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

Sleep Eats

Sleep is the new frontier in wellness, and brands are developing new foods, drinks and supplements that calm the mind, aid sleep and restore c...

Micro Trends

Telepresence Tech

The Skype generation is coming of age as people across the world connect via telepresence technology.

Technology : Neo-Kinship : Family

Micro Trends

Intelligent Gaming

Content creators are looking to different forms of media as a way to contextualise and intellectualise video games.

Gaming : Ubisoft : Video Games

Micro Trends

Fast Fabrication

A burgeoning revolution in robotics is enabling apparel and footwear brands to adopt automated manufacturing systems that have proven difficult to ...

Adidas : Automation : Workplace Futures

Micro Trends

Well Hotels

Luxury hotels are going above and beyond the usual spa and gym to offer a new spin on wellness.

Wellness : Travel : Hospitality

Micro Trends

Post-family Marketing

Brands are increasingly recognising that idealised visions of family and marriage are no longer effective marketing tools.

Marriage : Future Family : IKEA

Micro Trends

Psychoactive Scents

Brands are developing new fragrances that draw on neuroscience to invoke a physical reaction in the wearer.

Fragrance : Optimised Self : Mood Retail

Micro Trends

Tonic & Tonic

Tonic water has evolved from an afterthought to an essential part of a mixed drink, as challenger brands create products with more nuances in...

Party-totallers : Alco-Health : Premium Tonic

Micro Trends

Listening clubs

Listening clubs offer new spaces for consumers who want a meditative, considered approach to music appreciation.

Music : Streaming : Retail

Micro Trends

In-situ Showrooms

Home-tail has matured. The stuffy showroom has evolved from a curated living space to a space where consumers can test the full functionality of p...

Home-tail : Retail Experience : Showroom

Micro Trends

Active Recovery

Brands are encouraging consumers to reset, restore and rejuvenate.

Active Recovery : Precovery : Snapbac

Micro Trends

Uptown Downtown

Department store retailers are looking to attract younger audiences by moving location and collaborating with unexpected partners.

Department Stores : Physical Retail : Anti-luxurians

Micro Trends

Digital Storytelling

Brands are creating digital storytelling tools to help parents enhance their bedtime rituals.

Storytelling : Parenting : Virtual Reality

Micro Trends

Made in China

In the era of third-stage globalisation, the children of Chinese migrants across the world are beginning to re-assess their transnational identity.

Third Culture Kids : Made In China : Mindset

Micro Trends

Streamlined Shopping

Despite the speed and ease of online shopping, consumers are unwilling to completely relinquish physical stores.

Retail Experience : Online Shopping : Endless Aisles

Micro Trends

Waterless Beauty

As demand for water continues to outstrip supply, beauty brands are developing waterless formulas to alleviate consumers’ concerns about the enviro...

Sustainability : Waterless : Water-free

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