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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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Modular clothing enhances the flexibility of consumers’ wardrobes
Implications - Modular clothing items or wardrobes are becoming increasingly popular as consumers look to make long-term fashion purchases over pieces that are considered to be “on-trend.” These pieces offer consumers the flexibility to change up their style without the costs associated with constantly purchasing new items. [More]
SCORE 6.8
Popularity
Activity
Freshness
Megatrends
Patterns
48,128 Total Clicks
Jun 17 - Oct 18
Recent and Warm
Fashion
Bourbon-infused grooming products are created to appease connoisseurs
Implications - As an increasingly wide range of ingredients are being highlighted in beauty and grooming products, both men and women are opting to incorporate bourbon into their skincare routine for its anti-inflammatory and astringent benefits. This evolution speaks to the interest of consumers in seeing external interests referenced in daily products in order to elevating the everyday. [More]
SCORE 7
Popularity
Activity
Freshness
Megatrends
Patterns
64,071 Total Clicks
May 17 - Oct 18
Recent and Warm
FashionCosmetics
People of color carve their own spaces in the North American cannabis industry
Implications - The decriminalization and legalization of cannabis that continues across North America has not yet entirely resolved the exclusion and disproportionate penalties applied to people of color within this space. In reaction to this, people of color are creating their own brands and carving out their own spaces within the cannabis industry, empowering one another and supporting inclusion and education. [More]
SCORE 5.7
Popularity
Activity
Freshness
Megatrends
Patterns
8,844 Total Clicks
Oct 18 - Oct 18
This Week and Mild
LifestyleHealth
Large iconic companies are leveraging aesthetic subversion and kitsch
Implications - Notoriously difficult to define, 'camp' is the idea of so deeply subverting what is considered "bad" to the point that it's considered "good." This visually translates as kitsch, and typically exists as a subcultural aesthetic. However as the Internet globalizes society and effectively democratizes what is considered "good taste," kitsch is embraced by a mainstream audience. The most extreme iteration of this is seen with large brands using camp in their products and marketing. [More]
SCORE 6.7
Popularity
Activity
Freshness
Megatrends
Patterns
59,181 Total Clicks
Oct 17 - Oct 18
This Week and Average
MarketingLifestyle
The 6 Patterns of Opportunity & Top 18 Megatrends
Performance-enhancing features are adopted into unlikely products
Implications - The idea of performance-enhancement is widely valued as it gives consumers the impression that there are quick-fixes to some of their problems and goals, and the incorporation of performance-enhancing functions in less likely items – everything from underwear to chairs – is on the rise. Such items appeal to consumers because they seamlessly integrate into their lifestyles. [More]
SCORE 7.1
Popularity
Activity
Freshness
Megatrends
Patterns
73,962 Total Clicks
May 16 - Oct 18
This Week and Warm
Lifestyle
Hearing aids adopt aesthetic and tech upgrades
Implications - There’s often a stigma associated with disability aids as most consumers don’t want to stick out from the crowds. Modern aids, like hearing devices, are responding with not only more functional adaptations but also more aesthetically minimalist solutions. Whether it be crafting designs reminiscent of jewelry or simply adding elements of connectivity, these examples are speaking to the desire for aids that are not only more aesthetically pleasing, but aids that can better adapt and integrate into consumer rituals and lifestyle habits. [More]
SCORE 7.8
Popularity
Activity
Freshness
Megatrends
Patterns
27,282 Total Clicks
Aug 17 - Oct 18
This Week and Warm
MarketingLifestyleHealth
Pet owners now enjoy specialized bonding activities with their pets
Implications - Brands are cementing more positive relationships between pet owners and their beloved pets by creating products, services and benefits that are strictly made to help them bond. These products and spaces come as busy consumers not only seek to alleviate guilt associated with not being at home, but at a time in which the lifestyle benefits of such facilitated bonding become increasingly prioritized. [More]
SCORE 6.5
Popularity
Activity
Freshness
Megatrends
Patterns
66,241 Total Clicks
Jul 17 - Oct 18
This Week and Mild
LifestylePets
Trend Hunter Services
Food brands incorporate the colors associated with charitable and social causes
Implications - There are many well-known causes that are associated with specific colors, and food brands are adopting those colors into the actual foods and beverages they offer, rather than in packaging alone. This shift allows these brands to align themselves with a higher purpose, in a way that works as a more intimate, thought-provoking interaction with consumers. [More]
SCORE 6.9
Popularity
Activity
Freshness
Megatrends
Patterns
23,249 Total Clicks
Jun 17 - Oct 18
This Week and Warm
LifestyleHealth
Stores that fully integrate smart features are increasingly common
Implications - Brands have been incorporating smart elements into their retail spaces, or toying with the idea, for some time now, but some are taking it to the next level with stores that fully integrate smart functions, much like many homes now do. The full integration of smart features into brick-and-mortar spaces speaks to the rising value that consumers place on both omnichannel and highly personalized purchase journeys. [More]
SCORE 9.4
Popularity
Activity
Freshness
Megatrends
Patterns
53,724 Total Clicks
Mar 18 - Oct 18
This Month and V. Hot
TechArt & DesignBusinessRetail
Brands turn to high-budget horror themes for their commercials
Implications - Brands are using the Halloween season to adopt high-budget scare campaigns which feature commercials worthy of cinematic trailers, avoiding the oft-kitschy pitfalls of seasonal branding. This shift caters to an audience that now engages with so much content on a daily basis, that brands are having to think outside the conservative creative norms that once set the standard for their campaigns. [More]
SCORE 6.2
Popularity
Activity
Freshness
Megatrends
Patterns
46,638 Total Clicks
Sep 17 - Oct 18
This Month and Mild
Art & DesignMarketing