Micro Trends

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

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

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

Non-conformist Weddings

The wedding industry is responding to changing attitudes in society about who should marry and what type of ceremony they should have, creating pro...

Micro Trends

eSports Nutrition

As competitive gaming broadens its appeal, both amateur and professional gamers are looking to the health and wellness industry to give them an edge.

Wellness : ESports : Food

Micro Trends

Conscious Play

With people now acutely aware of the impact of their consumption on the planet, toy brands are offering parents support in their quest to become mo...

Youth : Gen I : Sustainability

Micro Trends

Bullying Backlash

With cyberbullying becoming an epidemic, brands are empowering young people to use their online presence to reclaim so-called flaws and ...

Youth : Beauty : Fashion

Micro Trends

Blockchain Biology

Blockchain-based services are empowering consumers not only to take ownership of their personal health data but also to monetise it.

Wellness : Beauty : Health

Micro Trends

Displaced Drinks

As climate change affects where ingredients are grown and consumers demand more local products, brands are challenging what provenance and sense of...

Food : Drinks : Alcohol

Micro Trends

Carb Revival

Restaurants and brands are reframing carbohydrates in a positive light, as new science questions current thinking on bread and pasta.

Food : Educated Eating : Health

Micro Trends

Demand-led Design

A new fashion business model is emerging, with start-ups re-inventing the made-to-order system through a pre-production process that is purely digi...

Fashion : Retail : Manufacturing

Micro Trends

Sustainable Music Streaming

As consumers become aware of the financial and ethical implications of their listening preferences, new platforms are emerging that take a more con...

Digital : Youth : Retail

Micro Trends

Hybrid Gaming

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure sector.

Youth : Technology : Leisure

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Female Futures : Wellness : Marketing

Micro Trends

Shaving Rebranded

As body positivity gains momentum, shaving brands are adopting a more inclusive language that celebrates men’s and women’s myriad attitudes to body...

Beauty : Branding : Wellness

Micro Trends

Empowered Travel

In an industry tainted by colonial roots, travel brands are shifting their priorities towards the empowerment and rights of indigenous residents.

Travel : Hospitality : Culture

Micro Trends

Female Highs

With the pharmaceutical industry under scrutiny for not accommodating women’s needs, female consumers are turning to marijuana as a new approach to...

Wellness : Cannabis : Health

Micro Trends

At-home Fitness

A new wave of devices are designed to ease the impact of busy, modern living by making at-home fitness more immersive, efficient and effective.

Health : Wellbeing : Technology

Micro Trends

Furniture as a Service

With consumers less willing and less able to establish permanent homes, furniture brands are having to develop products and services that don’t rel...

Retail : Furniture : Hospitality

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