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Ultra Luxury Consumer Insights

At-Home Gourmet
High-end restaurants are offering elevated take-out options during lockdown
Trend - Many luxury restaurants are pivoting to take-out as measures taken against the COVID-19 outbreak has necessitated their closure. These establishments are offering all kinds of meal options, including five-course experiences, that take advantage of high-end ingredients and specially curated combinations.

Insight - Although consumers are appreciative of the comfort that staying at home grants them, many are beginning to reminisce about more elevated experiences, emphasizing a desire for high-end indulgence. Consumers are finding such experiences to be increasingly accessible to them as costs have gone down due to restrictions to in-person service. As a result, they feel more comfortable partaking in luxury experiences, knowing that they can diversify their day without breaking the bank.
Workshop Question - How could your brand deliver an elevated experience to consumers in lockdown?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Tokenized Auto
The automotive industry is partnering with cryptocurrency projects
Trend - Traditional luxury car brands are collaborating with new-age cryptocurrency projects through IoT reward programs and supercar-investing platforms. These emerging partnerships reveal the growing collaboration potential in the cryptocurrency industry across a range of industries.

Insight - Growing up with the Internet of Things has allowed Millennials and Get Z to be more open and comfortable with digitally native concepts—like cryptocurrency, for example—than preceding generations. As younger demographics dive deeper and recognize the benefits of such concepts, they form a preference to digitally native methodologies over traditional alternatives on account of various benefits such as accessibility.
Workshop Question - How could your brand align itself with more future-focused partnerships?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Edible Opulence
Gold-infused and gilded treats offer consumers unique dining experiences
Implications - Brands working with gold-infused and gilded food products are creating luxury goods that become part of a unique dining experience. Consumers of luxury goods desire the unique and unusual, and combining precious metals with culinary creations blends luxury and dining into an exceptional experience the consumer is unlikely to forget. Gilded foods and other explicitly opulent goods also boast wealth unabashedly, tying into the consumer need for status.
Workshop Question - How can you add a sense of luxury to your product or service to give it aspirational appeal?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Connected Auto
Auto brands seek to provide a more intelligent experience
Implications - As urbanization continues to affect the landscape of mobility, auto manufacturers are focusing on enhancing the connectivity of their vehicles. This means not only delivering streamlined, integrated solutions, but doing so as intelligently as possible. In an age of autonomous technology, vehicles and devices that are as cognizant as possible will have a better chance at reaching consumers on both a functional and emotional level.
Workshop Question - How is your industry adapting to the rapid rate of change brought on by the advent of AI?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Spacious Electric
Hybrid electric vehicles cater to family usage
Implications - Moving away from the compact "supercar" model, electric vehicle manufacturers are introducing eco-friendly options with more space. These offerings are not only more accessible; they also speak to the growing levels of conscious consumption among families. Consumers today increasingly champion their values through their purchasing decisions, and this tendency extends to parents who "perform" sustainability for their children, using products and services as a way to lead by example.
Workshop Question - How could you position your brand as a means through which consumers could "perform" their ideals?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Spectral Auto
Plug-in electric vehicles are updated with greater range
Implications - Electric car manufacturers are improving their vehicles by offering wider range in mileage. As eco vehicles become mainstream, auto brands seek to offer as many features and performance enhancements as possible to stay competitive, leading to a new benchmark in the industry. Affluent consumers are making sustainability a priority, but not at the expense of performance.
Workshop Question - What's a shortcoming of an eco-friendly product in your category? How could your brand bridge the gap between sustainability and performance?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lightweight Sustainability
Luxury auto brands seek to offer agile eco concepts for urban living
Implications - Luxury auto brands are adapting their vehicles to comply with changing consumer expectations around eco-consciousness. In addition to exploring electric avenues, many automotive brands are opting for alternative sources and methods of harnessing energy while maintaining as light a weight as possible. Beyond sustainability, the premise of such concepts speak to a desire to better and more successfully navigate congested urban environments.
Workshop Question - What non-traditional methods can you use to improve your brand's sustainability?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Electric Excellence
Distinctive high-end electric vehicles entice consumers seeking opulence
Implications - As the auto market moves closer to making electric vehicles accessible to the average consumer, many manufacturers are pairing ultra-luxurious EV concepts and bold contemporary designs. In addition to being a means of saving on fuel costs, such opulent electric vehicles provide high power while taking on the appearance of supercars. This shift speaks to the mainstream acceptance of fossil fuel scarcity and suggests that opulence is not mutually exclusive with conspicuous consumption.
Workshop Question - How can your business embrace the ethos of elevated-eco?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Indulgent Grooming
Male consumers opt for a luxurious experience when it comes to personal care
Implications - Once a mark of rugged masculinity reserved for outdoorsmen, the beard has become a widespread and popular facial hairstyle. When it comes to upkeep and maintenance, male consumers are keen on luxurious, high-end tools and products that augment the experience of having a beard, as opposed to just the look. The greater emphasis on indulgent grooming rituals signifies a shift in masculinity, as men are more willing to consider aesthetics, pampering and self-care.
Workshop Question -
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upscaling Ordinary
Traditionally simple products get a luxurious overhaul for the status-obsessed
Implications - As the population of nouveau riche consumers rises, a want for luxury products that still carry a semblance of middle-class life are satiating demand for lifestyle accommodation. The utilization of precious materials to upgrade traditional goods augments the concept of everyday luxury for consumers who continue to demand the further integration of an upscale lifestyle.
Workshop Question -
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends