# Celebrated Scarcity As resource depletion instills anxiety, basic elements become status symbols. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 7, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/celebrated-scarcity ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Celebrated Scarcity trend? **Celebrated Scarcity:** As the divide between rich and poor on a global scale grows wider, the commodification of basic resources like water is leading to basic products attaining a luxury status. Consumer concern regarding resource scarcity is augmenting the market into a realm where basic needs as purchasable goods is not only accepted, but celebrated. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 2, 2013 to Sep 15, 2014 - Published: May 7, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Celebrated Scarcity trend ### Celebrated Scarcity Basic needs as purchasable goods is not only accepted, but celebrated. ### Luxurious Packaging Infuse luxury into everyday products like bottled water. ### Minimalism Simple, clean designs and packaging stand out in a sea of flashy branding. ## What the Celebrated Scarcity trend means for industry ### For Beverage Industry Packaging and branding innovations in the beverage industry can drive consumer interest and broaden market reach. ### For Fashion Industry Branding opportunities in the fashion industry to integrate everyday products and accessories, and create new markets for existing products. ### For Sustainability Industry Pushing for more innovative and sustainable ways of production can help alleviate resource scarcity and globally recognized concerns. ## Trend signals for Celebrated Scarcity Trend score 4.6 out of 10, from popularity 63%, activity 67%, freshness 8%. - Popularity: 63% - Activity: 67% - Freshness: 8% ## Examples of the Celebrated Scarcity trend 6 featured examples from Oct 2, 2013 to Sep 15, 2014. - [Minimalist Water Branding](https://www.trendhunter.com/trends/water-branding): Ait Putih is a Fictional Brand by Wiko Williams (Category: Marketing) Implication: Beverage companies could explore minimalist branding and eco-friendly packaging to target health-conscious and environment-focused consumers. - [Droplet-Shaped Water Displays](https://www.trendhunter.com/trends/evian-water): This Evian Water Display Uses Its Product as Inspiration (Category: Lifestyle) Implication: Creating visually appealing water displays can be an opportunity for luxury bottled water brands to differentiate themselves from competitors and attract premium consumers. - [Undressed Beverage Branding](https://www.trendhunter.com/trends/naked-water-packaging): Naked Water Packaging Has Been Kept Bare of Labels and Images (Category: Marketing) Implication: The beverage industry can experiment with PET sculpting and minimalist branding as ways to differentiate their products and create a sense of luxury. - [Motif Medley Marketing](https://www.trendhunter.com/trends/kirin-natural-mineral-water-packaging): Kirin Natural Mineral Water Packaging Refreshes for an Assorted Identity (Category: Marketing) Implication: The beverage packaging industry can adopt personalized packaging strategies like Kirin Natural Mineral Water to add value and appeal to consumers. - [Fashionable Water Packaging](https://www.trendhunter.com/trends/ardor-branding): Ardor Branding is Inspired by Recent Floral Fashions (Category: Marketing) Implication: Incorporating floral fashion-inspired packaging in the beverage industry can lead to disruptive innovation in the way drinks are marketed and consumed. - [Floral Champagne Bottles](https://www.trendhunter.com/trends/Bottle-Packaging): Mount Franklin Now Serves Water in an Elegant Champagne Bottle Packaging (Category: Lifestyle) Implication: Innovating beverage packaging by incorporating luxurious designs and elements into everyday drinks can help brands stand out in a crowded market and attract consumers seeking uniq… ## 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)