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

Second-hand Brands

Brands are taking back control of their second-hand stock and launching dedicated platforms and spaces to sell pre-owned products.

Retail : Resale : Fashion

Micro Trends

Open-source Sustainability

Open-source platforms are providing materials insight and education for designers, developers and architects to make their output more eco-fr...

Design : Materials : Sustainability

Micro Trends

Wandering Workers

With business travel grounded in 2020, the travel industry is exploring fresh directions in Bleisure and business stays that inspire remote, roamin...

Travel : Hospitality : Hotel

Micro Trends

On-demand Farms

The farm-to-table movement is going direct-to-consumer as farmers and small-batch producers embrace livestreaming, digital tools and platforms for ...

Agriculture : Direct-to-Consumer : Food

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Micro Trends

Ephemeral Hotels

With experience-collecting guests concerned about their travel footprint, hoteliers are now helping to alleviate their worries by creating transien...

Hospitality : Travel : Luxury

Micro Trends

Mood-boosting Beauty

Cosmetics brands are taking cues from neuroscience to inform new products and support consumers with their skincare as well as their mental w...

Beauty : Health And Wellness : Neuroscience

Micro Trends

Whisper Networks

Luxury brands are focusing on invitation-only, experience-led micro-communities to uphold an aura of exclusivity in the

Luxury : Media : Technology

Micro Trends

Eco To Go

Packaging innovators are targeting the food delivery sector with re-usable and earth-friendly alternatives to single-use cartons and boxes.

Food : Packaging : Materials

Micro Trends

Deep Ownership

New platforms are emerging in which users are not only part of their growth and development but have an active role – and control – as partial owners.

Cryptocurrency : Fashion : E-commerce

Micro Trends

Heritage Refashioned

At a time of greater brand transparency, the luxury sector is looking inwards to address and change the meaning of heritage beyond its colonial con...

Luxury : Fashion : Black Lives Matter

Micro Trends

Digital Twin Cities

From Silicon Valley to Stuttgart, digital twins of the built environment are enabling people to explore, engage with and evolve their real-life sur...

Future Cities : Architecture : Technology

Micro Trends

Sensory Destinations

As tourism emerges from a period of adversity, marketers are selling the sensorial nature of travel to consumers overwhelmed by screens.

Travel : Hospitality : Tourism

Micro Trends

Deadstock Designers

As the pandemic leaves fashion brands with a glut of unsold apparel, designers are shifting focus to dead stock and agile new waste strategies.

Fashion : Retail : Design

Micro Trends

High-tech Sugars

As consumers, companies and governing bodies shun sugar, innovations and next-generation sweeteners are blending nutrition with science and technol...

Food : Sugar : Technology

Micro Trends

Alumni Incubators

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

Youth : Workplace : Fashion

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