Trends

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

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

Micro Trends

Skincare Networks

New online platforms are cutting through hyperbolic content with peer and expert advice designed to improve personal routines and product development.

Beauty : Skincare : Peer To Peer

Micro Trends

Flexitarian Meats

Food products that mix meat with a healthy dose of vegetables are becoming a gateway for consumers curious about flexitarianism and plant-based eat...

Food : Meat : Health

Micro Trends

Grown-up Sodas

Consumers’ increasingly global palates are driving demand for complex flavoured soft drinks that have the double benefit of being alcohol-free.

Drinks : Soft Drinks : Non-alcoholic

Micro Trends

Privacy Hardware

As digital privacy and data breaches become pertinent issues, physical tools and devices are being designed to shield citizens’ identities.

Technology : Advertising : Surveillance

Macro Trends

Home Eatertainment

Changing dining dynamics have created a new convenience culture focused on elevating the experience and enjoyment of eating and drinking at home.

Food : Convivial : Convenience

Micro Trends

Tourism Decelerated

With travellers exhausted by overcrowding, homogenised sights and a sea of smartphones, a counter-movement of slow tourism is gathering pace.

Travel : Tourism : Hospitality

Micro Trends

Air-purifying Algae

This humble green plant’s carbon-sequestering properties are being championed as an eco-friendly solution to urban air pollution.

Wellness : Smog Life : Pollution

Micro Trends

Discovery Dining

Restaurateurs are raising the bar with slowed-down, elevated experiences that combine global flavours, mood-led interiors and entertainment.

Food : Leisure : Restaurants

Macro Trends

Paradox Personas

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline sel...

Youth : Digital : Identity

Micro Trends

Anti-aspiration Advertising

Luxury brands are using prosaic moments and everyday people in their communications to appeal to a new generation of unostentatious consumers.

Luxury : Advertising : Campaign

Design Directions

Vibrant Veganism

Plant-based products are being boldly redefined by creative practitioners who are pushing for a visceral approach that shows desire without comprom...

Advertising : Design : Macro

Macro Trends

Bio-positive Beauty

Short, traceable supply chains and condensed routines are in high demand as beauty moves from zero to positive impact.

Beauty : Sustainability : Science

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