Micro Trends

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

The New Creatorverse

Content creators are evolving into multimedia powerhouses, building immersive IP eco-systems, retail ventures and employee-driven content to secure longevity and bypass tech gatekeepers in a saturated market.

Micro Trends

Fitness Fan Clubs

Celebrity-led running events are picking up speed across the US, encouraging a culture of fitness inclusivity while taking fandom forward.

Micro Trends

Sober Social Fix

As the sober-curious movement strengthens in the US, younger generations are redefining how to enjoy going out with friends, opening up opportunities for hospitality and nightlife brands.

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

MyBiome

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

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

Micro Trends

Grey Matters

Nearly five years ago, a handful of young women who frequented Bleach hair salon in Dalston decided to colour their hair a particular shade of ‘o...

Grey : Hair : Style

Micro Trends

Home-tail

As digital brands begin to lay down physical roots, their new bricks-and-mortar incarnations are coming to resemble homes and apartments. They ar...

Home : Apartment : The Line

Micro Trends

Art-to-go

Artists are exploring a new and closer critical engagement with mass-market consumerism, while retailers are forging ties with the international ...

Art : New York : Miami

Micro Trends

Invasivores

A growing group of foodies and entrepreneurs is making use of invasive species to create new dining experiences.

Invasivores : Ethical Consumption : Ecosystem

Micro Trends

Frankfurt Safari

Big finance and grand cultural ambitions are propelling Frankfurt onto the world stage.

Greentopias : Bauhaus Boom : Home From Home Hotels

Micro Trends

Perf-hospitality

As immersive, participatory theatre productions such as those pioneered by Punchdrunk increase in popularity, directors are seeking ways to engag...

Micro Trends

Frustration Marketing

People are no longer satisfied with being placated. In The Polarity Paradox advertisers need to challenge, question and even annoy consumers.

Grant Leboff : Adam Morgan : Seth Godin

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