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Business Consumer Insights

Matcha Lemonade
Brands use matcha in CPG lemonades to diversify flavor offerings
Trend - Beverage brands are crafting specialty lemonades made with matcha. Matcha is used for its smooth earthy taste and subtle sweetness, as this balances out the sharp sours and tangs of lemonade blends. These flavor combinations cater to consumers looking for familiar flavors in novel combinations.

Insight - Consumers in the West, particularly the younger Gen Alpha, Gen Z, and Millennial generations, are growing increasingly accustomed to global cultural influences in food and beverage products. These consumers have adopted new flavor preferences, with drinks such as bubble tea or matcha lattes becoming staples. These consumers are more likely to purchase products with new and unique flavor pairings. In recognition of this, lemonade brands are launching more experimental flavor combinations.
Workshop Question - How could your brand leverage global cultural influences to create new or innovative flavor pairings in its products?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Decentralized Affiliate
New ecommerce apps enable everyday consumers to earn commissions
Trend - Tech companies are revolutionizing affiliate marketing by launching new shopping apps that break down traditional barriers. Platforms like Locker are leading the charge by ditching the follower-count and aesthetic requirements that often exclude potential affiliates. This inclusive approach opens the affiliate ecosystem to a wider range of consumers, empowering everyone to become a brand advocate and earn from their genuine endorsements.

Insight - Today's consumers are savvier than ever. Traditional influencer endorsements, once a marketing mainstay, are losing their luster. Empowering everyday brand advocates fosters trust, engagement, and loyalty. As social commerce continues to evolve, the brands that embrace this democratization can potentially see more engaged consumers and higher long-term value from a more authentic, community-driven approach to marketing.
Workshop Question - How can your brand empower everyday consumers to share genuine product recommendations?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Community
New social media platforms are launching with an emphasis on personal connections
Trend - Companies are opening new social media services with the intention of fostering more intimate connections between users. In a rebellion against social medias built around endless feeds, these platforms connect users with similar interests and have convenient public and private group chat systems.

Insight - While nearly everyone today engages with some form of social media platform, most agree that the social aspect of the platforms has become secondary to monetization and algorithmically-fed content streams. Many of these users find popular social media platforms isolating, and cite difficulties trying to foster real connections. In recognition of these complaints, smaller social media services are focusing on fostering direct connections between users and communities.
Workshop Question - How could your brand ensure its products or services are meeting the needs of its more niche consumer demographics?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pumpkin Seed Protein
Brands are launching protein products made from pumpkin seeds
Trend - Pumpkin seed protein is emerging as a standout in the plant-based protein market, particularly among legume-based options. Known for containing all nine essential amino acids, it mirrors the nutritional profile of hemp protein, making it highly valued in vegan and vegetarian diets.

Insight - The rising popularity of plant-based proteins reflects a broader dietary shift towards sustainable and allergen-free nutrition. Consumers increasingly seek diverse protein sources that align with their health and environmental values. Plant-based proteins, like those derived from legumes, not only offer a rich profile of amino acids but also bring additional health benefits such as fiber, vitamins, and minerals. This shift presents a significant opportunity for nutrition brands to innovate with new plant-based offerings, appealing to a market driven by both health considerations and ethical consumerism.
Workshop Question - How can your brand develop innovative plant-based protein products that align with current consumer health and environmental concerns?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Embedded Lending
Tech companies enhance their offerings with Buy Now, Pay Later financial services
Trend - Embedded lending is reshaping financial services by allowing non-financial companies to offer loans and financing, such as Buy Now, Pay Later (BNPL) options exemplified by Apple Pay Later. This trend extends beyond consumer finance into the B2B realm, providing small and medium-sized businesses with faster access to capital through various funding methods like merchant cash advances and revenue-based financing.

Insight - The rise of embedded lending showcases a pivotal shift in how companies across various industries integrate financial services, reflecting a broader trend towards embedded finance. This integration is driven by the desire to enhance customer experiences by providing seamless, on-the-spot financing options, effectively turning every company into a potential fintech player. The ability to offer tailored financial solutions not only improves customer engagement and retention but also opens new revenue streams for businesses.
Workshop Question - How can your brand leverage embedded lending to enhance customer experiences and create new revenue streams through tailored financial solutions?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Colostrum Supplement
Brands are levering colostrum to boost immunity and enhance digestion
Trend - Colostrum supplements are gaining momentum within the wellness industry as consumers increasingly seek natural ways to bolster their immunity and enhance gut health. Colostrum, the first form of milk produced by mammals immediately after birth, is rich in antibodies and nutrients, making it an attractive option for those looking to support their overall health.

Insight - The rising interest among consumers in preventative health is transforming the health and wellness industry. There's a noticeable shift towards proactive wellness strategies, as today's health-conscious individuals actively look for ways to boost their immune function, improve digestive health, and enhance their overall well-being. This move towards preventative care indicates a broader societal acknowledgment of health as a holistic, long-term investment, steering many away from the conventional reactive approach to healthcare.
Workshop Question - How can your brand cater to consumers growing preference for proactive healthcare rather than reactive healthcare?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Small-Format Retail
More retailers are rolling out small-format stores with curated offerings
Trend - Retail is entering a "less-is-more" era, driven by consumer desire for curated shopping experiences that simplify decision-making. Consumers, overwhelmed by past excess, now value well-edited selections that simplify decision-making. This trend prioritizes quality and guidance over sheer quantity.

Insight - The fundamental role of the retailer is evolving from supplier to curator. This shift addresses a growing psychological burden on consumers, who are increasingly overwhelmed by excessive choices. By offering a refined selection, retailers can elevate the shopping experience, making it more efficient and satisfying. This strategy not only reduces the stress of choice for the consumer but also strengthens brand loyalty by reinforcing the retailer’s role as a trusted advisor in the consumer’s style and purchase decisions.
Workshop Question - How can your brand refocus its approach to retail by becoming a trusted curator of products, simplifying decision-making for consumers?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wallet Loyalty
Brands are launching loyalty programs available on Apple and Google Wallet
Trend - Wallet loyalty programs are gaining prominence as consumers show increasing reluctance to download multiple apps for brand engagements. Brands are offering loyalty cards through Apple Wallet and Google Wallet as a seamless way to integrate loyalty cards directly into consumer smartphones.

Insight - In today's consumer landscape, convenience is a paramount factor that significantly influences brand interactions and loyalty strategies. Modern consumers, particularly digital natives, prioritize efficiency and seamless integration in their transactions, expecting quick and effortless interactions that mesh with their daily routines. This shift has compelled brands to rethink traditional loyalty strategies, which often felt cumbersome or disconnected from a digital-first experience.
Workshop Question - How can your brand provide a seamless and convenient experience for your customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Web3 Console
Entertainment brands are launching consoles designed around web3 ecosystems
Trend - Web3 and gaming brands are creating dedicated gaming consoles for cryptocurrency and NFT-integrated games. These consoles connect to players' crypto wallets to streamline withdrawing or using acquired cryptocurrencies on other platforms, thus increasing the attractiveness of web3 gaming.

Insight - The incorporation of web3 elements in video games is polarizing to gamers, with many either fully embracing or rejecting the field. However, some of the barriers that prevent gamers from engaging with web3 features include complexity, volatility, and security concerns. In an attempt to better address these concerns, reduce barriers to entry, and expand the web3 gaming market, brands are designing easy-to-use hardware with embedded security features.
Workshop Question - How could your brand expand its consumer base by making its products or services more accessible to newcomers?
9.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Data Storytelling
Data storytelling bridges the gap between data collection & actionable insights
Trend - Data storytelling, which combines data visualization with narrative techniques, is emerging as a powerful method for businesses to comprehend and act upon complex data. The growing trend is fueled by advancements in analytical tools like Tableau and Yellowfin, which have integrated data storytelling features, making them more accessible.

Insight- Organizations are looking to bridge the gap between data collection and actionable insights. Despite collecting large volumes of data, a considerable amount remains unused, underscoring the prominent inefficiencies in data management and the underperformance of traditional analytics. This issue is pushing companies to rethink their strategies for handling data and analytics, with a keen interest in improving their ability to understand data through visualization and storytelling.
Workshop Question - How can your brand use storytelling to unlock insights and drive action?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends