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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.
Prefabricated Bathroom
Brands invest in modular bathroom units to streamline project completion
Trend - Businesses are increasingly investing in fully constructed and finished bathroom units to streamline project delivery and sustainability goals. These units, which are built off-site in a factory-controlled environment, are delivered and installed at construction sites as ready-to-use modules.

Insight - Businesses operating under tight deadlines are increasingly seeking solutions to expedite project completion without sacrificing the quality associated with on-site construction methods. Modular units offer an effective solution for large-scale projects that require efficiency and reduced on-site disruptions, allowing builders to focus on other critical development aspects. Therefore, these companies desire reliable, aesthetically pleasing services that enable them to meet client expectations.
Workshop Question - How can the adoption of modular solutions enhance your brand's efficiency and quality?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Intimate Regimen
Brands are creating skincare-style products and routines for intimate areas
Trend - Personal care brands are developing products that address the skin's needs in intimate areas with the same care and precision used in traditional skincare. These products, spanning serums to masks, can be used to soothe irritation, reduce hyperpigmentation, or moisturize delicate skin.

Insight - Consumers are becoming more educated about the skin's unique needs in different areas of the body, primarily due to the increase in accessible information about self-care and body positivity. These products address specific concerns unique to intimate areas, providing solutions that weren't widely available in the past. This shift has led consumers to favor brands that provide targeted, practical solutions, enabling them to care for every part of their body confidently and without stigma.
Workshop Question - How can your brand adopt inspiration from adjacent industries?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Recycled Toiletry
Toiletry brands are increasingly using recycled and organic materials
Trend - Toiletry companies are launching eco-friendly product lines with recycled and organic materials. Utilizing post-consumer recycled plastics, papers, and bamboo, these products further reduce the environmental footprint of single-use disposable papers, while only marginally increasing prices.

Insight - Environmentally-conscious consumers find pride in using products from brands that align with their personal values. These consumers are far more likely to purchase products with recyclable packaging, recycled materials, and without single-use plastics. These consumers believe in voting with their dollar toward products that make progress toward a genuine greener future. As a result, brands from typically unsustainable industries, such as toiletries, are now turning to recycled materials.
Workshop Question - How could your brand make a difference in its industry sector by incorporating post-consumer and recyclable materials?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Skincare Pod
Skincare brands are using refillable pods to enhance sustainability
Trend - Brands in the skincare space are launching products designed to be refilled with sustainable pods. These pods both enhance sustainability by reducing single-use plastics, while also reducing costs for repeat customers, as they only need to purchase the main product once.

Insight - Consumers with daily skincare routines are continually seeking ways to reduce the costs and environmental impact of their routines without compromising on quality. While many such consumers take advantage of recurring product subscriptions or loyalty programs, not all may feel they use the products enough to get full value out of these systems. Additionally, recurring deliveries of products have large environmental impacts. Brands are addressing these concerns with refillable, sustainable pods.
Workshop Question - How can we incorporate sustainable refillable systems into our brand’s product offerings to enhance cost-efficiency and reduce environmental impact?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Female Probiotic
Young women are placing more emphases on proper gut health practices
Trend - Personal care brands are increasingly focusing on marketing probiotic gut health products to younger women. From products with packaging targeting younger women to full-on marketing campaigns, these brands are aiming to help women get a head start on proper gut health practices to improve comfort.

Insight - Younger women, namely those of the Gen Z and younger Millennial age groups, often do not worry about the perimenopause and menopausal life stages, as these come far later in life. However, in part due to health influencers on social media, these younger women are paying more attention to proper health practices that can help reduce symptoms of menopausal life stages later in life. In response to this, personal health brands are releasing gut health supplements designed for younger women.
Workshop Question - How can your brand leverage current health trends to appeal to younger demographics?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Menopause Home
Smart home brands are releasing smart home solutions for menopause symptoms
Trend - Brands in the smart home space are releasing smart air conditioners designed to adapt to the needs of the residents. Some such air conditioners feature modes that monitor a user's body temperature and use AI algorithms to ensure their comfort, while others enable personalized app connectivity.

Insight - Some of the most common symptoms women experience in the perimenopausal and menopausal stages are hot flashes, or in some cases cold flashes. While these women often resort to traditional means of controlling body temperatures by using heated blankets or cooling pillows, the introduction of AI in the smart home space is making body temperature control more natural and intuitive. Brands are addressing the needs of these women with smart air conditioners that adjust based on body temperatures.
Workshop Question - How can we utilize AI and personalization to address specific customer needs and enhance their comfort and well-being within their homes?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
LATAM Vegan
Brands and restaurants are debuting new vegan dietary options in the LATAM region
Trend - Food brands across Latin America are beginning to launch new options for vegan and vegetarian consumers. Both restaurants and CPG brands are launching vegan options in LATAM countries to be pioneers in the region, with many proclaiming to offer the first vegan meals in their respective countries.

Insight - Both natives to countries in the LATAM region and those who travel there have often complained about the limited vegan and vegetarian dietary options, both at restaurants and in-stores. Consumers with these dietary restrictions instead turn to preparing their own dishes, and are often unable to enjoy restaurant-grade experiences. As more and more consumers adopt this lifestyle, brands are now adapting to offer vegan and vegetarian options in restaurants, fast food stores, and on retail shelves.
Workshop Question - How could your brand alter its products to fill a potential gap in consumer demands in its region?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Health-Conscious Hydration
Sports drink brands are creating alternative mixes with fewer sugars
Trend - Beverage brands that specialize in electrolyte-based hydration drinks are now creating more health-conscious options for consumers with diabetes and other conditions with strict dietary restrictions. These drinks are available in pre-packaged and mixable formats for convenience and accessibility.

Insight - Many consumers with diabetes begin to adopt more active lifestyles in order to control and counteract the condition as much as possible. However, increasing activity levels requires adjusting one's diet alongside it to yield optimal results. Particularly when being physically active, it is important to maintain proper hydration levels through beverages with electrolyte formulas. In order to appeal to these consumers, brands are creating electrolyte drinks with fewer sugars.
Workshop Question - How can our brand create health-conscious options to better cater to consumers with certain dietary restrictions?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Visual Aid
Brands are designing packaging to be accessible for consumers with visual impairments
Trend - Brands are creating packaging designs with smart solutions for consumers with visual impairments. These solutions include scannable codes or symbols that interact with smart applications to provide either easier-to-read or audio-based information, more effectively supporting shoppers.

Insight - Consumers with visual impairments often face struggles when shopping in-person. Whether faced with overstimulating aisles in the grocery store, or difficult to read labels with fine text on products, these consumers find it difficult to obtain comprehensive information on products, such as ingredients lists. In order to better support these consumers, packaging brands are partnering with technology companies to create smart labels that convey information in alternative, more accessible, ways.
Workshop Question - How can we leverage technological solutions to make our products more accessible for a wider range of consumers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Traceable Sustainability
Packaging brands are adding traceability to packages for verification
Trend - Packaging brands are creating tech-based solutions for traceability. These enable consumers, and partnered businesses, to trace packaging back to its source. Often via scanning a QR code, NFC touchpoint, or blockchain ID, it is easy for any user to verify stated sustainability claims.

Insight - While many brands claim their packaging solutions are sustainable or recyclable, making claims such as "76% recycled aluminum,' there is no convenient way for the average consumer to verify most of these statements. While some packaging solutions, such as paper-based ones, are more clearly sustainable, some may be more difficult to ascertain. However, consumers who desire to live eco-friendly lifestyles would appreciate further assurance, leading to brands adding traceable packaging solutions.
Workshop Question - How could your brand deepen its connection to consumers by increasing transparency?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends