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Reduction

Reduction supposes that less is more by employing exclusion as a tool to hone in on the most effective parts of an idea.
Megatrends:
Curation
Hyper-targeted offerings, services, subscriptions and recommendations to simplify lives with better things.
Instant Entrepreneurship
New services make it easier than ever to conceptualize, fund, launch and companies.
Simplicity
In a fast-paced, cluttered world, simplicity stands out, resulting in focused businesses & clean design
Immunity Cocktail
Alcohol-based beverages are incorporated with immune-boosting ingredients
Trend - Brands in the alcohol space are enhancing the benefits of their beverages by touting the immune-boosting benefits of their products with ingredients like vitamin C. These ingredients are incorporated in everything from spirits to cocktails.

Insight - With Millennial and older Gen Z consumers consuming less alcohol than preceding generations, what's drawing these generations to certain alcohol brands is less about the process of getting drunk and more about the experience, flavor and benefits of the products being offered. Just as they search for multiple benefits in the food choices they make, they seek out health enhancements in their beverage choices as well.
Workshop Question - How is your brand prioritizing multiple benefits in its products/services?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Nomad
Countries are now encouraging remote workers to live within their borders
Trend - While many entrepreneurs and freelancers have chosen to adopt a travel-centric lifestyle, the pandemic has enabled this lifestyle to be a possibility for many employees working from home. Governments in warmer climates are capitalizing on the opportunity with new working visas specifically designed for remote workers looking to leave the city. This will support local economies without taking away employment opportunities from permanent residents.

Insight - While technology has long enabled society to work remotely, the pandemic has been the unexpected push that forced many companies to allow employees to work from home on a long-term basis. This opportunity has changed the way consumers view their day-to-lives and current living situation and, for the first time, many are able to picture themselves living a different lifestyle, away from suburbia and the city. This demographic no longer sees themselves tied to a city and is looking to capitalize on the emerging work-from-home culture to experience new opportunities.
Workshop Question - How can your brand leverage the unexpected lifestyle changes of consumers in its products or services?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fan From Home
Sports fan are preparing to enjoy the games at home with upgraded tech
Trend - Sports fans are now investing in larger screens, clearer picture quality, and upgraded audio as at-home sports viewings become the new "normal" for the foreseeable future. This enables them to host family and friends for a more immersive experience.

Insight - The entertainment patterns of society have been indefinitely disrupted in the wake of the ongoing pandemic. Not only are many consumers fearful or unable to attend events with large crowds, but many have adjusted to at-home entertainment, preferring to host rather than attend a financially-draining venue. While experience is still prioritized over material goods for many Millennial and Gen Z consumers, these demographics now understand that at-home experiences can be just as fulfilling.
Workshop Question - How can your brand accommodate changing entertainment preferences from consumers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Niche Spa
Modern spas are designed around specific specialty services
Trend - Spas that specialize in specific treatments or areas of interest rather than being a one-stop-shop for all types of treatments are increasingly common. These include monthly facial subscription spas and microtreatment bars.

Insight - When it comes to cosmetic treatments, Millennial consumers tend to prioritize affordability and efficacy more than they do experience. This generation prioritizes self-care, which includes cosmetic enhancements, but they seek it out in a way that offers immediate results that allow them to resume their daily activities with ease. Though they value customer experience, specialty spaces and treatments allow them to really hone in on areas of interest.
Workshop Question - How could your brand provide specialty offerings for its customers?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Subscription Sharing
Brands in the tech space are making it easy to share subscription passwords
Trend - Brands in the technology space are creating platforms to help users easily share subscription passwords in a safe and controlled way. These range from web extensions to password-managing apps and enable users to share content on streaming profiles.

Insight - As consumers spend more time consuming content on a plethora of streaming services, many view these streaming services as a shared commodity rather than a proprietary resource. Specifically, Millennial and Gen Z consumers that have grown up with unprecedented access to free streaming and mass file-sharing. As a result, brands are jumping into this sharing economy with platforms that serve the consumer's desire to safely share access to digital goods.
Workshop Question - How can your brand leverage the sharing economy to entice consumers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Content Creator Matchmaking
Platforms that match content creators and brands are on the rise
Trend - Brands and agencies are opting-in for specialized platforms when looking to connect with content creators for a partnership. In doing so, companies are able to streamline the search for the right collaborator, especially in a world where the number of content creators is rapidly growing.

Insight - Thanks to social media and other digital tools made available through IoT (the Internet of Things), more and more individuals are enjoying the liberty of being self-employed. On top of having to stay socially active and to produce tangible work, consumers with this occupation are often forced to look for opportunities themselves. In order to not feel overwhelmed when juggling all facets of their career, individuals are looking for streamlined services where they can network and gain access to jobs.
Workshop Question - How can your brand utilize content creators within your marketing strategy?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Drag Entertainment
Brands are partnering up with drag queens to launch virtual campaigns & events
Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.

Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.
Workshop Question - How might your brand harness live performance artists in a marketing campaign?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lifestyle Inclusion
Lifestyle-related brands owned by women of color are increasingly common
Trend - Wellness and lifestyle-related industries have long been exclusionary in the demographics they appeal to and target, but this is now changing with the growth of brands in this space that are owned by women of color. Businesses in this space include everything from hair care collections created by and for black women and women of color, and women and minority-supporting subscription boxes.

Insight - Consumers are increasingly demanding representation and equal opportunity in a range of industries, and are now quicker to call out brands and industries that have failed to meet their standards--whether that's in opportunities for minorities, the treatment of minorities, or in exclusionary targeting. With growing knowledge around how discrimination in various industries is impacting many minorities--particularly black and minority women--consumers are turning to brands that are owned by the demographics that have previously received less representation.
Workshop Question - How is your brand authentically presenting opportunities for women of color?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
No-Charge Wearable
Brands are launching health-focused wearables with self-charging capabilities
Trend - Companies in the healthcare and fitness space are launching updated wearable technology that does not require charging. Powered by the surrounding environment or the user's body, these devices contribute to the seamless monitoring of health and wellness.

Insight - Even though contemporary consumers are often overwhelmed with today's demanding environment, which permeates both their personal and professional lives, individuals like to keep tabs on their health and be informed. Motivated either through necessity or desire, consumers look to the tech industry for solutions as many have confidence in the precision and convenience technology can offer. Given their busy lifestyle, individuals seek devices that will afford them a seamless experience, without requiring too much time for setup or maintenance.
Workshop Question - How might your brand build a more seamless experience of a product/service?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Non-Binary Tech
Brands in the technology space are launching gender-fluid characters
Trend - Technology brands ranging from video games to smartphones are now including non-binary characters for consumers to use as representation. These include AI assistants, video game avatars, and emojis.

Insight - Consumers are demanding representation at all levels and from all businesses they frequent. This is especially prevalent in younger demographics, including Gen Z and Millennial consumers, who are less conservative and are have become more educated on inclusion and self-representation. As a result, they are unencumbered by the social restrictions of the past and are seeking the opportunity to represent themselves digitally with the same ease of their cis-gendered peers.
Workshop Question - How can your brand offer better representation?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends