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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
Accessible Optometry
Some businesses are prioritizing affordable eye care and prescriptions
Trend - With eye care being expensive even in countries that offer some form of health coverage, some brands are aiming to make optometrist appointments, glasses, and contact lenses more affordable for customers.

Insight - Accessibility in healthcare has become a bigger topic of conversation in recent years, particularly with the pandemic revealing some of the severe inequalities associated with healthcare access based on income and geography. As living costs rise around the world and inequality gaps widen, some businesses are responding by prioritizing affordability and access for those who need it.
Workshop Question - How could your brand better prioritize accessibility?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sensitive Cosmetic
Makeup products are being targeted to people with sensitive skin
Trend - The popularity of skincare has resulted in brands incorporating skin-benefitting ingredients in makeup. Now, makeup products that are intended for sensitive skin are becoming more common as cosmetic brands aim to cater to people with reactive skin.

Insight - The cosmetic industry's growth is expanding, with Gen Z now driving skincare and makeup trends through social media. This generation of consumers is approaching the beauty space with a more long-term focus--turning to products that prioritize preventative care, specialized benefits and more playful aesthetics.
Workshop Question - How could your brand better cater to Gen Z consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Protected Barrier
Skincare brands highlight skin barrier-protecting ingredients
Trend - People who have sensitive, dry or damaged skin are increasingly prioritizing skin barrier-protection in the new skincare products they purchase. Cosmetic brands are responding by highlighting the healing and protective ingredients in their products.

Insight - Skincare customers enjoy experimenting with different products and ingredients, but not sticking to personalized skincare routines consistently can lead to mild to moderate damage--particularly for those with dry or sensitive skin. Now, more consumers are turning to consistent routines that allow them to focus on protection and prevention.
Workshop Question - How could your brand offer more simplified solutions for its customers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Medicine
Businesses adapt pharmaceutical packaging with inclusion in mind
Trend - Businesses in healthcare industries are increasingly prioritizing accessibility in pharmaceutical and over-the-counter medicinal products. Consumers with disabilities like visual impairments or dexterity issues are now benefitting from easier-to-open medication packaging designs and braille-based labels.

Insight - Consumers with physical disabilities are pushing for inclusion in a range of industries, and with social media and greater public representation, their activism is being heard. This shift is especially crucial in industries like healthcare, where access in cost, location or design can mean the difference between maintaining one's physical wellbeing or not. Now, more brands are understanding that their target consumers have varying needs, and are increasingly adapting to those needs.
Workshop Question - How can your brand better prioritize accessibility?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Freelancing Finance
Banking apps for freelancers help streamline their personal finances
Trend - Freelancing requires a lot of organization, including being able to keep track of projects, payments, and contacts. In order to streamline freelancing work, some brands offering platforms to that help users' organize their work. This now includes banking and financing services.

Insight - With remote work and freelancing booming, consumers who work within the gig economy require consistent organization and project management in order to ensure that their income remains consistent. These individuals turn to platforms that help them streamline their work in order to get the most out of it.
Workshop Question - How could your brand better cater to its customers' lifestyles?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tactile Brewing
Coffee brands are catering to artisanal tastes with new manual coffee makers
Trend - An increasing number of brands are offering cordless coffee making tools that require manual operation. This is most notably captured by the recent rise of lever espresso machines and hand-crank bean grinders, both of which promise to reward users' physical labor with barista-quality espresso.

Insight - Drip coffee pots and basic pod-based makers are continually being swapped for complex countertop machines, many of which feature built-in smart tech and corresponding mobile apps. While these machines appeal to tech-savvy java lovers, they have also ignited a desire in more artisanal-focused consumers for simpler alternatives. In particular, these consumers want tools that bring them closer to the bean and enliven their senses via tactile pumps, levers, and cranks.
Workshop Question - How could your brand better appeal to craft-conscious consumers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Decentralized Distribution
Creatives are using blockchain to fund and distribute their projects
Trend - A new wave of startups are utilizing blockchain technology and smart contracts to offer filmmakers and musicians an alternative artist-centric solution for connecting with fans, acquiring funds, and distributing their projects.

Insight - Filmmakers and musicians operate within a highly centralized industry and, as a result, find themselves routinely faced with creative compromise and lowly compensation. Meanwhile, fans are seeking new ways to support these artists in more direct and personal ways. Accordingly, new blockchain-based platforms are aiming to empower creators by cutting out the middleman, enabling them to connect directly with fans and financiers so they can independently distribute their work.
Workshop Question - How could your brand utilize new technology, like blockchain, to disrupt traditonal industry practices?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Positivity Content
More content-based platforms are prioritizing positive customer engagement
Trend - Negative headlines generate clicks and views for news and content organizations, but some brands are moving away from the increasingly intense focus on negative content output with platforms that do the opposite. News aggregators and social media platforms are included in this shift.

Insight - The ubiquity of social media platforms has made negativity in the news and in content-based sites more impactful. With news and content cycles being 24 hours and also difficult to avoid because of smartphones, people are more likely to experience stress that's linked to social and political issues occurring globally (and their constant access to it). Now, more are turning to alternatives or "digital detoxing" in order to mitigate the impact of negative news cycles on their wellbeing.
Workshop Question - How could your brand better prioritize its customers' wellbeing?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alt Shampoo
Dry shampoo products come in increasingly convenient formats
Trend - Dry shampoo is already known for being convenient and time-saving, and hair care brands are enhancing these qualities with new formats and formulations. Now, dry shampoo is offered in everything from multi-purpose portable powders to blotting papers.

Insight - Between working, personal responsibilities and daily routines, consumers often find themselves time-strapped. This means having to shorten certain routines in the name of convenience. Brands that are able to add elements of convenience into their product/service will appeal to these busy consumers.
Workshop Question - How could your brand add convenience to its customers' lives?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Mix
Cannabis brands are releasing energy-boosting powders
Trend - Flavored, energy-boosting powders that can be mixed into beverages of choice are a simple way to achieve on-the-go caffeine fixes. Now, cannabis brands are releasing these powders with the added inclusion of THC or CBD.

Insight - In regions of North America where cannabis is legal, discreet and easy consumption is important for busy consumers who are trying to go about their days, while also enhancing their routines with cannabis. Brands that allow for convenient, on-the-go consumption are appealing to consumers who use cannabis to elevate their daily habits.
Workshop Question - How is your brand prioritizing convenience for its customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends