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

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

Micro Trends

Social Elixirs

Non-alcoholic brands are targeting conscious hedonists with flavourful, functional drinks created for sober social occasions – and better bedtimes.

Drinks : Sobriety : Wellness

Micro Trends

Research Cities

From Canada to Japan, a series of masterplans for future cities will see tomorrow’s urban enclaves double as live test hubs for global technology f...

Architecture : Technology : Society

Micro Trends

Voyage Apparel

Clothing and accessories brands are catering for Liberated Luxurians with new collections and services for ever-more peripatetic affluent c...

Luxury : Fashion : Travel

Micro Trends

Togetherness Travel

With modern families and friends dispersed across the world, people are turning to travel as a way to stay physically connected.

Travel : Tourism : Hospitality

Micro Trends

Piercing Pioneers

Brands are modernising the coming-of-age ritual of piercing for a new generation of teenagers who are keen to experiment with their identity.

Retail : Youth : DTC

Micro Trends

DTC Directories

A crop of third-party platforms are offering new ways to filter through the growing number of digital and direct-to-consumer brands.

Retail : DTC : Shopping

Micro Trends

At-home Epigenetics

As research into the field of epigenetics advances, new at-home testing kits are emerging that enable consumers to take control of their own health.

Wellness : Epigenetics : Health

Micro Trends

Young Nativists

Generation Z are reconnecting with their indigenous roots, seeking communities and travel experiences that preserve ancestral knowledge.

Youth : Travel : Hospitality

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