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

Oil boom

Oily skin and oily hair are bad, so putting oil on your skin and your hair is bad – right? Wrong, according to the biggest names in beauty and an i...

Micro Trends

Stress is the New Fat

In her 2013 cookbook, It’s All Good, actress and lifestyle guru Gwyneth Paltrow writes of a panic attack she experienced brought on by ‘the plane r...

Genetics : Fatigue : Kiehls

Micro Trends

Man-venturism

Men are escaping the pressures of modern life and embarking on audacious trips that test their mettle and their courage.

Craft : Masculinity : Outdoors

Micro Trends

Femclusivity

In A Room of One’s Own, first published in 1929, Virginia Woolf argued that a lack of money and privacy had prevented women from achieving creative...

Private Members Club : Grace Belgravia : Women Only

Micro Trends

Retro-networks

Nearly a decade after its launch, Facebook has become the social network of choice for millions of consumers around the globe. But as it becomes in...

Membership : Bebo : Private Social Network

Micro Trends

Sensory Splurge

Decades of scientific studies have shown that women have superior olfactory abilities, including the ability to remember smells. Smart brands are c...

Norway : Sex : Aroma

Micro Trends

No-bollocks Boutique

Today, brands often use words such as ‘artisanal’ and ‘authentic’ in an attempt to attract consumers. But this over-laboured language often detract...

Skincare : Online Membership : Think Positive

Micro Trends

Re-valorised Sport

A new wave of campaigns, clothing ranges and publications are focusing on the intrepidness, dedication and sacrifice demanded by athletes, re-intro...

Rapha : Agi & Sam : Athletes

Micro Trends

Sexy Sweat

Women are getting a sweat on, and these days they are not afraid to show it. Once a taboo, businesses, brands and blogs are now helping women to ce...

Nike : Sports Lab : Sport Cosmetics

Micro Trends

Mantasy Blogs

In a world without men, sometimes you just have to make them up. This is part of the philosophy behind Mantasy blogs, a genre that juxtaposes pictu...

Publishing : Storyboard : Memes

Micro Trends

Tobacco Fragrances

Beauty brands are moving away from the tried and tested floral notes traditionally used in fragrances in favour of the smoky, eccentric scent of to...

Perfume : Tobacco : 1920s

Micro Trends

Sepia-Stalgia

Drawn to the simplicity and honesty of the era, men are experiencing a wave of affection for the 1970s.

Craft : Night Clubs : Sepia

Micro Trends

Man-uals

These are uncertain times. For men, it is difficult to know where to turn to for advice on the little things in life. As a result, a new micro-genr...

Publishing : Fatherhood : Good Men Project

Micro Trends

Andro-Hip-Hop

As homosexuality continues to gain acceptance in mainstream culture, hip-hop is becoming more open to androgynous influences as both gay and straig...

Music : Hood By Air : Homophobia

Micro Trends

Mass-custom Beauty

Beauty brands have long been pigeon-holing consumers into groups, dictating what products they should buy for their skin type, hair colour and life...

Cosmetics : Beauty Lab : Syringe

Micro Trends

New Artocracies

The clink of an auction house gavel is giving way to the click of a mouse as the art world moves online.

Google : Artsy : Paddle 8

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