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

Conscious Aftercare

In a bid to address the widespread use of dated and damaging laundry habits, eco-conscious luxury brands are educating their customers on the benef...

Sustainability : Luxury : Fashion

Micro Trends

Upstream Eating

Fuelled by the backlash against clean eating, digitally adept consumers are turning to reputable, medically assured sources to help them make more ...

Food : Wellness : Healthcare

Micro Trends

At-home Analysis

Beauty brands are looking beyond tools that provide a one-off diagnosis to those that offer ongoing analysis.

At-home Analysis : Beauty : Tech

Micro Trends

Self-care Spaces

New community and co-working spaces are emerging that provide a nuanced approach to self-care.

Wellness : Workplace : Community

Micro Trends

Virtual Reality Arcades

The key to virtual reality’s success may lie in the renaissance of the video game arcade.

Technology : Media : Design

Micro Trends

The Vagina Reconsidered

A wave of straight-talking, chemical-free and design-savvy brands are challenging the taboo around feminine hygiene.

Beauty : Wellness : Branding

Micro Trends

American Values Marketing

Growing income disparity in the US has left a large segment of the American population turning inwards, holding on to local ties and valu...

Advertising : Marketing : Branding

Micro Trends

Honest Products

In today’s beauty landscape, where consumers can Google the benefits of any ingredient in seconds, a new hyper-educated shopper is emerging.

Beauty : Skincare : Cosmetics

Micro Trends

Veritas Media

With the rise of fake news, post-truth politics and alternative facts, consumers are hungry for media content they can trust.

Civic Brands : Media : Fake News

Micro Trends

Friend Bots

Brands are combining artificial intelligence with anthropomorphic design to create robots that offer friendship on demand.

Neo-Kinship : Kuri : Gatebox

Micro Trends

Courtship Crisis

As online dating becomes the norm, consumers are looking for services to augment their failing courtship skills.

Tinder : Neo-Kinship : Social Anxiety

Micro Trends

Civic Placemakers

Brands are taking a more proactive role in shaping their cities by leading urban regeneration initiatives and investing in the development of publi...

Civic Brands : Placemaking : Brandstanding

Micro Trends

Work Zones

Concentration is the new concern for designers of open-plan offices, as playful features and vibrant décor are vetoed in favour of modest int...

Workplace Futures : Focus : Co-working

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.

Parenting : Snoo : Future Family

Micro Trends

Post-ownership Products

Brands are responding to the continued growth of collaborative consumption by designing products that appeal to multiple temporary users rather tha...

Civic Brands : Collaborative Consumption : MINI

Micro Trends

Affirmative Fractions

Brands are using price segmentation to make high-quality products and services available at a fair price.

Civic Brands : The Just Nots : Retail

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