Micro Trends

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

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

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

Out-of-work Networks

As young people face the brunt of an unemployment epidemic, the solo activity of job-hunting is being transformed into a community-driven pursuit.

Youth : Workplace : Technology

Micro Trends

Elastic Architecture

Environmental crises have led architects to design adaptive buildings that can morph in line with the needs of our communities and planet.

Architecture : Travel : Sustainability

Micro Trends

Affirmative Banking

As the pandemic spotlights conversations about financial equality, new fintech disruptors created by and for intersectional communities are emerging.

FinTech : Technology : Finance

Micro Trends

Cyclical Fitness

Fitness brands are empowering women to harness their hormonal cycles as a way of optimising exercise routines and enhancing overall wellbeing.

Health And Fitness : Women's Health : Health And Wellness

Micro Trends

Modern Mezcal

As interest in tequila and agave-based spirits booms, small-batch mezcal is being thrust into the mainstream and rebranded for a new global audience.

Branding : Drinks : Packaging

Micro Trends

Offset Sellers

Amid accelerating e-commerce, new services are helping retailers to make carbon offsetting a more accessible and convenient part of the purchasing ...

Retail : Sustainability : Carbon Offsets

Micro Trends

Certified Skincare

Beauty brands are turning to a series of labelling innovations to communicate radical transparency about ingredients, sustainability and clinical e...

Beauty : Packaging : Technology

Micro Trends

Interactive Eco-labels

To inspire greener behaviour among customers, fashion brands are elevating their product labels to promote transparency and product longevity.

Fashion : Sustainability : Retail

Micro Trends

TikTok Tastes

TikTok’s influence on food and drink trends is crossing over into the real world, inspiring new brands and products, as well as menu and marketing ...

Food : Drinks : Social Media

Micro Trends

Healing Luxury

From fashion to jewellery, Chinese designers are drawing on national pride and traditional approaches to wellbeing to recast luxury’s value proposi...

Luxury : China : Health And Wellness

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.

Youth : Marketing : Technology

Micro Trends

Post-conscious Travel

Sustainable travel has been bastardised. A new wave of innovators are trading in buzzwords to redefine what it means to travel consciously.

Travel : Hospitality : Tourism

Micro Trends

Connective Audio

To make up for a lack of in-person interactions, consumers are turning to aural online spaces to have meaningful conversations.

Media And Entertainment : Technology : Aural Experiences

Micro Trends

Micro-mmunity Retail

Retail brands are swapping flagship and big-box store formats for downscaled neighbourhood shopfronts with services curated to the needs of local s...

Retail : Customer Experience : Local

Micro Trends

Radical Relief

With chronic conditions rising and support systems failing for young people, digital communities are filling the gaps left by healthcare.

Youth : Health : Wellness

Micro Trends

Climate-adaptive Wineries

As the wine industry adapts to extreme weather and wildfires, threatened vineyards are turning tainted grapes into experimental wines and spirits.

Wine : Climate Change : Sustainability

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