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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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Content creators are supported directly by peers as opposed to brands
Implications - Up until this point, the formula for successful influencer marketing was fairly cut and dry; a person becomes an influencer by creating engaging content, gains brand partnerships, and monetizes content as an ambassador. This model is turned on its head with peer-to-peer funding platforms that enable fans to send money directly to content creators. The shift to a many-to-many model speaks to the true intended nature of social media influence, placing more focus on truly entertaining content than the influence or exposure of a third party. [More]
SCORE 6
Popularity
Activity
Freshness
Megatrends
Patterns
24,840 Total Clicks
May 16 - Jun 18
Recent and Mild
MarketingBusinessSocial Media
Brands are taking risks by redefining their legacy with unexpected features
Implications - Seeking to keep their consumers on their toes, brands are taking bigger risks in their branding and marketing strategies to create hype and excitement. From legacy brands changing their iconic names to those doing collaborations with brands outside their industry, these examples speak to the need to not only surprise and delight consumers, but also the need for consistent reinvention among big and small businesses. [More]
SCORE 8.2
Popularity
Activity
Freshness
Megatrends
Patterns
48,265 Total Clicks
Oct 17 - Jun 18
This Week and Warm
Marketing
Brands adopt edible marketing campaigns to engage consumers
Implications - Brands are creating edible billboards and other marketing campaigns in order to engage consumers’ senses in ways that are relatively unparalleled. These unique campaigns are absent of the staged, pop-up environments that normally come with food-related marketing stunts, and instead engage consumers in a way that is independent, but that remains interactive. [More]
SCORE 7.9
Popularity
Activity
Freshness
Megatrends
Patterns
66,155 Total Clicks
Jan 16 - Jun 18
This Week and Warm
MarketingLifestyleFood
New innovations empower consumers to ensure they receive quality products
Implications - Busineses are creating tools that protect small brands and individuals against counterfeit production and purchasing. These tools work to protect artists and creators from the theft of their designs, while empowering consumers and providing them with some autonomy throughout the purchase journey. [More]
SCORE 5.8
Popularity
Activity
Freshness
Megatrends
Patterns
71,486 Total Clicks
Jun 17 - Jun 18
This Week and Mild
Tech
The 6 Patterns of Opportunity & Top 18 Megatrends
Brands create pop-up installations to celebrate Pride Month
Implications - Brands are taking their Pride Month engagements a step further by creating specialized pop-up experiences that celebrate the LGBTQ community. In a political and social age in which consumers expect brands to take a stance on the causes they support, this shift is able to cater to that desire in a way that is playful and interactive. [More]
SCORE 7.7
Popularity
Activity
Freshness
Megatrends
Patterns
18,748 Total Clicks
Jun 17 - Jun 18
This Week and Warm
Art & DesignMarketingBusiness
Artisan and high-end foods are being created with leftovers
Implications - Brands that offer artisan packaged foods, as well as higher-end dishes, are incorporating leftover ingredients into their products in order to reduce the amount of waste in the food industry. This shift caters to eco-conscious consumers, and offers an easily identifiable selling point for brands to leverage when marketing such products. [More]
SCORE 6.1
Popularity
Activity
Freshness
Megatrends
Patterns
30,273 Total Clicks
Mar 16 - Jun 18
This Week and Mild
LifestyleFoodEco
Coffee's antioxidant properties are elevated and highlighted
Implications - Brands that offer coffee are highlighting the natural antioxidant properties of the beverages, or are actually enhancing them by infusing them with extra antioxidants. Where once coffee was perceived as being unhealthy because of the sugary and calorie-rich additives that consumers became accustomed to, the rise of craft coffee culture has extended to include this deliberate shift in marketing that appeals to consumers' nutrition-related preferences. [More]
SCORE 6.9
Popularity
Activity
Freshness
Megatrends
Patterns
29,863 Total Clicks
May 17 - Jun 18
This Month and Average
LifestyleHealthDrinking
Trend Hunter Services
Apps that reduce and ease daily commutes are increasingly popular
Implications - With human populations in urban areas constantly on the rise, brands are releasing apps that reduce the time and enhance the ease of a banal but common aspect of city-living – commuting. By giving commuters optimized routes and enhanced navigation tools, the rise of such apps indicates a desire for streamlined lifestyle habits for busy professionals. [More]
SCORE 4.3
Popularity
Activity
Freshness
Megatrends
Patterns
22,655 Total Clicks
Feb 18 - Jun 18
This Month and Untested
TechLifestyle
Brands offer more sophisticated versions of pizza desserts
Implications - Pizza desserts have long been catered to children, however brands are now creating and marketing luxury pizza desserts to appeal to older demographics. As adult consumers become increasingly motivated by social media-friendly aesthetics and consumption experiences, these products are able to cater to that shift, while simultaneously giving consumers a unique way to indulge. [More]
SCORE 6
Popularity
Activity
Freshness
Megatrends
Patterns
40,028 Total Clicks
Oct 15 - Jun 18
This Month and Average
LifestyleFood
Brands cater to the need for digital detox through gamified apps & devices
Implications - While it might seem counterintuitive, brands are offering digital solutions to those who want to detach and unplug from their day-to-day connectivity. Appealing to users not willing to completely eliminate their digital tools, these apps and gamified activities encourage users to stay focused on one specific application as opposed to multitasking a variety of things. This speaks to a growing desire to unplug without having to sacrifice one’s day-to-day technological needs. [More]
SCORE 7.8
Popularity
Activity
Freshness
Megatrends
Patterns
64,065 Total Clicks
May 15 - Jun 18
This Month and Warm
TechMobile