Trend Report 2017

2017 Trend Report
Social Store Entertainment
Enlightened Rebellion
Instagrammable Fitness
Commuter Commerce
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publish or present outside your team. Brought to you by Trend Hunter, the world's most popular, largest trend network,
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Reserved
Top 20 Insights
Brought to you by Trend Hunter, the world's most popular, largest trend network, fueled by
more than 100,000 contributors and 2 billion views of data. We help creative innovators like you
Socially driven consumers embrace workouts that also offer photo opps
Implications - As the modern consumer becomes more fixated on the curation of one's image through social media, many are being
enticed by design-led fitness studios that provide an experience that is aesthetically pleasing above all else. This progression
demonstrates that those who approach working out more casually are likely to be seduced by aesthetically driven concepts that tap into
socially driven extrinsic motivations.
Boutique Boxing Gyms

'Shadowbox' in New York City
Boasts a Rustic and Upscale
Aesthetic
DEMOGRAPHICS
Score:
Popularity
8.8
Activity
Freshness
Branded Pop-Up Training

Facilities
The X by adidas is a Bold
Running Experience in
London
Scholarly Boutique Gyms

The Library Gym is
Transforming Training into an
Upscale Activity
Contemporary Boutique
Gyms
1Rebel in London is a Former
Office Turned Theatrical
Luxury Gym
Floating Fitness Studios

The Nike Crystal Coliseum
was a Pop-Up for Training
Classes
5 Ideas + 41 Related Examples

TrendHunter.com/id/327708
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Suspended Adulthood
Millennials look to put a pause on adult life with youthful experiences
Implications - Widely considered to be the most anxious generation, Millennials are escaping the anxieties of "adulting" by choosing to
take part in adventurous events inspired by everything from summer camp to carnivals. This shift highlights the desire on the part of
young adults to unwind in unique, experience-driven ways while participating in social interaction that isn't centered around digital
devices and free from the responsibilities of everyday life.
Digital Detox
Camps
Influencer
Summer
Camps
Adult-Oriented Treehouses
This Luxury Treehouse
Features Both a Whiskey and
Martini Bar
Outdoor
Yoga Camps
StressReducing
Getaways
AdultHonoring Toy
Ads
Adult Ball Pit Bars

This Event Combines the Fun of a
Ball Pit with Adult-Oriented Drinks
Score:
7.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Adult Summer Camps

Camp No Counselors Invites
Grown-Ups to Enjoy Youthful
Freedom with Booze

Preferential Pop-Up
Consumers are enticed by service-driven members-only retail concepts
Implications - Proving that consumers are still looking for top-tier customer service despite an emphasis on convenience, many
individuals are opting to join members-only retail concepts that ensure high-quality amenities and dedicated assistance. In addition to
highlighting the unique brick-and-mortar applications for subscription-based models, this progression demonstrates an interest in
community-focused commerce that provides a more intimate shopping experience.
Luxury
MembersOnly
Cinemas
MembersOnly Coffee
Shops
Members-Only Pop-Up Shops

The Jordan Brooklyn Pop-Up is
Temporarily Open in Flatbush
Contemporar
y Plastic Tea
Houses
MembersOnly Coffee
Bars
Boutique
Social
Memberships
Members-Only Retail Stores

E-Retailer Revolve's Exclusive
Store is Just for Top-Spending
Members
DEMOGRAPHICS
Score:
Popularity
7.8
Activity
Freshness
Exclusive Travel Libraries

Hyundai Card's MembersOnly Library Design Inspires
Wanderlust

Designer Customization
Fashion brands add kiosks in-store that allow post-purchase personalization
Implications - Tapping into the desire for deeper meaning in all areas of spending, fashion brands are channeling the current fascination
with personalized goods by incorporating in-store customization kiosks that provide a more experience-driven purchase. This progression
highlights the need for brands to create room for consumers to customize the products in order to create an extension of themselves tied
to the brand, something that is especially important during a time in which individuals are feeling less of a connection to material objects
and large institutions.
Luxury Clothing Customizations

Gucci is Allowing Consumers to
Do DIY Modifications In-Store
Score:
7.6
Popularity
Activity
Freshness
DEMOGRAPHICS
Sports Lab Interactive Retail

The New ASICS Flagship in
Paris Offer High-Tech
Customization
Handbag Personalization
Kiosks
Coach Has Debuted a
'Craftsmanship Bar' Flagship
Retail Concept
Minimalist Design Emporiums

The New MUJI Fifth Avenue
Store Has a Custom Scent
Lab
Branded Customization
Services
The Burberry Monogramming
Service Lets Shoppers
Personalize Goods

Embedded VR
Brands activate virtual reality users with headset-embedded packaging

Implications - As consumers become more familiar with branded content for entertainment purposes, many brands are disseminating
virtual reality technology by providing packaging that can be repurposed as DIY VR headsets. Also linked to maker culture and the socalled "IKEA effect," which sees consumers place higher value on things they have assembled themselves, this progression illuminates
the opportunity for brands to cultivate and retain a clearly defined audience through the new advertising medium.
Kids Meal VR Packaging

McDonalds Sweden Creates
a Happy Meal Box VR
Headset
Recycled Virtual Reality Viewers

Coca-Cola Provides 3 Hands-On
Options for Eco-Conscious Techies
Score:
7.3
Popularity
Activity
Freshness
DEMOGRAPHICS
VR Beauty Subscriptions
These Birchbox VR Headsets
Will Be Included in Birchbox
Man Orders
VR Cereal Boxes
Nutri-Grain's BOLT Cereal Box
Lets People Experience
Virtual Reality

Quantified Self-Care
Consumers collect information about their personal care habits
Implications - No longer satisfied with merely applying products, consumers now wish to check the status of their skin, body and health
throughout the day. Going one step beyond diagnostics, this shift indicates a consumer desire to be constantly updated on their progress.
The digital revolution has ultimately created a consumer who relies on data to cultivate the most targeted personal routines.
Sophisticated Steel Activity

Trackers
These Watches Have a
Luxurious Style That is Also
Affordable
Skin Moisture Detectors

'Mlizhi' is a Device That is
Used to Detect Skin Moisture
Levels
Skin Analysis
Apps
SkinAnalyzing
Smartphone
Apps
Simplistic Fitness Trackers

The Withings Go Fitness Tracker
Displays a Sleek and Minimal
Design
DEMOGRAPHICS
Score:
Popularity
7.7
Activity
Freshness
Ultrasonic Skin Infusers

This JeNu Product Helps to
Maximize the Absportion of
Skincare Products

Extreme Wellness
Consumers pursue health through strenuous adventure travel
Implications - In order to satisfy an interest in alternative fitness routines that challenge the mind and body, many consumers are opting
for immersive adventure excursions that are both physically and mentally demanding. Also a natural reaction to the contemporary
fixation on yoga and meditation as a means of achieving balance, this progression sees consumers embrace adrenaline-inducing holidays
that serve as both modes of self-discovery and evidence of their skills.
Volcano Boarding Excursions

Nicaragua's Tierra Tour Will
Appeal to Adventurous Thrill
Seekers
Sky High Sport Excursions

Heli-Skiing in Alaska is a
Dare-Devil's Adventure
Glacial Picnic
Excursions
Extreme
Polar
Excursions
Remote Wilderness Retreats

These Private Log Cabins are
Designed for Grizzly Bear Viewing
Score:
5.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Scenic Mountain Biking Tours

Western Spirit Cycling
Adventures Organizes Grand
Canyon Excursions

Analog Divergence
Digital brands take advertising offline with traditional mediums
Implications - As well-established digital platforms look to drive growth in usership, many have begun using offline advertising methods
that are now considered "old world." Investing in billboards or elaborate publicity stunts, these strategies highlight the blending of onlineoffline worlds and the interest of driving consumers to the nearest screen. This shift showcases the value of traditional offline advertising
efforts in both shifting the attention of current users back to the digital space and engaging with new, hard to reach consumer groups.
In-Flight Streaming Launches

The Amazon on JetBlue Pop-Up
Showcases the New In-Flight
Media
DEMOGRAPHICS
Score:
Popularity
6.2
Activity
Freshness
Promotional Floating
Accommodations
The Airbnb Floating House
Can Be Won for a Single Night
Floating Website Birthday

Cakes
The eBay Birthday Cake
Floated Down the River
Thames
Social City Billboards

Snapchat is Turned Its
Geofilters into Social Media
Advertisements
E-Commerce Birthday Road

Trips
The eBay 20th Anniversary
Airstream Trailer Showcased
Deals

Retail Kinship
Consumers search for retail concepts that encourage personal growth

Implications - Destination retail concepts are quickly gaining traction as consumers continue to search for communal shopping
experiences. More than just a spot to "hang out," these locations are evolving to be a shared experience where consumers can also learn
and discover more about the products at hand. This type of collaborative relationship between store representatives and customers
suggests that community experiences can double as experiences of personal growth.
Communal Retail Shops

'Cornerstore' Houses Its Retail
and Textile Production in One
Space
Design Community Showrooms

The Provide Showroom in
Vancouver Combines Modernity
with
Classicism
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Organic Community Stores

Dubai's Biorganic Health Food
Shop Doubles as a Social Hub
Taste-Focused Cheese Shops

This Store Encourages
Customers to Sample
Products Before They Buy

Communal Living
Millennials find a sense of community, meaning & a way to cost-cut

Implications - The running stereotype may be that Millennials live at home with their parents, but new communes allow those starting off
their careers and short on money to get on their feet and follow their passion together. These hubs are popping up in dense urban cities,
offering flexibility in an age of instability.
Short-Term Apartment Rentals

This Network of Co-Living
Spaces Lets Workers Live All
Over the World
Communal Living Houses

Open Door Offers Co-Living
Spaces for People to Live as a
"Family"
Pivoting CoLiving
Lodging
Co-Living
Nomad
Projects
Urban Co-Living Spaces

Startup 'WeWork' is Testing a New
York Co-Living Building Called
'WeLive'
DEMOGRAPHICS
Score:
Popularity
6.7
Activity
Freshness
All-in-One Housing Services

'Krash' Facilitates Modern
Living Arrangements that Suit
Individuals

Culinary Laboratory
Consumers flock to experiential attractions focusing on future food
Implications - As consumers seek experience-driven engagement in all realms, many are embracing hands-on workshops that introduce
them to futuristic concepts like 3D-printed food and sensory-enhanced dining. Part educational workshop, part entertainment, such
immersive attractions speak to the modern consumer's pursuit of memorable, multifaceted experiences. Additionally, these "labs" speak
to the more scientific, well-informed approach to food that both health-conscious and Foodie consumers are employing.
3D Printing Culinary Labs

The 3DS Culinary Lab in La is
an Office and Educational
Hub
Nutritious 3D-Printed Foods

This Food Lab Gives Healthy
Ingredients a More Appetizing
Form
DEMOGRAPHICS
Score:
Popularity
6.3
Activity
Freshness
Multi-Sensory Food Labs

Westfield's Tongue Twister
Shows How Sight, Smell &
Sound Influence Taste
Human Tear Cocktails

The 'Bitter Tears' Workshop
Teaches People to Make
Drinks Out of Their Tears

Artisanal Education
Consumers seek out niche workshops to gain artisan-level knowledge
Implications - In the pursuit of expert-level knowledge in personal areas of interest, consumers are participating in artisan-led workshops
and experiences that explore culinary and beverage innovations that go beyond the traditional food and alcohol pairing format. This
progression highlights the consumer desire to see brands serve as catalysts in helping them in achieving their personal goals and as a
partner in self-educational pursuits.
Craft Chocolate Retailers

Minimal Chocolate's Store
Takes Treats from Bean to Bar

Craft Beer
Workshops
JavaRoasting
Workshops
Experiential Foodie Events

'Try My Kitchen' Offers Cooking
Classes, Group Dinners and
Hosted
Meals
DEMOGRAPHICS
Score:
Popularity
5.3
Activity
Freshness
Beer Brewing Workshops

These Events Give
Consumers an Opportunity to
Learn About Homebrewing

Shoppable Media
Retailers offer purchasing options in entertainment pieces for convenience

Implications - As consumers' schedules become more conflicted and brick and mortar retail engagement decreases, more convenient,
addictive ways to shop are needed. Shoppable media elevates the availability of products and increases opportunity for brand interaction
in a way that is fast and fun. More importantly, these interactions are organic and un-intrusive; two things especially dear to today's
youth generation.
Social
Screenshot
Coupons
Short
Shoppable
Videos
Shoppable Athletic Videos

In Partnership with Smartzer,
Puma Makes It Possible to
Shop a Video
Shoppable
Comedic TV
Episodes
Shoppable
Music Videos
Shoppable Construction Barriers

Kate Spade's 'Coming Soon' Wall
is an Interactive Retail Platform
Score:
5.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Virtual Shopping Displays

eBay's Christmas Displays Let
Customers Buy From Real-Life
Windows

Detoxifying Libation
Consumers opt for food-inspired cocktails that offset the effect of spirits
Implications - As the health and wellness movement continues to push consumers to reconsider their lifestyle choices, many are opting
for cocktails infused with ingredients such as root vegetables and fermented foods. This progression demonstrates that in addition to the
interest in lower calorie beverages, consumers are also interested in incorporating rejuvenating ingredients that proactively nourish the
body during alcohol consumption.
Healthy Celery Cocktails

This Celery Gimlet Offers a
Healthier Alternative to Sugary
Drinks
DEMOGRAPHICS
Score:
Popularity
4.5
Activity
Freshness
Savory Carrot Cocktails

This Decadent Boozy
Beverage is Loaded With
Vegetables and Dry Gin
Root Vegetable Cocktails

This Rhubarb Bellini Recipe is
the Perfect Light and
Refreshing Beverage
Vegan Chickpea Cocktails

This Egg-Free Pisco Sour is
Made Using Bean Water Foam
Korean Kimchi Cocktails

This Unusual Boozy Beverage
Contains Vodka and
Fermented Vegetable Juice

Elderly P2P
Sharing economy initiatives take aim at social issues facing seniors

Implications - As concerns mount over the financial impact of aging Boomer populations, a variety of sharing economy initiatives are
illuminating the power of tech-enabled platforms in offsetting barriers to access related to income and resources. In addition to serving
as a reminder of the stresses of fixed income living, this shift highlights the role of the peer-to-peer economy in empowering consumers
to help themselves when traditional institutions are unable to adequately resolve.
Elderly Roommate-Finding
Platforms
Room2Care is a Miami Sharing
Economy
Service for
Eldercare
DEMOGRAPHICS
Score:
Popularity
5.3
Activity
Freshness
Senior Co-Working Spaces

'Senior Planet' Offers Classes
and Workshops for People
60+
Senior Citizen Restaurant

Pop-Ups
Oma's Pop-Up Serves as a
Social Reintegration for
Grandparents
Elderly Homesharing Services

This Service Enables
Homesharing for Seniors
Currently Living Alone
On-Demand Eldercare
Services
Sage Offers Quality Senior
Home Care with Extensive
Interviews

Prosumer Tourism
Influencers infiltrate the travel and tourism space
Implications - Social media influencers are a recognized source of expert information in various industries, with the travel and tourism
space as the next frontier. Specifically targeted to younger Millennials -- who statistically use travel advisors more than any other adultaged group -- these Prosumers serve as experts whose credibility is boosted by authenticity.
Social Media Travel Guides

The Sherpa App Converts
Instagram Accounts into Visual
Travel
Platforms
DEMOGRAPHICS
Score:
Popularity
5.1
Activity
Freshness
Video Storytelling Apps

Mobile App Storie Lets You
Film and Publish Video Clips
of Your Day
Live Smartphone Tourism

Lopeca Lets You Explore
Remotely Using Mobile Video
Tours From Locals
Snapshot Travel Incentives

Wow Air's Influencers Will
Share a Love of Travel and
Social Media
Livestreamed City Tours

'Play Melbourne Live' Provides
a Peek at the City Through
Periscope

Sponsorship Gaming
Brands find a new consumer demographic in the video game community
Implications - Seeking a new audience, brands are sponsoring events and launches within the video game industry. This signifies a rising
interest in Gen Z and Millennials as these groups gain an increase in spending power. Coinciding with the surge of public gaming
functions, as well as the growth of the gamer community by way of phenomena like Pokemon Go, this shift shows the power in fast
adaptability to consumer growth.
Pizza Chain Gaming Sponsorships

Pizza Hut is a Large Donor for
Many eSports-Related Events
Score:
5.3
Popularity
Activity
Freshness
DEMOGRAPHICS
Amateur Gaming
Competitions
Mtn Dew Reveals a
Competition That Turns
Amateurs into Professionals
eSports Beer Sponsorships

Bud Light Beer is Sponsoring
Gamers Through Its New
Interactive Program
Energy Drink eSports Labs

Red Bull Created a Lab to
Help Professionals Improve
Their Gaming Skills
Energetic eSports
Sponsorships
Rockstar Energy is the Official
Drinks Partner for Team
Infused

Condensed Broadcast
Consumers prefer short bursts of newsworthy information, not excessive content
Implications - News outlets appeal to multitasking consumers using mediums that offer short clips or summarized stories. Consumers
gather global, local and cultural news through these condensed formats in order to meet the demands of on-the-go lifestyles. Brands
cater to tech-savvy consumers who have low attention spans (Gen Z and Gen Y) by providing digital platforms that deliver maximum
content with minimum context.
Summarized News Apps

Pipes Provides Straight-Forward
News by Describing an Article's 4
Main
Points
DEMOGRAPHICS
Score:
Popularity
5.6
Activity
Freshness
Curated Morning News Apps

The 'Refinery29 This AM' App
Features Curated News
Stories
Livestreamed Morning Shows

DigitasLBi's 'Rise and Shine'
is a Livestreamed Facebook
"Feed Show"
Time-Sensitive News Apps

The 'Few Minutes' App Helps
Users Sort Through the News
More Quickly
Exclusive Game-Showcasing
Deals
Snapchat and BuzzFeed Will
Be Able to Show the Olympics
in Rio

Big Data Concierge

Hospitality brands streamline service with algorithm-based recommendations
Implications - As peer-to-peer services continue to democratize accommodation options for consumers, many established hospitality
brands are emerging with digitized concierge services that deliver personalization without compromising efficiency. Enhancing the
experience of both check-in and the stay overall, such data-informed systems suggest that a large opportunity exists for brands to
provide added value through streamlined service in order to remain competitive with cost-efficient contemporary alternatives.
Big Data Travel Platforms

'Wayblazer' Uses IBM Watson as
an Intelligent Concierge
Score:
4.5
Popularity
Activity
Freshness
DEMOGRAPHICS
Digitized Check-In Kiosks

These Self-Service Hotel
Kiosks Replace Concierge
Staff
In-Suite Concierge Apps

Slate is Replacing Hotel
Concierges with Its New TV
App
Robot Hotel Concierges

The Hilton Hotel Has
Announced a Pilot Program
with IBM Watson
Branded Concierge Services

The FordPass Promotion Gives
Car Owners Access to Special
Perks

Branded Education
Organizations are boosting transparency by informing customers
Implications - In a move to control the narrative in a world of information overload, brands are releasing documentaries, tutorials and
tours surrounding an area of their own expertise. This feeds the desire -- specifically among the Generation Z group -- for self-education,
while also tapping into a more humanized approach to branding.
Branded Food Documentaries

'Unbroken Ground' Highlights
Patagonia's New Food
Business
Social Media Music

Documentaries
This Snapchat Series Will Tell the
Story
of Rapper A$AP
Ferg
DEMOGRAPHICS
Score:
Popularity
5.6
Activity
Freshness
Virtual Reality Coffee Tours

This Nescafe 360-Degree
Video Showcases
International Coffee Growers
Cosmetics Brand Social

Documentaries
This Documentary Series is
Produced by MAC Cosmetics


Reserved
Art & Design Insights
Narrative Flagship
Large brands offer unique amenities in-store to establish personality
Implications - As brick-and-mortar retailers work to entice consumers into stores, many established brands are moving to incorporate
unexpected offerings in the form of personalization kiosks and other amenities. Often integrated into a brand's foremost flagship
boutique, such experience-focused incentives serve to funnel consumers into a physical store, where they can better grasp both product
function and brand history. This shift suggests the power of flagship stores in articulating a brand experience and showcases the
potential of such interactions as a crucial "brand touchpoint."
Upscale
Watch
Boutiques
VR
Convenience
Stores

Lab
Korean
Beauty
Brand
Flagships
Luxe In-Store
Facial
Treatments
Community Hub Supermarkets

This Award-Winning Whole Foods
Austin Location is Retail
Playground
DEMOGRAPHICS
Score:
Popularity
7.0
Activity
Freshness
Gamified Athletic Retailers

This Decathlon Connect in
Munich Features Digital
Amenities

Adjustable Garb
Consumers opt for interchangeable wardrobe staples for flexibility

Implications - Given the increasingly fast-paced lifestyle of modern consumers, many are opting to invest in wardrobe staples that have
been designed to transition over time, whether based on style preference or to accommodate fluctuations in size. This shift highlights a
new approach to fashion that conflates a garment's value with long-term functionality and intelligent design.
Interchangeable Design Sandals

The 'Dooq' Women's Sandals
Focus on One Sole with Multiple
Styles
DEMOGRAPHICS
Score:
Popularity
7.7
Activity
Freshness
Modular Footwear
Shooz Travel Shoes are
Designed to be Interchanged
for Flexibility and Comfort
Size-Adjusting Raincoats
The 'Variable Sized Raincoat'
Wil Fit Anyone from Children
to Adults
Interchangeable Smartwatch
Straps
The 'MODE' Android Wear
Watch Bands Focus on
Constant Change
Multifaceted Maternity Bras

This Cake Maternity Bra
Transitions from Pregnancy to
Nursing

Socially driven consumers embrace workouts that also offer photo opps
Implications - As the modern consumer becomes more fixated on the curation of one's image through social media, many are being
enticed by design-led fitness studios that provide an experience that is aesthetically pleasing above all else. This progression
demonstrates that those who approach working out more casually are likely to be seduced by aesthetically driven concepts that tap into
socially driven extrinsic motivations.
Boutique Boxing Gyms

'Shadowbox' in New York City
Boasts a Rustic and Upscale
Aesthetic
DEMOGRAPHICS
Score:
Popularity
8.8
Activity
Freshness
Branded Pop-Up Training

Facilities
The X by adidas is a Bold
Running Experience in
London
Scholarly Boutique Gyms

The Library Gym is
Transforming Training into an
Upscale Activity
Contemporary Boutique
Gyms
1Rebel in London is a Former
Office Turned Theatrical
Luxury Gym

Classes


Reserved
Autos Insights
In-Car Service
Auto brands collaborate to offer instant, in-car services

Implications - As convenience culture continues to dominate, car services are adapting with instantaneous features for added efficiency.
Teaming with up with unlikely services like food retailers and delivery brands, auto brands are allowing drivers to easily order, buy or
request products from the convenience of their own car dashboard. These integrated features not only reflect the continuing use of
technology in consumer lives, but also a need for services that can be accessed no matter where you may be, especially while on-the-go.
Automotive Pizza Payments

Pizza Hut May Soon Let
Customers Pay for a Pizza
Through Their Cars
On-Call Mechanic Services

YourMechanic Brings the Repair
Shop to a Driver's Home or Office
Score:
4.3
Popularity
Activity
Freshness
DEMOGRAPHICS
In-Car Delivery Services

Urb-It Takes Your Online
Shopping Straight to Your Car
Within Two Hours
Restaurant-Booking Autos
BMW ConnectedDrive Can
Make Table Reservations for
Drivers On-the-Go

Post-Purchase Safety
Consumers opt for vehicle safety add-ons offered by auto startups
Implications - As consumers look to all resources to ensure vehicle safety, many are opting for after-market anti-collisions systems that
offset the capabilities of the particular make and model. Such tech products highlight the influence of the automotive startup industry on
mainstream offerings and speaks to the ability of new ventures to adapt more quickly in order to meet evolving consumer desires.
Night Vision Auto Cameras

The FLIR PathFindIR LE Night
Vision Camera Makes Night
Driving Clearer
Cognitive Car Safety Systems

Autonomous Driving Start-Up
NAUTO Offers After-Market
Solutions
Cyber Car
Security
Solutions
Auto Safety
Platforms
Anti-Collision Car Systems

Bosch's Driver Assistance System
Reduces the Chance of Collisions
Score:
4.5
Popularity
Activity
Freshness
DEMOGRAPHICS
Autonomous Vehicle Test

Tracks
This R&D Project was
Recently Funded by the UK
Government

Cognitive Auto
Automotive start-ups seek to offer more intelligent solutions

Implications - Automotive start-ups are pushing the envelope when it comes to developing new products and vehicles, especially in the
autonomous car market. In addition to competing with established brands for the self-driving car, these start-ups are focusing on
ensuring the features and services surrounding vehicle ownership are more integrated and intelligent. Consumers desire an unobtrusive
relationship with their technology, resulting in more cognitive technology.
AI Auto Insurance Platforms

Insurify Uses Artificial
Intelligence to Suggest
Coverage Plans
Autonomous Auto Start-Ups

Automotive Start-Up 'Comma' is
on a Mission to Beat Google and
Tesla
DEMOGRAPHICS
Score:
Popularity
5.4
Activity
Freshness
Cognitive Car Safety Systems

Autonomous Driving Start-Up
NAUTO Offers After-Market
Solutions
Cognitive Learning
Automotives
Capio Enhances Vehicles with
Intuitive Speech Recognition

Democratized Milestone
Big-ticket items become a part of sharing culture
Implications - The share economy has permeated everything from temporary transportation to travel and accommodations, recently
working its way into big-ticket items. This convergence of traditional milestones -- such as car or home ownership -- with modern values
speaks to the mainstream Millennial who is more inclined to traditional values, but is open to new forms of "ownership."
P2P Car Insurance

Guevara Lets Groups Share
Insurance in Order to Keep
Claims Low
Online Apartment Rental

Platforms
This Website Facilitates Group
Apartment
Rentals DEMOGRAPHICS
Online
Score:
Popularity
4.1
Activity
Freshness
Group Wedding Pop-Ups

POPBliss Takes the Pressure
Out of Planning a Wedding for
New Yorkers
Car Lease-Sharing Schemes

Ford Credit Link Has a Group
Car Share Program That's
App-Enabled

Co-Branded Auto
Car companies push lifestyle branding through unexpected collaborations

Implications - Efforts to keep consumers -- specifically Millennials -- interested in purchasing vehicles in the face of economic hardship
and environmental concerns are beginning to skew toward co-branding. Aligning with brands outside of the auto industry positions a
vehicle as less of a rite of passage, and more a piece of a curated lifestyle, proving the power of personal brand.
Co-Branded Couture Scooters

The Vespa 946 Emporio
Armani Scooter Celebrates
Armani and Piaggio
Retail-Branded Motorbikes
The Ducati Scrambler Was Made
In Collaboration With Italia
Independent
DEMOGRAPHICS
Score:
Popularity
6.9
Activity
Freshness
Co-Branded Car Promotions

Uber & BMW are Teaming Up
to Provide Free Rides in the
New 2016 7 Series
Co-Branded Hypercars
Aston Martin and Red Bull are
Making the World's Fastest
Production Vehicle


Reserved
Business Insights
Retail Kinship
Consumers search for retail concepts that encourage personal growth

Implications - Destination retail concepts are quickly gaining traction as consumers continue to search for communal shopping
experiences. More than just a spot to "hang out," these locations are evolving to be a shared experience where consumers can also learn
and discover more about the products at hand. This type of collaborative relationship between store representatives and customers
suggests that community experiences can double as experiences of personal growth.
Communal Retail Shops

'Cornerstore' Houses Its Retail
and Textile Production in One
Space
Design Community Showrooms

The Provide Showroom in
Vancouver Combines Modernity
with
Classicism
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Organic Community Stores

Dubai's Biorganic Health Food
Shop Doubles as a Social Hub
Taste-Focused Cheese Shops

This Store Encourages
Customers to Sample
Products Before They Buy

Dedicated Discount
Established brands emerge with budget concepts to entice consumers
Implications - Big brands are aiming to woo discerning consumers with curated discount offerings presented under new budget brands.
As consumers seek to make purchasing decisions that live up to their values and stay within their budget, they search for reasonable
compromises that they can trust via the bigger brand's reputation. In addition to underlining new consumer priorities in a post-recession
economy, this progression speaks to the shrinking middle market and the need to appeal to consumers based on values rather than
traditional demographics.
Retail Kitchen Experiences

IKEA's Instead of Cafe Pop Up
Addresses Dining Affordably
Score:
7.0
Popularity
Activity
Freshness
DEMOGRAPHICS
Conscious Beauty
Collaborations
This Eco-Friendly Beauty
Brand is Launching a New
Line with Target
Budget-Friendly Organic
Shops
This Sister Chain of Whole
Foods Will Cater to Millennial
Shoppers
Affordable Airline Grocery

Marts
The easyFoodstore in London
is Sells All Groceries for 25p
Dedicated Discount Product

Shops
Shinsegae Group will Launch
Stores for the 'No Brand' Line

Gamified Onboarding
Employers take a lighthearted approach to training and recruiting
Implications - As work and life become more and more integrated, employers are searching for unique recruiting, onboarding and training
processes to engage their teams. Whether it's by injecting pop cultural references, or gamifying the experience itself, these innovations
point towards a strengthening of internal corporate cultures to better reflect the interests of Millennials in the workforce.
Railway Recruiting Simulators

Deutsche Bahn's Employee
Training Program is VRPowered
Gamified Training Programs

'Lush Quest' is an Interactive
Story-Based Onboarding Training
Program
DEMOGRAPHICS
Score:
Popularity
5.2
Activity
Freshness
Rapper-Guided Training
Videos
Burger King's Training Video
for Grilled Dogs Stars Snoop
Dog
Gamified Recruitment Apps

CodeFights Switches Gears to
Help Employers Find the
Right Fits

Niche Incubator
Training for specific entrepreneurial goals becomes more readily available

Implications - The rise of maker culture and the online influencer has increased the average consumer's desire to be an entrepreneur.
This desire, however, does not guarantee that every consumer is able to think creatively about a business concept, and so, hyper-specific
career training can be observed. This speaks to the redefinition of the "American Dream" in the information age.
Leadership Beauty Business

Programs
Sephora is Offering Guidance to
Female
Cosmetic Start-Ups
DEMOGRAPHICS
Score:
Popularity
4.0
Activity
Freshness
Branded Apprentice Programs

This Manchester University
Has a New Pizza Hut
Apprentice Program
Creative Mentorship
Programs
PitchIt! Created a Mentoring
Scheme to Help
Disadvantaged Youth
App-Building Training
Programs
This Company is Bringing iOS
Training to Eager Young
Coders
Female-Focused Startup
Accelerators
This Program Provides
Mentorship for Female
Entrepreneurs


Retail concepts incorporate elements that reflect the Gen Z lifestyle
Implications - In order to capture the attention of youthful consumers in a space they frequent such as the mall, many brands are
emerging with in-store concepts that illuminate their social media habits and reinterpret these behaviors to better inform the retail
experience as a source of entertainment. This progression reinforces the fact that Gen Z feels more comfortable communicating digitally
and suggests that additionally, young consumers are expecting over-the-top amenities that will enhance their offline and online
experiences.
In-Store Selfie Contests

Joe Fresh Embraces Social Media
to Focus on Word-of-Mouth
Promotion
DEMOGRAPHICS
Score:
Popularity
8.6
Activity
Freshness
Content Creator Shops

The New YouTube Store in
London is a Physical Place to
Buy YouTuber Merch
Digital Flagship Beauty Stores

The New NYX New Jersey
Store Has an Interactive
Makeup Station
Fast Casual Snapchat Filters

An IHOP Snapchat
Partnership Will See InRestaurant Geofilters
Mall Skydiving Simulators

Warner Bros Used Virtual
Reality Skydiving to Promote
'Point Break'

Preferential Pop-Up
Consumers are enticed by service-driven members-only retail concepts
Implications - Proving that consumers are still looking for top-tier customer service despite an emphasis on convenience, many
individuals are opting to join members-only retail concepts that ensure high-quality amenities and dedicated assistance. In addition to
highlighting the unique brick-and-mortar applications for subscription-based models, this progression demonstrates an interest in
community-focused commerce that provides a more intimate shopping experience.
Luxury
MembersOnly
Cinemas
MembersOnly Coffee
Shops
Members-Only Pop-Up Shops

The Jordan Brooklyn Pop-Up is
Temporarily Open in Flatbush
Contemporar
y Plastic Tea
Houses
MembersOnly Coffee
Bars
Boutique
Social
Memberships
Members-Only Retail Stores

E-Retailer Revolve's Exclusive
Store is Just for Top-Spending
Members
DEMOGRAPHICS
Score:
Popularity
7.8
Activity
Freshness
Exclusive Travel Libraries

Hyundai Card's MembersOnly Library Design Inspires
Wanderlust

Cannabis Commerce
Regional marijuana legalization opens the door for new ventures
Implications - Just as a fast-growing legal recreational marijuana market has created a demand for brands and products, the emerging
opportunity has allowed for the emergence of new ventures that serve functions unique to the cannabis business. In addition to
highlighting the far-reaching nature of the legal cannabis market, this shift highlights the opportunity for brands offering B2B services to
leverage the needs of entrepreneurs in unique emerging sectors.
Seed-to-Sale
Management
Software
Medical
Marijuana
Management
Apps
Cannabis Merchandising
Firms
The High Road Design Studio
is Aiming to Rebrand Medical
Marijuana
Medical
Marijuana
Biotech
Brands
Corporate
Cannabis
Collaboration
s
Connective Cannabis Platforms

This Platform Helps Marijuana
Dispensaries Improve Customer
Service
DEMOGRAPHICS
Score:
Popularity
7.2
Activity
Freshness
Convenient Cannabis Service

Apps
Blazenow is a New App That
Helps Users Find Dispensaries

Fashion brands add kiosks in-store that allow post-purchase personalization
Implications - Tapping into the desire for deeper meaning in all areas of spending, fashion brands are channeling the current fascination
with personalized goods by incorporating in-store customization kiosks that provide a more experience-driven purchase. This progression
highlights the need for brands to create room for consumers to customize the products in order to create an extension of themselves tied
to the brand, something that is especially important during a time in which individuals are feeling less of a connection to material objects
and large institutions.
Luxury Clothing Customizations

Gucci is Allowing Consumers to
Do DIY Modifications In-Store
Score:
7.6
Popularity
Activity
Freshness
DEMOGRAPHICS
Sports Lab Interactive Retail

The New ASICS Flagship in
Paris Offer High-Tech
Customization
Kiosks
Coach Has Debuted a
Retail Concept

Lab
Branded Customization
Services
The Burberry Monogramming
Service Lets Shoppers
Personalize Goods

Shoppable Media
Retailers offer purchasing options in entertainment pieces for convenience

Implications - As consumers' schedules become more conflicted and brick and mortar retail engagement decreases, more convenient,
addictive ways to shop are needed. Shoppable media elevates the availability of products and increases opportunity for brand interaction
in a way that is fast and fun. More importantly, these interactions are organic and un-intrusive; two things especially dear to today's
youth generation.
Social
Screenshot
Coupons
Short
Shoppable
Videos
Shoppable Athletic Videos

In Partnership with Smartzer,
Puma Makes It Possible to
Shop a Video
Shoppable
Comedic TV
Episodes
Shoppable
Music Videos
Shoppable Construction Barriers

Kate Spade's 'Coming Soon' Wall
is an Interactive Retail Platform
Score:
5.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Virtual Shopping Displays

eBay's Christmas Displays Let
Customers Buy From Real-Life
Windows

Destination Retail
Retail locations adapt to more than just a place for product consumption
Implications - As consumers seek out more experiential aspects in their day-to-day routine, retailers are taking note and re-defining how
the traditional shopping space is structured. Integrating unexpected experiences like health studios and spas, retailers are looking to
change the way retail spaces are perceived, and turn traditional shopping spaces into more of a destination for experiential activities and
relaxation.
Hybrid Wellness Studios

ETHOS is a Fitness Boutique
That Challenges, Comforts
and Nourishes
Luxe Immersive Homeware

Flagships
The Porcelanosa Flagship in NYC
is
an Interactive Experience
DEMOGRAPHICS
Score:
Popularity
6.2
Activity
Freshness
Korean Beauty Brand

Flagships
The Sulwhasoo Flagship Store
Features an In-House Spa
Department Store Fitness

Studios
The YUNG CLUB is a Pop-Up
Gym Located Inside
Selfridges

Workshop Retail
Retailers create workshop areas for heightened customer involvement

Implications - Realizing the need for greater customization, retailers are rolling out mini in-store workshops and stations to instigate
interaction. Designating specific sections of the retail space to allow for customization, product testing or educational experiences,
brands are seeking to revamp the retail landscape into a place that is more user-friendly and personalized to consumer preferences.
Experiential Coffee Boutiques

Nespresso's Flagship Coffee
Store Encourages Tasting and
Discovery
Kiosks
Coach Has Debuted a
Retail Concept
High-Tech
Maternity
Stores
In-Store CoWorking
Stations
High-Tech Beauty Bars

The Skinfood Concept Shop
Features Tech-Integrated Displays
Score:
7.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Shop-in-Shop Retail Hubs

The Aritaum Mega Shop
Spotlights Self-Care Brands
with Distinct Stations


Reserved
Eco Insights
Urban Escapism
Modern structures include quiet spaces for consumers to reflect

Implications - Consumers are seeing the widespread integration of natural interior spaces designed to facilitate moments of tranquility in
chaotic urban settings. Often designed to filter out distractions and allow one to connect with their thoughts, such spaces highlight the
relationship between one's environment and overall well-being, as well as the need to take dedicated breaks from the connected world in
the pursuit of self-preservation. In addition to highlighting the modern emphasis on mental wellness and its relationship to functional
design, this progression speaks to the desire to "unplug" in a world of constant connectivity.
Urban Park Airports

The Singapore Changi Airport
to Offer Greenery and Fresh
Air for Travelers
Waterfall Tower Developments

'Marina One' Will Have a Tiered
Garden Atrium with a Giant
Waterfall
DEMOGRAPHICS
Score:
Popularity
6.1
Activity
Freshness
Garden-Shrouded Student
Residences
A Project at a Swiss University
Will Have Plenty of Greenery
Artificial Rainforest Hotels

The Rosemont Hotel Boasts
An Artificial Rainforest and
Beach

Urban Foraging
Consumers adopt systems for cultivating their own vegetables at home

Implications - As consumers are looking for innovative systems that allow them to grow herbs and produce at home, many are embracing
indoor growing for cooking and medicinal purposes. Often purchased in kits that provide all the necessary supplies, these products allow
consumers to access healing properties through culinary means. This progression speaks to the interest, especially in older consumers, in
consuming products with a more pointed focus on purity as well as medicinal benefit.
Culinary
MushroomGrowing
Logs
Mushroom
Harvesting
Logs
Mason Jar Gardening Kits

The DIY Mason Jar Herb
Garden Kit is Perfect for
Amateur Chefs
Miniature
Mushroom
Gardens
Culinary
Herb
Gardening
Kits
Luminous Vertical Gardens

This Indoor Hydroponic System is
Designed for Small Living Spaces
Score:
7.0
Popularity
Activity
Freshness
DEMOGRAPHICS
Self-Sprouting Mushroom
Snacks
Chlo Rutzerveld's Edible
Growth Project Features 3DPrinted Food

Sustainable Out-of-Home
Traditional outdoor advertisements are reimagined with a green twist
Implications - As brands look for ways to prove to consumers that they share important values, many are opting for eye-catching outdoor
ads that also serve an ecological purpose. With billboards that double as everything from air-purifiers to urban gardens, such campaigns
suggest a contemporary understanding that business interests can no longer be considered without also considering environmental ones.
In addition to highlighting the overarching nature of the health and wellness movement, this progressions speaks to the desire for brands
to reflect back consumer anxiety regarding environmental responsibility.
Air-Purifying Billboards
UTEC is Taking on Peru's
Construction Pollution with
Clever Advertising
Urban Garden Billboards

This Billboard by Wildstone in
London Doubles as a Community
Garden
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Honey Bee Advertising

Structures
The Cheerios Living Billboard
is Filled With 100,000 Bees
Fresh Garden Billboards

FCB Mayo Peru's AntiPollution Ad Grows Lettuce

Zero-Waste Grocer
New grocery retailers entice consumers with zero-waste business models
Implications - As vested grocery brands work to redesign business models in order to cut back on food waste, many new zero-waste
retailers have begun to enter the market. Facing less barriers to innovation, such emerging supermarket concepts succeed in offering
consumers the customization they desire with an immediacy that is difficult for established brands to deliver. In addition to highlighting
the desire to support sustainable brands, this shift speaks to the evolving nature of the relationship between retailers and consumers to
include more collaboration.
Recipe-Based Grocery Stores

This Store Will Allow Shoppers to
Buy Recipe Kits and Ingredients
Score:
6.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Waste-Reducing
Supermarkets
This Danish Supermarket
Only Sells Expired Food
Zero-Waste Grocery Stores

The Fillery is a Sustainable
Supermarket for the EcoConscious
Zero Waste Markets

Vancouver to Lead with
Canada's First Zero-Waste
Grocery Store
Waste-Free Grocer Concepts

Lagom is Market Concept
Based on Using "Just the
Right Amount"

Redress Retail
Consumers battle the guilt of often unsustainable tech with green tech retail
Implications - According to the EPA, 70% of metal in landfills comes from smartphones, a fact that the increasingly eco-conscious, yet
tech-savvy consumer is at odds with. To increase sustainability of purchasing technology, tech brands are revamping their brick and
mortar locations to be more eco-conscious. This speaks to the desire of the average consumer to not live life entirely eco-consciously,
but to "tip the scales" whenever possible.
Eco-Friendly Tech Shops

Panasonic's Ex-Store Has Its
Own Sustainable Power Unit
Organic Tech Shops

This Jony Ive Apple Store
Represents a Shift in Tech Retail
Decor
DEMOGRAPHICS
Score:
Popularity
6.3
Activity
Freshness
Earth Day Retail Makeovers

The Apple Earth Day 2016
Celebrations Include Green
Uniforms
Solar Beacon Devices

The 'EKOOR' Solar Proximity
Beacons Enable LightPowered Digital Marketing


Reserved
Fashion Insights
Streetwear Nostalgia
Men's fashions reference elements of early streetwear
Implications - As risk-taking in men's fashion continues to catch up with that of women's wear, many men's streetwear brands are
emerging with vintage-inspired collections that reference the early days of the style. Speaking to the coveted nature of original
streetwear peices, such collections are also key in asserting the cultural significance of streetwear and the emerging view of purchasing
pieces as an unconventional investment. Highlighting the short-lived nature of the so-called nostalgia cycle, this shift speaks to the
pursuit of authenticity and how it relates to status.
All-Velour Men's Collections

This KITH NYC Capsule Features
Soft, Sleek Velour Men's
Tracksuits
DEMOGRAPHICS
Score:
Popularity
7.5
Activity
Freshness
Vibrant 90s Streetwear

The Supreme Spring/Summer
2015 Editorial is Featured in
GRIND
80s-Inspired Men's
Streetwear
Stussy's Holiday Line is
Inspired by Its Past Iconic
Pieces & Styles
80s Film Sports Jackets

The 'Coming to America'
Streetwear Collection is
Based on the Iconic Film
Nostalgic Streetwear Portraits

Arena Homme's 'Diesel
Archive' Editorial Highlights
Bold Menswear

Pre-Stylized Male
Consumers use brands as personal shoppers through fashion-focused subscriptions
Implications - While female consumers often consider shopping to be a communal, leisure activity, brands aim to enhance retail
experiences for male consumers through simplified, on-demand services. The Gen-Z and Millennial consumer demographics have
enormous spending power, but prefer curation as a way to avoid stressful decision making while attaining personalized products.
Menswear Subscription Boxes

Lewk Uses Algorithms to
Curate Fashionable Looks for
Customers
Sock Subscription Services

'Sock Fancy' Delivers New
Men's Socks Each and Every
Month
Premium
Sock
Subscription
Services
Manly Accessory Subscription

Services
The Sprezzabox Service Helps
Men
Complete TheirDEMOGRAPHICS
Look
Score:
Popularity
7.4
Activity
Freshness
Underwear Subscription
Branding
Undamentals is a Swiss
Underwear Subscription for
Men
OccasionSpecific
Clothing
Subscription
s


Reserved
Life-Stages Insights
Conscientious Play
Children's toys aim to teach diversity and equality
Implications - The diversity in children's toys, especially dolls, is growing, as the demand for representation becomes deafening. Beyond
equal representation, these toys reflect a desire amongst Millennial parents to educate their children on the differences between people.
Conscientious play speaks to an interest in education that is rooted in real-world issues rather than abstract principles.
Hijab-Wearing Barbie Dolls

This Instagram Account
Shows Barbie Wearing a Hijab
in Stylish Ways
Diverse Model-Made Dolls

Mala Bryan Created a Line of
Dolls That Celebrate Black Beauty
Score:
5.6
Popularity
Activity
Freshness
DEMOGRAPHICS
Civil Rights Era Dolls

This Historical Doll Teaches
Young Girls About the Civil
Rights Movement
Diversely Shaped Dolls

The Latest Barbie
Fashionistas Line Boasts
Curvy, Tall and Petite Models

Gender Remixed
Children's products seek to offer greater gender diversity

Implications - Much of modern gender education for children has been focused on ensuring that traditionally "masculine" toys and
activities are available to girls in the same way they are to boys; unfortunately, the reverse has not received the same treatment. The
next frontier of inclusivity signals a wave of gender-bending and gender-swapping that ultimately normalizes feminized expression, as
well as makes it worthy of pursuit.
Boy-Specific Dollhouses
This Dollhouse for Boys
Boasts a Neutral Design
Aesthetic
Retro-Inspired Action Figures

Generation Grit by Laura Hale
Encourages Empathy &
Kindness in Boys
Gender
Neutral Toy
Ads
GenderNeutral Doll
Ads
Gender-Inclusive Kitchen Sets

KidKraft's Retro Kitchen Toy
Targets Aspiring Young Chefs
Score:
5.2
Popularity
Activity
Freshness
DEMOGRAPHICS
Gender-Neutral Playhouses
Smoby's 'Friends House'
Includes Boys in HomeCentered Imaginary Play

Interpersonal Play
Consumers invest in kids toys that teach interaction and bonding
Implications - As modern parents explore all avenues to supporting the social development of their children, many are embracing techintegrated toys that transform playtime into a crash-course in language development and interpersonal skills. In addition to highlighting
the relationship between cognitive development and the ability to form interpersonal relationships, this shift also demonstrates the
importance of providing children with resources that support all aspects of skill growth through play.
Smart Dinosaur Toys

The CogniToys Dino Talking Toy
Learns and Grows Alongside a
Child
DEMOGRAPHICS
Score:
Popularity
7.1
Activity
Freshness
Talking Sheep Robots

Takara-Tomy's OHaNAS
Omnibot is an Intelligent
Robot Companion
Conversational Smart Toys

The Fisher-Price Smart Toy
Panda Features Voice
Recognition Technology
Internet-Connected Dolls
My Friend Cayla is a Toy That
Has Smart Conversations
with Kids
Tech-Integrated Teddy Bears

This Stuffed Animal is
Powered by Artificial
Intelligence

Today's teens take a stand against conventional stereotypes
Implications - With access to an entire world of education at their fingertips, Gen Z are becoming increasingly educated on causes that
matter to them. Not afraid to show support for what they believe in, modern teens respect brands that allow them to unabashedly
express their opinions in a way that is tangible, such as through fashion. This speaks, not only to the individuality of the youth
generation, but to their desire to act as advocates -- as opposed to simple supporters -- of a cause.
Gender-Blurring Fashion Ads

Acne Casts Its Art Director's
Pre-Teen Son in This
Womenswear Campaign
Contemporary Disney
Princesses
These Casual Disney
Princesses Look Like Modern
Day Teenagers
Feminist
Slogan Caps
Anti-Smoking
Sneaker
Campaigns
Gender-Neutral Fast Fashion

The Ungendered Line from Zara
Can Be Worn by Anyone
Score:
7.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Teen Activist Editorials

Teen Vogue's 'The Global
Issue' Edition Features Willow
Smith

Maker Families
Millennial parents join kids in hands-on DIY workshops

Implications - As parents look to provide children with enriched experiences that serve as catalysts for cognitive development, many are
selecting workshops they themselves can participate in as an extension of both family bonding and of the interest in learning a new skill.
This shift is related to the Millennial mandate of lifelong learning, as well as its convergence with the innate desire to escape from the
responsibilities of adult life.
Family-Friendly Painting
Workshops
This Company Offers Painting
Workshops for the Whole
Family
Hands-On Museum
Workshops
The Maker Club Teaches
Children and Parents to Work
with Their Hands
Vibrant
Family
Activity
Centers
Children's
Cooking
Programs
Kid-Friendly Graffiti Classes

4CATS' 'Express Yo Self' Seminars
Teach Children Street Art Tricks
Score:
4.3
Popularity
Activity
Freshness
DEMOGRAPHICS
Family-Friendly Museum Tours

The Guggenheim Offers
Special Activity Kits for
Children

Elderly P2P
Sharing economy initiatives take aim at social issues facing seniors

Implications - As concerns mount over the financial impact of aging Boomer populations, a variety of sharing economy initiatives are
illuminating the power of tech-enabled platforms in offsetting barriers to access related to income and resources. In addition to serving
as a reminder of the stresses of fixed income living, this shift highlights the role of the peer-to-peer economy in empowering consumers
to help themselves when traditional institutions are unable to adequately resolve.
Platforms
Economy
Service for
Eldercare
DEMOGRAPHICS
Score:
Popularity
5.3
Activity
Freshness
Senior Co-Working Spaces

'Senior Planet' Offers Classes
and Workshops for People
60+
Senior Citizen Restaurant

Pop-Ups
Oma's Pop-Up Serves as a
Social Reintegration for
Grandparents

On-Demand Eldercare
Services
Sage Offers Quality Senior
Home Care with Extensive
Interviews

Communal Living
Millennials find a sense of community, meaning & a way to cost-cut

Implications - The running stereotype may be that Millennials live at home with their parents, but new communes allow those starting off
their careers and short on money to get on their feet and follow their passion together. These hubs are popping up in dense urban cities,
offering flexibility in an age of instability.
Short-Term Apartment Rentals

This Network of Co-Living
Spaces Lets Workers Live All
Over the World
Communal Living Houses

Open Door Offers Co-Living
Spaces for People to Live as a
"Family"
Pivoting CoLiving
Lodging
Co-Living
Nomad
Projects
Urban Co-Living Spaces

Startup 'WeWork' is Testing a New
York Co-Living Building Called
'WeLive'
DEMOGRAPHICS
Score:
Popularity
6.7
Activity
Freshness
All-in-One Housing Services

'Krash' Facilitates Modern
Living Arrangements that Suit
Individuals


Reserved
Lifestyle Insights
Personalized Performance
Consumers turn to customized solutions when it comes to health
Implications - Fitness culture has given rise to a new lifestyle: supplement culture. Merely working out and being active is not enough for
the hyper health-conscious consumer, who desires to go "all in." Supplements, much like exercise regimes, lend themselves well to
customization, and many consumers are investing in personalized programs to boost performance. This progression speaks to a desire to
both control and customize all forms of health.
Customized Wellness Programs

This Service Provides
Personalized Supplements for
Customers
DEMOGRAPHICS
Score:
Popularity
5.4
Activity
Freshness
Custom Beauty Supplement

Routines
Hum Nutrition is a Line of
Cosmetic Dietary
Supplements
3D-Printed Supplements
Multiply Labs Has Created a
Customizable 3D-Printed
Nutrional Supplement
Handmade Supplement
Capsules
These Customized Herbal Pills
are Filled with Personalized
Blends
Supplement Shopping Apps

The iHerb App Creates
Custom Home Pages for
Consumer Convenience

Casual Connoisseur
Wine becomes an everyday enjoyment for consumers
Implications - With the rise of the appified connoisseur, many upscale beverages are becoming more accessible. For example, consumers
are now more comfortable seeking out wine in both the retail and restaurant space. Instead of playing up the perceived exclusivity of
such beverages, many brands and retailers are offering low-key education and enjoyment of them. In the same vein as customization,
this progression empowers consumers to make their own choices, ensuring their enjoyment is all the more fruitful because of it.
Self-Serve Wine Bars

Tutonis Restaurant Features
a Self-Serve Bar and Wine
Dispensers
Wine Vending Machines

Paired Wine's Enomatic Machines
Enhance the Tasting Experience
Score:
5.6
Popularity
Activity
Freshness
DEMOGRAPHICS
Restaurant Sommelier Apps

Vivino's Wine App Helps
Patrons Decipher an Eatery's
Menu
RFID Wine Displays

Vistasys' Information Kiosk
Scans Wine Bottles to Reveal
Product Facts

Performance Brew
Tea-based beverages are amplified with extra health benefits
Implications - Beyond championing the perceived benefits of tea in comparison to coffee, manufacturers are amplifying the drink itself to
act as a super, performance-enhanced beverage, rather than one of calm and relaxation. This progression speaks to the evolution of the
modern consumer into someone who prefers conscious consumption to passive enjoyment.
Loose Leaf Medicinal Teas

The Teatox Company Provides a
Detox Program for Leaner,
Cleaner
Bodies
DEMOGRAPHICS
Score:
Popularity
5.9
Activity
Freshness
Boosting Cognitive Teas

The Begutea Blends
Antioxidants and Vitality to
Increase Brain Function
Activity-Encouraging Teas
Nudeytea's Tea Packets Pair
Well with Health and Fitness
Programs
Weight Loss Tea Programs

This 100% Natural Detox Tea
Range is Designed to Help
You Lose Weight
Hydrating Rooibos Teas

This Fruity Beauty Tea is
Caffeine-Free and ReHydrates Your Skin

Botanic Infusion
Consumers embrace food and beverage flavored with floral elements
Implications - Many brands are responding to concerns regarding chemical additives with flavoring alternatives derived from floral
elements.
From upscale menu items to craft spirit offerings, such infusions serve to transform traditional food and beverage into something that
both feels sophisticated and appeals to the health-conscious. The reformatting rich, familiar flavors with natural ingredients speaks to the
influence of the health movement in luxurious settings.
Fruity Floral Simple Syrups

This Trio of Cocktail Syrups
Includes Fruit and Floral Blends
Score:
4.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Baked Floral Desserts

These Baked Yeast Donuts
Come Topped With a
Delicious Hibiscus Glaze
Creamy Flower-Filled Treats

These Beautiful Pastries Have
Eatable Flowers Inside a
Gelatin Casing
Floral English-Style Gin

Dillon's Rose Gin is Infused
with Rose Petals and
Sweetened
Botanical Pear Sorbets

This Ciao Bella Dessert
Combines the Floral Flavors
of Hibiscus with Pear

Branding Secrecy
Food brands unveil new offerings in a multi-step process
Implications - As food continues to be a pillar of modern-day personal branding, many restaurant and food companies are opting for
secretive marketing campaigns that "unveil" new offerings and experiences through a step-by-step process. Beyond exclusivity, the
secrecy surrounding these marketing efforts indicate that consumers prefer a narrative approach to branding that keeps them feeling
involved in a brand's evolution.
Secret Fast Food Fares

Chick-Fil-A Offers a Decadent
Array of Secret Meals in NYC
Score:
6.2
Popularity
Activity
Freshness
DEMOGRAPHICS
Multi-Dimensional Dining
Experiences
The 'Chambers of Flavour'
Events are Packed with
Suprises
Mysterious Taco Promotions

This Chain is Letting Fans PreOrder Its New Secret New
Dish
Beer-Infused Pizza Crusts

This Chain is Bringing Beer
and Pizza Together in a
Unique Way
Mysterious Restaurant
Campaigns
The Latest Taco Bell
Campaign Teases a New
Product Launch

Consumers collect information about their personal care habits
Implications - No longer satisfied with merely applying products, consumers now wish to check the status of their skin, body and health
throughout the day. Going one step beyond diagnostics, this shift indicates a consumer desire to be constantly updated on their progress.
The digital revolution has ultimately created a consumer who relies on data to cultivate the most targeted personal routines.
Sophisticated Steel Activity

Trackers
These Watches Have a
Luxurious Style That is Also
Affordable
Skin Moisture Detectors

'Mlizhi' is a Device That is
Used to Detect Skin Moisture
Levels
Skin Analysis
Apps
SkinAnalyzing
Smartphone
Apps
Simplistic Fitness Trackers

The Withings Go Fitness Tracker
Displays a Sleek and Minimal
Design
DEMOGRAPHICS
Score:
Popularity
7.7
Activity
Freshness
Ultrasonic Skin Infusers

This JeNu Product Helps to
Maximize the Absportion of
Skincare Products

Empowered Strength
Athletic apparel brands launch fitness pop-ups designed for women
Implications - As athletic apparel brands try to woo a largely overlooked demographic, many are opening temporary athletic facilities
specifically designed to encourage women to participate in sport. Serving as both an introduction to the brand's lifestyle vision and a
means of cultivating an organic sense of community, such pop-up facilities act as a venue for a wide variety of brand events. This shift
showcases the importance of brands initiating in-person interaction to empower individual consumers.
Race-Ready Runners Pop-Ups

The Nike Womens London
Pop-Up is Revealed Ahead of
the 10-KM Race
Branded Pop-Up Training Facilities

The X by adidas is a Bold Running
Experience in London
Score:
7.3
Popularity
Activity
Freshness
DEMOGRAPHICS

Classes
Female-Empowering Sport
Events
The Nike Women's Race
Series Takes Over 20 Cities
Around the World

All-Day Bistro
Consumers flock to charming hybrid cocktail bar cafes

Implications - As expectations around the consumer experience continue to expand, many hybrid cafe-cocktail bars have emerged to
offer combined services and added value. Related to the contemporary role of local businesses as community hubs, such establishments
entice consumers by creating a space that has something they desire at all points throughout the day. Additionally, this shift indicates a
push toward hybridized businesses as consumption becomes more experience-driven.
Cultural Institution Cafes

Pennethornes Cafe and Bar is the
Latest Eatery at Somerset House
Score:
6.6
Popularity
Activity
Freshness
DEMOGRAPHICS
Industrial All-Day Cafes

This Bar and Restaurant in
Gdyna, Poland Boasts a
Vintage Aesthetic
Intimate Open-Kitchen
Eateries
This Washington DC
Restaurant Has the
Atmosphere of a Homey
Kitchen
Hip Multidisciplinary Hubs

The Kinfolk Studios Family
Have Created A Creative Hub
in Brooklyn
Hybrid Cocktail Bar Cafes

The Walton is a Quaint, Tiny
Cafe and Cocktail Bar in
Toronto

Homegrown Beverage
Consumers make natural ingredients a priority
Implications - As consumers move away from artificial additives, they return to familiar, all-natural ingredients in their food and beverage
products. Replacing fruits with vegetables, these beverage offerings not only allow consumers to reduce sugar; they also lend
themselves well to spice, another important factor in taste as the consumer palette continues to become more experiential. Ultimately,
natural, "homespun" products become a base upon which brands can build upon.
Raw Food Booster Shots

The Moju Cold-Pressed Juice
Shots Provide Essential Nutrients
Quickly
DEMOGRAPHICS
Score:
Popularity
6.5
Activity
Freshness
Spicy Tomato Juice Blends

This Line of Organic
Vegetable Juices Now
Includes a Spicy Tomato
Flavor
Vegan Mason Jar Soups

'Soup Girl' Soup Mixes are
Made Using Wholesome Local
Ingredients
Drinkable Savory Yogurts

Blue Hill's Latest Product is
Made for On-the-Go Drinking
Beet-Based Sodas
This Tangy Vegetable Juice is
Made from Organic Beet
Powder

Convenience Curation
Retail super stores are scaled down for intimacy and convenience
Implications - As consumers continue to frequent smaller stores, big box retailers and super store environments are implementing
convenience-focused locations with a smaller selection of goods. This approach appeals to those who don't want to make shopping an
occasion, decreasing choice in favor of curation. More importantly, it shows the versatility of such retailers, their desire to connect with
consumers on a more intimate level, and oftentimes, creates an opportunity to spotlight in-house brands and new initiatives.
Express Grocery Stores

Sobeys' Unveiled a New
Express Store Concept in
Nova Scotia
Big-Box Convenience Shops

'Walmart To Go' is the Brand's
Take on the Convenience Store
Format
DEMOGRAPHICS
Score:
Popularity
6.1
Activity
Freshness
Pharmacy Produce Markets

Shoppers Drug Mart Now
Features Fresh Produce
Offerings
Local Shopping Kiosks

American Express' Shop
Small Helps You Experience
Local Treasures

Culinary Laboratory
Consumers flock to experiential attractions focusing on future food
Implications - As consumers seek experience-driven engagement in all realms, many are embracing hands-on workshops that introduce
them to futuristic concepts like 3D-printed food and sensory-enhanced dining. Part educational workshop, part entertainment, such
immersive attractions speak to the modern consumer's pursuit of memorable, multifaceted experiences. Additionally, these "labs" speak
to the more scientific, well-informed approach to food that both health-conscious and Foodie consumers are employing.
3D Printing Culinary Labs

