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

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

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

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

Micro Trends

Enhanced Natural Beauty

Beauty consumers are shifting their focus from cosmetic fads to more natural enhancements that re-invent everyday looks.

Beauty : Retail : Female Futures

Micro Trends

Diversifying Nature

As consumers swap once-bustling metropolitan hubs for greener spaces, collectives and brands are ensuring the great outdoors remains accessible to ...

Intersectionality : Leisure : Future Cities

Micro Trends

Pandemic Pop-ups

Agile, adaptable and short-term shop concepts are emerging as mass store closures force landlords and retailers to rethink the role of the pop-up.

Retail : Pop-ups : Bricks-and-mortar

Micro Trends

Accredited Influencers

No longer associated with self-obsession and superficiality, the influencer model is becoming a career that is not only legitimate but has real soc...

Youth : Media And Entertainment : Technology

Micro Trends

Fulfilment Furnishings

The global pandemic has shifted people’s priorities to focus on home furnishings that place wellbeing at the fore, in both physical and digital sce...

Health : Wellness : Workplace

Micro Trends

Corporeal Privacy

Privacy and data protection are now becoming part of our physical beings, thanks to hardware and devices that mesh with our bodies.

Privacy : Technology : Security

Micro Trends

Anti-travel Airlines

Under pressure to diversify revenue streams, airlines are creating customer experiences that aren’t limited by travel restrictions.

Travel : Airlines : Tourism

Micro Trends

Luxtainment

As spending moves online, luxury brands are exploring new content marketing opportunities that combine entertainment with expertise and acquisition.

Luxury : Retail : Entertainment

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