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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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People with higher incomes seek out convenient ways to donate
Implications - Those with class privilege and wealth are seeking out ways to donate via platforms that are less time-consuming and/or directly related to maintaining their lifestyles. This shift caters to affluent consumers' desire to meet their personal philanthropic goals, without inconveniencing ways of life that they have grown accustomed to. [More]
SCORE 5.8
Popularity
Activity
Freshness
Megatrends
Patterns
93,207 Total Clicks
Dec 15 - Nov 17
Recent and Mild
MarketingBusinessLuxury
Game brands leverage viral trends to promote positive change
Implications - Brands that offer games are either taking advantage of already-viral platforms, or are leveraging their products' ability to go viral – all for a greater cause. Whether charitable or political in nature, this shift reveals that for brands and nonprofits to best create positive change, leveraging top-of-mind subjects and playing on social media habits is one of the most meaningful ways to achieve this goal – motivating consumers who spend the majority of their time consuming viral content. [More]
SCORE 5.9
Popularity
Activity
Freshness
Megatrends
Patterns
25,040 Total Clicks
Sep 16 - Nov 17
Recent and Mild
Art & DesignMarketing
Prenatal health products are no longer only packaged as supplements
Implications - Ingestible prenatal nutrition products once mostly came in the form of supplements, but now everything from water to oat bars are being marketed as beneficial to the health of expecting mothers. This broadens the market, offering a two-way benefit where brands have more opportunity for consumers to purchase, while consumers are allowed more choice in their health-related purchases. It also serves as a blanket marketing term which allows brands to push their products as being essential for specific groups of people – in this case, pregnant women. [More]
SCORE 6.1
Popularity
Activity
Freshness
Megatrends
Patterns
25,627 Total Clicks
Nov 15 - Nov 17
This Month and Mild
Brands are accommodating expecting mothers seeking to maintain their health
Implications - Expecting mothers in North America are becoming increasingly active to stay healthy during their pregnancies, and brands are accommodating this fact by offering apps and services that enhance the health and fitness of pregnant women. With more consumers seeking out well-rounded lifestyles, accommodating this shift in the women-specific health industry is an extension of the consumer desire for specialized experiences. [More]
SCORE 7
Popularity
Activity
Freshness
Megatrends
Patterns
23,559 Total Clicks
Mar 16 - Nov 17
This Month and Warm
TechBusinessLifestyleHealth
The 6 Patterns of Opportunity & Top 18 Megatrends
Transportation is more effectively accommodating pregnant women
Implications - The traditional rules of public transport still include the fact that people should stand for, and generally accommodate, pregnant women, and technology is being designed to more effectively put those rules in place. Whether through apps or free transport passes, these services and developments work to use simple design tweaks to enhance accessibility, and provide a blueprint for how brands can do the same regarding other accessibility-related concerns. [More]
SCORE 5.7
Popularity
Activity
Freshness
Megatrends
Patterns
31,221 Total Clicks
Mar 16 - Nov 17
This Month and Untested
TechArt & DesignLifestyleHealth
Clothing brands expand lines to accommodate people with disabilities
Implications - The fashion industry has slowly begun to accept the importance of creating clothing for people with body types outside traditional beauty norms, and the most proactive brands are taking that logic a step farther. Conscious fashion brands have begun designing clothing with disabled people as the target wearers, recognizing the specific needs of broader swaths of people. Brands that consider accessibility not only increase their base of consumers, but also demonstrate their thoughtfulness as a whole. [More]
SCORE 8.2
Popularity
Activity
Freshness
Megatrends
Patterns
45,945 Total Clicks
May 17 - Nov 17
This Month and Warm
FashionSocial Good
Restaurants harness technology to create personalized menus
Implications - Any consumer would prefer a personally cooked meal over stock menu items. While restaurants are well aware of that axiom, diner-specific dishes haven't previously been scalable beyond the confines of ultra-luxury eating. However, savvy restaurateurs have now found a solution, using AI and big data analysis to efficiently curate meals for each new patron. Likewise, businesses that use the power of AI can increase loyalty and enjoyment through directly personal experiences and products. [More]
SCORE 7.2
Popularity
Activity
Freshness
Megatrends
Patterns
32,883 Total Clicks
Jul 17 - Nov 17
This Month and Warm
LifestyleFood
Trend Hunter Services
Shoe care has become a subculture in its own right
Implications - With sneaker culture continuing its domination in the fashion world, the shoe care category that works in tandem with it has grown to accommodate artisanal production and branding. This shift comes as consumers increasingly make purchase decisions based on how those decisions fit into their lifestyles and image, rather than making them based on functionality and quality alone. [More]
SCORE 6
Popularity
Activity
Freshness
Megatrends
Patterns
133,471 Total Clicks
Jan 16 - Nov 17
This Month and Average
Social events tap into the hobbies and interests of older demographics
Implications - As brands look to create lifelong consumers, many are pivoting part of their focus towards the interests of older demographics including Boomers and seniors. By uncovering the passions and priorities of these inherently social consumer segments, brands are able to foster environments that empower older consumers to be themselves and create communities around shared interests. This seemingly unlikely shift in focus denotes the importance of remaining relevant to consumers through different stages of their lives. [More]
SCORE 5.8
Popularity
Activity
Freshness
Megatrends
Patterns
31,072 Total Clicks
Oct 17 - Nov 17
This Month and Mild
Car accessories allow for complete customization of the driving experience
Implications - As cars are increasingly seen investment pieces rather than necessities, trend-setting consumers are seeking to ensure their cars fit their lifestyle and personal branding as much as their next generation cell phone does. Accessories in particular are a cost-effective way for consumers to personalize the interiors of their vehicles, creating an environment that is both comfortable to inhabit, while also feeling luxurious and aspirational. [More]
SCORE 7.1
Popularity
Activity
Freshness
Megatrends
Patterns
86,837 Total Clicks
Sep 16 - Nov 17
This Month and Warm
Art & DesignAutos