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

Heritage Brand-umentaries

Legacy brands are turning to cinematic documentaries and long-form storytelling to showcase their history, craftsmanship and cultural roots.

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

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

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

Micro Trends

Man-teriors

A new wave of lifestyle titles and platforms are targeting the savvy, interiors-minded male consumer.

Magazines : Male : Interiors

Micro Trends

Resurrection Stores

Grand department stores are staging a retail resurrection. They are coming back to life as new and improved versions of their venerable old selves,...

Department Stores : Malls : Shopping

Micro Trends

Home-grown Luxury

A new breed of luxury brands is emerging from developing economies, starting a shift in the industry away from the traditional domination of Paris,...

Domestic : Local Brands : Distribution

Micro Trends

Soviet Style

Twenty two years after the fall of the Soviet Union, designers are referencing visuals from the Eastern Bloc, resulting in a nostalgic look back th...

Bars : Soviet Union : Communist

Micro Trends

Discount Luxury

Luxury has always been about exclusivity, not affordability, opulence not restraint, and the niche rather than mass market. Now a handful of luxury...

Price : Outlet : Entry-level

Micro Trends

Big Bold Luxe

Big is the new black in luxury circles as brands open ever bigger and bolder high-concept stores and employ epic marketing strategies to woo luxuri...

Flagship : Department Store : Stores

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