The 3DS Culinary Lab in La is
an Office and Educational
Hub
Nutritious 3D-Printed Foods

This Food Lab Gives Healthy
Ingredients a More Appetizing
Form
DEMOGRAPHICS
Score:
Popularity
6.3
Activity
Freshness
Multi-Sensory Food Labs

Westfield's Tongue Twister
Shows How Sight, Smell &
Sound Influence Taste


Matcha Obsession
Consumers embrace fast casual menu items infused with healthy matcha
Implications - As consumers pursue health and vitality through the consumption of superfoods, brands have begun incorporating matcha
into existing menu items as a means of appealing to those who prioritize their health and diet. Moving from the realm of foodie blogs and
onto the menus of established chains, this progression represents a shift in priorities that re-positions the pursuit of a well-rounded palate
as being in the interest of good health. This shift speaks to the natural evolution of North American taste preferences as accelerated by
the fascination with the wellness lifestyle.
Superfood Matcha Strawberries

These Fresh Fruit Treats are
Coated in Matcha Tea and
Chocolate
DEMOGRAPHICS
Score:
Popularity
6.1
Activity
Freshness
Matcha-Flavored Ice Creams

The Matcha McFlurry
Combines Vanilla Ice Cream
with Green Tea Powder
Creamy Matcha Coffees

These Illy Coffee Creations
Blend Green Tea and Espresso
Ingredients
Earthy Ice Desserts

Kokedama Ice will Be
Available at the Oirase Keiryu
Hotel This Summer
Scrumptious Matcha Pretzel

Desserts
Auntie Anne's Will Offer
Matcha Tea-Based Sweets
and Treats

Extreme Wellness
Consumers pursue health through strenuous adventure travel
Implications - In order to satisfy an interest in alternative fitness routines that challenge the mind and body, many consumers are opting
for immersive adventure excursions that are both physically and mentally demanding. Also a natural reaction to the contemporary
fixation on yoga and meditation as a means of achieving balance, this progression sees consumers embrace adrenaline-inducing holidays
that serve as both modes of self-discovery and evidence of their skills.
Volcano Boarding Excursions

Nicaragua's Tierra Tour Will
Appeal to Adventurous Thrill
Seekers
Sky High Sport Excursions

Heli-Skiing in Alaska is a
Dare-Devil's Adventure
Glacial Picnic
Excursions
Extreme
Polar
Excursions
Remote Wilderness Retreats

These Private Log Cabins are
Designed for Grizzly Bear Viewing
Score:
5.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Scenic Mountain Biking Tours

Western Spirit Cycling
Adventures Organizes Grand
Canyon Excursions

Spoilage Safeguard
Food packaging incorporates smart sensors that track expiration
Implications - As consumers continue to prioritize wellness through dietary choices, many are embracing smart food packaging systems
that measure a particular attribute of the product as a means of avoiding spoilage, which is of particular concern for individuals who buy
organic produce. An example of the allure the of tech-assisted management of one's own health, such systems help consumers cut down
on food waste, while also providing peace of mind around foodborne illness.
Ripe Fruit Detectors

This Device Notifies When It's the
Right Time to Eat Fruit
Score:
5.8
Popularity
Activity
Freshness
DEMOGRAPHICS
Reactive Food Labels

These Food ExpirationIndicating Packaging
Degrades With Spoiled Items
Temperature-Sensing Labels
The ThinFilm Electronic
Temperature Sensor Monitors
Products
Food Spoilage Sensors

This Wireless Food Spoilage
Sensor Sends Alerts to Your
Smartphone
Expiry-Detecting Food Caps

UC Berkeley Has Engineered
a Sealable Cap That Tells
When Milk Goes Bad

Commuter Commerce
Covert retail spaces embed themselves into fun commuter spaces
Implications - As brands look to embed themselves into the daily routines of consumers, many are opting to host experiential pop-up
shops in commuter spaces as a means of genuinely surprising individuals in a mundane part of their day. In addition to demonstrating
the resonant power of such clandestine consumer interactions, this shift is related to the escalating creativity of pop-up shop venues as
influenced by densely populated urban centers.
Parking Lot Shops

'The Park-Ing' Transforms an
Underground Parking Lot into
a Retail Space
Streetcar Shoe Experiences

The Nike SNKRS XPRESS is a
Curated Event for All-Star
Weekend
DEMOGRAPHICS
Score:
Popularity
7.8
Activity
Freshness
Subways Station Pop-Ups

This Pop-Up Shop is Located
Inside an Old Subway Station
Bathroom
Chic Commuter Boutiques

Toronto Eaton Centre's Mobile
Closet Makes Fashion
Accessible

Consumers opt for food-inspired cocktails that offset the effect of spirits
Implications - As the health and wellness movement continues to push consumers to reconsider their lifestyle choices, many are opting
for cocktails infused with ingredients such as root vegetables and fermented foods. This progression demonstrates that in addition to the
interest in lower calorie beverages, consumers are also interested in incorporating rejuvenating ingredients that proactively nourish the
body during alcohol consumption.
Healthy Celery Cocktails

This Celery Gimlet Offers a
Healthier Alternative to Sugary
Drinks
DEMOGRAPHICS
Score:
Popularity
4.5
Activity
Freshness
Savory Carrot Cocktails

This Decadent Boozy
Beverage is Loaded With
Vegetables and Dry Gin
Root Vegetable Cocktails

This Rhubarb Bellini Recipe is
the Perfect Light and
Refreshing Beverage
Vegan Chickpea Cocktails

This Egg-Free Pisco Sour is
Made Using Bean Water Foam
Korean Kimchi Cocktails

This Unusual Boozy Beverage
Contains Vodka and
Fermented Vegetable Juice

Curated Cohabitation
Consumers make use of dedicated roommate-finding services
Implications - As ever-growing urban populations continue to drive up the cost of living, consumers of all ages are making use of
dedicated roommate-finding services that enable them to find a suitable match regardless of one's financial or geographic situation.
Highlighting the role of technology in bridging the gap between individuals and affordable housing, this progression demonstrates the
expanded role of the sharing economy for accommodating two massive demographic groups: Millennials and Baby Boomers.

Co-Living Roommate Apps

The 'Roomi' App Helps Users
Find Roommates that Match
with Them
RoommateFinding
Platforms
Communal
Renting Apps
Platforms
Economy
Service for
Eldercare
DEMOGRAPHICS
Score:
Popularity
4.6
Activity
Freshness
Compatibility-Based
Roommate Finders
The Roommate Matching
Service Takes a Note From
Online Dating

Agricultural VR
Brands highlight the natural origins of food and bev products

Implications - As brands work hard to create a positive connection between a food product and natural cultivation, many are launching
virtual reality campaigns that provide consumers with a firsthand experience of the spaces in which ingredients are harvested. In
addition to highlighting the continued success of multi-sensory campaigns, this progression underscores the modern expectation of
transparency when it comes to the origins and makeup of any given commodity.
VR Farm Tours
This McDonald's Initiative
Aims to Connect Consumers
with the Company's Suppliers
Immersive Tequila Event Tastings

The Art of Patron Event Series
Launched in London's Shoreditch
Score:
6.5
Popularity
Activity
Freshness
DEMOGRAPHICS
In-Store Dairy Farm

Projections
Waitrose's 'Live from the
Farm' Campaign Showcased
Product Origins

Video Showcases

Athletic Storytelling
A spotlight is shined on athletes to showcase an element of authenticity
Implications - Seeking to create a more sincere connection with viewers, marketers are turning to creative backstories and storytelling
techniques to give typically unapproachable public figures like athletes a more approachable edge. Highlighting the grueling training that
athletes endure to the inspiration and motivation behind each Olympian, these ads showcase a side of sports that viewers dont normally
see. Such marketing tactics showcase a move away from flashy, over-the-top campaigns toward more emotional and sentimentallydriven content.
Dedicated Gymnast Ads

This Behind-the-Scenes Under
Armour Ad Highlights an Olympic
Gymnastics
Team DEMOGRAPHICS
Score:
Popularity
4.2
Activity
Freshness
Dramatic Olympic Campaigns

The New Under Armour Ad
Highlights the Grueling
Training of an Olympian
Resilient Athlete Campaigns

The COC Triumphs Canadian
Athletes with 'Ice in Our
Veins'
Olympic Chocolate Milk

Campaigns
The New 'Built with Chocolate
Milk' Ad Features Olympic
Swimmers
Emotional Olympic
Commercials
P&G's 'Thank You, Mom'
Triumphs Mothers Who Gave
Athletes Strength

Artisanal Education
Consumers seek out niche workshops to gain artisan-level knowledge
Implications - In the pursuit of expert-level knowledge in personal areas of interest, consumers are participating in artisan-led workshops
and experiences that explore culinary and beverage innovations that go beyond the traditional food and alcohol pairing format. This
progression highlights the consumer desire to see brands serve as catalysts in helping them in achieving their personal goals and as a
partner in self-educational pursuits.
Craft Chocolate Retailers

Minimal Chocolate's Store
Takes Treats from Bean to Bar

Craft Beer
Workshops
JavaRoasting
Workshops
Experiential Foodie Events

'Try My Kitchen' Offers Cooking
Classes, Group Dinners and
Hosted
Meals
DEMOGRAPHICS
Score:
Popularity
5.3
Activity
Freshness
Beer Brewing Workshops

These Events Give
Consumers an Opportunity to
Learn About Homebrewing

Suspended Adulthood
Millennials look to put a pause on adult life with youthful experiences
Implications - Widely considered to be the most anxious generation, Millennials are escaping the anxieties of "adulting" by choosing to
take part in adventurous events inspired by everything from summer camp to carnivals. This shift highlights the desire on the part of
young adults to unwind in unique, experience-driven ways while participating in social interaction that isn't centered around digital
devices and free from the responsibilities of everyday life.
Digital Detox
Camps
Influencer
Summer
Camps
Adult-Oriented Treehouses
This Luxury Treehouse
Features Both a Whiskey and
Martini Bar
Outdoor
Yoga Camps
StressReducing
Getaways
AdultHonoring Toy
Ads
Adult Ball Pit Bars

This Event Combines the Fun of a
Ball Pit with Adult-Oriented Drinks
Score:
7.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Adult Summer Camps

Camp No Counselors Invites
Grown-Ups to Enjoy Youthful
Freedom with Booze

High-Tech Takeout
Fast food brands appeal to young consumers with tech-driven packaging
Implications - Part of a growing push to gain back the business of Millennials and Gen Z, fast food brands are launching creative techdriven takeout packaging that serves to entice those with a digital compromise. This progression highlights the ways in which brands can
aid and delight consumers by providing a unexpected feature that helps offset the inconveniences of modern life.

a Happy Meal Box VR
Headset
Pizza Box Projectors

Pizza Hut Creates Dual-Purpose
Packaging That Marries Food and
Entertainment
DEMOGRAPHICS
Score:
Popularity
7.7
Activity
Freshness
Musical Food Trays

McDonald's 'McTrax' Tray
Liners are SmartphoneConnected Music Stations
Phone-Charging Meal Boxes

KFC India Released a Limited
Edition Box That Can Power
Up Phones

Sensorial Cocktail
Cocktails are reimagined in alternate forms to satisfy a desire for adult play
Implications - As consumers push for experiences enriched by the infusion of play-inspired elements, emerging brands are creating
experimental takes on classic cocktails in solid and gaseous states. In addition to tapping into an interest in food and beverages that
plays upon the senses, this progression highlights the willingness on the part of consumers to stray from convention in order to push the
limits of their palate.
Booze-Infused Candy Shops

The 'Eat Your Drink' Pop-Up Shop
Offers Edible Cocktails in Candy
Form
DEMOGRAPHICS
Score:
Popularity
7.5
Activity
Freshness
Edible Alcoholic Bubbles

The Bubble Lick Edible
Bubbles are a Creative New
Cocktail Garnish
Nose-Ingested Alcohol Clouds

This Bar Combines
Meteorology and Mixology for
a Boozy Adventure
Ros Wine Gummies

Sugarfina's Ros All Day
Ros-Infused Gummy Bears
are an Elegant Summer Treat
Sensory Cognac Kits

This Courvoisier Cognac Gift
Delights with a Combination
of Scent and Taste

Throwback Medicinal
Health and wellness purists are responding to healing oils and simplicity
Implications - The health and wellness wave fueled by online influencers and the availability of information online has a lot of consumers
reverting back to simplistic, nostalgic forms of healthcare. This includes oils, elixirs, and analog remedies that not only comfort
consumers with their lack of chemical components, but hearken back to simpler times.
Expressive Oil Kits

These Essential Oil Blends from
doTERRA Support Emotional WellBeing
DEMOGRAPHICS
Score:
Popularity
6.6
Activity
Freshness
Roll-On Acne Oils

Saje's 'Zap' Uses a Blend of
Essential Oils to Treat
Blemishes
Kid-Friendly Essential Oils

Oilogic Introduces Essential
Oils for Kids with 'Bundle of
Joy'
Sleep-Inducing Oils
The 'Good Nite' Calming
Essential Oil Naturally Lulls
Consumers to Slumber
Kid-Friendly Healing Oils

'Ouch Ease' by Edens Garden
Introduces Essential Oils for
Children

Mediterranean Confection
These exotic, health-associated ingredients are used to lighten desserts
Implications - In the midst of the health wave's rise to the mainstream, exotic ingredients are seen as a health-associated phenomenon
evoking images of seasonality and new superfoods. As a result, Mediterranean flavors are permeating the world of frozen confections.
This accommodates consumers who are interested in health benefits, but not necessarily performative foods.
Mediterranean Dessert
Smoothies
Mad Greek Cafe Restaurant
Features Baklava Milkshake
Products
Gothic Popsicle Recipes

The Black Sesame Coconut
Popsicle is Sprinkled in FreezeDried
Berries
DEMOGRAPHICS
Score:
Popularity
5.8
Activity
Freshness
Floral Tahini Raspberry Treats

These Creamy and Tart
Raspberry Popsicles Contain
Rose Water
Vegan Sesame Seed Brownies

This Recipe Provides a Great
Way to Celebrate National
Brownie Day


Reserved
Marketing Insights
Virtual Demonstration
Consumers learn about product offerings in a multi-sensory way
Implications - Immersive in-store virtual reality experiences that provide an engaging environment in which to learn about new product
offerings are proving to be successful with discerning consumers. Whether as a means to showcasing stages of production or to help
consumers imagine a product's best use, such in-store VR experiences elevate the customer experience while enabling face-to-face
interaction. This shift suggests consumers have grown weary of conventional marketing tactics and are looking to participate in a more
interactive experience.
Immersive Whiskey Simulators

Jim Beam's Virtual Reality
Simulator Puts You in the Place of
Whiskey
DEMOGRAPHICS
Score:
Popularity
5.4
Activity
Freshness
Virtual Reality Flavor Journeys

The Boursin Sensorium is a
VR-Powered 3D Exploration of
Cheese
Luxury Hotel VR Tours

The Shangri-La Hotels Now
Offer Immersive VR Tours to
Attract Travelers
VR Real Estate Platforms

Sotheby's Uses Virtual Reality
Software to Sell Luxury
Homes
Backyard Design Kiosks

Canadian Tire's Patio Builder
Tool Helps Consumers
Visualize with VR

Grown-Up Playtime
Brands delight consumers with activations that recall childhood
Implications -In a time marked by overworked consumers turning to technology for stress management, brands are ingratiating
themselves to consumers through play-driven events that provide a temporary moment of relief. A natural convergence of the so-called
"kidification of adults" and the shift toward experiential marketing, such events engage consumers by appealing to their inner child and
empowering them with a moment to "unplug." This progression demonstrates the power of youth marketing in appealing to older
generations, as well as indicates the desire to stay youthful among boomers and Gen X.
Retro MultiSensory
Soda Events
Airport
Croquet
Experiences
Giant Outdoor Ball Pits

This Ball Pool Was Part of a
Promotional Event for a New
IKEA Store
RainbowColored
Commuter
Slides
Gamified
Pop-Up
Eateries
Payphone
Tourism
Campaigns
Urban Water Slide Events

Lipton Ice Tea Recently Created a
100-Meter-Long 'Rise & Slide'
Score:
6.8
Popularity
Activity
Freshness
DEMOGRAPHICS
Abstract Retail Interiors

The adidas Originals Seoul
Store Celebrates the 50
Colorway Superstar

Milestone Exhibition
Brands create museum-worthy exhibits recounting company milestones
Implications - As consumers continue to respond to sympathetic brand narratives, many retailers are supporting the creation of
dedicated museum-worthy exhibitions that provide both entertainment and educational benefit. Often hosted in dedicated temporary
spaces or traditional galleries, these events serve to enhance a brand's history with an emotional component that viewers can connect
to. This progression is related to the interest in enriched brand stories that remind consumers of a brand's journey to success.
Retrospective Sneaker
Installations
The Annual Nike Air Max Day
Kicks Off with a Subway
Exhibit
Retrospective Magazine
Exhibits
Gossip Magazine Grazia
Celebrated Its 10th
Anniversary in 2015
Swedish
Furniture
Brand
Exhibits
Branded
Toilet
Museums
Voyeuristic Couture Exhibitions

Wanderland by Herms is a
Conceptual Show at the Saatchi
Gallery
DEMOGRAPHICS
Score:
Popularity
6.7
Activity
Freshness
Digital Basketball Exhibits

Sports and Art Collide at
Nike's Museum 23 Tokyo
Installation

Localized Investment
Brand initiatives target global problems with local solutions
Implications - As consumers become increasingly interested in championing their values through purchasing decisions, many brands are
emerging with localized initiatives that echo global concerns. Whether as a partnership or dedicated division within a brand, such
programs often serve to fund public services struggling to find traditional methods of financing. Highlighting the awareness among
consumers regarding the impact of their purchases, this shift speaks to the need for brands to evolve in order to satisfy the communitydriven values of modern consumers.
Branded Bike-Share Programs

Nike BIKETOWN is a Joint
Initiative with the City of Portland
Score:
6.4
Popularity
Activity
Freshness
DEMOGRAPHICS
Kind Ride-Sharing Initiatives

Avis Will Offer Free Rentals to
Those Who Bring an Elderly
Friend
Retailer Community Kitchens

Host a Dinner Party for Your
Friends in the IKEA Warsaw
Kitchen
Elegant Food Rescue Eateries

Instock Restaurant Prepares
Meals with Grocery Store
Leftovers
Branded Data-Driven Bus

Services
A New Ford Bridj Partnership
Will Bring Data-Driven Transit
to KC

Brand Takeover
Brands take up temporary residence in traditional retail settings

Implications - As brands look for new ways to excite consumers within the brick-and-mortar realm, many are emerging with immersive
events that involve temporary residencies. Whether organized around a specific product launch or in celebration of a brand milestone,
such brand "takeovers" deliver a memorable experience for consumers that both serve as important brand touchpoints, as well as
creates the illusion of urgency due to the time-sensitive nature of the event. This shift speaks to the consumer desire to interact with
brands in meaningful and truly surprising ways.
Tech
Birthday PopUp Exhibits
Branded
EmojiThemed PopUps
Exclusive Footwear Pop-Ups

This Adidas Pop-Up Store
Showcases New Products &
Adidas Originals
Comic Hero
Tattoo
Parlors
Seasonal
Pop-Up Bars
Celebratory Sneaker Shop

Takeovers
The Livestock Nike Air Max Day
Takeover
Popped Up
in Toronto
DEMOGRAPHICS
Score:
Popularity
7.2
Activity
Freshness
Winter-Themed Whiskey PopUps

The Hedonist Project and
Diageo Launch a Festive
Holiday Bar

Big Data Pop-Up
Brands highlight product experience with visualizations of reactive data

Implications - As brands look to offer multi-sensory experiences that truly resonate with consumers, many are opting to host pop-ups
featuring mesmerizing visualizations of data generated by attendees. Often a way to illustrate the body's reaction to a particular product
or service, these innovations indicate how gamification is changing the consumer relationship to knowledge. In addition to highlighting
the expectation of multi-screen engagement, this shift speaks to the ways the modern consumer is used to accessing and consuming
information in the digital age.
Sports Drink Festival

Experiences
The Gatorade Lab at SXSW
2016 Embraces Its Scientific
Roots
Heartbeat-Infused DJ Sets
The 3M Science Campaign is
Launching at This Year's SXSW
Score:
5.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Data-Driven Cycling Classes

The Pursuit by Equinox is a
New High Tech Workout
Debuting at SXSW
BBQ-Themed Research Labs

The GE SXSW Research Lab
Boasts a 12 Foot Tall Brisket
Smoker

Edible Spectacle
Brands engage consumers with pop-ups made from sweets
Implications - As brands look for ways to interact with consumers amid their daily routines, many are launching innovative pop-ups that
re-imagine traditional locations made from chocolate and other sweets. An especially good tool for holiday marketing, such pop-ups are
ideal for social media sharing and help to re-position a brand as spontaneous and intuitive. This progression is related to the consumer
desire for awe-inspiring experiences that serves as an extension of personal brand when shared socially.
Gingerbread House Bank PopUps

This Gingerbread Bank Was
Assembled in Philadelphia for
PNC Bank
Chocolate-Built Pop-Up Bars

The Carlsberg Chocolate Bar Has
Opened Its Doors in Shoreditch
Score:
6.9
Popularity
Activity
Freshness
DEMOGRAPHICS
Festive Chocolate-Covered
Pop-Ups
The Cadbury Christmas
Grotto is Part of Its UK Advent
Tour
Chcolate Bunny Statue

Activations
Dr Oetker Placed a SevenFoot-Tall Edible Installation in
London

Aromatic Immersion
Consumers embrace sensory-driven fragrance shopping experiences
Implications - As retail brands look to create engaging concepts that compete with e-commerce alternatives, many sensory-driven
fragrance shopping experiences have begun to emerge. Often placing an emphasis on scent with a lack of decor, such retail concepts
mimic the multi-sensory demands of modern foodies, who gravitate toward multi-level engagement. Implementing this in the brick-andmortar space creates in-store experiences that recall that of the luxury fashion space.
Observatory Scent Labs

The Joya Studio Lets Consumers
Witness the Fragrance-Making
Process
DEMOGRAPHICS
Score:
Popularity
6.8
Activity
Freshness
Luxe Perfume Libraries

Hermes' Newest Perfume
Boutique Embodies
Exclusivity
Immersive Fragrance
Boutiques
This Arielle Shoshana Store
Offers a Niche Shopping
Experience
Textured Perfumery Interiors

This Fragrance Shop Interior
Resembles a Minimalist Cave
Customizable Fragrance
Studios
This Retailer Lets Consumers
Personalize the Perfect Scent

Prosumer Prestige
Consumers go to great lengths to meet status-setting brand demands
Implications - Given the cultural shift that values experience over ownership, brands have begun to market products and services around
exclusivity by asking consumers to "prove themselves" in some way. Often resulting in a memorable experience, this desire for brandapproved status showcases the consumer desire to cultivate communities around their interests, which is especially relevant to
Millennials and even Gen Z. In addition to highlighting the ever-present pursuit of status regardless of what form it's in, this progression
demonstrates that consumers are seeking a collaborative relationship with brands that allow them to contribute their own skills and
expertise.
Human Billboard Stunts

London's 'Survival Billboard'
is a Promotional Stunt for
Tomb Raider
Speed-Testing Sneaker
Billboards
Reebok's Running Challenge
Gives Free Sneakers to Fast
Runners
PassportLocating
Challenges
DIY
Streaming
Service
Switches
Athletic Collection Workout

Launches
H&M Poland Held an Immersive
Fitness
Event in Warsaw
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Adventure Travel Brand

Challenges
This Red Bull Challenge Will
Have Teams Barter with Cans

Analog Divergence
Digital brands take advertising offline with traditional mediums
Implications - As well-established digital platforms look to drive growth in usership, many have begun using offline advertising methods
that are now considered "old world." Investing in billboards or elaborate publicity stunts, these strategies highlight the blending of onlineoffline worlds and the interest of driving consumers to the nearest screen. This shift showcases the value of traditional offline advertising
efforts in both shifting the attention of current users back to the digital space and engaging with new, hard to reach consumer groups.
In-Flight Streaming Launches

The Amazon on JetBlue Pop-Up
Showcases the New In-Flight
Media
DEMOGRAPHICS
Score:
Popularity
6.2
Activity
Freshness
Promotional Floating
Accommodations
The Airbnb Floating House
Can Be Won for a Single Night
Floating Website Birthday

Cakes
The eBay Birthday Cake
Floated Down the River
Thames
Social City Billboards

Snapchat is Turned Its
Geofilters into Social Media
Advertisements
E-Commerce Birthday Road

Trips
The eBay 20th Anniversary
Airstream Trailer Showcased
Deals

Familial Biculture
Brands make an effort to include Latinos in classic depictions of family
Implications - As brands become more conscious about the depictions of family they project in marketing content, many are opting to
illuminate everyday family life outside the archetype of the traditional "nuclear family." Part of the "new normal" demographic push that
sees the inclusion of multigenerational, non-binary families in advertisements, so too are brands hoping to more accurately represent the
general population in the interest connecting with this large and growing consumer group.
Familial Fast Food Ads

The KFC 'Together' Campaign
Highlights Family Dinner
Traditions
Emotive Hispanic Campaigns

This Heartwarming Kraft Singles
Ad Tells the Story of Two Young
Girls
DEMOGRAPHICS
Score:
Popularity
5.1
Activity
Freshness
Playful Child Athlete

Campaigns
This Ad for Goya Canned
Beans is Heartwarming and
Funny
Emotional Caregiver PSAs

This AARP Ad Demonstrates
How Quickly Children Can
Become the Caregiver

Spectator Immersion
Brands design VR activations that put users in the shoes of pro athletes
Implications - As consumers search for more experiential ways to interact with their favorite sports brands, many of those brands are
emerging with immersive virtual reality experiences that place users in the perspective of professional athletes. Such interactions are
primarily emotional experiences for fans, helping to reinforce an innate sense of belonging to the community of the team at large. This
progression highlights the opportunity for brands to activate and reaffirm relationships with individual consumers by enabling exclusive
behind-the-scenes access.
Rugby
Championshi
p VR Events
Virtual Golf
Apps
VR Cricket Experiences
'A Proper Ball' is a VR Event
from Yorkshire Tea and the
ECB
First-Person
Soccer
Videos
Virtual
Reality
Baseball
Commercials
VR-Powered Stadium Experiences

The Boston Red Sox VR Concept
Transports Fans Behind the
Scenes
DEMOGRAPHICS
Score:
Popularity
5.7
Activity
Freshness
Live Sports VR Apps

LikeLive VR Makes Watching
the Game at Home a More
Immersive Experience

Pretend Pop-Up
Brands capture consumer attention with fake pop-up shop concepts

Implications - As urban consumers become more familiar with unexpected brand interactions in their day-to-day lives, brands have
begun launching fake pop-up shops that serve as a covert method of revealing a new product or campaign. This progression is related to
the modern consumer's marketing literacy and the need for brands to innovate around what individuals have come to expect from them.
Faux Fast Food Pop-Ups

This Tokyo Pop-Up is Offering
"Fast Food Supplements" for Free
Score:
6.3
Popularity
Activity
Freshness
DEMOGRAPHICS
Fictional Beauty Brands

The Timeless Pop-Up Brings
Attention to Elective Egg
Freezing in London
Creamer-Branded Pop-Up
Cafes
The Organic Valley Pop-Up
Sold Half-and-Half with Free
Coffee
Educational Weapon Pranks

This Fake Gun Store
Experiment Teaches People
About the Danger of Guns
Gluten-Free Bakery Stunts

Loblaws Debuted Its GlutenFree Range at a "Fake" Bakery
in Montreal

Selfie Marketing
Brands use Snapchat lenses to cultivate user-generated advertising
Implications - As brands rush to the Snapchat platform and experiment with the service's various ad formats, many are opting to launch
sponsored lenses that enable users to create and share branded selfies. In addition to highlighting the unique ability of the messaging
platform to encourage user-generated content, this shift demonstrates the unique opportunity created by tapping into the consumer
desire to share branded content as a representation of themselves in what can be considered a digitally evolved form of word-of-mouth.
Multi-Character Snapchat Lenses

The 20th Century Fox Snapchat
Ads Let Users Picks from Nine XMen
DEMOGRAPHICS
Score:
Popularity
6.6
Activity
Freshness
Snapchat Rewards Program

Filters
Hospitality Group Starwood
Has Launched a Series of
Geofilters
Beauty Brand Makeup Lenses

L'Oreal Ran a Sponsored
Snapchat Lens That Applied
Eyeliner to Users
Easter Egg Snapchat Lenses

Cadbury Creme Egg Unveiled
a Sponsored Snapchat Lens in
the UK
Taco Mask Snapchat Lenses

The Cinco De Mayo Taco Bell
Snapchat Lens Was a Huge
Success

Editorialized E-Commerce
Fashion brands blur the line between e-commerce and content
Implications - With consumers accustomed to curating images that serve as representations of the self in the age of social media, many
fashion brands have begun blurring the line between browsing branded content and the e-commerce shopping experience. Referred to as
"content-to-commerce platforms," this progression highlights the desire for experiences to be enhanced with informative, entertaining
content that engages the consumers emotionally.
360-Degree E-Commerce
Shops
The New Gucci E-Commerce
Site Features an Editorial
Section
Luxe E-Commerce Collaborations

The Gucci x Net-a-Porter Capsule
Collection is Summer-Ready
Score:
7.0
Popularity
Activity
Freshness
DEMOGRAPHICS
Rebranded Fashion ECommerce Sites

The Tanya Taylor Site Lets
Customers Shop Looks from
the Runway
360-Degree Video Lookbooks

The Been Trill x Coke
Lookbook Was Shot on the
NYC Subway

Streamed Enlightenment
Brand engagement leverages educational livestreaming
Implications - In order to complement curated content in a way that feels spontaneous and authentic, brands are turning to livestream
platforms to enlighten and engage younger viewers with real-time, unedited footage. A natural response to the demand from Millennials
and Gen Z for meaningful brand interactions, this progression invites audiences to experience a glimpse behind the curtain while
providing value-driven content that is as informative as it is memorable.
Youth-Targeted News
Networks
The VICE Channel Will Have
Fewer Ads and Stream
Simultaneously

"Feed Show"
Livestreame
d Motorcycle
Rides
Livestreame
d Cooking
Classes
Virtual Zoo Tours

You Can Now Learn About
Animals Through the
Livestreamed
Beijing
Zoo Website
DEMOGRAPHICS
Score:
Popularity
5.3
Activity
Freshness
In-Store Dairy Farm

Projections
Waitrose's 'Live from the
Farm' Campaign Showcased
Product Origins

Branded Education
Organizations are boosting transparency by informing customers
Implications - In a move to control the narrative in a world of information overload, brands are releasing documentaries, tutorials and
tours surrounding an area of their own expertise. This feeds the desire -- specifically among the Generation Z group -- for self-education,
while also tapping into a more humanized approach to branding.
Branded Food Documentaries

'Unbroken Ground' Highlights
Patagonia's New Food
Business
Social Media Music

Documentaries
This Snapchat Series Will Tell the
Story
of Rapper A$AP
Ferg
DEMOGRAPHICS
Score:
Popularity
5.6
Activity
Freshness

Video Showcases
Cosmetics Brand Social

Documentaries
This Documentary Series is
Produced by MAC Cosmetics


Reserved
Pop Culture Insights
Divergent Branding
Video content allows creators to experiment with personal branding
Implications - Social media has revolutionized the marketing landscape in recent years, with online video content emerging as an integral
way to reach consumers. Specifically, brands and individual celebrities are adopting digital platforms, such as Snapchat or YouTube, to
diverge from their normal offering and established branding. Consumers not only love the abbreviated nature of new media; they also
enjoy the ability and capacity to see familiar faces and brands in brand-new contexts.
Vegan Rapper Cooking Shows

Waka Flocka Shares His Vegan
Recipes with Consumers With
Video
Segments DEMOGRAPHICS
Score:
Popularity
5.6
Activity
Freshness
Sports Brand Original Series

Nike's Margot vs Lily Show
Encourages Sport & Fitness
as a Lifestyle
Supermodel Cooking Classes

Jourdan Dunn Teaches Fans
About Food with Her 'How It's
Dunn' Special
Stylish Survival Webseries

The 'End Times Girls Club'
Offers Tips for Keeping Cute
Post-Apocalypse
Mexican Beauty Vloggers

Dulce Candy Shows Women
How to Live 'The Sweet Life'

Ephemeral Spectatorship
Sports broadcasters pursue fans in their native digital spaces
Implications - Faced with the ever-expanding effect of cord-cutting, sports networks and broadcasters are consistently leveraging social
media platforms in order to reach fans and cultivate new ones. In addition to highlighting the marketing power of the behind-the-scenes
access streams on such social networks offer, this shift showcases the need for traditional brands to embed themselves into the digital
spaces where consumers are naturally congregating.
Social Olympic Snapshots

In Partnership with NBC,
Snapchat Will Be Showing Rio
Olympic
Highlights DEMOGRAPHICS
Score:
Popularity
5.4
Activity
Freshness
Integrated Social Racing

Campaigns
This New Nascar Campaign
Incorporates Twitter and
Snapchat
Integrated March Madness

Campaigns
This Allstate Campaign
Includes Real-time Tweets
and Snapchats
Social Media Sports Streams

Facebook Will Livestream
March Madness Festivities
from SXSW 2015
Social Sports Livestreams

NFL Fans Can Now Livestream
Thursday Night Football on
Twitter

Merchandise Monopoly
Consumer obsession with concert merch drives demand for pop-up shops
Implications - As the Instagram era continues to emphasize personal style as a means of self-actualization, consumers are willing to go to
great lengths in order to gain access to highly exclusive, limited edition tour merchandise. Specifically seen as a nostalgic reference to
the psychedelic rock tees of the 1970's and 1980's, this progression demonstrates the need for traditional brands to reconsider alternate
revenue streams considering the evolution of business models facing considerable disruption.
Album Tour Pop-Ups

The New Purpose Tour Pop-Up
Sells Merchandise from Justin
Bieber's
Latest TourDEMOGRAPHICS
Score:
Popularity
5.8
Activity
Freshness
Fleeting Fashion Lines

Merchandise from Travi$
Scott's Rodeo Tour is Only on
Sale for 72 Hours
Rap Album Pop-Up Shops

This Pop-Up Shop Will Sell
'The Life of Pablo'
Merchandise
Impromptu Rapper Pop-Ups

Drake's Views Pop-Up
Promoted the Rapper's
Newest Album Release
Singer-Curated Pop-Ups
Justin Bieber is Launching a
Purpose Tour Pop-Up Shop in
New York City


Reserved
Social Media Insights
Prosumer Tourism
Influencers infiltrate the travel and tourism space
Implications - Social media influencers are a recognized source of expert information in various industries, with the travel and tourism
space as the next frontier. Specifically targeted to younger Millennials -- who statistically use travel advisors more than any other adultaged group -- these Prosumers serve as experts whose credibility is boosted by authenticity.
Social Media Travel Guides

The Sherpa App Converts
Instagram Accounts into Visual
Travel
Platforms
DEMOGRAPHICS
Score:
Popularity
5.1
Activity
Freshness
Video Storytelling Apps

Mobile App Storie Lets You
Film and Publish Video Clips
of Your Day
Live Smartphone Tourism

Lopeca Lets You Explore
Remotely Using Mobile Video
Tours From Locals
Snapshot Travel Incentives

Wow Air's Influencers Will
Share a Love of Travel and
Social Media
Livestreamed City Tours

'Play Melbourne Live' Provides
a Peek at the City Through
Periscope

Condensed Broadcast
Consumers prefer short bursts of newsworthy information, not excessive content
Implications - News outlets appeal to multitasking consumers using mediums that offer short clips or summarized stories. Consumers
gather global, local and cultural news through these condensed formats in order to meet the demands of on-the-go lifestyles. Brands
cater to tech-savvy consumers who have low attention spans (Gen Z and Gen Y) by providing digital platforms that deliver maximum
content with minimum context.
Summarized News Apps

Pipes Provides Straight-Forward
News by Describing an Article's 4
Main
Points
DEMOGRAPHICS
Score:
Popularity
5.6
Activity
Freshness
Curated Morning News Apps

The 'Refinery29 This AM' App
Features Curated News
Stories

"Feed Show"
Time-Sensitive News Apps

The 'Few Minutes' App Helps
Users Sort Through the News
More Quickly
Exclusive Game-Showcasing
Deals
Snapchat and BuzzFeed Will
Be Able to Show the Olympics
in Rio

Ephemeral Recruitment
Brands turn to Snapchat for connecting with and engaging potential new hires
Implications - While many brands are well-versed in digital recruitment strategies, several are taking things a step further by embedding
themselves into the social experience of ephemeral apps like Snapchat. This innovative recruitment strategy speaks to the need for
brands to connect with consumers in the physical and digital spaces they naturally reside within, as well as the role of emerging social
media platforms and the benefit of being pioneers in this space.
Agency Recruitment
Geofilters
180LA Used Select Snapchat
Filters for Social Media
Recruiting
Snapchat Recruitment Campaigns

JPMorgan is Recruiting New Grads
with a Sponsored Geofilter
Score:
6.2
Popularity
Activity
Freshness
DEMOGRAPHICS
Video-Based Job Apps

This Job Search App Lets You
Record a 30-Second Video For
Potential Employers
Social Media Brand Advocates

GrubHub Snapchat Inspires
Content Sharing &
Recruitment Opportunities

Mainstream Influencer
Online influencers are hired by unexpected brands to target younger buyers
Implications - Moving beyond collaborations, social influencers are being sought out to represent brands and retailers that don't typically
target demographics like Millennials or Gen Z. These online influencers are not only helping to bring a youthful edge to typically low-key,
traditional brands, but theyre showcasing the growing necessity of online integration in mainstream media, particularly among more
conventional, established brands.
Gardening Blogger Projects

Miracle-Gro and Oh Joy! Team
Up to Share DIY Garden
Projects
Blogger-Curated Retail Displays

This Blog Collaboration Set Up
Stations Inside Crate and Barrel
Score:
7.7
Popularity
Activity
Freshness
DEMOGRAPHICS
Designer Yogurt Pots

Mullerlight Sourced Julien
Macdonald for BloggerDesigned Yogurt Packaging
Youth-Focused Furniture Ads

This RH Teen Commercial
Promotes the Brand's Newest
Product Range


Reserved
Tech Insights
Malleable Electronic
Paper-thin, flexible devices offer connectivity uncompromised by bulkiness
Implications - Hyper-flexible electronics that can be folded or bent are being embraced by urban consumers low on space. Whether for
convenient transportation or to be tucked away when not in use, such paper-thin gadgets suggest a need for unobtrusive devices that
don't compromise comfort in favor of connectivity. This shift is related to the interest in technology that is easily integrated into the daily
lives of consumers and suggests a widespread desire for function-focused design.
Roll-Out Solar Chargers

The HeLi-on Compact Solar
Charger Features a Windup
Solar Cell Mat
Flexible E-Paper Displays

Guangzhou OED Technologies
Offers Foldable GrapheneBased Tech Displays
Portable RollUp
Keyboards
Interactive
Paper Kits
Flexible Paper-Thin Displays

(UPDATE)
The Bendable LG Display Made
Its
Debut at Ces 2016
DEMOGRAPHICS
Score:
Popularity
6.8
Activity
Freshness
Flexible Snake Cameras

The 'Link' Camera Features a
Lens on Either End of the
Snake-Like Design

Device Sharing
Consumers begin renting technology rather than investing

Implications - As consumers and businesses alike look for cost-efficient alternatives to ownership of large-scale technology, various
platforms that make short-term rentals possible have begun to emerge. From health systems looking to transform unused equipment into
a source of revenue to a consumers testing equipment pre-purchase, these services speak to the evolution of the share economy. This
progression speaks to the growing value of collaborative consumption among consumers, even when it comes to something as essential
as technology.
All-Subscription Retailers
This New Store Lets You Rent
Any Product in Exchange for a
Monthly Fee
Technology Rental Apps

NYC Startup KitSplit is a Peerto-Peer Platform for Leasing
Tech Equipment
Tech-Lending
ATMs
EquipmentSharing
Medical
Groups
Velomobile-Sharing Services
The Veemo Bike Share Service
Would Cost About $0.20 Per
Minute
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Music-Centric Creative Hubs

The Sonos Studio London is a
New Community Space in
Shoreditch

Bilateral P2P
Cost-conscious consumers choose to barter and swap rather than shop

Implications - Innovative networks that serve as a marketplace for individuals to barter products and services with peers are being
embraced by consumers. Whether to access meaningful work by providing skilled services or to turn unused goods into alternate
revenue, such platforms create a space dedicated to collaborative consumption that can strengthen communities and decentralize
capital. These peer-to-peer networks speak to the role of the sharing economy in shaping interactions between consumers, as opposed to
brands.
Garment-Swapping Platforms
This Social Platform Makes It Easy
for Users to Swap Clothing Online
Score:
6.0
Popularity
Activity
Freshness
DEMOGRAPHICS
Secondhand Furniture
Marketplaces
'Move Loot' Will Transport
Heavy Secondhand Goods for
You
Service-Sharing Apps
This App Allows Users to
Exchange Their Skills for
Different Services
Object-Swapping Apps
Shufl is an Online
Marketplace to Trade One
Item for Another
Neighborly Sharing Services

Peerby Connects
Communities for Resource
Borrowing

Educational Commerce
Web stores shift their focus from selling to education
Implications - Brands expanding into the online marketplace are cultivating a strong digital presence with educational web stores. This
strategy is especially effective for brands selling niche or tricky products, or those that simply attract many novice consumers. Most
importantly, the shift indicates that simply being present online isn't enough; brands need to position themselves as experts willing to
educate consumers to ensure they can comfortably make the switch to retail to e-tail.
Bra Discovery Platforms

This Company Uses Real
Women as Models to Improve
Online Shopping
Consumption-Reducing
eCommerce Platforms
The 'Buy Me Once' Online
Shop Only Sells Items That
Last
Big Data
Stylist
Services
Customized
Bug
Repellents
Branded Gardening Blogs

McDonald Garden Center's
Lifestyle Blog Shares Daily
Planting
Tips
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Oral Care Web Shops

The Crest Online Shop Lets
Shoppers Customize Their
Oral Care Routine

Hyper-Personalized Festival
Customization is added to festival experiences for immersive allure
Implications - Using technology as more than just a show-stopper, modern festivals are turning to tech elements to give attendees more
control and influence during the experience. Utilizing beacon technology and custom audio systems to allow festival-goers to personalize
everything from content to sound, festivals are realizing the need to not only entertain consumers, but also integrate them into the
creative process as well. Such integrated customization tactics signify a growing demand for more collaborative entertainment
experiences.
Tactile Musical Experiences

The SXSW Interplay Lab
Allows Users to Control Music
with Their Hands
Beacon-Driven Conferences
Pause Fest Attendees Use
Beacon Technology to Enjoy
Personalized Content
Augmented
Reality
Earbuds
Crowdfunded
Music
Festivals
Personalized Music Festival

Promotions
These Earbuds Help Users Contol
the
Live Audio Environment
DEMOGRAPHICS
Score:
Popularity
5.1
Activity
Freshness
Connective Festival Beacons

The Cannes Lions
International Festival Used
Beacons to Connect People

Embedded VR
Brands activate virtual reality users with headset-embedded packaging

Implications - As consumers become more familiar with branded content for entertainment purposes, many brands are disseminating
virtual reality technology by providing packaging that can be repurposed as DIY VR headsets. Also linked to maker culture and the socalled "IKEA effect," which sees consumers place higher value on things they have assembled themselves, this progression illuminates
the opportunity for brands to cultivate and retain a clearly defined audience through the new advertising medium.

a Happy Meal Box VR
Headset
Recycled Virtual Reality Viewers

Coca-Cola Provides 3 Hands-On
Options for Eco-Conscious Techies
Score:
7.3
Popularity
Activity
Freshness
DEMOGRAPHICS
VR Beauty Subscriptions
These Birchbox VR Headsets
Will Be Included in Birchbox
Man Orders
VR Cereal Boxes
Nutri-Grain's BOLT Cereal Box
Lets People Experience
Virtual Reality

Connected Physician
Doctors self-educate by linking into knowledge-sharing platforms
Implications - As consumers begin to take more responsibility for their health and wellness, medical professionals are embracing socially
minded platforms that encourage self-education and exploration of peer-to-peer shared data. Linked to the fast accelerating nature of
consumer expectations around healthcare service, this shift demonstrates the need for physicians and researchers to curate their own
set of digital tools that help make sense of the bevy of data emerging from new technologies.
Patient-Tracking Apps
The 'Cureatr' App Helps
Physicians Keep Track of Hospital
Patients
DEMOGRAPHICS
Score:
Popularity
3.9
Activity
Freshness
Doctor-Published Photo Apps

This Instagram-Mimicking
App Lets Doctors Share
Medical Information
Personalized Drug
Prescriptions Platforms
Geneix is a DNA DataDetermined Drug Service for
Doctors
Healthcare Developer Tools

The New CareKit Tool Helps
Researchers Track and
Monitor Their Patients
Crowdsourced Fever Research

Apps
The Feverprints App Helps
Doctors Collect Fever Data

Biometric Business
More traditional scientific data is fueling large and small organizations
Implications - Though the phrase Big Data is making waves among marketers, the idea of data analysis is nothing new to those in more
scientific industries. With this in mind, it is unsurprising that businesses are now using scientific data to find deeper insights than the
simple accumulation of consumers' brand interactions. This speaks to the level of competition and diversity of uses within the world of
data.
Sound-Based Mobile
Payments
ToneTag Lets Consumers
Make Secure Mobile
Payments with Sound
Biometric Store Payments

This Chinese Grocery Store
Features a Unique 'Face Pay'
System
Biometric
Driving
Systems
Customized
Insurance
Apps
Luxurious High-Tech Gyms

