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

Scent Retail Futures

Luxury fragrance retail is turning to AI and immersive experiences to provide bricks-and-mortar customers with curated and personalised scent discovery

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

Grown-up Sodas

Consumers’ increasingly global palates are driving demand for complex flavoured soft drinks that have the double benefit of being alcohol-free.

Micro Trends

Privacy Hardware

As digital privacy and data breaches become pertinent issues, physical tools and devices are being designed to shield citizens’ identities.

Technology : Advertising : Surveillance

Micro Trends

Tourism Decelerated

With travellers exhausted by overcrowding, homogenised sights and a sea of smartphones, a counter-movement of slow tourism is gathering pace.

Travel : Tourism : Hospitality

Micro Trends

Air-purifying Algae

This humble green plant’s carbon-sequestering properties are being championed as an eco-friendly solution to urban air pollution.

Wellness : Smog Life : Pollution

Micro Trends

Discovery Dining

Restaurateurs are raising the bar with slowed-down, elevated experiences that combine global flavours, mood-led interiors and entertainment.

Food : Leisure : Restaurants

Micro Trends

Anti-aspiration Advertising

Luxury brands are using prosaic moments and everyday people in their communications to appeal to a new generation of unostentatious consumers.

Luxury : Advertising : Campaign

Micro Trends

Recreation Skincare

As interest in the great outdoors surges, beauty brands are recognising the need to upgrade the look and ingredients of their personal care products.

Health & Wellness : Beauty : Skincare

Micro Trends

Bold Baby Food

To foster a new generation of adventurous eaters, brands are offering flavourful new baby foods with herbs, roots and spices from the global pantry.

Food : Youth : Health

Micro Trends

Civic Ads

As society struggles with climate change, rising homelessness and unsafe infrastructure, brands are turning to advertising as a force for good.

Media : Advertising : Global

Micro Trends

Eco Clubs

Eco-anxious clubbers are inspiring venue owners and festivals to consider cleaner, more sustainable practices to protect the environment.

Travel : Sustainability : Leisure

Micro Trends

Secondary Waste Retail

New retail systems are professionalising the waste sector, transforming it into a consumer-facing currency and future new economy.

Retail : Fashion : Sustainability

Micro Trends

Post-modern Museums

Pop-up museums are transforming from novel experiences into platforms for people and brands to engage with discussions about the future.

Entertainment : Leisure : Culture

Micro Trends

Music as Medicine

Music is emerging as the next frontier for wellness, with musicians, record labels and start-ups harnessing sound’s impact on health, wellbeing and...

Music : Wellness : Media

Micro Trends

Eco-tel Evolution

Government policies are driving a new wave of environmental initiatives at high-end hotels, working to offset their impact while educating and insp...

Hotels : Travel : Sustainability

Micro Trends

Adaptive Beauty

Innovative technology and packaging solutions are ushering in a new era of inclusivity for consumers with visual impairments and conditions like mu...

Beauty : Inclusivity : Japan

Micro Trends

Peer Platforms

A trust deficit between shoppers and brands is driving the rise of community-led platforms where purchasing tips and style advice are openly shared.

Retail : E-commerce : Peer To Peer

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