Micro Trends

Specific shifts in consumer behaviour that are changing the business environment in the short term.

Micro Trends

Mundane Gaming

Countering our hyper-emotional online existence, gaming platforms are turning mundane daily activities into a form of escapism.

Gaming : Technology : Health & Wellness

Isolated Intimacy

Micro Trends

Isolated Intimacy

As the world experiences a crisis of closeness, new services are positioning isolation as an opportunity to reassess the meaning of intimacy.

Health : Wellness : Technology

Micro Trends

Studio Stores

Faced with declining footfall and fallout from coronavirus, retailers are reclaiming their stores as multimedia hubs for content creation.

Retail : Media : E-commerce

Activism Gaming

Micro Trends

Activism Gaming

A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

Youth : Media : Entertainment

Anti-social Sanctuaries

Micro Trends

Anti-social Sanctuaries

Reclaiming their liberation, affluent consumers are paying a premium for travel and dining services that promise total seclusion.

Luxury : Hospitality : Travel

Decentralised Care

Micro Trends

Decentralised Care

With the world facing a crisis of health, new micro-societies are emerging that infuse local communities with solidarity, trust and care.

Health : Covid-19 : Wellness

Flagship Fulfilment

Micro Trends

Flagship Fulfilment

As consumers continue to value speed, retail brands are doubling down on the ways supply chains, logistics and fulfilment can enhance their identit...

Retail : Technology : Logistics

Micro Trends

Edu-play-tion

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

Youth : Technology : Gen Alpha

Virtual Happy Hours

Micro Trends

Virtual Happy Hours

Amid Covid-19 and self-isolation, digital tools combined with delivery services are reframing drinking at home as a positive, social activ...

Drink : Society : Retail

Sacrificial Advertising

Micro Trends

Sacrificial Advertising

With a quarter of the world’s population in lockdown, brands are sacrificing typical marketing messages for campaigns that promote isolation over p...

Advertising : Society : Covid-19

Vanity Redefined

Micro Trends

Vanity Redefined

In a society that celebrates being humble, modest and self-effacing, media companies are rebranding self-pride as a force for good.

Media : Technology : Marketing

Ancestral Beauty

Micro Trends

Ancestral Beauty

Beauty brands are taking ownership of heritage through the revival of ancestral rituals and ingredients that celebrate – not appropriate – their cu...

Beauty : Society : Culture

Micro Trends

Media Kitchens

Delivery platforms are working with media companies and social apps to launch virtual restaurants that combine food with entertainment.

Food : Drinks : Media

Discovery Grocers

Micro Trends

Discovery Grocers

Online grocers are putting personalisation at the heart of their offering, from curated shopping baskets to SMS advisers.

Retail : Food : Technology

Before & After Travel

Micro Trends

Before & After Travel

Travel and hospitality brands are future-proofing their customer relationships by providing services to elevate the pre- and post-trip experience....

Travel : Hospitality : Hotel

Eco-ambitious Retail

Micro Trends

Eco-ambitious Retail

Brands are self-imposing sustainability goals on their businesses that – while initially financially impactful – validate them as fundamental to fu...

Retail : Sustainability : Brand 2020

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