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

Curator Kids

As young people navigate an age of information overload, they are revolting against the relentless creation of content – and choosing to curate it ...

Youth : Media : Alternet Economies

Micro Trends

Climate Newsrooms

Global news organisations are launching dedicated climate crisis verticals, as the media recognises its role in being part of positive environmenta...

Media : Society : Climate Crisis

Micro Trends

Expat Experiences

As people swap short-term holidays for long-term relocations, travel brands are shifting their focus from tourists to an upcoming influx of expats.

Travel : Hospitality : Workplace

Micro Trends

Crypto-cliques

Amid a big tech backlash, cyber-savvy consumers are gathering in decentralised social spaces that use blockchain to unlock elite communities.

Media : Technology : Social Media

Micro Trends

Bio-based Activewear

Performance apparel and exercise accessories are going plant-based as the need for sustainable, non-toxic alternatives to synthetic materials becom...

Athleisure : Sustainability : Material Innovation

Micro Trends

Contemplative Stores

Taking cues from places of tranquillity and contemplation, retailers around the world are altering interiors to re-introduce shoppers to bricks-an...

Retail : Health & Wellness : Covid-19

Micro Trends

Sportive Affluents

With active pursuits growing among luxurians, traditional sports are surging in popularity as brands refresh and revive sportswear for younger audi...

Luxury : Sport & Leisure : Wellness

Micro Trends

Alternative Vintners

Next-generation winemakers are experimenting with low- and no-alcohol innovations, creating flavourful fusions that hint at wine’s post-category fu...

Wine : Health : Sober-curious

Micro Trends

Coterie Consumerism

As e-commerce booms, Generation Z fashion brands are turning our digital habits into physical activations to make the shopping experience social ag...

Fashion : Retail : Youth

Micro Trends

Wanderlust Beauty

With consumers itching for escape, the sectors of beauty and travel are intersecting in new ways, tapping into our sunny holiday fantasies.

Travel : Beauty : Marketing

Micro Trends

Barter Brands

Inter-Covid, bartering is gathering pace, giving retail brands a chance to explore systems where customers trade items for access to their goods or...

Retail : Society : Payments

Micro Trends

Anti-aspirational Beauty

For years, people have been sold an idealised version of beauty. But as attitudes to appearance become more inclusive and carefree, brand language ...

Beauty : Marketing : Branding

Micro Trends

New Sportswomen Media

With mainstream sports platforms largely unrepresentative, there is growing demand for online networks and reportage focused on women athletes.

Health And Wellness : Sports : Women's Health

Micro Trends

Criteria Retail

From groceries to homeware, retail brands are communicating their social and eco-values to customers by setting strict criteria for products they s...

Retail : Society : Sustainability

Micro Trends

Fashion Meta-networks

Breaking away from oversaturated social media platforms, fashion communities are finding connection and inspiration in alternative online spaces.

Fashion : Technology : Metaverse

Micro Trends

Anti-ostentation Attitudes

From influencer conduct to social media platforms, more considerate luxury marketing is emerging online in which brands are exploring new role models.

Luxury : Marketing : Society

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