Micro Trends

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

Gen Z Activism

Micro Trends

Gen Z Activism

As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.
Society : Youth : US
Hype Bakes

Micro Trends

Hype Bakes

From exclusive drops to A-lister endorsements and cult social media followings, bakeries have entered their hype bake era.
Food : Fashion : Hypebakes
Cultured Waste

Micro Trends

Cultured Waste

As consumers tire of separating authentic sustainability claims from greenwashing, designers are using culture and heritage to cut through the noise.
Design : Sustainability : Culture
TikTok Travel Agents

Micro Trends

TikTok Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.
Travel : Media : Hospitality
Preserving Digital Legacies

Micro Trends

Preserving Digital Legacies

Meet the innovators safeguarding and cherishing precious digital memories beyond the grave.
Death : Digital Legacy : Data Storage
Accredited Advice

Micro Trends

Accredited Advice

Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.
Beauty : Health & Wellness : Technology
AI Believers

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...
AI : Spirituality : Technology
Audio to Watch

Micro Trends

Audio to Watch

Moving music to new frontiers, platforms including Spotify, TikTok, Twitch and YouTube have educated consumers into developing a unique sensitivity...
Music : TikTok : Social Media Platform
Mass Movement

Micro Trends

Mass Movement

In-person gatherings are increasing at an unprecedented scale, serving a visceral need for vitality and human connection among young adults.
Wellness : Fitness : Collectivism
Innovation Debrief 2023–2024

Micro Trends

Innovation Debrief 2023–2024

In our Innovation Debrief Report you will discover 50 innovations that are paving the way for a more sustainable, resilient and inclusive future.
Society : Design : Innovation
Subversive Sustainability Ads

Micro Trends

Subversive Sustainability Ads

Consumers are inundated with misleading sustainability claims. Opting out of binary messages of climate doom and hope, brands are using rebellious ...
Sustainability : Advertising : Design
AI-powered Groceries

Micro Trends

AI-powered Groceries

From cost savings and circular economies to consumer behaviour forecasting, food innovators are turning to artificial intelligence to level up groc...
Retail : Food & Drink : Technology
Generative AI Magazines

Micro Trends

Generative AI Magazines

Channelling the creative power of artificial intelligence, innovators are producing entire print lifestyle magazines based solely on prompt expertise.
AI : Technology : AI Creativity
Regenerative Luxury Jewels

Micro Trends

Regenerative Luxury Jewels

Thanks to advances in materials and manufacturing, the jewellery industry is entering a new era of sustainability.
Luxury : Sustainability : Fashion
Quiet Mode

Micro Trends

Quiet Mode

In a world full of noise, innovative features from tech and social media companies are helping consumers who crave a new kind of quiet.
Youth : Technology : Society
Spiritual Cosplay

Micro Trends

Spiritual Cosplay

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.
Youth : Fashion : Society
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