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Redirection

Redirection starts in the consumer expectation, then flips it on its head to provide an entirely new, unforgettable experience.
Megatrends:
Experience
In a world abundant with ‘stuff,’ experience becomes a more important currency and life priority.
Gamification
The application of game dynamics to real-world problems results in a world that’s more competitive and engaging.
Tribalism
Allegiant groups are more readily formed around specific interests, causes and even brands.
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend—Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.

Insight—Prior to the ubiquity of dating apps, most people met their partners through their immediate networks—particularly through friends. The fatigue that’s now associated with sifting through hundreds of potential partners on various apps has resulted in a reversal where consumers seek out the more trustworthy, authentic connections that were once made by meeting people in-person first. With dating apps developing algorithms to better align with these views, consumers are able to benefit from the convenience of online dating, while believing in its ability to create strong connections.
Workshop Question — How could your brand align longstanding values with technological changes in its space?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Faux Play
Gamified apps test people's understanding of the "fake news" epidemic
Trend–Apps that give consumers the opportunity to better detect "fake news" are on the rise. As the epidemic of fake news becomes a growing concern, particularly in politics, brands are ensuring that consumers are able to tell the difference between what's real and what's fake online. The gamification of this process provides an added incentive for consumers to gain knowledge on the subject of digital misinformation.

Insight–Though for many, it's been easy to tell the difference between reality and falsehoods online, the distinction is becoming harder to detect due to the sophisticated technology in this space, and growing persistence from the forces that are attempting to spread fake news. Due to these conflicts, consumers are looking for ways to become more adept at detecting this form of misinformation, as many of their professional and educational habits now take place online.
Workshop Question — How could your brand combat the spread of misinformation?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Anti-Natural
Materials sought out for scarcity in nature are now engineered for accessibility
Trend - Engineered, lab-grown products -- specifically, meats and precious stones -- have become more mainstream in recent years. As biotechnology evolves, so too does the ability to engineer multiple materials in a wider range. These newly engineered materials tend to be those previously sought after for their scarcity in nature, the difficulty of attaining them, and therefore, their association with a sense of elitism.

Insight - Elite materials becoming more accessible signifies a turn toward efficiency and often eco-consciousness, but also a redefinition of luxury and status. Consumers today are much more open to redefining luxury than those in the past, as social media has created more of a focus on equality and open-mindedness. Today's consumer places less value on scarcity and exclusivity and is, therefore, less weary of engineered alternatives to status items.
Workshop Question — How is your brand keeping up with the redefinition of status and luxury?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivery Marketing
Brands use limited time delivery offers to market specific products
Implications - Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers. Providing both a low-friction experience for the consumer as well as a sense of novelty, this marketing approach mixes many different forces to create a memorable experience.
Workshop Question — What are some ways you could use delivery marketing as a way to get consumers interested in your brand's offerings?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dentist Chic
Dentist offices take on a millennial-friendly aesthetic
Implications - Speaking to the expectation and value that millennials place on aesthetics, many dentist offices are differentiation themselves by taking on an informal and modern look. As young people today seek out products and experiences that specifically reflect who they aspire to be, this effect is impacting even the most unlikely of places.
Workshop Question — What are some ways your product or service could better align with the aesthetic tastes of millennials?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fitness Exchange
Athletic brands offer indulgent eats to balance strenuous physical activities
Implications - An offshoot of the “halfway healthy” phenomenon, we’re seeing fitness brands that traditionally host events like marathons go one step further with indulgent consumption rewards. Offering comfort foods like pizza and burgers to those who finish races or engage in active clubs, retailers are actively expanding what it means to live and lead a healthy lifestyle, through offering more indulgent offerings often not associated with such physical activity.
Workshop Question — How might you tackle consumer hesitations around living a healthier lifestyle? How can you better balance their priorities?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digitized Cannabis
Virtual and augmented reality enters the cannabis space
Trend--The merging of augmented and virtual realities with the cannabis industry is on the rise as brands look to offer immersive experiences for connoisseurs and beginners alike. These platforms offer benefits like virtual product libraries and augmented package engagement--prioritizing both informative and creative experiences for viewers.

Insight--The growth of the cannabis industry in North America has brought on its collaboration with a range of industries. For novice consumers, being informed about this emerging space is crucial in order to alleviate some of the apprehension they feel when they're considering consuming a substance that was once attached with stigma and misinformation. For those who are more familiar with the substance and the industry, these emerging technologies offer an element of entertainment that has been missing with government-sanctioned cannabis distribution.
Workshop Question — How could your brand collaborate with the emerging cannabis space?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gummy Sleep
Sleep-inducing herbs and ingredients are infused into gummy formats
Trend–With supplements offered in gummy form on the rise, now ingredients that are specially curated for inducing sleep are also being offered in these edible formats. Incorporated with ingredients like chamomile and lavender, these products use novelty to differentiate themselves in the market.

Insight–Consumers are no longer simply looking to use products and services for their function alone, but also for the experience that comes with using those products. Whether that's taking the time to slow down and enjoy something, or adding unexpected elements, consumers, particularly Millennials and Gen Z, are now expecting that brands offer both efficacy and enrichment in the process of using their products. Offerings like edible nighttime supplements are able to take the chore and routine out of consuming sleep aids, and instead make them enjoyable items consumers can look forward to as part of their daily routines.
Workshop Question — How could your brand prioritize experience as much as functionality in its product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Implications - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics, often from bigger, more mainstream companies. Not necessarily looking to move away from heritage or legacy, brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. Often satirical but straightforward, these unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references, experiences and emotional connections.
Workshop Question — How might you better connect with consumers through more subtle, unbranded tactics?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
24-hr Retail
Retailers outside of food and beverage opt for round-the-clock consumer care
Implications - On-demand, 24-hr services are moving beyond QSR and food establishments into other retail spaces like fashion and beauty. Realizing the importance of customer care, brands are seeking to offer elements of convenience, personalization and access to their goods whenever customers need it. Such on-demand tactics by retailers, especially those not typically associated with such accessibility, speaks to the growing consideration of consumer needs among brands, to the point where retailers are adapting their business models and operating processes to better support them.
Workshop Question — How might you adapt your products or services to be more in sync with consumer needs when and where they need it?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends