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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.
SPF Hype
Sun protection becomes a category of insider information and status
Trend - As a more scientific skincare product, sun protection has become a category some consumers are not just casually interacting with, but rather self-educating on. This has created a sense of "insider information" and exclusivity that brands can encourage through extravagant launches or limited releases.

Insight - The skincare industry is one that lends itself well to the Prosumerism movement, wherein consumers are not just using the products but hoping to become experts within the category. This is partially due to the pursuit of better products, but there is a social aspect as well; this self-education tends to happen in community-driven online spaces, where knowledge of an exclusive product is a status symbol. Ultimately, this shows that insider knowledge is increasing in value among online communities.
Workshop Question - How can your brand appeal to consumers seeking insider knowledge?
9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fruit-Based SPF
The natural skincare movement moves into sun protection with fruit-driven formulas
Trend - SPF formulas are more frequently making use of fruit-derived ingredients. This integrates more active ingredients into sun care while spotlighting more natural formulations. Concerns around the potential harmfulness of chemical sunscreens make fruit-driven SPF products especially attractive to concerned consumers.

Insight - Though some consumers see skincare as a solutions-based pursuit, many fall into the category of skincare "hobbyists" who enjoy self-educating on specific products and ingredients. These consumers are more discerning with their purchases and typically self-educate in community-based settings where information is shared. Brands that ensure the use of safe, familiar, and scientifically backed ingredients will fare well among these taste-making consumers and their peers.
Workshop Question - How can your brand better appeal to skincare hobbyists who value safe, familiar, and scientifically backed ingredients?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upleveled Reef-Care
Ocean sustainability is positioned as a feature in higher-end SPF products
Trend - Though reef safety is not new among athletic brands of sun protection, brands targeted to the beauty-focused consumer are also starting to spotlight this benefit. Reef safety in SPF focuses on formulations that avoid chemicals harmful to ocean life, instead prioritizing physical UVA and UVB filters.

Insight - Expanding this language beyond athletic brands and into more cosmetics-focused spaces provides a different type of consumer with more ethical choices. As eco-consciousness continues to evolve into a status symbol among consumers, once-niche causes expand their reach and cross over into behavioral tribes also interested in luxurious aesthetics. Brands that can provide both decadence and benevolence will be seen as early adopters of a new, more holistic form of luxury.
Workshop Question - How can your brand better balance function, aesthetic, and social good?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kids Cosmetic
Makeup marketed toward Gen Alpha consumers is adapted as this demographic ages
Trend - To cater to the emerging Gen Alpha consumer, cosmetics companies are designing more sophisticated cosmetic lines. These products strike a balance between age-appropriate formulations and the high-end appearance favored by this demographic, influenced by trends on social media platforms.

Insight - Gen Alpha's immersion in the virtual world has been reflected in the market, particularly as this demographic continues to demonstrate that real-life trends mirroring online ones significantly impact their purchasing preferences. As they mature, these consumers seek more sophisticated products, departing from the childlike items marketed to them in their youth. Businesses meeting the demand for elevated kids' cosmetics can attract young consumers seeking products that grow with them.
Workshop Question - How can your brand cater to the evolving preferences of Gen Alpha as they become mature consumers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Infancy
Luxury skincare brands are entering the baby skincare space with organic products
Trend - Brands are launching luxury and designer skincare collections for newborns and infants. These products have easy-to-understand, short ingredient lists for safety and transparency. Brands position these products as better solutions for ensuring the healthy development of babies.

Insight - Younger generations of parents, such as Gen Z and Millenials, are acutely aware of the potential damage of chemical ingredients. These generations grew up learning about the dangers of microplastics, processed foods, and more. This knowledge leads these parents to prefer organic, natural, and clean products for their newborn babies, and are willing to pay a premium price to ensure the products are of the highest quality. Brands are responding to these pressures with luxury products for babies.
Workshop Question - How could your brand leverage the growing demand for premium products and services in the baby care space?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Dietician
AI startups are launching food-tracking tools with data-driven feedback
Trend - New artificial intelligence (AI)-powered apps that track food intake and offer constructive feedback are launching. These tools simplify calorie tracking by using AI to determine the amount of calories in each meal. The simplicity of these tools is intended to reduce friction in fitness journies.

Insight - Fitness-conscious consumers often adhere to either strict or partially restricted diets. These consumers are aware of their activity levels and strive to balance their diets around their lifestyles. However, the complexity of modern dishes introduces friction in tracking nutrient intake. Brands are recognizing the challenges surrounding accurate diet tracking, and are responding with AI-powered tools that use complex datasets to reduce user effort required to monitor their consumption habits.
Workshop Question - How could your brand utilize artificial intelligence to simplify the usage process of its products or services?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Expanded Palate
Kids' food manufacturers are using globalized recipes to expand palates early
Trend - Kid and baby food manufacturers in North America are expanding recipes to include globalized flavors. These globally-inspired recipes expose youth to more foods and flavors early on, thus expanding their familiar palate. Children raised with expanded palates more often eat healthy, balanced diets.

Insight - Younger generations of parents in North America, namely Millennials and older Gen Z, often grew up in globalized cities with countless options for cultural foods and flavors available to them. These parents want to ensure that their children not only adopt healthy diets, but are also able to enjoy the same, if not more, varieties of foods than they have. Brands are recognizing the value of expanding the palate of children early, and are launching globally-inspired kids' meals as a response.
Workshop Question - How can your brand incorporate globalized flavors into its products to provide a more diverse range of options?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ergonomic Ritual
Brands are redesigning products around comfortable consumption routines
Trend - Brands are redesigning the packaging and pack-ins of consumables, such as food and beauty products, to be quicker and easier to use. The redesigns include adding handles or resealable lids, based on how consumers interact with the products. This reduces friction during the consumption ritual.

Insight - Most consumers have certain beauty or food products that are integrated into their daily routines. These consumers can prefer a product for any number of reasons, but, when faced with two nearly identical products, they ultimately prefer the more convenient one. Brands that aim to integrate themselves into daily lives, particularly in the F&B and beauty spaces, are re-assessing their products with a new focus on convenience, with the goal of streamlining consumption and capturing more consumers.
Workshop Question - How could your brand ensure its products or services are as frictionless to use as possible?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable De-Influencing
Brands launch campaigns that highlight the danger of overconsumption
Trend - On social media, especially platforms like TikTok, the "de-influencing" trend is gaining traction. This movement flips the script on traditional influencer marketing by encouraging users to critically analyze trending products and resist impulsive purchases. De-influencers often expose potential drawbacks of popular items, prompting a shift in consumer behavior. As this movement gains traction, brands are strategically engaging in de-influencing campaigns to demonstrate their commitment to sustainable practices.

Insight - Social media's relentless promotion of consumption fuels the "de-influencing" movement, as consumers grapple with the paradox of acquiring "sustainable" products that may still contribute to environmental problems. This growing awareness prompts a reevaluation of what truly brings fulfillment and a critical examination of the beneficiaries within the endless consumption cycle – primarily large corporations – and the costs borne by both consumers and the environment. Interestingly, this shift in consumer behavior has the potential to redefine the very nature of brand loyalty in the digital age.
Workshop Question - In an era marked by growing skepticism towards influencer-led consumerism, how can your brand authentically contribute to sustainable practices and engage customers in meaningful ways?
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.

Insight - Higher-income consumers from the younger generations grew up with the notion that luxury is associated with cleanliness and healthiness. However, many of these consumers still find themselves engaging with industries that are typically seen as bad-for-you, such as smoking, and often do this discretely to avoid status implications, showing a desire for more designer products in the space. Brands are recognizing the shift in modern values and are releasing products that cater to these consumers.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends