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Lifestyle 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
Convenience Product
Well-known convenience store chains create private label products
Trend - As more brands branch out with private label products in unlikely categories, well-known convenience store chains are doing the same. Everything from alcohol to apparel exclusive to convenience store brands can now be purchased.

Insight - Releasing private label products is helping brands amidst struggling sales in their traditional categories amidst the COVID-19 pandemic. In addition, these products offer cost-accessibiity and cater to consumers who are motivated by novelty in their purchase decisions.
Workshop Question - What's an unlikely category your brand could enter or experiment with?
6.1
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
Sustainable Supplement
Vitamin and supplement brands prioritize sustainability in their products
Trend - Even the wellness industry isn't immune from negatively impacting the environment, and some supplement brands in this space are aiming to counter the industry's environmental impact with products and/or business models that are sustainable.

Insight - Consumers are becoming increasingly eco-conscious, and those who are fans of the wellness industry are especially likely to also favor environmental protection and sustainability. Brands that catch up to this consumer desire will be increasingly in-demand.
Workshop Question - How is your brand prioritizing sustainability?
8.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
B2B Waste
B2B waste-reduction platforms, initiatives and collaborations are on the rise
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.
Workshop Question - How could your brand better prioritize eco-friendly operations?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reduced Cooking
Popular chefs create and collaborate with brands to prioritize waste-reduction
Trend - Celebrity and well-known chefs are becoming more eco-friendly with products and initiatives that aim to reduce food waste. With food waste contributing significantly to harmful greenhouse gas emissions, its reduction is becoming more of a priority among consumers and businesses alike.

Insight - As consumers gain a greater understanding of the current and impending consequences of climate change, more are looking at their own lifestyles and seeing where they can adjust to reduce their personal impact on the environment. Brands that cater to this growing sect of consumers will become increasingly popular over time.
Workshop Question - How is your brand targeting the eco-conscious consumer?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Summer Cannabis
Cannabis brands target their products for summer outings
Trend - Cannabis brands continue to expand their offerings, now with products that are made specifically for outings and hobbies that are popular during the summer months. These include everything from CBD cocktails to THC-infused "freezies."

Insight - With the legalization of cannabis across parts of North America, the industry has turned into something that's about wellness and consumer lifestyles rather than just recreation and medicine. Now, consumers of all ages are enjoying the benefits of cannabis in a variety of formats for a variety of occasions, and they seek out brands that continue to innovate in this space.
Workshop Question - How is your brand finding creative ways to market its product/service?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collaborative Cannabis
Brands and influencers collaborate with cannabis brands to create edibles
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.
Workshop Question - How could your brand collaborate with an unlikely industry?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Date
Dating apps eliminate or streamline communication features for better connections
Trend - As dating apps gain more criticism for issues like facilitating shallow interactions between users, brands are aiming to streamline these apps even further by eliminating certain communication features in favor of ones that aim to foster a deeper connection.

Insight - Social media has opened people up to both romantic and platonic relationships in easily accessible ways, but with the sheer number of people using these apps for various reasons, consumers can find it difficult to create meaningful connections. Brands that are prioritizing mutual respect and shared values between users on social media are increasingly popular.
Workshop Question - How is your brand prioritizing meaningful connections for its customers?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generation Dating
Dating apps aim to cater to older Gen Zs with branding and new features
Trend - The modern day dating app began as a tool for (mostly) Millennials to meet people, and they're now evolving to better suit the digital habits of Gen Zs who are 18+. Everything from humor-based functions to video-dating in the style of Tik Tok is now catering to this younger demographic.

Insight - As Gen Z becomes the demographic that now drives pop culture, entertainment and social media trends, brands are having to adjust and switch from their Millennial-only focus to strategies that better appeal to this generation. Brands that are authentic, have principles and are social media savvy are most likely to gain Gen Z's trust.
Workshop Question - How could your brand better appeal to Gen Z lifestyles and preferences?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends