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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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Music is added to interactive packaging to tap into the customer lifestyle
Implications - In the age of social media, there is a premium placed on "lifestyle brands." Achieving this status means becoming fully consumercentric in that even consumer behavior unrelated to a brand's particular category must be taken into consideration. This is the strategy behind music-related interactivity integrated into CPG packaging. [More]
SCORE 7.3
Popularity
Activity
Freshness
Megatrends
Patterns
34,908 Total Clicks
Jun 16 - Jul 17
Recent and Average
TechMarketing
Iced coffee continues to ascend to gourmet status through a focus on texture
Implications - The rise of coffee culture has mimicked that of wine or craft beer, and so a natural next step in coffee's ascent to gourmet status is a focus on texture. Experimenting with the texture of iced coffee provides a multisensory experience that speaks to the experience-obsessed modern foodie. [More]
SCORE 6.3
Popularity
Activity
Freshness
Megatrends
Patterns
24,105 Total Clicks
Apr 16 - Jul 17
This Week and Mild
LifestyleDrinking
With its symbolism now preceding it, coffee becomes a canvas for viral fads
Implications - Highlighting the ubiquitous nature of coffee as a symbol of social interaction and much more, the experience of coffee consumption has become a space for innovation that also provides a unique view into the current cultural collective consciousness at any given moment. This progression demonstrates the new context of coffee as a gourmet food experience rather than a commodity, a transition that can be observed taking place currently in other adjacent categories such as cannabis. [More]
SCORE 7.8
Popularity
Activity
Freshness
Megatrends
Patterns
27,517 Total Clicks
Feb 17 - Jul 17
This Week and Warm
Film-branded toys use their familiarity to boost education within STEM
Implications - Though a fairly new development within the toy industry, STEM as a form of educational play is expanding, moving into larger toy brands by way of film-branded pieces. This is a positive development as the familiarity of these characters creates engagement with kids who don't find learning fun. [More]
SCORE 8.1
Popularity
Activity
Freshness
Megatrends
Patterns
65,809 Total Clicks
Sep 16 - Jul 17
This Week and Warm
TechMarketingToysLife-Stages
The 6 Patterns of Opportunity & Top 18 Megatrends
Beautiful presentation elevates the dining experience through visuals
Implications - Restaurant menus are catering to those interested in Instagram-friendly dining experiences by producing brightly colored, aesthetically pleasing dishes that lend themselves to image-based social sharing. This shift speaks to the interest in creating social media-friendly experiences that offer rare elements of joy and delight, while it also highlights the innate interest in curation as a means of having specific control over something tangible in a time of great cultural and social stress. [More]
SCORE 7.6
Popularity
Activity
Freshness
Megatrends
Patterns
42,801 Total Clicks
Nov 16 - Jul 17
This Week and Warm
The process of curating and consuming music becomes more technical
Implications - Despite its association with fun and social settings, music is, in essence, a science. Integrating more of this into the listening process up-levels and adds the consumption of music. This shows more deliberate, quality-enhancing use of technology in regard to music (as opposed to more convenience-based applications) which appeals to consumers who seek more elite experiences. [More]
SCORE 5.5
Popularity
Activity
Freshness
Megatrends
Patterns
15,771 Total Clicks
May 17 - Jul 17
This Month and Mild
TechLifestyle
Over-the-top rainbow desserts dominate consumer attention on and offline
Implications - Hyper-indulgent dessert items adorned with rainbow toppings are enticing social media-inclined consumers looking for experiences they can celebrate and relive online. This progression showcases the new secondary role of food and beverage experiences as shareable moments that emphasizes insider knowledge on of-the-moment menu items. [More]
SCORE 6.9
Popularity
Activity
Freshness
Megatrends
Patterns
43,535 Total Clicks
Jul 16 - Jul 17
This Month and Warm
Trend Hunter Services
Foods become college specific to boost Instagrammability with the younger consumer
Implications - Shareability is a purchasing factor for the younger demographic, which ties into whether or not the product or service fits into their personal brand. The creation of Instagram-friendly foods that tie to the collegiate lifestyle satisfy these points. They also boost a sense of pride and create an opportunity to connect with a students' tribe of like-minded individuals. [More]
SCORE 6.7
Popularity
Activity
Freshness
Megatrends
Patterns
30,337 Total Clicks
Oct 16 - Jul 17
This Month and Warm
MarketingLifestyleFood
Brands are taking a no-frills approach to product pricing
Implications - While premium price points often convey a sense of status to consumers, in-the-know shoppers are being drawn towards no-nonsense brands that promote top-of-the-line quality at ultra-affordable pricing. Keeping packaging and extras to a minimum, brands are realizing the value of offering high quality products that compete with the biggest name brands while staying accessible to the masses, strengthening their reputation among consumers as being authentic and honest. [More]
SCORE 7.3
Popularity
Activity
Freshness
Megatrends
Patterns
21,028 Total Clicks
Dec 16 - Jul 17
This Month and Warm
Monk fruit is added to a variety of products as an all-natural sweetener
Implications - As more consumers look to lessen their refined sugar intake, brands are exploring all manner of alternative sweeteners in order to account for taste preference, with the sub-tropical melon-derived monk fruit particularly gaining popularity. This progression highlights the potential for unraveling new healthful alternatives to ingredients that previously may have seemed inseparable from various favored dishes. [More]
SCORE 4.3
Popularity
Activity
Freshness
Megatrends
Patterns
14,109 Total Clicks
Jun 16 - Jul 17
This Month and Untested
MarketingLifestyleFoodHealthDrinking