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

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 Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.

Travel : Media : Hospitality

Micro Trends

Preserving Digital Legacies

Meet the innovators safeguarding and cherishing precious digital memories beyond the grave.

Death : Digital Legacy : Data Storage

Micro Trends

Accredited Advice

Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.

Beauty : Health & Wellness : Technology

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...

AI : Spirituality : Technology

Micro Trends

Audio to Watch

Moving music to new frontiers, platforms including Spotify, TikTok, Twitch and YouTube have educated consumers into developing a unique sensitivity...

Music : TikTok : Social Media Platform

Micro Trends

Mass Movement

In-person gatherings are increasing at an unprecedented scale, serving a visceral need for vitality and human connection among young adults.

Wellness : Fitness : Collectivism

Micro Trends

Subversive Sustainability Ads

Consumers are inundated with misleading sustainability claims. Opting out of binary messages of climate doom and hope, brands are using rebellious ...

Sustainability : Advertising : Design

Micro Trends

AI-powered Groceries

From cost savings and circular economies to consumer behaviour forecasting, food innovators are turning to artificial intelligence to level up groc...

Retail : Food & Drink : Technology

Micro Trends

Generative AI Magazines

Channelling the creative power of artificial intelligence, innovators are producing entire print lifestyle magazines based solely on prompt expertise.

AI : Technology : AI Creativity

Micro Trends

Regenerative Luxury Jewels

Thanks to advances in materials and manufacturing, the jewellery industry is entering a new era of sustainability.

Luxury : Sustainability : Fashion

Micro Trends

Quiet Mode

In a world full of noise, innovative features from tech and social media companies are helping consumers who crave a new kind of quiet.

Youth : Technology : Society

Micro Trends

Spiritual Cosplay

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.

Youth : Fashion : Society

Micro Trends

Video Dating Futures

As users demand more authenticity when seeking romantic connections, dating apps are pivoting towards video-first formats.

Youth : Media & Entertainment : Technology

Micro Trends

Elastic Agencies

Responding to the demands of Post-purpose Brands while facing rising inflation, creative agencies must embrace flexibility to keep clients and tale...

Design : Advertising & Branding : Technology

Micro Trends

Latam Afrocentric Itineraries

A new wave of Afro-Latino travel innovators are focusing on Black narratives in the South American tourism market.

Travel : Hospitality : Tourism

Micro Trends

Peripatetic Dining

Turning motion into the new palate cleanser, a wave of innovative chefs are moving guests between courses.

Restaurant : Restaurant Concept : Restaurant Trends

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