This Fitness Center Features
Futuristic Equipment and 3D
Body
Scans
DEMOGRAPHICS
Score:
Popularity
4.7
Activity
Freshness
Football Player Health Apps

The TeamStudy App Monitors
the Cognitive Health of
Former NFL Players

Branded Crowdsourcing
Specialized apps allow brands to better understand and serve customers
Implications - By offering a more streamlined and personalized experience through specialized apps, brands are enhancing customer
service and encouraging business. Whether through loyalty apps or apps that allow customers to easily pay for products or services,
offering brand-specific apps allows the opportunity to better understand customers through data, and offer more specialized perks.
Restaurant Payment Apps

'JOEY PAY' is a Convenient Way to
Settle Transactions at JOEY
Restaurants
DEMOGRAPHICS
Score:
Popularity
4.9
Activity
Freshness
Mobile Gas Station Payments

Tasmoil is Changing the Way
People Pay at a Gas Station
Drive-Thru Payment Platforms

This Chain Uses Beacons to
Facilitate Mobile Payment at
Drive-Thrus
Convenient Coffee Payment

Apps
Tim Hortons' Timmy Me App
Now Lets You Pay with Your
Smartphone
App-Controlled Bank
Machines
The New JPMorgan Chase
Bank Machines Will Require
App Withdrawals

eSports Mainstream
Competitive online gaming moves toward the realm of spectator sport
Implications - As the audience for competitive online gaming grows, a number of innovative platforms have emerged to serve to connect
this fast-growing community. Related to the proliferation of accessible streaming services and a new demand for competitive gaming
news, this progression demonstrates the role of Prosumerism in transforming a form of personal entertainment into a spectator sport.
eSports Broadcasting Hubs

The YouTube Gaming Covers
eSports Gaming Live and OnDemand
Chinese eSports Streaming

Platforms
'Longzhu TV' is an Alternative
Streaming Service for Gamers
Social Media
eSports
Broadcasts
Pro Sporting
News Apps
Competitive Gaming News Apps

The Yahoo Esports App is
Designed to Keep Gamers in the
Loop
DEMOGRAPHICS
Score:
Popularity
4.7
Activity
Freshness
4K Game-Streaming Services
Hitbox Will Stream Live
eSports Events In Glorious 4K

Messenger Marketing
Brands use messenger apps to interact with consumers
Implications - As buzz continues to mount surrounding the future role of messenger apps in brand-consumer interaction, Facebook
Messenger and WeChat have taken the lead with a number of notable campaigns and dedicated B2B services around the platform. In
addition to highlighting the evolving relationship between brands and consumers that sees this type of communication as a customer
service expectation rather than an intrusion of privacy, this pattern demonstrates the need for brands to explore the ways in which such
platforms can enable them to exceed expectations .
Candy Brand
Chatbots
TV Show
Chatbots
AI Finance Assistants
'Personetics Anywhere' Helps
Banks Offer Guidance Via
Facebook Messenger
Social Media
Boarding
Passes
BurgerOrdering
Chatbots
Video Game
Chatbots
eCommerce Chatbot Programs

'Mr. Chatbot' Supports
eCommerce Companies with
Sophisticated
Chatbots
DEMOGRAPHICS
Score:
Popularity
6.0
Activity
Freshness
Flight-Booking Bots
The SkyScanner Facebook
Messenger Bot Helps
Travelers Book Flights
Chat Bot Ad
Exchanges

Premium Affordability
Cell phone manufacturers scale back features for emerging markets
Implications - As mobile connectivity becomes less of a luxury and more of a necessity -- especially for those who have limited options for
alternate access to the Internet -- a call for scaled-back budget mobiles can be seen. Beyond providing accessibility, this exemplifies a
more strategic approach to mobile features, as the definition of "technological necessity" is turned on its head in the digital age.
Impressive Low-Cost
Smartphones
The Asus Live Android OS
Smartphone
is a Cost-Effective
DEMOGRAPHICS
Score:
5.6
Device
Popularity
Activity
Freshness
Extreme Low-Cost
Smartphones
The 'Freedom 251' 3G
Android Smartphone in India
Costs $4
Compact Budget
Smartphones
The Samsung Galaxy J1 Mini
is a Capable Yet Affordable
New Device
Premium Affordable
Smartphones
The Meizu M3 is Set to be
Available in China for $92
Affordable Minimalist
Smartphones
The Nokia 230 Targets
Consumers in Developing
Markets

eSports Influencer
Chinese consumers embrace livestreaming apps to access influencers
Implications - A way to play up the social aspect of such games as well as a means of highlighting the fast-growing emergence of
livestreaming apps, various products and services are being specifically designed to cater to the culture of eSports in China. Serving to
educate users on high-level gaming expertise and rounding out the entertainment function, this progression demonstrates the
opportunity for brands to embed themselves into the social gaming experience.
eSports Streaming Platforms

Panda TV is a Chinese Video
Game Streaming Platform
Launched in 2015
Chinese Livestreaming Platforms

Yizhibo is a Popular Live VideoStreaming App in China
Score:
6.5
Popularity
Activity
Freshness
DEMOGRAPHICS
Chinese eSports Streaming

Platforms
'Longzhu TV' is an Alternative
Streaming Service for Gamers
Chinese eSports Influencers

Yu Jingxi Uses His eSports
Expertise to Broadcast Video
Games Online

Recruiting Neutrality
Innovative recruitment platforms aim to eliminate bias
Implications - In an effort to engage in ethical hiring practices, brands have begun leveraging progressive recruitment platforms that
eliminate particular elements of the traditional process that are seen to lead to unfairness and bias. In addition to highlighting the everevolving experience of recruitment in the digital age, this progression demonstrates the attitude of the emerging workforce that
conventional hiring practices may not best serve all stakeholders.
Gender-Balancing Hiring Tools

The Anti-Sexism App Sniffs
Out Subtle Bias in Job Post
Listings
Blind Job Matching Apps

The Blendoor Apps Removes Your
Face and Name From the
Application
ProcessDEMOGRAPHICS
Score:
Popularity
4.0
Activity
Freshness
Anonymous Job Interviews

This Company Conceals the
Identity of Each Job
Candidate
Bias-Eliminating Hiring
Platforms
Responsiblr Aims to Close the
Pay Gap and Diversify
Workplaces

Sponsorship Gaming
Brands find a new consumer demographic in the video game community
Implications - Seeking a new audience, brands are sponsoring events and launches within the video game industry. This signifies a rising
interest in Gen Z and Millennials as these groups gain an increase in spending power. Coinciding with the surge of public gaming
functions, as well as the growth of the gamer community by way of phenomena like Pokemon Go, this shift shows the power in fast
adaptability to consumer growth.
Pizza Chain Gaming Sponsorships

Pizza Hut is a Large Donor for
Many eSports-Related Events
Score:
5.3
Popularity
Activity
Freshness
DEMOGRAPHICS
Amateur Gaming
Competitions
Mtn Dew Reveals a
Competition That Turns
Amateurs into Professionals
eSports Beer Sponsorships

Bud Light Beer is Sponsoring
Gamers Through Its New
Interactive Program
Energy Drink eSports Labs

Red Bull Created a Lab to
Help Professionals Improve
Their Gaming Skills
Energetic eSports
Sponsorships
Rockstar Energy is the Official
Drinks Partner for Team
Infused


Reserved
World Insights
Big Data Concierge

Hospitality brands streamline service with algorithm-based recommendations
Implications - As peer-to-peer services continue to democratize accommodation options for consumers, many established hospitality
brands are emerging with digitized concierge services that deliver personalization without compromising efficiency. Enhancing the
experience of both check-in and the stay overall, such data-informed systems suggest that a large opportunity exists for brands to
provide added value through streamlined service in order to remain competitive with cost-efficient contemporary alternatives.
Big Data Travel Platforms

'Wayblazer' Uses IBM Watson as
an Intelligent Concierge
Score:
4.5
Popularity
Activity
Freshness
DEMOGRAPHICS
Digitized Check-In Kiosks

These Self-Service Hotel
Kiosks Replace Concierge
Staff
In-Suite Concierge Apps

Slate is Replacing Hotel
Concierges with Its New TV
App
Robot Hotel Concierges

The Hilton Hotel Has
Announced a Pilot Program
with IBM Watson
Branded Concierge Services

The FordPass Promotion Gives
Car Owners Access to Special
Perks

Fast Casual Hospitality

Hotel brands buck complex structure with youthful diffusion brands
Implications - As Millennial travel habits continue to redefine the industry, many established hotel chains are launching diffusion brands
that offer simple, streamlined experiences at lower price points. A progression that was first felt in the fast food industry, this shift is
related to the cost-consciousness of younger travelers, as well as the push for transparency from brands in the form of product and fare
structures that are more easily understood.
Bare-Bones Hotel Brands

This Midscale Hotel Chain is
Designed for Budget
Travelers
Millennial Hotel Concepts

Marriot International's New Moxy
Hotels Brand Image Targets
Millennials
DEMOGRAPHICS
Score:
Popularity
5.1
Activity
Freshness
Soft Brand Hotel Chains

Hyatt Hotels' The Unbound
Collection is Geared to Social
Media Consumers
Minimalist Millennial Hotels

Hilton's Tru Brand Rental
Rooms Opt for a Bare
Necessity Aesthetic

Physical Fanboying
Films get translated into entire worlds with movie-themed amusement parks
Implications - Big global films are being translated into big-budget theme parks, boasting recreations of fantastical worlds -- some resting
solely on the shoulders of a single entertainment franchise such as The Avengers. These experiences also boast unique cinematic
experience that leverage VR and other sensory additions like smell and touch. Particularly in China, since the government lifted theme
park bans in 2013, there is a lot of opportunity there for theme park growth as well as in Dubai as both have burgeoning tourism
industries.
Comprehensi
ve Chinese
Amusement
Parks
4D Theme
Park
Experiences
VR Theme Park Attractions

This Company is Bringing VR
and Mixed Reality to China's
Theme Parks
Gaming
Puzzle
Movies
Cinematic
Dystopia
Theme Parks
Cinematic
Theme Park
Spaces
Superhero-Themed Amusement
Parks
The Marvel-Branded Adventure
Zone
Brings PopularDEMOGRAPHICS
Comics to
Score:
5.9
Life
Popularity
Activity
Freshness
Extreme Movie Theme Parks

20th Century Fox World Will
Have Rides Based on Titanic
and Aliens

Table of Contents
Art & Design
60)
Sustainable Out-of-Home
36)
Narrative Flagship
61)
Zero-Waste Grocer
37)
Adjustable Garb
62)
Redress Retail
38)
Fashion
Autos
64)
Streetwear Nostalgia
40)
In-Car Service
65)
Pre-Stylized Male
41)
Post-Purchase Safety
Life-Stages
42)
Cognitive Auto
67)
Conscientious Play
43)
Democratized Milestone
68)
Gender Remixed
44)
Co-Branded Auto
69)
Interpersonal Play
Business
70)
46)
Retail Kinship
71)
Maker Families
47)
Dedicated Discount
72)
Elderly P2P
48)
Gamified Onboarding
73)
Communal Living
49)
Niche Incubator
Lifestyle
50)
75)
Personalized Performance
51)
Preferential Pop-Up
76)
Casual Connoisseur
52)
Cannabis Commerce
77)
Performance Brew
53)
78)
Botanic Infusion
54)
Shoppable Media
79)
Branding Secrecy
55)
Destination Retail
80)
56)
Workshop Retail
81)
Empowered Strength
82)
All-Day Bistro
Eco
58)
Urban Escapism
83)
Homegrown Beverage
59)
Urban Foraging
84)
Convenience Curation
Table of Contents
85)
Culinary Laboratory
110)
Analog Divergence
86)
Matcha Obsession
111)
Familial Biculture
87)
Extreme Wellness
112)
Spectator Immersion
88)
Spoilage Safeguard
113)
Pretend Pop-Up
89)
Commuter Commerce
114)
Selfie Marketing
90)
115)
Editorialized E-Commerce
91)
Curated Cohabitation
116)
Streamed Enlightenment
92)
Agricultural VR
117)
Branded Education
93)
Athletic Storytelling
Pop Culture
94)
Artisanal Education
119)
Divergent Branding
95)
Suspended Adulthood
120)
Ephemeral Spectatorship
96)
High-Tech Takeout
121)
Merchandise Monopoly
97)
Sensorial Cocktail
Social Media
98)
Throwback Medicinal
123)
Prosumer Tourism
99)
Mediterranean Confection
124)
Condensed Broadcast
Marketing
125)
Ephemeral Recruitment
101)
Virtual Demonstration
126)
Mainstream Influencer
102)
Grown-Up Playtime
Tech
103)
Milestone Exhibition
128)
Malleable Electronic
104)
Localized Investment
129)
Device Sharing
105)
Brand Takeover
130)
Bilateral P2P
106)
Big Data Pop-Up
131)
Educational Commerce
107)
Edible Spectacle
132)
Hyper-Personalized Festival
108)
Aromatic Immersion
133)
Embedded VR
109)
Prosumer Prestige
134)
Connected Physician
Table of Contents
135)
Biometric Business
136)
Branded Crowdsourcing
137)
eSports Mainstream
138)
Messenger Marketing
139)
Premium Affordability
140)
eSports Influencer
141)
Recruiting Neutrality
142)
Sponsorship Gaming
World
144)
Big Data Concierge
145)
Fast Casual Hospitality
146)
Physical Fanboying

Trend Report 2017

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Boutique Boxing Gyms

Branded Pop-Up Training

Scholarly Boutique Gyms

Floating Fitness Studios

5 Ideas + 41 Related Examples

Adult Ball Pit Bars

Adult Summer Camps

8 Ideas + 70 Related Examples

Members-Only Pop-Up Shops

Members-Only Retail Stores

Exclusive Travel Libraries

8 Ideas + 71 Related Examples

Luxury Clothing Customizations

Sports Lab Interactive Retail

Minimalist Design Emporiums

5 Ideas + 45 Related Examples

Brands activate virtual reality users with headset-embedded packaging

Kids Meal VR Packaging

Recycled Virtual Reality Viewers

4 Ideas + 36 Related Examples

Sophisticated Steel Activity

Skin Moisture Detectors

Simplistic Fitness Trackers

Ultrasonic Skin Infusers

6 Ideas + 47 Related Examples

Volcano Boarding Excursions

Sky High Sport Excursions

Remote Wilderness Retreats

Scenic Mountain Biking Tours

6 Ideas + 47 Related Examples

In-Flight Streaming Launches

Floating Website Birthday

Social City Billboards

E-Commerce Birthday Road

5 Ideas + 45 Related Examples

Consumers search for retail concepts that encourage personal growth

Communal Retail Shops

Design Community Showrooms

Organic Community Stores

Taste-Focused Cheese Shops

4 Ideas + 35 Related Examples

Millennials find a sense of community, meaning & a way to cost-cut

Short-Term Apartment Rentals

Communal Living Houses

Urban Co-Living Spaces

All-in-One Housing Services

6 Ideas + 45 Related Examples

3D Printing Culinary Labs

Nutritious 3D-Printed Foods

Multi-Sensory Food Labs

Human Tear Cocktails

4 Ideas + 36 Related Examples

Craft Chocolate Retailers

Human Tear Cocktails

Experiential Foodie Events

Beer Brewing Workshops

6 Ideas + 54 Related Examples

Retailers offer purchasing options in entertainment pieces for convenience

Shoppable Athletic Videos

Shoppable Construction Barriers

Virtual Shopping Displays