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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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The mead industry's growth has led to a shift in branding
Implications - The rise of mead consumption among consumers has led to brands prioritizing its image in an age where contemporary branding is key to relating to younger demographics. Through campaigning and design, brands are using the growing popularity of mead to sell it as a contemporary product, taking cues from the growth of wine and beer brands that specifically target Millennials.

Homework Question - Consider how your brand could prioritize Millennial engagement via design? [More]

SCORE 5.8
Popularity
Activity
Freshness
Megatrends
Patterns
18,152 Total Clicks
May 17 - Dec 18
Recent and Mild
LifestyleFood
Products designed to help consumers sleep are positioned as luxury goods
Implications - Moving away from more utilitarian or strictly health value propositions, products designed to help consumers sleep are taking on more luxurious positioning. Speaking to the general shift to wellness as an aspirational goal, this shift aligns with consumers' willingness to spend on products that help them feel cared for.

Homework Question - How could you better integrate lifestyle aspirations into your product or service's positioning? [More]

SCORE 7.1
Popularity
Activity
Freshness
Megatrends
Patterns
53,633 Total Clicks
Mar 18 - Dec 18
This Week and Warm
LifestyleHealthLife
Luxury fashion brands enter the gaming space via experiences and collectibles
Implications - High fashion and cosmetics brands are incorporating interactive gaming into their product experience, whether that's in the form of collectible board games, or in-store experiences. The adoption of interactive play by brands typically associated with sophistication and sensibility makes them more relatable to the average consumer.

Homework Question - Conceptualize how your brand could create a collectible game based on its identity, or create an in-person gaming experience. [More]

SCORE 7
Popularity
Activity
Freshness
Megatrends
Patterns
40,215 Total Clicks
Mar 18 - Dec 18
This Week and Warm
ToysLife-Stages
Banking processes are made more secure through emerging biometric systems
Implications - Addressing consumer concerns around security and a need for convenience, financial institutions are rolling out and experimenting with emerging biometric security measures. Though somewhat unconventional, this more advanced approach to protection speaks to the way in which biometric technology will likely play a growing role in the future of security.

Homework Question - What is your customers' biggest concern when it comes to your brand? Brainstorm a concept solution that would perfectly solve that issue. [More]

SCORE 6.4
Popularity
Activity
Freshness
Megatrends
Patterns
24,507 Total Clicks
Nov 17 - Dec 18
This Week and Mild
TechLifestyleLifeCredit Crunch
The 6 Patterns of Opportunity & Top 18 Megatrends
Campaigns and products specific to transgender people are rising in prominence
Implications - Large brands are increasingly highlighting the trials, triumphs and activism of transgender communities in their products, services and campaigns. Where once trans people were largely included in the mainstream under umbrella campaigns related to the LGBT+ community as a whole, brands are now realizing the importance of singling out the unique experiences of the individuals they are trying to cater to.

Homework Question - How could your brand take a more nuanced approach to inclusion both internally and in the demographics it is trying to reach? [More]

SCORE 6.2
Popularity
Activity
Freshness
Megatrends
Patterns
85,459 Total Clicks
Jan 17 - Dec 18
This Week and Average
Business
Modular building concepts are on the rise
Implications - Architects are creating modular building design concepts that are able to accommodate the needs of the people they're building for, as well as the landscapes that surround them. These concepts have risen out of a need for building cities that are as architecturally functional as they are beautiful, coming on the tails of growing urban populations and the increased need for adaptability as a result.

Homework Question - Where could your brand fit modular design into its product/service or office space? [More]

SCORE 8.6
Popularity
Activity
Freshness
Megatrends
Patterns
78,583 Total Clicks
May 18 - Dec 18
This Week and Hot
Art & DesignArchitecture
Retailers tap voice tech to supercharge their in-store experience
Implications - While some companies choose to leverage voice assistant technology to create a contactless path-to-purchase, others are tapping into the hesitation that some consumers have against actually purchasing products through voice technology and are instead working to leverage it to drive in-store sales. These examples show that for those who would prefer shopping in-store, voice technology can still contribute to a more seamless path-to-purchase.

Homework Question - How does your consumer feel about the way your brand is engaging with emerging technologies? [More]

SCORE 6.7
Popularity
Activity
Freshness
Megatrends
Patterns
15,122 Total Clicks
Nov 18 - Dec 18
This Month and Mild
TechBusinessGadgetsRetail
Trend Hunter Services
The ritual of fasting is enhanced via products and kits that ensure health
Implications - The process of fasting, whether done for religious purposes or as a "biohacking" tool, is now aided with specialty kits, apps, and food items that aim to ensure consumers' health while taking part in this ritual. These products cater to a highly specific consumer need and as a result, appeal to consumers for their personalized nature.

Homework Question - How could your brand personalize a product/service to cater to various consumer rituals? [More]

SCORE 5.5
Popularity
Activity
Freshness
Megatrends
Patterns
37,356 Total Clicks
Aug 16 - Dec 18
This Month and Mild
LifestyleHealth
Digital brands seek to enhance user privacy
Implications - With large brands like Facebook profiting off of user data and being constantly critiqued for it, there is now a growing trend in the opposite direction – where brands are ensuring user privacy and in some cases, even allowing customers to control their personal data themselves. This reactionary shift comes as privacy breaches and consumer exploitation is accelerated, in an age where a large portion of financial and personal interactions take place online.

Homework Question - How could your brand better ensure privacy for its customers? [More]

SCORE 4.6
Popularity
Activity
Freshness
Megatrends
Patterns
16,119 Total Clicks
Apr 18 - Dec 18
This Month and Untested
TechBusiness
Cancer testing takes the form of bold, in-your-face marketing experiences
Implications - More than just raising awareness, not for profit organizations are turning to activations and pop-ups that boldly encourage testing of certain diseases. Whether it be providing medical professionals on-the-spot to analyze patients or creating stunts that speak to the dangers of not getting checked out, these examples speak to not only the need to educate consumers on certain issues, but a desire to make awareness and engagement more convenient and accessible too all types of people.

Homework Question - What types of social causes and initiatives does your brand support? How can you make that messaging more interactive and engaging for your audiences? [More]

SCORE 6.1
Popularity
Activity
Freshness
Megatrends
Patterns
19,795 Total Clicks
Mar 17 - Nov 18
This Month and Mild