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

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

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

Studio Stores

Faced with declining footfall and fallout from coronavirus, retailers are reclaiming their stores as multimedia hubs for content creation.

Retail : Media : E-commerce

Micro Trends

Activism Gaming

A new generation are viewing the gaming world as a utopian medium to explore and express their social, ethical and political values.

Youth : Media : Entertainment

Micro Trends

Anti-social Sanctuaries

Reclaiming their liberation, affluent consumers are paying a premium for travel and dining services that promise total seclusion.

Luxury : Hospitality : Travel

Micro Trends

Decentralised Care

With the world facing a crisis of health, new micro-societies are emerging that infuse local communities with solidarity, trust and care.

Health : Covid-19 : Wellness

Micro Trends

Flagship Fulfilment

As consumers continue to value speed, retail brands are doubling down on the ways supply chains, logistics and fulfilment can enhance their identit...

Retail : Technology : Logistics

Micro Trends

Edu-play-tion

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

Youth : Technology : Gen Alpha

Micro Trends

Virtual Happy Hours

Amid Covid-19 and self-isolation, digital tools combined with delivery services are reframing drinking at home as a positive, social activ...

Drink : Society : Retail

Micro Trends

Sacrificial Advertising

With a quarter of the world’s population in lockdown, brands are sacrificing typical marketing messages for campaigns that promote isolation over p...

Advertising : Society : Covid-19

Micro Trends

Vanity Redefined

In a society that celebrates being humble, modest and self-effacing, media companies are rebranding self-pride as a force for good.

Media : Technology : Marketing

Micro Trends

Ancestral Beauty

Beauty brands are taking ownership of heritage through the revival of ancestral rituals and ingredients that celebrate – not appropriate – their cu...

Beauty : Society : Culture

Micro Trends

Media Kitchens

Delivery platforms are working with media companies and social apps to launch virtual restaurants that combine food with entertainment.

Food : Drinks : Media

Micro Trends

Discovery Grocers

Online grocers are putting personalisation at the heart of their offering, from curated shopping baskets to SMS advisers.

Retail : Food : Technology

Micro Trends

Before & After Travel

Travel and hospitality brands are future-proofing their customer relationships by providing services to elevate the pre- and post-trip experience....

Travel : Hospitality : Hotel

Micro Trends

Eco-ambitious Retail

Brands are self-imposing sustainability goals on their businesses that – while initially financially impactful – validate them as fundamental to fu...

Retail : Sustainability : Brand 2020

Micro Trends

Co-mmunity Spaces

New hospitality spaces are drawing inspiration from co-working and members’ clubs with hybrid offerings that mix work, play and rest under one roof.

Workplace : Society : Hospitality

Micro Trends

Nature+ Beauty

As supplies of raw ingredients dwindle, bio-technology is stepping in to challenge beauty brands and consumers to forge new definitions of natural.

Beauty : Sustainability : Bio-technology

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