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Social Media Consumer Insights

Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
8.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Influencer Housing
Designers are focusing on elevating the aesthetic & function of content houses
Trend - Content houses—also known as "collab houses"—are becoming increasingly popular amid young social media influencers. As a result, brands and designers are working on offering opportunities to this community through elevated, or even branded, experiences.

Insight - Social media plays an important role in the lives of Gen Z consumers, many of who utilize such platforms as a means of self-expression, socializing, or even advancing their career. Young entrepreneurs are increasingly looking for ways to gain independence and create a seamless lifestyle that mixes work with play. This not only allows them to feel more confident but also motivates them to be productive and efficient in maintaining their own image.
Workshop Question - How can your brand enhance the experience of influencers?
8.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Meditation Pairing
Brands are addressing digital fatigue and anxiety with new wellness features
Trend - Apps and video conferencing platforms are introducing built-in features and programming that will help consumers during their daily routines. Centered around mental health, these initiatives work toward staging interventions that help one build boundaries and healthy habits during COVID-19.

Insight - The guidelines put into place to manage the COVID-19 pandemic have contributed to digital fatigue linked to many hours spent working and socializing through screens. This has proven to be taxing on the mental health of consumers as many are finding it difficult to establish boundaries between work, social life, and personal time. In this space, many are looking to build healthier online routines and as a result, are looking for accessible tools in order to do so.
Workshop Question - How can your brand assist consumers in building healthier online habits?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Disappearing Chat
Social media sites are introducing features to delete user content and messages
Trend - As social media continues to be a primary tool in daily communication, apps are fighting to be the top choice for consumers' online chats. To appeal to consumers, these platforms are introducing new features that automatically erase messages and posts after a specified time, enabling online activity to be temporary.

Insight - The permanence of what users post on social media has caused a lot of controversy among consumers, leaving many to discuss the importance of being mindful online. Social media sites are responding by offering less permanence and more privacy controls to allow users to experiment and be more impulsive with what they choose to share.
Workshop Question - How can your brand cater to consumers' desire for privacy in your products or services?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Influencer
Influencer culture is adapting with the growing use of cannabis
Trend - As the cannabis industry continues to grow due to legalization in some areas in recent years, so does the community around it. Influencer culture is breaching into this space, as individuals use the digital platform to engage with an audience about the topic of cannabis.

Insight - Due to their mass digital consumption in today's era, consumers familiarize themselves with products and services by searching for reviews online. They often trust peer reviews more than advertisements. Specifically, Millennial and Gen Z demographics are likely to engage with digital reviews from real-life sources. This is especially true regarding newer products and industries such as cannabis.
Workshop Question - How can your brand maximize your online platform?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Virtual Pride
Brands have launched digital Pride events to help the community come together
Trend - Social distancing regulations in the face of COVID-19 have been restricted, but in an effort to bring the LGBTQ+ community together, brands are launching digital celebrations. These range from social media hashtag campaigns to branded live-streamed events.

Insight - Pride is an important cultural event for many in the LGBT2Q+ community that celebrates the milestones the group has achieved and fights for further equality under the law and within society. In recent years, many brands have begun supporting the movement as consumers demand inclusivity from the businesses they patron. As COVID-19 restrictions have limited in-person events, consumers are still expecting the same level of support from these brands.
Workshop Question - How can your brand support community initiatives during global crises?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dance Marketing
Companies are leveraging social media dance popularity for marketing campaigns
Trend - Many companies are increasing their presence on video-based social media apps with popular viral dances. These companies are frequently using these platforms to launch marketing campaigns with dancing elements. Often times these campaigns will reward consumers for their participation with discounts.

Insight - Millenial and Gen Z consumers are spending a lot of time on social media as a recreational activity. These consumers participate in social media because it provides them with a platform to express themselves authentically, including sharing their values and experiences. This demographic often connects with brands that can recreate their social media habits.
Workshop Question - How can your organization foster engagement with users of social video apps?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Election Tools
Social media platforms are creating new tools to help voters through the process
Trend - Social media platforms are increasingly taking a serious role in elections and creating tools to help voters. The new tools will encourage voter registration, counter misinformation, fact-check content, and direct users to political ad libraries. These new tools make election information more accessible than ever before.

Insight - With the mass amount of content posted to social media, many users are concerned about the spread of inaccurate or misleading information and the negative impact it can have on the democratic process. This is due in part to the fact that social media platforms facilitate a rapid spread of information, which can create problems when unchecked, and has in the past. These concerned individuals may turn to platforms that take their influence seriously, and actively work against misinformation.
Workshop Question - How can your organization help combat disinformation from social media?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Self-Service Ads
Platforms are making it easier to create and manage mobile ads
Trend - Mobile platforms are making it increasingly easy to place and manage ads through new tools and self-service systems. This empowers organizations to create high-level content, without the need to spend significant resources producing an ad. The B2B solution allows more companies to advertise to large numbers of viewers.

Insight - Companies are looking for cost-effective ways to get their products in front of a high number of consumers. This is especially important for small businesses who may not be able to allocate a lot of resources into advertising. As a result these organizations continue to look for functional advertised solutions, that are offered at a reduced cost.
Workshop Question - How can your organization benefit from increased visibility with younger consumers?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streetwear Experience
The streetwear community is leveraging the digital space during COVID-19
Trend - Streetwear brands and communities are staying connected during the COVID-19 health pandemic by exercising their creativity in the digital space. While some expressions include design contests and storytelling through social media channels, others build a virtual community with customized characters.

Insight - Many niche communities have been displaced by the physical distancing rules brought on by the COVID-19 pandemic. As a result, consumers have turned to online platforms to stay connected and for creative/design communities, it is important that these tools offer flexibility for self-expression. In this light, consumers not only feel comforted by engaging with like-minded individuals, but they are also entertained by the opportunity to exercise their creativity and showcase their unique styles or interests.
Workshop Question - How might your brand accommodate a niche creative community?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends