Micro Trends

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

Well Hotels

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
Post-family Marketing

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
Psychoactive Scents

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
Tonic & Tonic

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
Listening clubs

Micro Trends

Listening clubs

Listening clubs offer new spaces for consumers who want a meditative, considered approach to music appreciation.
Music : Streaming : Retail
In-situ Showrooms

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
Active Recovery

Micro Trends

Active Recovery

Brands are encouraging consumers to reset, restore and rejuvenate.
Active Recovery : Precovery : Snapbac
Uptown Downtown

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
Digital Storytelling

Micro Trends

Digital Storytelling

Brands are creating digital storytelling tools to help parents enhance their bedtime rituals.
Storytelling : Parenting : Virtual Reality
Made in China

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
Streamlined Shopping

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
Waterless Beauty

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
Post-pharmacy brands

Micro Trends

Post-pharmacy brands

New supplement brands are reconsidering everything from branding to transparency, and whether being stocked in pharmacies is necessary.
Vitamins : Soft Aid : Wellness
Untrade Shows

Micro Trends

Untrade Shows

It began with bloggers at fashion week. Once accessible only to buyers and media, trade shows and industry events are becoming more consumer-facing.
Trade Shows : B2B : Direct To Consumer
Digital Citizens

Micro Trends

Digital Citizens

At a time of great political turmoil, new digital tools are changing the nature of citizenship.
Democracy : Digital Citizenship : Politics
Hard Pop

Micro Trends

Hard Pop

As craft beer flavour profiles veer towards bitter and consumers seek healthier alcohol options, alcoholic soda drinks and fizzy waters are on the ...
Alcohol : Alco-health : Water
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