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  • this is going to be the most unique opportunity  in your career and when i say something like that  

  • i mean there will be a specific period of two  to three years in the next decade that will be  

  • the greatest period of time for someone studying  the trends the clues for what happens next and  

  • that's because we're about to enter a period of  chaos induced recharting let me explain first  

  • of all chaos creates new opportunity it does  so by changing the rules reshuffling the deck  

  • and switching who's in the lead and here is  how it works consider a lesson in history the  

  • renaissance period emerged from the bubonic plague  the roaring twenties emerged from the spanish flu  

  • and now with Covid-19 finally showing uslight at the end of the tunnel the roaring  

  • 20s are coming back and this period of chaos  is about to repeat itself this historic pattern  

  • where afterwards people emerge from their shells  they try new things they make up for lost time  

  • this is going to be the greatest period of  opportunity in your lifetime and i know this  

  • because i study chaos i study chaos and i want to  leave you with a couple thoughts before we dive in  

  • to the top 20 trends for 2022 the first is  that normally and for the last decade we're  

  • in a period of path dependency where we repeat  all the past decisions in our organizations we  

  • put in rules policies structures procedures brand  standards to repeat whatever led to last year's  

  • harvest if you try to come up with something  new you might be told we're not big enough to  

  • do that or we're not small enough to nimbly  entrepreneurially try your idea you might be  

  • told this isn't related to us we can't do that we  need focus we need to hit goals we want results  

  • normally what happens is we stick to the  path that we're on and we miss out on a  

  • new opportunity but then when we go throughperiod of crisis like the bubonic plague like the  

  • spanish flu and now like covet 19 while rules  policies structures they just don't seem to  

  • matter anymore people instead try to figure  out how to survive within their organizations  

  • yet during this time period consumer needs are  changing by the minute because people don't know  

  • what they want anymore if anything you can't even  read it perfectly because they're on the bottom  

  • rungs of maslow's hierarchy of needs looking out  for their physiological needs and their safety  

  • but then then we get to the light at the end of  the tunnel the period that we're in now which  

  • is a moment of chaos and opportunity a period  that will last one or two years as people emerge  

  • we will learn what your competitors were working  on behind closed doors for the last 18 months as  

  • they figured out what new ideas products services  and partnerships they needed to survive in a new  

  • normal you'll figure out what your competitors and  others thought the new normal was going to be and  

  • meanwhile consumers will make up for lost time and  show us what they're actually seeing that is the  

  • period of chaos and chaos is actually predictable  if you're a regular trend hunter follower you know  

  • of our six patterns of opportunity and chaos  and our mega trends and today we're going to  

  • dive into how those have evolved through copit i'm  going to give you a very high level thought about  

  • it and then armita scano our chief inside officer  will show you her read on 20 of the most exciting  

  • insights from our 2022 report out today the first  megatrend i want to talk about is simplicity  

  • after a year and a half of chaotic times at  home at work in life people start looking  

  • for the simple answers the simple messages and for  marketers simplicity emerges from all of the noise  

  • when it comes to experience another mega trend we  were watching if you rewind two years ago we were  

  • talking about augmented reality virtual reality  and all the different multiverse expansions of  

  • our world and yet so much of that was put on  hold because we were working from home now we  

  • make up for lost time next up naturality coveted  19 topped the world where little tiny people  

  • in a giant planet that still has so much control  and ability to completely change our lives  

  • and that's caused a resurgence particularly  among the younger generations who think  

  • the parent generations must cove it upresurgence among the younger generations and  

  • that drive for eco and sustainability and it means  that as we get out of this world where everything  

  • needs to be triple packaged and double masked up  as soon as we get out of that people will be more  

  • conscious of the brands the services the products  that actually have an e equal component from a  

  • technology perspective we've seen many records  being pushed throughout the last year in fact  

  • this was a record-breaking year for artificial  intelligence and technology did not stop even if  

  • human connections did next up hybridization this  mega trend is about how the competitive lines  

  • change it used to be there were tech companies and  grocery stores but then you see the merge and you  

  • see things like amazon a tech company buying  a grocery store that's called hybridization  

  • and it's about people completely jumping into  new product markets and what you've seen in  

  • the last year is many brands struggling for their  survival started to jump into different industries  

  • the little restaurant down the street becamebottle shop a takeout service a cooking class  

  • whatever it might be and now you're about to see  after 18 months of your competitors working behind  

  • closed doors what new markets they plan to get  into as well finally many to many while there's  

  • been a lot of supporting the largest ecommerce  retailers in the world and now you're going to  

  • see that return to shopping local to support those  local businesses those are some of the high level  

  • mega trends but we've launched our 2022 trend  report which gets a layer deeper to give you a  

  • hundred different insights and about 500 examples  you'll all get the link to that right after this  

  • if you didn't download it already and we're going  to go through 20 of our favorite trends from there  

  • from uh with an interview with armeta ascano again  our chief insight officer now just a little note  

  • on the methodology everything that you're looking  at is fresh data-driven research based on our read  

  • of what we're seeing the crowd actually interested  in we have a couple hundred thousand people and  

  • millions of fans all around the world that  submit in their articles we have a database  

  • of about half a million articles and ideas and  then we mine that using the patterns of traffic  

  • the people that are actually navigating our site  so far we've measured about 230 million people  

  • and three billion of their choices to come  up with fresh data-driven insights that we  

  • mine with humans and with artificial intelligence  we did about two or three thousand custom trend  

  • reports during covid so we spent a lot of time  working with yourselves and your competitors  

