Micro Trends

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

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

Symbiotic Signals

Designers are using technology to bridge the communication gap between human and non-human life, nurturing a more harmonious and symbiotic relationship with nature.

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

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

Friend Bots

Brands are combining artificial intelligence with anthropomorphic design to create robots that offer friendship on demand.

Neo-Kinship : Kuri : Gatebox

Micro Trends

Courtship Crisis

As online dating becomes the norm, consumers are looking for services to augment their failing courtship skills.

Tinder : Neo-Kinship : Social Anxiety

Micro Trends

Civic Placemakers

Brands are taking a more proactive role in shaping their cities by leading urban regeneration initiatives and investing in the development of publi...

Civic Brands : Placemaking : Brandstanding

Micro Trends

Work Zones

Concentration is the new concern for designers of open-plan offices, as playful features and vibrant décor are vetoed in favour of modest int...

Workplace Futures : Focus : Co-working

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.

Parenting : Snoo : Future Family

Micro Trends

Post-ownership Products

Brands are responding to the continued growth of collaborative consumption by designing products that appeal to multiple temporary users rather tha...

Civic Brands : Collaborative Consumption : MINI

Micro Trends

Affirmative Fractions

Brands are using price segmentation to make high-quality products and services available at a fair price.

Civic Brands : The Just Nots : Retail

Micro Trends

Sleep Eats

Sleep is the new frontier in wellness, and brands are developing new foods, drinks and supplements that calm the mind, aid sleep and restore c...

Functional Foods : Sleep : Wellness

Micro Trends

Telepresence Tech

The Skype generation is coming of age as people across the world connect via telepresence technology.

Technology : Neo-Kinship : Family

Micro Trends

Intelligent Gaming

Content creators are looking to different forms of media as a way to contextualise and intellectualise video games.

Gaming : Ubisoft : Video Games

Micro Trends

Fast Fabrication

A burgeoning revolution in robotics is enabling apparel and footwear brands to adopt automated manufacturing systems that have proven difficult to ...

Adidas : Automation : Workplace Futures

Micro Trends

Well Hotels

Luxury hotels are going above and beyond the usual spa and gym to offer a new spin on wellness.

Wellness : Travel : Hospitality

Micro Trends

Post-family Marketing

Brands are increasingly recognising that idealised visions of family and marriage are no longer effective marketing tools.

Marriage : Future Family : IKEA

Micro Trends

Psychoactive Scents

Brands are developing new fragrances that draw on neuroscience to invoke a physical reaction in the wearer.

Fragrance : Optimised Self : Mood Retail

Micro Trends

Tonic & Tonic

Tonic water has evolved from an afterthought to an essential part of a mixed drink, as challenger brands create products with more nuances in...

Party-totallers : Alco-Health : Premium Tonic

Micro Trends

Listening clubs

Listening clubs offer new spaces for consumers who want a meditative, considered approach to music appreciation.

Music : Streaming : Retail

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