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

Scent Retail Futures

Luxury fragrance retail is turning to AI and immersive experiences to provide bricks-and-mortar customers with curated and personalised scent discovery

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

New Urban Guilds

Retail districts with a strong sense of place, culture and history are emerging in a luxury bricks-and-mortar fightback.

Micro Trends

Curl Power

Curls are fast becoming a big focus for the beauty industry as brands increase their range of products for curly hair across the market and show ...

Curls : Inclusive Beauty Market : L'Oréal

Micro Trends

Destination Fitness

Across the globe, wellness centres provide a huge range of nutritional advice, equipment and expert support to help people become their better selves.

Gravity Club : Le Nuage : Core Collective

Micro Trends

Mega-system Curation

Apple, Twitter and YouTube have tired of algorithms and fallen in love with human editors.

Apple : Twitter : Google

Micro Trends

Flâneur Zines

A new set of publications are reconnecting readers with the everyday in cities by promoting chance and serendipity.

Flâneur : Magazine : Serendipity

Micro Trends

Virtual Opulence

In the digital world, we are used to thinking about three channels: physical, desktop and mobile. Now a range of virtual technologies is creating n...

Virtual Reality : Samsung Gear VR : Luxurians

Micro Trends

Boutique Altruism

Philanthropy has quietly been undergoing a makeover. Say goodbye to the tokenistic tropes of charity, a new wave of brands is using altruism as a c...

Philanthropy : Ethical : Transparency

Micro Trends

Alco-health

Healthy hedonism is on the rise as consumers seek new ways to have a good time without avoiding alcohol altogether, and new spaces are opening to...

Neo-Detox : Alcohol : The Springs

Micro Trends

Personal Appsistants

After years of automated customer service, the personal approach is making a comeback.

Customer Service : Apps : Personal Commerce

Micro Trends

Mimicry Marketing

Marketers are mimicking digital behaviour in a bid to capture the attention of those online viewers who see ads as a nuisance to be skipped – or ev...

YouTube : Pre-roll Advertising : D&AD

Micro Trends

Mumbai Safari

Mumbai is at the epicentre of change in India. The city is brimming with people, ideas and businesses, all of which are set to prosper in an enga...

Mumbai : Whole-system Thinking : Raising The Bar

Micro Trends

Seasonless Style

Relentless seasonal cycles have become untenable and the luxury industry is re-inventing products and services that can cut across seasons, generat...

The Row : Faye Toogood : Bowndling

Micro Trends

Milking It

As the consumer’s search for sources of optimisation gathers momentum, brands are re-evaluating the potential of dietary staples.

Milk : Milk Factory : Optimisation

Micro Trends

Run Stations

Tokyo’s running stations are evolving beyond basic shower and locker rooms as brands respond to the Body Temples desire for convivial fitness.

Tokyo : Body Temples : Community Retail

Micro Trends

Mission Media

Media companies are committing to potentially polarised beliefs without fear of alienating subsets of society.

Refinery29 : Independent Magazine : Germany

Micro Trends

Milan Safari

Known as an industrial city with a flair for fashion, Milan is beginning to blend age-old tradition with modern innovation.

Milan : The Convergence Economy : Luxury

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