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

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

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

Insta-real

Consumers have a love-hate relationship with Instagram’s cult of lifestyle curation.

Micro Trends

Smart Philanthropy

Forget charity galas and fundraisers – brands are using smart crowdsourcing strategies to convert unused consumer resources such as mobile data a...

Humanitarian Campaigns : Unused Resources : Crowd-sourcing

Micro Trends

Sweet Tooth Hospitality

Sugar may be the new gluten – the latest foodstuff to be targeted in the media – but despite the bad press, a host of new restaurants and retailers...

Dessert : The Pudding Bar : Luxury

Micro Trends

Tech Luxe

The luxury market has traditionally been slow to embrace new technology. Yet as consumers’ lives become more digital, things are changing. Increasi...

Tech Luxe : Jonathan Siboni : Activie

Micro Trends

Warsaw Safari

Twenty-five years after the fall of communism, Warsaw is bubbling with entrepreneurial ambition, demonstrated by Google’s decision to open its th...

Heavy Industry : Fort Sokolnickiego : Koneser Warsaw Vodka Distillery

Micro Trends

Tolkien Tipples

The fantasy boom in pop culture is inspiring the drinks sector, informing the tastes of consumers.

Fantasy : Storytelling : Neo-Tolkienism

Micro Trends

Life-saving Campaigns

Who says advertising can't save the world?

DDB North America : Leo Burnett : WATERisLife

Micro Trends

MyBiome

New products reflect a growing awareness of the positive influence of bacteria on human health, part of a larger cultural shift towards replicati...

Microbiome : L'Oreal Research & Inovation : Bacteria

Micro Trends

Art-spitality

In the post-Airbnb economy, artists are engaging with evolving ideas of home and temporary lodging, using hospitality itself as a medium.

AirBnB : Venice Biennale : Art

Micro Trends

Wowtels

As we seemingly grow tired of what is on the Earth, will we look inside it?

Groundscrapers : Undersea Hotels : Dubai

Micro Trends

Print Me

New platforms are reducing the time between online inspiration and physical production, empowering digital natives to become product designers.

Curation : To.Be : Print All Over Me

Micro Trends

Elemental Beauty

As consumers abandon the middle ground and live in temporary extremes in The Polarity Paradox, beauty brands are launching products that har...

Elemental : Weather : Seasonal

Micro Trends

Escapist E-journals

As consumers seek more meaningful travel experiences and personal fulfilment from the comfort of their armchairs, a range of new contemplative mu...

Travel Journalism : This Place : The Instrument

Micro Trends

San Francisco Safari

Rapid wealth creation in the young and male-dominated technology sector has made San Francisco a testing ground for lifestyle innovations targete...

Men : Affluent : Silicon Valley

Micro Trends

Tasteful Waste

Fast food, fast fashion and mass consumption are signs of the times. But the tide is turning as consumers become increasingly aware of the ris...

Waste Redux : Food Waste : Sustainability

Micro Trends

Creative Phygital

In-store digital technology is no longer simply a clever tool for seamlessly managing sales and stock control. Imaginative retailers and designer...

Phy-gital : Technology : Ars Electronica Solutions

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