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

Safety Fits

Merging functional gear with activism, emerging designers want to turn clothes into modern-day armour.

Fashion : Society : Technology

Micro Trends

Clean Medicine

We’ve seen the rise of concepts including ‘clean food’ and ‘clean beauty’, but now comes a new class of clean. Say hello to ‘clean medicine’.

Health : Wellness : Medicine

Micro Trends

Topline Tableware

Younger generations are dusting off tabletop heirlooms, from crystals to silver cutlery, and driving a revival of traditional arts de la table – wi...

Luxury : Food & Drink : Design

Micro Trends

Sober Bars

As Gen Z and the impact of the pandemic continue to inspire sober-curiosity, new establishments are emerging that provide a safe space to enjoy dri...

Drink : Entertainment : Society

Micro Trends

Anti-Provocation Platforms

Consumers burnt out on traditional social media spaces are being offered new platforms that build common good values into their functionality.

Technology : Media & Entertainment : Youth

Micro Trends

Collegiate Nostalgia

Collegiate-inspired fashion and entertainment is soothing Gen Zers who feel their youth was stolen by the pandemic.

Youth : Media & Entertainment : Fashion

Micro Trends

Next-Gen R&D Labs

A new generation of R&D labs are emerging to meet consumers’ expectations on product quality and efficacy, while supporting underserved communities.

Beauty : Manufacturing : Science

Micro Trends

Solar Sustenance

The sun is rising once again as a source of inspiration for food and drink brands, which are exploring solar sustenance as a long-term solution to ...

Food : Drink : Sustainability

Micro Trends

Next-level Hedonism

Following years of pandemic-related social restrictions, consumers in the US in particular are prioritising pleasure – and indulging in next-level ...

Youth : Hospitality : Fashion

Micro Trends

Indigenous Influencers

Digital inclusion must mean embracing Indigenous culture. There are lessons in this for all businesses striving to embrace inclusivity.

Technology : Media & Entertainment : Society

Micro Trends

The New News

As consumers seek an alternative to the 24-hour news cycle, media outlets are racing to re-invent themselves for the next generation.

Society : Media & Entertainment : Design

Micro Trends

Airborne Stays

A new category of travel experiences is taking off and catering for a growing appetite for air-scapism – airborne cruises where the flight and dest...

Luxury : Travel & Hospitality : Technology

Micro Trends

The Awe Economy

Brands are harnessing the science behind awe to create experiences that invoke wonder and awaken self-transcendence.

Travel & Hospitality : Design : Architecture

Micro Trends

Tinned Tipples

Climate change, resource scarcity and the cost of living crisis are driving the fine wine industry to accelerate its transition to tins.

Drink : Society : Packaging

Micro Trends

Activist OOH Advertising

As the climate crisis becomes an increasing concern, brands are turning their physical billboards into instruments of activism.

Drink : Advertising & Branding : Sustainability

Micro Trends

Doom Dressing

Driven by a gathering mood of pessimism, a new dark, dystopian and eerie aesthetic is emerging, infused with satire and subversion.

Identity : Fashion : Climate Change

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