Micro Trends

Specific shifts in consumer behaviour that are changing the business environment in the short term.

Mood-matching Fashion

Emotionally attuned styling and shopping tools are reshaping fashion discovery, helping consumers to move away from keyword and product searches to intuitive, feelings-led journeys.

Micro Trends

The New Creatorverse

Content creators are evolving into multimedia powerhouses, building immersive IP eco-systems, retail ventures and employee-driven content to secure longevity and bypass tech gatekeepers in a saturated market.

Micro Trends

Fitness Fan Clubs

Celebrity-led running events are picking up speed across the US, encouraging a culture of fitness inclusivity while taking fandom forward.

Micro Trends

Heritage Brand-umentaries

Legacy brands are turning to cinematic documentaries and long-form storytelling to showcase their history, craftsmanship and cultural roots.

Micro Trends

Sober Social Fix

As the sober-curious movement strengthens in the US, younger generations are redefining how to enjoy going out with friends, opening up opportunities for hospitality and nightlife brands.

Micro Trends

On-demand Farms

The farm-to-table movement is going direct-to-consumer as farmers and small-batch producers embrace livestreaming, digital tools and platforms for ...

Agriculture : Direct-to-Consumer : Food

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Micro Trends

Ephemeral Hotels

With experience-collecting guests concerned about their travel footprint, hoteliers are now helping to alleviate their worries by creating transien...

Hospitality : Travel : Luxury

Micro Trends

Mood-boosting Beauty

Cosmetics brands are taking cues from neuroscience to inform new products and support consumers with their skincare as well as their mental w...

Beauty : Health And Wellness : Neuroscience

Micro Trends

Whisper Networks

Luxury brands are focusing on invitation-only, experience-led micro-communities to uphold an aura of exclusivity in the

Luxury : Media : Technology

Micro Trends

Eco To Go

Packaging innovators are targeting the food delivery sector with re-usable and earth-friendly alternatives to single-use cartons and boxes.

Food : Packaging : Materials

Micro Trends

Deep Ownership

New platforms are emerging in which users are not only part of their growth and development but have an active role – and control – as partial owners.

Cryptocurrency : Fashion : E-commerce

Micro Trends

Heritage Refashioned

At a time of greater brand transparency, the luxury sector is looking inwards to address and change the meaning of heritage beyond its colonial con...

Luxury : Fashion : Black Lives Matter

Micro Trends

Digital Twin Cities

From Silicon Valley to Stuttgart, digital twins of the built environment are enabling people to explore, engage with and evolve their real-life sur...

Future Cities : Architecture : Technology

Micro Trends

Sensory Destinations

As tourism emerges from a period of adversity, marketers are selling the sensorial nature of travel to consumers overwhelmed by screens.

Travel : Hospitality : Tourism

Micro Trends

Deadstock Designers

As the pandemic leaves fashion brands with a glut of unsold apparel, designers are shifting focus to dead stock and agile new waste strategies.

Fashion : Retail : Design

Micro Trends

High-tech Sugars

As consumers, companies and governing bodies shun sugar, innovations and next-generation sweeteners are blending nutrition with science and technol...

Food : Sugar : Technology

Micro Trends

Alumni Incubators

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

Youth : Workplace : Fashion

Micro Trends

Agile Artisans

Revealing a more resilient business model, ethical fashion and homeware brands are supporting their artisan suppliers during the coronavirus pandemic.

Fashion : Homeware : Retail

Micro Trends

Low-impact Interfaces

To cut the carbon emissions of our online consumption, designers are exploring how to simplify UX and UI design to be greener and more energy-effic...

Technology : Sustainability : Design

Micro Trends

Moral Commerce

In the wake of Black Lives Matter, consumers are seeking brand allies and making shopping decisions informed by their socio-political values.

Retail : Finance : Sustainability

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