Micro Trends

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

Pre-teen Protein

The growing protein market for kids is both premium and purposeful, as Gen Alpha and their parents seek to fortify their physical health and appearance

Micro Trends

Content Commerce

Consumers are watching and scrolling their way through a blended media landscape where streaming services, social media and gaming carry more seamless commerce opportunities than ever

Micro Trends

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a unique chance to engage and support parents during this transformative life stage

Micro Trends

Spirited Synthesis

Through creative and unexpected collaborations, food and drink innovators are redefining alcohol as a culinary flavour, appealing to a new generation of sober-curious, snack-happy consumers

Micro Trends

Eau de Climate Change

As more flora and fauna become extinct every year, perfume innovators are becoming activists by attempting to encapsulate the authentic smell of Mother Nature in a bottle

Micro Trends

Moral Commerce

In the wake of Black Lives Matter, consumers are seeking brand allies and making shopping decisions informed by their socio-political values.

Retail : Finance : Sustainability

Micro Trends

Inter-Covid Fashion

In the inter-Covid period, fashion choices are becoming informed by health and safety concerns, resulting in hygiene-first threads and socially dis...

Fashion : Covid-19 : Health

Micro Trends

Augmented Restaurants

Augmented reality is creating unconventional, interactive dining experiences that bridge the gap between physical and digital environments.

Food & Drink : Social Media : Technology

Micro Trends

Music-powerment

Post-lockdown, Generation Z are seeking more democratised music communities, blurring the worlds of education and creation.

Music : Entertainment : Youth

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

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

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

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

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

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

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

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

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

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

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