Micro Trends

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

What’s New on LS:N Global?

From shifting definitions of value to TikTok-fuelled commerce and hormone health retreats, our analysts unpack what’s new and next on LS:N Global.

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

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

Scholarly scents

The fragrance industry may be well-versed in celebrity endorsements, designer collaborations and romanticised visions of femininity, but intellectu...

Perfume : Perfumery : Palette

Micro Trends

Rail is the New Road

As Americans’ interest in rail travel grows, brands are harnessing the romance of cross-country trains to foster innovation and tell new stories.

Transport : Perfromance : Station To Station

Micro Trends

Hybrid Snacks

A wave of no-boundaries fusion foods has hit the market as producers blend unlikely combinations and consumers want more fun with their food.

Kyoto : Foodpairing : La Pâtisserie Des Rèves

Micro Trends

She comes first

From porn to promiscuity, a new era of thinking on women’s sexuality is here.

Sensory : She Comes First : Lelo

Micro Trends

Mix Masters

Historically, the world of scent has been a secretive one, with mystery enshrouding both ingredients and the noses that create them. As consumers d...

Fragrance : Julia Zangrlli : School Of Scent

Micro Trends

Designer Pharmacies

Beauty and medicine exist in different worlds, but we are beginning to see the two spheres borrowing inspiration from each other. Beauty brands are...

London Beauty Queen : De Los Austrias : VŒrdapoteket

Micro Trends

New Foodscapes

In a culture of over-indulgence, food is no longer seen merely as sustenance, but also as a source of sensory pleasure. This has been raised to the...

AVM Curiosities : Confections : Sense

Micro Trends

City Surf

Urbanites are embracing surfing not just as a seasonal fashion fad, but also as a source of creative inspiration and as the ultimate connoisseur sp...

Barcelona : Newport Beach : Michael Quinones

Micro Trends

Hypersensoria

As technology and screen-based interaction pervade our lives, designers are creating new products for the home that appeal to our heightened intere...

Tactile : Michele Daneluzzo : Ritika Karnani

Micro Trends

Alpha Snacks

A new language is appearing in food, directed at men, that marks a return to alpha male foods. On one side are functional health snacks that enhanc...

Functional : Caffeinated Chocolate Bar : Awake

Micro Trends

New Porn

Porn for men is being re-invented and resentitised for a generation bored by the proliferation of blow-up dolls and ubiquitous access.

Publishing : Psychadelic : Printed Media

Micro Trends

Womazines

Move over Marie Claire. A range of new women-focused media is looking beyond fashion and beauty to make feminist issues accessible for all consumer...

Collaboration : Ladybeard : Feminists

Micro Trends

Superstar Treks

Interest in fitness and experiential luxury is driving the growth of active deluxe travel experiences.

Sport : Sport Travel : Healthy Holiday

Micro Trends

Oil boom

Oily skin and oily hair are bad, so putting oil on your skin and your hair is bad – right? Wrong, according to the biggest names in beauty and an i...

Google : Trevor Sorbie : Olay

Micro Trends

Stress is the New Fat

In her 2013 cookbook, It’s All Good, actress and lifestyle guru Gwyneth Paltrow writes of a panic attack she experienced brought on by ‘the plane r...

Genetics : Fatigue : Kiehls

Micro Trends

Man-venturism

Men are escaping the pressures of modern life and embarking on audacious trips that test their mettle and their courage.

Craft : Masculinity : Outdoors

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