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Divergence

A method of ideation that deliberately goes against the grain of the mainstream. A great tool for battling brand skepticism, Divergence is about rebellion and differentiation.
Megatrends:
Authenticity
Social media and a resistance to traditional advertising have created a desire for authenticity and reality.
Many to Many
A mass proliferation of sellers and media creators has shifted the world to a many-to-many economy.
Personalization
Small batch production technologies and more personalized media are creating an expectation for personalization.
Addiction Analysis
AI companies develop apps to combat addictions with personalized analysis
Trend - AI companies are launching addiction analysis apps designed to assist users in combating nicotine and other substance addictions. These apps leverage AI to track usage patterns, deliver tailored recommendations, and provide real-time support, capitalizing on technology-driven health solutions.

Insight - Consumers facing addiction seek accessible and affordable recovery tools that offer personalized support. The growing awareness of mental health and well-being, coupled with limited access to in-person treatment options, has created a demand for tech-based solutions. AI-driven apps cater to these needs by providing customized insights, progress tracking, and professional resources, reducing stigma and barriers to seeking help, placing pressure on AI companies to develop impactful health tools.
Workshop Question - How can your brand leverage AI technologies to provide personalized solutions that address today's pressing health and wellness challenges?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Acne-Safe Hair
Brands infuse haircare products with acne-friendly ingredients to prevent breakouts
Trend - Hair brands are designing products formulated to avoid ingredients that may trigger or worsen acne, especially on the scalp, forehead, or areas where hair touches the skin. These products typically avoid comedogenic ingredients like oils, silicones, or fragrances that can contribute to breakouts.

Insight - Acne-prone individuals often search for products that do not negate their skincare routines, allowing them to maintain clear skin while also addressing their personal care needs. In response, haircare brands are recognizing the impact their products can have on skin health and are increasingly developing formulas to avoid irritating acne-prone skin. By understanding a product's benefits and potential drawbacks, brands can make informed development decisions that prevent losing certain customers.
Workshop Question - How can your brand anticipate and address consumer concerns early in product development?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Care
Pet care brands are launching AI-powered support apps for pet owners
Trend - Pet care brands are launching AI-powered pet support apps designed to provide personalized care and support for pets. These apps use AI to monitor pet health, offer customized advice, and connect pet owners with veterinary services, offering a convenient and accessible solution for pet owners.

Insight - Consumers are increasingly treating their pets as integral family members, seeking the best possible care for them. The demand for personalized and convenient pet care solutions is on the rise, driven by the desire for improved pet health and well-being. The pressure from a fast-paced lifestyle and the need for instant access to information have led to the development of AI-powered pet support apps. By adopting AI-powered technology, pet care brands can cater to the needs of modern pet owners.
Workshop Question - How your brand leverage AI technology to create personalized and convenient solutions that address the evolving needs of its customers?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Paired Playlist
Brands increasingly pair their product launches with curated playlists
Trend - Brands are enhancing product launches and customer experiences by curating playlists that capture the essence of an item’s vibe, purpose, or aesthetic. Designed to be played while using the product, these soundtracks engage multiple senses, creating more immersive and memorable consumer experiences.

Insight - Modern consumers are drawn to products that engage all their senses, allowing them to experience the product's unique character with a fully immersive experience. These individuals gravitate toward multi-sensory products to enhance their environment, helping them relax through visual, auditory, and tactile stimulation. Brands that embrace this trend by pairing products with complementary sensory elements can appeal to those looking to elevate everyday items into something more experiential.
Workshop Question - How can your brand appeal to the demand for sensory products?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boldened Snack
Packaged snack brands are refreshing packaging portfolios to improve recognition
Trend - CPG snack brands are refreshing their packaging designs to draw more attention to their products while emphasizing standout features. These features include better-for-you ingredients and reduced environmental impact, with intent to capture younger audiences with such practices.

Insight - Younger consumers are becoming more environmentally conscious and health-focused in their purchasing decisions. There is a growing awareness of the impact of plastic waste and a desire to support brands that take active steps towards sustainability. Similarly, consumers are increasingly concerned about the ingredients in their food, seeking options free from artificial additives and high in nutritional value. Such pressures are leading to rebrand strategies to appeal to younger demographics.
Workshop Question - How might we innovate our brand's approach to packaging and product design to effectively resonate with environmentally conscious and health-focused younger consumers?
7.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Messy Authenticity
Brands are celebrating human imperfection and emotional authenticity
Trend - As AI-generated content becomes increasingly prevalent across industries, brands are intentionally showcasing human messiness, imperfection and emotional authenticity in their marketing and products. This manifests through interactive retail experiences that encourage emotional expression, social campaigns highlighting real consumer mishaps, and products designed to celebrate human quirks.

Insight - The rapid advancement of AI and algorithmically perfect content has created a cultural tension where consumers feel disconnected from authentic human experiences. For many, particularly younger demographics, digital perfection has become synonymous with artificial and inauthentic. This is creating demand for brands that acknowledge and embrace human complexity, vulnerability and emotional authenticity. By celebrating imperfection, brands can help consumers reclaim and express their fundamental humanity in an increasingly AI-driven world.
Workshop Question - How can your brand authentically showcase human imperfection in an increasingly AI-perfect world?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dietary Pet
Pet care brands are launching web-based resources for pet dietary inquiries
Trend - Pet care brands are creating dedicated websites for pet dietary questions. These resources are designed to ensure that pet owners do not feed something to their pets that may seem unassuming, but is in fact dangerous to the pet's health. As such, the websites are streamlined for fast results.

Insight - Pet owners, particularly cat and dog owners, occasionally feed their pets food originally designed for humans. Whether as a treat during a holiday, or because they do not want to eat the food themselves, or any other reason, it is important for the owner to confirm that the food is in fact safe for their pet to consume. Particularly when the alternative is causing a health concern for their pet. Brands are aiming to improve pet dietary safety with dedicated easy-to-access resources.
Workshop Question - How can we leverage digital platforms to provide fast and reliable resources that address specific consumer needs relative to our industry?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mobile SSD
Clip-on mobile storage drives are gaining popularity as storage demands rise
Trend - Tech brands are creating compact solid-state drives (SSDs) designed to clip-on to mobile phones, adding increased storage capacities. The clip-on mechanism is designed to be convenient, preventing users from needing to remember to bring the device with them.

Insight - Each year, mobile storage becomes a greater concern for the average consumer. This is due to mobile games increasing in size and quality, cameras increasing in quality leading to larger photo and video files, and the improved utility of mobile phones causing far more files to be stored on them than ever before. While online file back-up solutions may be solutions for some, others may not want to pay fees to store data, leading to brands creating compact mobile storage drives.
Workshop Question - How can we innovate to meet the growing consumer demands for convenient and compact storage solutions in an increasingly data-centric world?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Podcast Power
Elite podcasts emerge as dominant media force
Trend - While the podcasting landscape appears vast with millions of shows, a clear concentration of power is emerging among top-tier podcasts that command disproportionate listener attention and advertising revenue. These premium podcasts are proving to be uniquely powerful media channels, often outperforming traditional broadcast and cable networks in reach and engagement among coveted demographic segments.

Insight - As audiences increasingly reject rigid cable schedules in favor of on-demand content, podcasts offer the flexibility to engage during commutes, workouts, or daily tasks. This format particularly resonates with younger demographics who seek both convenience and authenticity in their media choices. The intimate, long-form nature of podcasts creates stronger host-listener connections than traditional media, while satisfying consumers' growing appetite for in-depth content exploration.
Workshop Question - How could your brand leverage premium podcast channels to reach previously elusive audience segments?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Positivity Platform
Social platforms with a positive focus rebel against the negative internet
Trend - New online platforms, whether private or social-focused, are launching with a focus on positivity and compliments. Some such platforms are powered by AI, while some are community-driven. However, each are designed to offer positive breaks from the negative nature of popular content platforms.

Insight - Social media upkeep is a tiring process for many users, with even more users opting simply to view these platforms without ever posting. This process, though, quickly reveals that negative and controversial posts grow to far wider audiences than positive ones, leading to social media being even more mentally draining for users. Many such users take breaks, or seek positivity elsewhere, leading to brands creating positivity-focused AI and social platforms for mental breaks.
Workshop Question - How might we create a positive and uplifting experience for our audience to counteract the negativity often found in digital environments?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends