Publicity Stunts Trend Clusters

In an attempt to encourage consumers to socialize outdoors despite changes in temperature, brands are launching seasonal products and experiences that make COVID-19 restrictions a little bit more bearable. Playful in nature, these activations also reinforce government-imposed restrictions.

Megatrends

ExperienceTribalism

Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.

Megatrends

CurationExperienceNostalgia

Tapping into the popularity of delivery services and how commonplace they've become in consumers' lives, brands are promoting products through limited-run delivery offers.

Megatrends

ExperienceHybridizationSimplicity

As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies.

Megatrends

Personalization

Beyond social media battles and light-hearted exchanges, brands in QSR all the way to fashion are taking more risks through activations and real-world campaigns that call out their competitors in negative, albeit humorous, ways.

Megatrends

AuthenticityTribalism

Following in the same vein as fast pizza chains, burger brands are pursuing viral status with campaigns that play up Millennial and Gen Z interests such as coveted sneaker releases and tech-enabled custom ordering.

Megatrends

Artificial IntelligenceAuthenticityYouthfulness

Luxury fashion brands are increasingly creating subversive campaigns that reflect celebrity and meme culture in order to champion authenticity through critical self-awareness.

Megatrends

AuthenticityNostalgiaTribalism

By incorporating technological innovations and serving as gatekeepers to one-of-a-kind experiences, whisky brands are looking to resonate with young consumers by making a lasting impression that buoys the product to cult status.

Megatrends

AuthenticityExperienceMultisensation

Often leveraging tech tools such as virtual reality, tourism brands are launching aspirational campaigns that aim to inspire consumer travel with immersive activation experiences that blend entertainment and product education.

Megatrends

ExperienceMany to ManyPersonalization