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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.
Connected Diaper
Connected diapers for infants offer more easily manageable changings
Trend - Connected diapers (or diaper add-ons) that alert caregivers when newborns require a diaper change are on the rise, prompting easier organization of the child’s schedule, and a better understanding of the general health of the baby being taken care of.

Insight - New parents, particularly Millennial parents, tend to be more open to raising children in a way that’s more progressive than the relatively traditional methods of parenting they were raised on. This can be observed in a variety of areas, whether that’s having children be more in-tune emotionally, having less rigid standards for gender expression, or incorporating technology in the process of raising a child.
Workshop Question - How could your brand appeal to the new ways of thinking that come with generational differences?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Charity Skin
Developers are launching thematic skins to raise funds for philanthropic causes
Trend - In the gaming category, a 'skin' refers to the outfit of a character. It promotes a more customizable and immersive experience by placing emphasis on aesthetics. With the popularity of skins in mind, developers are creating outfits and characters that will raise awareness and funds for different charities.

Insight - Consumers look to give in accessible ways and are often much more receptive to initiatives that offer something small in return. The tie of shoppable objects to fundraising efforts allows individuals to feel justified about their purchase as they are able to get what they want, but are also assured that their money will go toward supporting a good cause.
Workshop Question - How could your brand appeal to the interests of consumers to raise awareness?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Genderless Grooming
Grooming brands are expanding their collections to be more inclusive
Trend - Brands in the male grooming space are empowering the LGBTQ+ community with a variety of products and initiatives. By launching gender-fluid collections, these companies are creating more inclusive environments by affirming trans and non-binary consumers, while also working toward breaking gender stigma among male consumers.

Insight - Individuals no longer want to be reduced to specific categories based on gender or age, because they feel this is too restrictive. As consumers become more confident in expressing themselves and their identities, they begin demanding that such products, which are often gender-binary, be rethought in seamless ways to allow for more diverse and inclusive use.
Workshop Question - How could your brand become more inclusive?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Razor-Sharp Aesthetics
Grooming brands leverage design to elevate the aesthetic of the razor
Trend - Brands are creating products in the male grooming space that appeal to high-income consumers. With a focus on luxury, these companies are leveraging design to create offerings that are aesthetically appealing, with an elevated degree of usability.

Insight - Contemporary consumers take their self-care rituals quite seriously and often look for ways to enhance the experience with luxurious connotations. As a result, many are on the lookout for products that are not only functional but ones that are thoughtfully designed and emphasize the importance of aesthetics. Amid the multitude of offerings, consumers are captivated by products that instill a desire in users to interact with the product on a daily basis.
Workshop Question - How could your brand elevate the experience of your product/service?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Keto-Specific
Ketogenic diets are catered to with restaurants and store specific to their needs
Trend - The continued popularity of ketogenic diets, which involve consuming low-carb, high-fat foods, has brought on spaces that are entirely centered around those who subscribe to this form of dietary restriction. Whether restaurants or stores, these spaces ensure that individuals with restrictions don't face barriers when purchasing food.

Insight - The growing accommodation of dietary restrictions is seen as beneficial to most consumers as many do not necessarily subscribe to specific diets, but experiment with them periodically. This continued testing of new forms of wellness comes as consumers look to enhance their daily lives in a way that's beneficial to them, rather than simply recreational. Thus, spaces that consumers can turn to that meet their current needs are crucial, as this type of experimentation with health becomes increasingly common in North America.
Workshop Question - How could your brand offer niche spaces that cater to a wide range of consumers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nursing Accommodation
Companies accommodate mothers who have to breastfeed their infants
Trend - Whether in the office or in public spaces that don’t typically offer privacy, accommodating spaces for mothers to breastfeed their children are on the rise as brands recognize the importance of women needing flexibility when it comes to caring for their children.

Insight - Breastfeeding has long been an overlooked barrier for women in the workplace or in public spaces as they try to maintain their professional and personal lives while caring for their children. Brands and institutions are becoming more aware of this concern as they look to accommodate the specific needs of women at a higher-level. Thinking about both macro and micro changes is crucial in women having equal access to professional opportunities and public spaces.
Workshop Question - What are some macro and micro ways that your brand could better accommodate the needs of women?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowered Representation
Women-specific representation aims to amplify the voice of women
Trend - Brands that are beginning to understand the growing desire for representation across industries are aiming to address this with women-specific ventures that amplify the voice and work of women only.

Insight - The fourth wave of feminism has brought on a lot of conversations around topics like female representation, sexuality, and workplace equality. Consumers are pushing for brands to adjust to their changing expectations for how women and girls should be represented—and all-encompassing equality is a big part of that shift. Consumers now expect that brands do more than pay lip service to causes related to social issues, and actually act on the progression they claim to support.
Workshop Question - How could your brand better focus on women’s representation?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Meal-Planning
Connected meal-planning tools ease consumers’ daily routines
Trend - Brands are taking control of the organization involved in daily meal-planning with apps and services that ease the process of meal prep planning. With functions that include customization and AI, these apps enable simpler daily routines.

Insight - With the ubiquity of smartphones and connected home technologies, North American consumers’ are now accustomed to all aspects of their daily routines being personalized to their specific needs and interests. When it comes to health and wellness in particular, this added level of customization allows for consumers to better maintain the results they’re seeking out—particularly when the organization and routine-integration it takes to establish new habits are taken care of already.
Workshop Question - How could your brand prioritize customization in its product/service?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Fatigue
Anti-fatigue products and fashion items are on the rise
Trend - Wearable and household anti-fatigue items are giving consumers the opportunity to boost their energy levels and physical abilities in a way that makes their day-to-day duties easier to deal with.

Insight - Today's North American consumer is increasingly busy, with work-life balance being a high-priority but difficult to manage. The majority of North American consumers are active on social media, creating pressure to live an enviable life containing elements of both conventional success and personal happiness. Those who are under high amounts of pressure respond well to products that enhance their quality of life in small but impactful ways.
Workshop Question - How could your brand better focus on enhancing the quality of life for its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Teen Skin
Teen-specific skincare brands cater to Gen Z in alternate ways
Trend - With acne-specific skincare typically being the main purpose targeted to teenagers in the skincare space, brands are refocusing to focus more on the values and preferences of young people. Products that include socially conscious elements or stigma-reducing branding are on the rise as brands attempt to cater to Gen Z consumers in this space.

Insight - As consumers, Gen Z are just as much concerned with the processes of the brands they’re purchasing from as they are the efficacy of the products being offered. With the knowledge that comes with access to the Internet and the socially conscious messaging that they observe and contribute to on social media platforms, these consumers are drawn to brands that speak to not just their needs, but the values they align themselves with.
Workshop Question - How could your brand alter its messaging to better appeal to Gen Z?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends