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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.
Accessible Self-Care
Self-care products use braille to accommodate people with visual impairments
Trend - As brands in a range of industries become more accessible, self-care products are accommodating people with visual impairments by using braille alongside printed labels. These inclusive products help people with blindness purchase and use these products without assistance.

Insight - Inclusion has become an important priority for North American consumers, particularly as diverse and socially educated Gen Z and Millennials drive consumer trends. Younger demographics are more likely to seek out brands that align with their values--which increasingly include diversity, accessibility, and sustainability.
Workshop Question - How is your brand authentically aligning itself with its customers values and needs?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plumping Care
Skincare products are now promising skin-plumping benefits
Trend - Skin-plumping is one of the newest selling points that can be observed in the cosmetics industry. Though hydrating ingredients in skincare have always been the norm, brands are now selling them as "plumping" for people who have fine lines.

Insight - The skincare industry is constantly adapting to the specific needs of consumers, and the many choices that consumers have in this space can often be overwhelming, particularly for newcomers. For those who are beginners to skincare, touted benefits tend to be more convincing than knowing a product's exact ingredients and their individual uses.
Workshop Question - How is your brand catering to those who are new to its product/service?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Brass
Jewelry brands are creating sophisticated pieces from upcycled brass
Trend - As upcycling becomes an increasingly popular trend, jewelry brands are taking note and creating new pieces made from upcycled brass that would otherwise be wasted. These pieces range from rings to jewelry, and help customers feel good about their purchases.

Insight - As the climate crisis continues, more consumers are prioritizing eco-friendly purchases than ever before. These consumers turn to brands that are authentically sustainable, and brands that respond to the demand for climate-friendly products and services will become increasingly relevant in the years to come.
Workshop Question - How is your brand prioritizing authentic sustainability?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Advent
Advent calendars are being made environmentally friendly
Trend - The holiday season in North America typically brings about a rise in advent calendar sales, and brands are now taking these calendars to another level by offering them with eco-friendly products and packaging.

Insight - The holiday season brings about a lot of consumption, and coupled with growing climate anxiety among the North American consumers---this raises some concerns. Now, more people are being cautious about how they gift and consume during the holiday season, and are turning to brands that help them reduce their consumption guilt.
Workshop Question - How is your brand authentically prioritizing eco-friendliness?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Body Neutrality
This new approach to fitness focuses on celebrating what the body can do
Trend - Consumers are growing weary of the aspiration-focused approach to fitness of the past, and body neutrality is a perfect alternative. The movement focuses on fitness as a way to celebrate one's current body (as opposed to fitness as a way to change the body) as a more positive way to approach physical wellness.

Insight - The idea of working out to "look good" is outdated in a world where diversity and inclusivity are celebrated, as it enforces unrealistic and often harmful beauty standards. This does not suit the contemporary consumer, especially post-pandemic when many are re-prioritizing happiness and peace as opposed to aspiration and accomplishment. Ultimately, the body neutrality movement is a result of a redefinition of "wellness" that focuses on both mental and physical health.
Workshop Question - How can your brand help create a less toxic, more inclusive wellness industry?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Relaxed Workplace
As offices reopen post-pandemic more focus is placed on relaxation and wellness
Trend - Many consumers have been working from home over the pandemic, and have become accustomed to a level of relaxation and privacy. For some, this more relaxed environment is more conducive to productivity than the formal settings of the past. As offices reopen employers will need to be cognizant of this and provide more casual environments with low-sensory spaces.

Insight - Consumers have reprioritized their lives over the span of the pandemic. Movements such as the "anti-work" phenomenon are gaining traction, calling people to reconsider whether the "work hard to get ahead" mentality is sustainable or desirable for them. For many, more relaxed, wellness-focused employment situations are the first step toward a less toxic approach to work. Additionally, a less formal workplace is likely to achieve more employee engagement in the new normal as people readjust.
Workshop Question - How can you arm yourself against the "anti-work" movement?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
DEI Revamped
Employer inclusivity strategies must reach higher standards post-pandemic
Trend - As consumers continue re-prioritizing their lives post-pandemic, they crave a more clear sense of purpose in their work. One way to achieve this in the workplace is by offering a more comprehensive DEI strategy. Diversity, equity, and inclusion have become all the more important to consumers seeking ways to make the world a better place on a daily basis.

Insight - The past couple of years of the pandemic have also ushered in a political reckoning, where consumers are more reflective of their place in a society that is often unjust. This creates a sense of responsibility to try to positively impact society in as many ways as possible. Short of working in the actual social good space, integrating these beliefs into the workplace can be difficult; employers would do well to build DEI strategies that ensure the workplace remains inclusive and equitable, while also helping employees do right in their daily lives.
Workshop Question - What is your current DEI strategy, and how can it improve?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Viral Flavor
The CPG space borrows inspiration from TikTok trends
Trend - TikTok usage increased globally during the pandemic, fueling viral trends across many spaces, but especially in food. Companies in the CPG space are borrowing inspiration from these largely DIY food trends, offering products across categories in similar flavor profiles to hose seen on the social media site.

Insight - Food trends on TikTok, sometimes called 'FoodTok,' are introducing a new era of foodie-ism for a younger generation. This is no coincidence; the pandemic-induced lockdown increased both screentime and interest in cooking across generations. This hybridization of interests has resulted in a new generation of foodies who are interested in uncomplicated, but delicious DIYs that use pre-made ingredients, and can be showcased in short video clip-format tutorials.
Workshop Question - How has TIkTok changed your industry? Your customer's expectations? Your brand?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Positive Loyalty
Brands' loyalty programs reward "positive" consumer behaviour
Trend - Some brands are now initiating loyalty programs that run on the premise of making positive purchase decisions. This includes everything from getting points for selling secondhand clothing, to getting points and rewards for healthy purchases.

Insight - Consumers are becoming increasingly conscious of how their purchase decisions impact themselves, those around them, and the environment. Now, more people are choosing to be mindful in how they shop, and brands that offer incentives to do this will become increasingly popular.
Workshop Question - How could your brand incentivize consumer to make eco-friendly or healthy purchase decisions?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Waste Holiday
Seasonal products and trends are now prioritizing waste-reduction
Trend - The holiday season and the increased consumption it brings has an inevitable impact on the environment, and some brands are now trying to reduce this impact. Low or zero-waste initiatives that allow people to more sustainably celebrate the holidays are becoming popular.

Insight - Addressing climate change is becoming increasingly urgent, and more consumers are now aware of this fact. This sense of urgency has resulted in the average consumer making more sustainable choices in their regular purchases.
Workshop Question - How is your brand prioritizing sustainability?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends