# Anti-Natural Materials sought out for scarcity in nature are now engineered for accessibility. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 15, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/antinatural ## Key Figures - Trend score: 3.6/10 - Evidence articles: 4 ## What is the Anti-Natural trend? **Anti-Natural:** Engineered, lab-grown products -- specifically, meats and precious stones -- have become more mainstream in recent years. As biotechnology evolves, so too does the ability to engineer multiple materials in a wider range. These newly engineered materials tend to be those previously sought after for their scarcity in nature, the difficulty of attaining them, and therefore, their association with a sense of elitism. ## The consumer insight behind the Anti-Natural trend Elite materials becoming more accessible signifies a turn toward efficiency and often eco-consciousness, but also a redefinition of luxury and status. Consumers today are much more open to redefining luxury than those in the past, as social media has created more of a focus on equality and open-mindedness. Today's consumer places less value on scarcity and exclusivity and is, therefore, less weary of engineered alternatives to status items. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 18 to Aug 5, 2019 - Published: Oct 15, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Anti-Natural trend ### Scarcity to Accessibility The shift from natural, scarce materials to engineered ones signifies a turn toward efficiency and often eco-consciousness, but also a redefinition of luxury and status. ### Lab-Grown Products Engineered, lab-grown products such as meats, precious stones, palm oil, and spider silk are becoming more mainstream with the rise of biotechnology. ### Cruelty-Free Alternatives With the increased demand for cruelty-free, alternative options, clean and lab-grown alternatives have become popular, especially in the food and fashion industries. ## What the Anti-Natural trend means for industry ### For Biotechnology Biotechnology is constantly evolving and has paved the way for the development of lab-grown products, which are becoming more mainstream in various industries. ### For Eco-Friendly and Sustainable Product Development Consumers are increasingly opting for eco-friendly and sustainable products, leading to the development of alternatives to traditionally sourced materials. ### For Fashion and Beauty With the increasing concern over the environmental impact of traditional fashion and beauty production, there has been a rise in the development of sustainable and cruelty-free alternatives, such as spider silk and lab-grown palm oil. ## Workshop question How is your brand keeping up with the redefinition of status and luxury? ## Trend signals for Anti-Natural Trend score 3.6 out of 10, from popularity 59%, activity 39%, freshness 9%. - Popularity: 59% - Activity: 39% - Freshness: 9% ## Examples of the Anti-Natural trend 4 featured examples from Jul 18 to Aug 5, 2019. - [Lab-Grown Palm Oils](https://www.trendhunter.com/trends/c16-biosciences): Eco-Friendly Tech Startup C16 Biosciences Launched a Palm Oil Alternative (Category: Social Good) Implication: The skincare and cosmetics industry can benefit from using the eco-friendly, lab-grown palm oil alternative as a selling point for environmentally-conscious consumers. - [Lab-Grown Spider Silk Dresses](https://www.trendhunter.com/trends/spider-silk-dress): adidas and Stella McCartney Introduce a Biodegradable Dress (Category: Eco) Implication: The fashion industry has an opportunity to innovate with new eco-friendly fabrics and biodegradable clothing options to meet the growing demand for sustainable fashion products. - [Lab-Grown Foie Gras](https://www.trendhunter.com/trends/integriculture-inc): The Cultured Meat Company IntegriCulture Inc Has Developed Lab-Grown Foie Gras (Category: Social Good) Implication: The meat industry has the opportunity to incorporate lab-grown meat products as part of their offerings to meet the increasing demand for cruelty-free, slaughter-free meat options - [Lab-Grown Diamond Rings](https://www.trendhunter.com/trends/labgrown-diamond): Couple Develops Engagement Rings Using Technology (Category: Lifestyle) Implication: The jewelry industry can benefit from innovating with lab-grown diamonds and offering more customized options for customers. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)