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

Post-pharmacy brands

New supplement brands are reconsidering everything from branding to transparency, and whether being stocked in pharmacies is necessary.

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

Micro Trends

Digital Citizens

At a time of great political turmoil, new digital tools are changing the nature of citizenship.

Democracy : Digital Citizenship : Politics

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

Micro Trends

Health-conscious Kids

As society becomes more health-conscious, wellness is trickling down to the youngest generation.

WellJelly : China Drewitt : Fitness Trackers

Micro Trends

Beyond the Label

Food and drink brands and retailers are fighting the lack of clarity in the industry by offering more information than that normally provided on fo...

Transparency : Target : Labels

Micro Trends

Surprise Destinations

Luxury travel consumers are tired of choice and instead are looking for experiences that surprise.

Luxury Travel : Concierge : Revalation Brands

Micro Trends

Band Brands

Once band merchandise was the preserve of kids who like heavy metal, but now it has become a booming industry that has expanded well beyond its roo...

Merchandise : Fashion : Anti-Authenticity

Micro Trends

Anti-choice Architecture

Turned off by the model of mass-consumption, a new wave of luxury brands are removing excessive choice from the buying process in favour of a more ...

Stuffocation : Anti-Choice : Minimalism

Micro Trends

Brand Educators

Higher education is the next frontier for brands wanting to act as life-long partners to consumers.

Immortal Brand : Luxury : Education

Micro Trends

Culinary Diplomacy

Welcome to a new wave of Culinary Diplomacy, where food is used to forge closer relationships with consumers.

Chefs-in-residence : The E-motional Economy : In Situ

Micro Trends

Seeing Sound

Podcasts are adapting to a visual-first culture.

Podcasts : Transmedia Futures : Audio

Micro Trends

Pro-formance Training

Performance technology is growing up.

Wearable Tech : Self Quants : The Optimised Self

Micro Trends

Airbnb Backlash

The peer-to-peer home rental service's growth is causing friction with both local communities and the hotel industry.

Airbnb : The Sharing Economy : Hospitality

Micro Trends

Highly Sensitive

For consumers, skin sensitivity is the new anti-ageing.

Sensitive Skin : Pollution : Skincare

Micro Trends

Motherhood Bites

New restaurants, food events and delivery services are feeding parents and their children while respecting their individual identities.

Motherhood : Parenting : Restaurants

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