incorporate topical applications of the B-vitamin. The infusion of biotin into self-care products creates automatic associations of health and "scientific" reliability in the eyes of the average consumer, limiting the amount of convincing required to sell the products through marketing campaigns. [More]
SCORE 5.3
Popularity
Activity
Freshness
Megatrends
Patterns
32,254 Total Clicks
May 17 - Apr 18
Recent and Mild
FashionLifestyleHealthCosmetics
Trend Hunter Services
Brands temporarily transform their logos into recognizable but statement designs
Implications - Long-established brands are using their logos as tools to re-frame how consumers physically see, and conceptually perceive, their brands and what they stand for. By using temporarily re-designed logos as means to attract or engage, these brands appeal to growing groups of consumers who are enticed by unexpected brand experiences over comfortable familiarity. [More]
SCORE 9.2
Popularity
Activity
Freshness
Megatrends
Patterns
72,612 Total Clicks
Apr 16 - Apr 18
This Week and V. Hot
Art & DesignMarketing
Brands cater to single consumers in celebratory, lighthearted ways
Implications - As consumers push off marriage to a later age and the stigma of being single diminishes, brands are catering to single consumers explicitly with the same level of enthusiasm and acceptance often built into couple-focused offerings. The idea of having one's life reflected in the products and services they interact with is important to consumers, especially Gen Z and Millennial consumers, and this shift toward celebrating independence speaks to that expectation. [More]
SCORE 6.1
Popularity
Activity
Freshness
Megatrends
Patterns
26,494 Total Clicks
Nov 16 - Apr 18
This Month and Average
LifestyleLifeRomance
Cosmetics products are designed and marketed to boost consumers' online image
Implications - Tapping into selfie culture, beauty brands are incorporating flashy, funny and unique elements into their products, and positioning them as a means to improve one's image online. Moving beyond the promise of simply enhancing customers' looks, this shift is distinctive to those in the Millenial and Gen Z cohorts, who are invested -- and willing to invest in -- their online selves, [More]
SCORE 7.4
Popularity
Activity
Freshness
Megatrends
Patterns
22,710 Total Clicks
Jul 17 - Apr 18
This Month and Warm