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

Raising the Bar

When it comes to the cocktail market, there is always the coolest bar, the hippest ingredient or the mixologist of the moment. In a dizzying world ...

Micro Trends

Stranger Liaisons

The arrival of social media has meant we have more ‘friends’ than ever. But although we are happy to connect with people we have never met online, ...

The Sharded Self : Millennials : JOMO

Micro Trends

Domesticity, Inc

The sharing economy encourages us to view our empty rooms and idle possessions as sources of profit – but are we ready to open our homes to stran...

Homedulgence : The New Value Economy : Uber

Micro Trends

Health Goth

A new style tribe is taking fashion’s obsession with haute activewear to macabre extremes.

Subculture : Activewear : Goth

Micro Trends

Whole-chain Thinking

Innovative start-ups are embracing vertical integration as a way of appealing to authenticity-hungry Millennials.

Vertical Integration : Shoes Of Prey : Zady

Micro Trends

Chivsters

In the UK, both ‘chav’ and ‘hipster’ are pejorative terms. Now a new hybrid youth aesthetic and lifestyle are emerging from the tail end of these m...

UK : Hipster : Just Nots

Micro Trends

Virtual Browsing

Traditionally, online shopping has meant speed and convenience, but online stores are borrowing the experiential elements of physical retail, ...

Kenzo : Online : Experience

Micro Trends

Mass Tap

As consumers seek increasingly intuitive technological interactions, brands are simplifying previously complex processes into a simple tap.

Intuitive Futures : Mass Tap : Awakening Tech

Micro Trends

Everyday Re-enchantment

The advent of the Internet of Things need not mean a house full of sterile hubs and sensors. Increasingly, LS:N Global has noted a marriage of tech...

Awakening Tech : Delirious Home : Yves Béhar

Micro Trends

New York Safari 2014

New York remains the nerve centre of American creativity across the media, fashion and finance industries, even as a new crop of technology and e...

New York : Millennials : Experience Economy

Micro Trends

Online Escapism

Digital experiences are taking on dream-like qualities and even mimicking drug-fuelled highs.

Awakening Tech : Game As Art : Game Imitates Art

Micro Trends

Digital Collecting

Art that is created and consumed on screens is catching on thanks to its low cost, portability and anti-elitist image.

Digital Art : Neon Mob : Sedition

Micro Trends

Big Data Beauty

Beauty brands are harnessing the power of big data to create engaging campaigns, apps and platforms.

Big Data : Apps : Beauty

Micro Trends

Aspirational Fakes

As the art world questions how luxury brands create value in a globalised supply chain, designers are celebrating bootleg aesthetics and surreal ...

Bootleg : Instagram : Memes

Micro Trends

St Petersburg Safari

While Communism has left its mark on St Petersburg, buildings have been restored in recent years and are being re-appropriated as co-working space...

St Petersburg : Ginza Project : Ligovsky 50

Micro Trends

Flawed Fashions

Bored and disenfranchised by the airbrushed vapidity of mainstream fashion, some designers are celebrating imperfection, chiming with The Sharded...

The Sharded Self : Me-conomy : The Me-Conomy

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