Micro Trends

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

Alternative Energy Drinks

Micro Trends

Alternative Energy Drinks

Growing concern about the negative health impact of high-sugar and caffeine energy drinks is prompting the development of less harmful alternative...
Food And Drink : Wellness : Retail
Pregnancy Wellbeing

Micro Trends

Pregnancy Wellbeing

As Millennial women start their own families, brands are creating pregnancy products and services that reflect their tastes while still catering fo...
Pregnancy : Wellness : Wellbeing
Off-demand Entertainment

Micro Trends

Off-demand Entertainment

A new type of television, rooted in nostalgia for scheduled programmes, is disrupting our excessive on-demand culture.
Media : Entertainment : Digital
Responsive Wayfinding

Micro Trends

Responsive Wayfinding

Retailers are harnessing digital tools to bring the speed and convenience of navigating an online store to the physical bricks-and-mortar setting.
Storefront Salvation : Retail : Placemaking
Convenience Stores 2.0

Micro Trends

Convenience Stores 2.0

Corner stores are moving away from sugary snacks to offer fresh, organic and vegan alternatives, accessible to all 24/7.
Convenience : Retail : Vegan
Relationship Games

Micro Trends

Relationship Games

Players and developers are exploring gaming’s potential to build positive, meaningful relationships between boys and men.
New Masculinity : Media : Entertainment
EQ Toys for Boys

Micro Trends

EQ Toys for Boys

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.
New Masculinity : Youth : Family
Street Sport Rebels

Micro Trends

Street Sport Rebels

Women across the world are taking to the streets and engaging in urban sports as a means of activism and self-empowerment.
Youth : Wellness : Female Futures
Top-tier Terminals

Micro Trends

Top-tier Terminals

Companies are embedding luxury services into airports to ease the limbo of waiting for flights.
Luxury : Travel : Hospitality
Body-positive Men

Micro Trends

Body-positive Men

With men still portrayed by advertisers as overwhelmingly slim, tall and muscular, there is an increasing desire to see new representations...
New Masculinity : Wellness : Branding
Redefining Strength

Micro Trends

Redefining Strength

Testosterone-centric gym culture is increasingly out of step with a new generation of men who want to become physically and mentally strong, with...
Health And Wellness : Branding : New Masculinity
Lessons in Manhood

Micro Trends

Lessons in Manhood

A new awareness is emerging of the need for media and brands to provide examples of manhood that go beyond restrictive and outdated st...
New Masculinity : Media : Wellness
Men at Work

Micro Trends

Men at Work

Bravado and competitiveness are becoming outdated traits in the workplace, as businesses turn their attention to improving male emotional intellige...
New Masculinity : Workplace : Design
Cultivating Flavour

Micro Trends

Cultivating Flavour

Traditionally, fruit and vegetables have been cultivated for hardiness, but a number of innovators are choosing to grow them from a different start...
Food : Flavour : Fruit
Soft Masculinity

Micro Trends

Soft Masculinity

In a world of toxic masculinity, a softer, more delicate and visibly feminine way to be a man is gaining prominence in East Asia and the West.
Youth : Beauty : New Masculinity
Girlswear for Boys

Micro Trends

Girlswear for Boys

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are flipping the narr...
Fashion : Youth : Retail
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