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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.
Biodegradable Tech
Tech products and accessories are built with environmentally friendly materials
Trend - Companies are launching technology and tech accessories with biodegradable capabilities. While some companies are embarking on very ambitious projects like biodegradable desktop concepts, others are starting out with compostable cases or experimenting with more eco-conscious materials.

Insight - Contemporary consumers are aware of the consequences of climate change and as a result, many are looking for ways to reduce their carbon footprint and pivot to a more planet-friendly lifestyle. This, in turn, is creating a demand for fully sustainable products and better waste management processes across industries. This interest is only intensifying as individuals are becoming increasingly worried about climate change.
Workshop Question - How can your brand pivot to biodegradable materials?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Customized Cannabis
Custom cannabis products and doses are made for specific purposes
Trend - Customized cannabis products are helping people in regions where the plant is legalized to find doses that are ideal for their specific needs. Whether for health purposes, recreational purposes or both--having customized options gives people more control over their experience with cannabis.

Insight - The continued popularity of legal cannabis has resulted in more consumers experimenting with the plant in order to receive its psychoactive or health benefits. The "legitimization" of this space hasn't fully shaken some demographics' uncertainty about it, and so specialized doses and medicinal forms of delivery are able to establish trust with those who are new to the substance.
Workshop Question - How is your brand working to establish trust among customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retail Escape
Opportunities for creative presentation are abundant in virtual environments
Trend - The online environment breaks the boundaries of aesthetic imagination, enabling the existence of various compositions and ethereal landscapes that would otherwise be impossible. As retail brands are pivoting to an all-digital strategy due to COVID-19, many are embracing these advantages.

Insight - The desire for escapism is potent in contemporary consumers who live fast-paced, technologically enhanced lifestyles. With the onset of the COVID-19 pandemic and the associated travel restrictions, many don't have the opportunity or are finding it increasingly difficult to take a break and enjoy a change of scenery. Since many are conscious that non-essential traveling is strongly discouraged, consumers are looking for ways to escape with the help of their imagination.
Workshop Question - How can your brand enhance its digital presence during COVID-19?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Barley Enhancement
Barley protein is becoming increasingly popular in food, beverage and beauty
Trend - Barley is mostly starch and fiber, however, 'spent' barley—which is a by-product of the brewing/fermentation process—is packed with protein. In light of this, companies are appealing to this new ingredient and expanding variety in the market for plant-based protein.

Insight - An increasing number of consumers—especially Millennials and Gen Z—have pivoted or are pivoting to plant-based product consumption. This demand extends across industries and is motivated by individuals' awareness of the growing threat of climate change and the influence of the wellness movement which stipulates that plant-based formulas are healthier. As a result, consumers are prioritizing ethics and cruelty-free processes, which allows them to gain peace of mind and be more fulfilled.
Workshop Question - How can your brand utilize barley protein in your offering?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Seltzer
Celebrity collaborations in the seltzer market are increasing in popularity
Trend - Celebrities—whether they be chefs, singers, and even investors—are recognizing the immense popularity of hard seltzers as refreshing low-alcohol beverages with younger consumers. As a result, many are working with brands to launch their own special version.

Insight - The purchasing decisions of Millennial and Gen Z consumers are strongly influenced by the social media platforms they favor. As many become increasingly trusting of the celebrities and influencers they follow, individuals begin focusing on these personalities' preferences—from lifestyle to food and beverage. This information is later used as guidelines and inspiration for consumer's own purchasing decisions when they are experiencing uncertainty about the items they want to buy.
Workshop Question - Conceptualize a collaboration between your brand and a celebrity.
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Outdoor Branding
During COVID-19, brands are emphasizing the importance of socializing outdoors
Trend - In an attempt to encourage consumers to socialize outdoors despite changes in temperature, brands are launching seasonal products and experiences that make COVID-19 restrictions a little bit more bearable. Playful in nature, these activations also reinforce government-imposed restrictions.

Insight - As the COVID-19 pandemic continues, many are finding it increasingly difficult to follow the strictness of the government-imposed health and safety guidelines and this is especially true for those living in places where it gets cold in the winter. In light of this, individuals are looking for ways to diversify the outdoor social experience, which will allow them to feel more uplifted and encourage them to continue their effort to help "flatten the curve."
Workshop Question - How can your brand help consumers navigate COVID-19 lockdowns?
8.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Watch
Designers are venturing into more unconventional watch formats
Trend - Brands and designers are diverging from tradition in watch design and launching products with surprising aesthetics and unconventional functionalities. These pieces are created to appeal to an increasingly niche audience.

Insight - Aware of the developments in design and technology, contemporary consumers are consistently on the lookout for new products that could be useful to their lifestyles and/or ones that can supercharge their aesthetic. This is rooted in a desire for novelty that enables individuals to not only indulge in their curiosity but to also test out new ways to enhance their daily routine. In this space, consumers consider it worthwhile and gain peace of mind, as a result, when testing out the effectiveness of new experiences.
Workshop Question - Conceptualize a revolutionary shape/structure of product/service in your industry.
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seltzer Infusion
Popular seltzer flavours are being explored in the food category
Trend - The immense popularity of seltzers is expanding to the larger culinary category as many brands are launching various foods that are either inspired by the flavors of the low-alcohol drink or are directly infused with them.

Insight - Given the exponential growth of diverse options on the market, contemporary consumers—especially Millennials and Gen Z—are on the lookout for novelty products that they can experience and enjoy either as a form of entertainment or as a way to satisfy their curiosity. In this space, individuals are increasingly embracing their spirit for adventure by looking for ways to indulge in something unfamiliar and exciting.
Workshop Question - Conceptualize a novelty hybrid in the food/beverage category.
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tablet Care
Brands are looking to new product formats in the hopes of reducing waste
Trend - Personal care and beauty brands are offering their products in the tablet/pill format. This approach is proven to significantly decrease carbon emissions, both in manufacturing, as well as in shipping.

Insight - Aware of the growing implications of climate change, contemporary consumers are increasingly wary of their purchasing habits. In order to feel good about the lifestyle decisions they make, many are focusing on a brand's commitment to sustainability and ethics prior to settling on a product. This, in turn, does not only allow consumers to feel better about their purchases, but it also affords them peace of mind as they know they are advocating for a better future.
Workshop Question - How can your brand minimize its carbon footprint further?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends