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Micro Trends
Specific shifts in consumer behaviour that are changing the business environment in the short term.
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
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Youth
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US
Micro Trends
Hype Bakes
From exclusive drops to A-lister endorsements and cult social media followings, bakeries have entered their hype bake era.
Food
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Fashion
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Hypebakes
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
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Sustainability
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Culture
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
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Media
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Hospitality
Micro Trends
Preserving Digital Legacies
Meet the innovators safeguarding and cherishing precious digital memories beyond the grave.
Death
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Digital Legacy
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Data Storage
Micro Trends
Accredited Advice
Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.
Beauty
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Health & Wellness
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Technology
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
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Spirituality
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Technology
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
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TikTok
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Social Media Platform
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
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Fitness
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Collectivism
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
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Design
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Innovation
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
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Advertising
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Design
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
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Food & Drink
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Technology
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
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Technology
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AI Creativity
Micro Trends
Regenerative Luxury Jewels
Thanks to advances in materials and manufacturing, the jewellery industry is entering a new era of sustainability.
Luxury
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Sustainability
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Fashion
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
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Technology
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Society
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
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Fashion
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Society
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