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Life Consumer Insights

Blue Zone Living
Brands are optimizing experiences to facilitate longer & better lives for clients
Trend - Coined by Dan Buettner, Blue Zones are identified as regions of the world where a higher than usual number of people live much longer than average. Brands—particularly in the hospitality and nutrition sector—are drawing inspiration from lifestyles in Blue Zones in order to provide unique enriching, longevity-enhancing experiences to consumers.

Insight - As a result of the acceleration and boom of the health and wellness movement, contemporary consumers have internalized the pursuit of mindfulness and well-being as a habit. For many, striving to maintain good physical and mental stamina is enabling them to feel happier, confident, and more energized. In addition, the emphasis on wellness practices allows individuals to gain peace of mind since they are taking preventative measures for aging.
Workshop Question - How can your brand use Blue Zones research to optimize its product/service?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Camping
Brands launch apps to make it easier for individuals to easily book campsites
Trend - Much like other travel and destination-focused apps, brands are now launching platforms that make it easy for people to book campsites. Rather than having to conduct a tedious search through individual campground websites, campers can use these apps to search thousands of campgrounds at once.

Insight - In light of the COVID-19 pandemic, non-essential travel has been heavily restricted, and many urban dwellers feel a desire to escape their homes. As a result, many consumers have shifted their views on vacation, opting to spend leisure time unplugged, reconnecting with the natural world in place of resort-based vacations. However, planning these outdoor adventures can be time-consuming, thus consumers will flock to brands that facilitate this process.
Workshop Question - How can your brand meet the shifted priorities of consumers?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Parenting Apps
Brands launch apps designed to simplify child rearing among caregivers
Trend - Brands are launching co-parenting apps that alleviate the need for communication about children's schedules and activities. These apps feature shared parenting time calendars, expense and payment tracking, family data storage, and secure messaging.

Insight - Many consumers rely on technology to help mediation in various forms. These platforms help streamline relationships by covering administrative tasks, supporting a sense of routine and organization while minimizing disagreements. Whether focused on the "administrative" aspects of being in a relationship, or in actually strengthening bonds between partners, these apps cater to consumers who seek out technology to aid and enhance all aspects of their lives.
Workshop Question - How could your brand better help its customers cope with the stress of their responsibilities?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandemic Adjusting
Brands are helping individuals cope with the moving pains caused by COVID-19
Trend - Brands are launching promotions and services designed to alleviate some of the pains that the pandemic has prompted, like moving due to campus closures, breakups, or economic hardship. These offerings aim to help consumers cope with their current living realities and include "adult child" moving promotions and "parent babysitting" services to help consumers gain independence.

Insight - The pandemic has created a massive living shift for consumers across the globe. Many Millennial and Gen Z consumers were forced to or opted to move back in with their parents or find alternative housing, creating new living dynamics that require adjustments from both parties. Consumers are looking for ways to make this transition easier and will flock to brands that authentically showcase their support.
Workshop Question - How can your brand identify and address specific pain points for your consumer?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Re-Imagined Halloween
Brands are launching new products and services for Halloween amid COVID-19
Trend - In an effort to slow the spread of COVID-19, many consumers are opting not to participate in "trick-or-treating." To help families celebrate Halloween, brands are launching novel products and services including drive-thru Halloween events, digital Halloween platform, and safety-focused costumes.

Insight - As consumers continue to adjust to the current realities of the pandemic, many are looking to keep family traditions alive while following safety guidelines. Consumers are searching for ways to make special occasions memorable and meaningful to maintain some semblance of normalcy.
Workshop Question - How can your brand help consumers celebrate holidays safely?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micro Venue
Micro venues are popping up to offer unique spaces to host small-scale events
Trend - Mirco venues are launching as a way to host small-scale events amid the pandemic restrictions. These venues are being used for intimate weddings, birthday parties, photography sets, and workshops.

Insight - While many aspects of consumers' daily lives have changed amid the on-going pandemic, the need to socialize and see loved ones remains the same. Since the duration of the pandemic is unknown and has been longer than initially expected, many consumers now feel the need to celebrate milestones in-person with their close friends, creating some semblance of normalcy. This is especially true as milestones give many consumers something to look forward to amid the challenges of the pandemic.
Workshop Question - How can your brand help consumers safely celebrate milestones?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Farm Aesthetic
Consumers opt for the "cottagecore" lifestyle in an effort to dive into escapism
Trend - The "cottagecore" aesthetic has become increasingly popular among consumers. This demographic is opting to don simplified clothing like sun hats, draped muslin dresses, and peasant-inspired dresses. The cottagecore community is flourishing on social media with various influencers leading the subculture.

Insight - When things feel chaotic and out of control, consumers often revert back to what is comfortable and familiar. Due to an unstable political climate, eco-anxieties, and the adjustment to the "new normal" of COVID-19, many consumers are looking for a safe and comforting form of escape. This demographic is engaging in traditional American activities like knitting, baking, and crafting alongside their community to express tenderness, connection, and their yearning for a more idyllic life.
Workshop Question - How can your products or services reach consumers in search of escapism?
4.4
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?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gamified Adulting
Apps encouraging Millennials to complete necessary tasks use gamification
Trend - Millennials are being catered to by new apps aimed at automating and gamifying unappealing but necessary tasks, like finance management or housekeeping. The game-like interface of these apps is critical to their success and resonance with this audience.

Insight - Thanks to their often precarious financial situations, many Millennials today have had to delay adulthood milestones and report feeling overwhelmed by important tasks like money management. This has led this group to be open-minded about the support they receive when it comes to being educated and held accountable when it comes to the management of their daily lives.
Workshop Question - What's a necessary, boring task your brand could make more appealing to the Millennial cohort?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Resurgent Puzzles
Brands are launching new puzzle products amid COVID-19 boredom
Trend - Amid the COVID-19 lockdown, brands in various industries—ranging from QSR to the music industry—have launched new puzzles. These games feature distinctive features such as monochromatic coloring, branded imagery, and meditation-specific concepts.

Insight - Homebound boredom in the face of COVID-19 has prompted many consumers to focus on traditional methods of occupation to help pass the time. As consumers are restricted from entertaining themselves with their usual activities, many have turned to traditional forms of recreation that occupy both their hands and minds. Moreover, activities that provide a social media-friendly aesthetic have soared, as they allow consumers to share their quarantine-appropriate behaviors with their peer groups.
Workshop Question - How can your brand support consumers through the "new normal"?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends