Micro Trends

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

Resilience Branding

As the Trump administration rolls back nationwide government DEI initiatives, progressive businesses are choosing to re-affirm their commitment to inclusion by adopting new language rather than retreating from their efforts.

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

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

Male Positivity

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

Re-con Man : Masculinity : Mental Health

Micro Trends

Smart Search

Global – Introducing artificial intelligence in retail is enabling brands to create smarter searches.

IBM Watson : Artificial Intelligence : Predictive Retail

Micro Trends

Room Service Retail

High street brands are collaborating with the hospitality sector to enable customers to shop without leaving their hotel room.

Hotel Retail : Room Service : Millennial Mindset

Micro Trends

Blockchain Consumerism

Still in its infancy, the blockchain has the potential to cut out financial institutions and third parties in the selling of goods and services.

Blockchain : Provenance : Trust

Micro Trends

Boutique Boxing

Boxing is typically associated with brutal training regimens and testosterone-fuelled fights, but boutique studios are changing the rules of the ga...

Boutique Boxing : Fight Club : Empowered

Micro Trends

Recycling Rebranded

Fashion retailers are finding ways to negotiate the desire for sustainability by creating a new aesthetic around recycling.

Recycling : Closed-loop : H&M

Micro Trends

The Art of Sipping

The idea of slowly sipping and savouring straight liquor is making a comeback.

Sipsmith : Bacardi : Alcohol

Micro Trends

Auckland Safari

Auckland is a city experiencing an exciting period of transformation driven by a rising population, an optimistic business climate and a growing ...

Auckland Safari 2015 : New Bricolage Living : Whole-system Thinking

Micro Trends

Bare-it-all Branding

The underwear market is moving away from overly sexualised imagery and ‘perfect’ definitions of beauty and taking an honest, bare-it-all approach.

Underwear : The Athena Woman : Anti-authenticity Marketing

Micro Trends

The New Commune

Co-living is now seen as an extension of co-working, where community and convenience are on your doorstep.

Co-living : Co-working : WeWork

Micro Trends

Righteous Retail

In defiance of Black Friday pandemonium, some retailers are withdrawing discounts and urging consumers to be more thoughtful in their consumption.

Black Friday : Discounting : Zady

Micro Trends

London 2015 Safari

In a perpetual battle to be considered the best city in the world, London shone brightly in 2015 with a range of new retail, hospitality and well...

London 2015 Safari : The Convergence Economy : The Optimised Self

Micro Trends

Text Commerce

Brands are scaling back their omnichannel efforts and getting direct and personal with customers via text.

SMS : Text Commerce : Brand Communication

Micro Trends

Transperiences

Brands that once offered transparent narratives are now creating transparent experiences.

Transparency : Everlane : Patagonia

Micro Trends

Thought-leadership Travel

A new wave of holidays aimed at entrepreneurs, creatives and Silicon Valley types blend cultural experiences with dialogue and debate.

Bleisure : Cultural Tourism : Thought Leadership

Micro Trends

New Sport Heroes

Brands are celebrating the real aspect of sports, showing why it is not the winning but the taking part that counts.

Wieden + Kennedy Portland : Advertising : Marketing

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