Business Consumer Insights

Trend - As brands look to become more environmentally friendly, they're increasingly turning to businesses that specialize in waste-reduction. Everything from food waste to textile waste is now being addressed and repurposed by emerging B2B businesses.

Insight - As consumers become more eco-friendly, they're putting more pressure on brands to do the same, and to help them adapt their lifestyles to reduce their personal impact. Brands that make these adjustments in authentic ways appeal to the growing demographic of eco-conscious consumers.

Trend - AI-enhanced delivery systems are on the rise as businesses look for tech to make operations cheaper and more efficient. Robotic delivery systems and AI-operated fulfillment centers all work to prioritize cost and time-based efficiency.

Insight - For businesses, the adoption of AI speaks to the growing usefulness of smart technology in helping to streamline operations. Whether for small or large-scale operations, artificial intelligence is taking some of the work out supply chain management.

Trend - The popularity of the cannabis industry in North America has resulted in businesses and influencers typically unrelated to this space collaborating with cannabis brands to create and market edibles. These ventures offer more opportunities for both parties amidst booming cannabis sales.

Insight - Cannabis sales in North America have consistently grown in regions where the plant is legalized, with consumers using it not just for recreational purposes but to generally enhance their lifestyles. As consumers look to try new and innovative products in this space, brands are accommodating them by expanding their offerings.

Trend - Thanks to work by activists, employers now better understand the importance of inclusivity and supporting a diverse workforce. As a result, companies have begun offering fertility benefits that mitigate both the emotional and financial costs of trying to conceive.

Insight - Many women opt to become mothers later in life, and as more single people and same-sex couples opt to have children, fertility treatments have become more mainstream. These treatments can be financially and emotionally costly and often comes with psychological impacts, including anxiety, depression, and distress. These negative effects can significantly impact the individual's well-being and productivity. Thanks to work by activists, these issues are now coming to light and, as a result, many are expecting more accessibility in this health niche.

Trend - Blockchain-based non-fungible tokens (NFTs) have become a viral phenomenon since hitting the market and brands are now leveraging the digital tokens for social good. Brands in various spaces, ranging from alcohol to streetwear, are auctioning off NFTs and donating the profits to charities and non-profits.

Insight - After a year of financial and emotional hardship for many, consumers are more aware of the need for philanthropic initiatives that support their communities. People expect more responsibility, action, and accountability from brands and no longer accept lip service, requiring tangible actions and business initiatives. Brands that can demonstrate social responsibility by offering accessible ways for consumers to give to the causes they care about will win long-term consumer loyalty.

Trend - Virtual fitting rooms are becoming an increasingly popular alternative to in-person fitting rooms, particularly as the ongoing pandemic has put restrictions on in-person shopping. Now, consumers are able to see how clothing may look on them without having to worry about hygiene or being inconvenienced.

Insight - As the COVID-19 pandemic continues to impact people's lifestyles, a change in customer psyche has already occurred. Things like prioritizing hygiene and being weary in public spaces may take some time for consumers to let go of even post-pandemic, if they can let go of it at all, and so brands are having to look into long-term changes they can make to adapt to this shift.

Trend - Brands are turning to content subscription services like OnlyFans to market their products during the stay-at-home era. While popular with creators and influencers, fashion brands, media publishers and others are just entering the game with exclusive behind-the-scenes footage and more.

Insight - Consumers are spending more time at home now more than ever due to the ongoing global pandemic and this is causing many to increase their online consumption. Turning to the Internet for anything from shopping and entertainment to socialization and work, many are becoming aware of the ubiquitous and accessible nature of digital platforms. Nostalgic for the exclusive experiences that they might have been privy to prior to the pandemic, consumers are looking to feel special by demanding limited content.

Trend - Airlines, resorts, and travel-related brands are planning for private or semi-private flights. While before such experiences have been considered luxurious, in the post-COVID era, these services seem more like a necessity for comfort.

Insight - Due to the COVID-19 pandemic and the government-imposed restrictions that have been in effect for many months, consumers have altered their habits and interactions for the sake of safety. As countries gradually reopen and the economy attempts a re-start, individuals are remaining wary and anxious in their surroundings. In order to feel comfortable, safe, and at ease, consumers are looking for more intimate services.

Trend - Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualization of a product in one's space.

Insight - As government-imposed COVID-19 measures are highly restrictive to brick-and-mortar retail, individuals have turned to online shopping for their daily needs—whether that is because they want to play it safe or save themselves the hassle. Aware of the potentials of technology in virtual environments, many are looking for digital experiences that are immersive and this demand arises from a consumer need for entertaining distractions during a difficult time.

Trend - With the COVID-19 pandemic making remote work increasingly common, more consumers have found themselves with greater independence with where they can travel and live. Brands are seeing opportunities within this "digital nomad" industry and are offering products and services that enhance this lifestyle.

Insight - As white collar professionals now have more flexibility in their work expectations and styles, more are prioritizing things like work-life balance that has long been forgotten in populated cities where professional competition tends to be intense. Now, consumers are increasingly prioritizing personal wellness and independence as much as they are their careers, and are looking for brands that empower this transition.