Trends

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

Micro Trends

The Make-up Movement

In response to online make-up shaming, beauty brands are challenging industry misconceptions and redefining what it means to wear make-up.

Beauty : Youth : Makeup

Micro Trends

Rethinking Bodycare

Inspired by innovations in facial skincare, brands offering bodycare products are developing more efficacious formulas and highlighting the benefit...

Beauty : Branding : Packaging

Micro Trends

Sleep Easy Travel

There is a new focus on sleep in the travel market as consumers look to avoid stress, fatigue and jet lag.

Travel : Hospitality : Luxury

Micro Trends

Inclusive Fitness

New fitness influencers and gyms are showing how being fit and healthy doesn’t have to be the preserve of affluent white people.

Fitness : Wellness : Health

Micro Trends

Intuitive Pleasure

Women-founded sex technology companies are ushering in a new era that features a much more considered and nuanced approach to a woman’s sexuality a...

Wellness : Health : Female

Micro Trends

Modern Fertility

With infertility a growing problem, consumers are increasingly turning to smartphone apps and devices for advice and to track their health.

Health : Wellness : Infertility

Micro Trends

Accessible Premium

From taking the idea of the dollar store online to the rejection of big brands, retailers are exploring how they can democratise quality and bring...

Retail : Digital : The American Middle

Micro Trends

Crypto-loyalty

As cryptocurrencies edge into the mainstream, more and more brands are looking to them as a means to tap into the rewards and incentives market, w...

Retail : Digital : Finance

Micro Trends

Micro-retail

With convenience a key priority for consumers, brands are exploring the potential of dynamic selling spaces in non-traditional locations.

Retail : Digital : Technology

Macro Trends

Brand Culture 2020

Responding to an increasingly unstable marketplace, tomorrow’s brands will seek to combine the benefits of automation with the creation of a work...

Workplace : Branding : Culture

Macro Trends

Consumer 2020

In the next decade, brands need to prepare for consumers who are abandoning traditional institutions, seeking comfort in safe spaces and reassert...

Youth : Purpose : Belonging

Macro Trends

Experience 2020

Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...

Experience : Experience 2020 : Tech

Micro Trends

Elite Athletes

New elite training camps are catering for aspiring amateur athletes who want to invest in self-improvement to an Olympic level.

Luxury : Travel : Wellness

Micro Trends

Experience-collectors

Luxury travel experiences are becoming the new collectors’ items – and the less accessible they are the more aspirational they are for luxurians.

Luxury : Travel : Hospitality

Micro Trends

Digital Store Fronts

The future of online shopping is being shaped by visual-first digital experiences.

Retail : Youth : Digital

Micro Trends

Safe Spaces

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

Youth : Identity : Belonging

Design Directions

Future Foodscapes

Amid growing consumer demand for transparency in food, designers are approaching visual communication in new ways and challenging traditional notio...

Food And Drink : Packaging : Hospitality

Micro Trends

No-bar bars

While the branded back bar will never fully disappear, recent openings are experimenting with interiors that put less focus on the bottles, and mor...

Drink : Alcohol : Bars

Micro Trends

Anti-intuitive Cooking

New packaged food products and at-home appliances are making it easier to cook gourmet food at home.

Food : Technology : Convenience

Micro Trends

Pollution Apparel

Leading creatives are using water pollution as a resource to highlight unsustainable production practices in the fashion industry and offer alterna...

Fashion : Apparel : Sustainability

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