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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.
SPF Hype
Sun protection becomes a category of insider information and status
Trend - As a more scientific skincare product, sun protection has become a category some consumers are not just casually interacting with, but rather self-educating on. This has created a sense of "insider information" and exclusivity that brands can encourage through extravagant launches or limited releases.

Insight - The skincare industry is one that lends itself well to the Prosumerism movement, wherein consumers are not just using the products but hoping to become experts within the category. This is partially due to the pursuit of better products, but there is a social aspect as well; this self-education tends to happen in community-driven online spaces, where knowledge of an exclusive product is a status symbol. Ultimately, this shows that insider knowledge is increasing in value among online communities.
Workshop Question - How can your brand appeal to consumers seeking insider knowledge?
9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Head-Mounted Display
High-definition displays are built into lightweight wearable eyewear
Trend - Tech brands are developing head-mounted wearables with built-in high-definition screens. These devices do not have onboard processors for VR, and serve primarily as large, private, simulated screens. This enables brands to reduce prices and appeal to consumers who require on-the-go displays.

Insight - Many remote workers choose to work in environments different from their home desks, such as coffee shops, for a change of environment and mindset. These workers prioritize remote productivity solutions to optimize workflow on the go, and are drawn to low-cost solutions to these desires. Tech brands are recognizing the need for remote productivity solutions and are creating lower-cost wearables with privacy features to address these consumers.
Workshop Question - How could your brand create products or services that bolster productivity in remote scenarios?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Scent
Scent-releasing devices are used in virtual reality applications for immersion
Trend - New products are being developed that monitor virtual reality environments and release scents accordingly. These devices store scents via fluid or wax pads, and can custom-mix sources to produce more scent varieties. This is designed to enhance immersion in entertainment or for scent therapy.

Insight - The increase in popularity of metaverse applications spurred upon by new affordable hardware in the space has led to tech-curious consumers wanting to push the boundaries of what is possible in VR. These consumers are drawn to devices that push immersion further, such as haptic feedback wearables or omnidirectional treadmills. However, there is an ever-present desire for more immersion in VR applications. In recognition of this pressure, brands are experimenting with scent-based devices for VR.
Workshop Question - How could your brand utilize scent-based technology with its products or services?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Textured Beverage
Mainstream beverages are now elevated with flavored and chewable inclusions
Trend - Mainstream beverages are now being elevated with chewables and chunks. Ranging from tapioca pearls, smoothies with fruit chunks or seeds, and jelly or fruit bits, these beverages enhance the flavors and texture of the drink, allowing consumers to experience a more sensory tasting experience.

Insight - Food enthusiasts often seek unconventional products to satiate their cravings for exploration and push the boundaries of traditional dining. The globalization of bubble tea has spurred a rise in brands innovating with the typically smooth, liquid texture of most beverages, leading to an increase in experimental ingredients across the markets. Businesses catering to the demand for these products can appeal to consumers looking for multisensory consumption experiences.
Workshop Question - How can your brand add multisensory components to its product/service?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rollable Phone
Smartphones are being made with rollable OLED screens for productivity
Trend - Smartphone manufacturers are creating luxury phones with displays that expand horizontally by rolling. These displays function similarly to folding phones but do not leave any visible crease or visible bezel. The larger expandable screen is designed to improve both productivity and entertainment.

Insight - While smartphones have had the same design for over a decade, the recent popularity of foldable phones has led to an increase in experimentation. Consumers interested in future-facing technologies are curious about major innovations in consumer electronics, particularly smartphones, given their necessity in modern life, and are willing to pay more for unique products, especially those with added practical value. As a result, brands are improving on long-stagnated designs to offer new features.
Workshop Question - How could your brand leverage newer technologies to improve the productivity of its products or services for modern consumers?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Football Glamour
Beauty and skincare brands tap into Super Bowl advertisements
Trend - The Super Bowl, traditionally a bastion of sports and beer commercials, is now embracing the beauty and skincare industry. This shift is exemplified by the advertising presence of brands such as e.l.f. Cosmetics, CeraVe, and NYX.

Insight - As female celebrities and influencers establish connections with prominent NFL players, their fandom is influencing more women to engage with football, particularly events like the Super Bowl. Brands are seizing this opportunity by targeting female fans through strategic advertising during the Super Bowl, effectively blending the sectors of sports, beauty, and skincare. This strategic shift not only broadens the league's demographic appeal but also presents businesses with a prime opportunity to engage with a diverse audience.
Workshop Question - In what ways can your brand leverage current pop culture trends to diversify and expand your target audience?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Slim CBD
Cannabis is increasingly used in weight management and fitness-related products
Trend - Cannabis is increasingly added as an ingredient in fitness and even weight loss-focused products. It's being embraced for its medicinal benefits, such as anti-nausea and anxiety reduction. Both qualities are attractive added benefits to one's weight loss or fitness journey, particularly if undergoing additional treatments.

Insight - Though previously seen as a detrimental ingredient to one's health, cannabis is being embraced as an ingredient with numerous benefits. This is especially attractive to consumers who no longer view fitness or weight loss in a vacuum and view wellness as more expansive and holistic. This goes beyond mental health benefits into specific qualities that supplement physical activity or directly address the side effects of specific weight loss treatments.
Workshop Question - Which unconventional ingredients or areas are you overlooking when brainstorming solutions to your customers' specific concerns?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unwind Teas
Canned teas are formulated to promote relaxation and induce sleep
Trend - Brands are subverting the idea that evening nightcaps can only be hot drinks or alcoholic with canned teas formulated with calming ingredients. The natural ingredients in these teas offer a healthier alternative to alcohol-based nightcaps, and a more convenient alternative to steeped teas.

Insight - With North American consumers' continued interest in the wellness industry, they're consuming less alcohol and other beverages they consider unhealthy. This has resulted in a growing interest for small or artisanal brands that are adapting faster to their desire for healthy ingredients, transparent labelling practices and functional benefits. As consumers' day-to-day rituals change, they're seeking out brands that align with their desire for health and convenience simultaneously.
Workshop Question - How could your brand better prioritize both health and convenience in new products?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Pop-Up
Brands host in-person marketing activations with a focus on sustainability
Trend - Brands are hosting in-person activations to showcase new products, campaigns, and other branded materials through a sustainable lens. These events highlight the brand's environmental impact and promote social responsibility, educating consumers on their environmental footprint with the goal of raising awareness.

Insight - As consumers become more socially and environmentally conscious, they increasingly prefer brands that work to reduce their impact and contribute positively to global issues. These consumers gravitate towards companies that can demonstrate how they address environmental concerns while meaningfully promoting their products. Businesses that center their marketing campaigns on sustainable practices can establish stronger connections with consumers who prioritize mindful consumption.
Workshop Question - How can your brand communicate its mission through marketing activations?
8.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sensory Apparel
Brands design clothes to be skin-friendly for children with sensitivities
Trend - Brands are designing children's garments with special fabrics that address the child's individual needs. Frequently promoted for infants and babies with sensitive skin, these garments claim to provide comfort in intimate areas by minimizing the risk of allergic reactions or irritation.

Insight - Parents are increasingly becoming aware of the materials and substances their kids are exposed to, especially when dealing with conditions like eczema and dermatitis. More brands are designing their products to be mindful of adverse reactions, relying on soft and gentle materials to deliver a comfortable experience to little ones. Businesses that align with a consumer desire for holistic health can resonate with individuals who value a comprehensive approach to their child's health.
Workshop Question - How can your brand proactively prevent negative reactions to its product/service?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends