Trends

The latest global consumer trends that we’re tracking across sectors, substantiated by expert opinions and the latest industry statistics.

Macro Trends

Recuperative Living

In the aftermath of Covid-19, consumers’ collective concerns about hygiene, wellbeing and immunity will drive new directions in beauty and wellness...

Beauty : Health : Wellness

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

Macro Trends

Feedback Frontiers

As communications with consumers become more circular and conversational, brands are treating every micro-interaction as a valuable opportunity to ...

Retail : E-commerce : Digital

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

Macro Trends

Post-purpose Brands

Pushing back against purpose-washing and jumping on the bandwagon, brands will embrace imperfection and focus on betterment. With more intuitive te...

Retail : Branding : Purpose

Macro Trends

Pleasure Revolution

With every second of our free time colonised by the cult of busyness, future consumers will turn away from a life of relentless productivity and sh...

Leisure : Workplace : Wellness

Macro Trends

Enlightened States

The experience economy is pivoting towards personal transformation as the public imagination looks inwards, favouring self-discovery over shared sp...

Experience : Wellness : Leisure

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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