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

Carbon Wears

Emission-to-textile innovators are helping fashion brands to create new products while reducing the environmental impact of both the sector and its...

Fashion : Sustainability : Carbon

Micro Trends

Haptic Metaverse

Haptic wearables and devices are bringing tactile stimulation to virtual environments, enabling consumers to literally feel the metaverse.

Metaverse : Media & Entertainment : Technology

Micro Trends

Salon Confidantes

Salon spaces and staff training are evolving the meaning of ‘beauty therapy’ as trust, client safety and their wellbeing become integral to salon s...

Beauty : Wellness : Community

Micro Trends

Game-Fi Rising

Brands are using game-based finance to create new retail opportunities, rewarding game play loops and building a greater sense of in-game status.

Gaming : Finance : Technology

Micro Trends

Crypto-and-Mortar

With more consumers investing in virtual assets, bricks-and-mortar retailers are exploring ways to market and sell NFTs in physical shopping spaces.

Retail : Media : NFTs

Micro Trends

Humanity Hospitality

Alternative hospitality networks that prioritise care over profit are emerging in response to the corporatisation of home-sharing models.

Travel : Hospitality : Hotel

Micro Trends

Confessional Clubs

Generation Z are turning from identity-driven social media platforms to safe, anonymous and judgement-free spaces that are rooted in emotional hone...

Youth : Social Media : Society

Micro Trends

Savoury Sips

To combat a market saturated with sweet, pinkified spirits and wines, drinks brands are experimenting with savoury and herbaceous flavour profiles.

Drinks : Alcohol : Food

Micro Trends

Repurposed Roadwear

Car brands are combining fashion and material innovation to promote sustainable practices in mobility’s green age – without sacrificing brand statu...

Mobility : Fashion : Sustainability

Micro Trends

Digital Fragrances

Our sense of smell, once impossible to translate via the internet, is now aligning with our digital habits, thanks to a new wave of phygital perfum...

Fragrance : Beauty : Technology

Micro Trends

Crowdsourced Companions

Digital apps are reviving physical meetings, helping despondent members of Generation Z to expand their social groups in safe and meaningful ways.

Youth : Media : Digital

Micro Trends

Decadence Hotels

Hedonism is creeping into the hospitality space, as hotels expose the sense of debauchery and self-indulgence that their private hideaways can offer.

Travel : Hospitality : Wellness

Micro Trends

Provocation Platforms

A societal resilience has led people to step out of their comfort zones in favour of dissenting perspectives. Now, this search for discomfort is fi...

Social Media : Media & Entertainment : Technology

Micro Trends

Play-tail

Retailers are targeting families with interiors dedicated to children’s play and engagement that help to ease shopper pain points and foster commun...

Retail : Architecture : Design

Micro Trends

Erotic Eating

Consumers’ hunger is growing for niche ingredients, sensorial shopping experiences and communal eating events centred on touch and indulgence.

Food : Drink : Health And Wellness

Micro Trends

Pop Culture Jewels

Jewellery and music are converging, as brands and pop stars use their clout to drive identity-first directions in marketing and collection developm...

Luxury : Identity : Society

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