  • to figure out what's next and today with this  report we're revealing some of what we've seen  

  • as the higher level more consistent patterns if  you want to dive deeper after this connect with us  

  • our most common service is fast custom research  the idea that you use one of our researchers on  

  • our team who gets to know you and deliversreport every week or every month for you but  

  • we're also happy to be there to help you with  innovation workshops getting your people back  

  • in office and bringing that zest and excitement  for innovation back to your team finally we do  

  • a lot of different work with our assessments  our tools our e-learning and we're happy to  

  • find ways to get that to you if there's ways that  would help you win in 2022. with that being said  

  • it is my pleasure to introduce armida askano our  chief content officer armenia great hello everyone  

  • thank you for joining us uh yes so my name is  armeta escano i am the chief content officer  

  • here at trend hunter and essentially what that  means every piece of content that comes out of  

  • trend hunter from our micro trends on our online  magazine to our insights which is what we're  

  • about to show you to of course our frameworks  regarding those larger trend opportunities like  

  • micro generational study retail trends all  sort of funnels through myself and my teams  

  • now as jeremy said today we're going to be talking  about the top trends of 2022 so of course that  

  • report is available for download we also havevideo that's being released what we're doing today  

  • is specifically showing you the best of each of  our categories within these top trends of 2022 so  

  • we'll be focusing on key areas such as social good  we'll be looking at retail we'll be looking at  

  • many different categories all within which  we'll be highlighting the most exciting most  

  • interesting trends that we've found through  our database so jeremy let's kick it off  

  • with culture trends culture trends yes so as we  move into obviously this exciting but unknown  

  • era this return of the roaring 20s what are some  larger behavioral shifts that you're most excited  

  • to see sure well i find culture has been  a category in trend hunter that was always  

  • important and i think we got what culture was like  in the last year which was being pent up from home  

  • but i feel like culture is truly the category that  will exude this idea of the roaring 20s and people  

  • making up for lost time in in so many different  categories but it's also one that for most of our  

  • clients suddenly if it was never really  a place people asked a lot of questions  

  • now they're asking a ton because there's a lot of  curiosity about what will the lives look like of  

  • you me and most importantly are our consumers so  why don't you dive in and show us what the data  

  • has taught us for sure i mean consumer behavior is  sort of what's at the core of all culture trends  

  • right and as you mentioned a lot of this has to do  with people sort of reflecting on their own worlds  

  • and thinking of uh what their priorities should be  during this this time now as jeremy referenced we  

  • are looking at the return of this sort of roaring  20s but that comes after a period of a bit of a  

  • dip in society in terms of you know consumer  behavior perhaps in terms of the economy and  

  • of course over this past year we saw that crisis  of the pandemic now during that time we all became  

  • quite attached to the super computers stuck in our  back pockets at all times and we could turn to our  

  • smartphones these super computers and connect  with what was essentially bad if not at least  

  • uncertain news and you know a lot of us fell into  this pattern of constantly doom scrolling which is  

  • the act of constantly you know looking at your  phone scrolling through it and looking for that  

  • bad news now after a couple of years of that we're  seeing the trend of anti-doom scroll here we see  

  • brands and designers launching initiatives to help  create sort of distance between people and their  

  • phones they're bad news machines so we see limit  setting mobile apps we see tech disconnection  

  • publications we see anti-doom scrolling websites  that specifically only highlight good news and we  

  • see joyful travel websites which kind of curate  specifically content that is meant to make you  

  • happy now i'm ready for this i'm sure many of you  are but before we move on to the next trend i want  

  • to point out our scoring on the bottom sort of row  there of your screen so as you can see anti-doom  

  • scroll receives a score of 6.2 out of 10 which we  find by leveraging popularity which is the sheer  

  • amount of clicks eyeballs that this article has  received activity which is all about engagement  

  • are people starting a conversation around this  trend are they sharing it to their various  

  • social media feeds are they leaving comments and  freshness which speaks to its level of newness  

  • all right so let's keep it moving into our second  trend within culture which is nature novice now  

  • this ties to the mega trend jeremy talked about of  simplicity this idea that during this time people  

  • have sort of re-prioritized and thought about  what is actually important to them how can they  

  • live lives that are a little bit less complicated  and many are quite literally turning to nature  

  • as the sort of source of true simple pleasure  here we see adventure tourism brands offering  

  • more slow-paced trips for those who are looking  to get into this sort of naturalistic approach  

  • to vacation in a way that's you know offeringbeginner's pace i am someone who is definitely  

  • looking more for a hike that is easy somethingcan do you know with my parents maybe as opposed  

  • to something that's a little bit more intense so  we see beginner-friendly adventure trips japanese  

  • moderate adventure tours slower paced cycling  trips and irish adventure tourism companies  

  • and perhaps the most exciting of all of the  culture trends maybe one of the most divisive is  

  • psychedelic expansion so here we see researchers  and entrepreneurs exploring the benefits of magic  

  • mushrooms now the reason why i thought it was  interesting to include this trend among our  

  • culture section is because over the past couple  of years we've seen a transformation of people's  

  • relationship with the alcohol industry people's  relationship with the cannabis industry so the  

  • question is what comes next especially during  a time when people are looking to reprioritize  

  • what it means to live a fulfilled life  perhaps they're entertaining this idea  

  • of psychedelic exploration and this isn't as odd  as it sounds now we're not necessarily suggesting  

  • everyone who is watching right now needs  to explore the world of psychedelics  

  • but it is telling of how people are thinking  of what's accepted in the mainstream during  

  • this roaring twenties era so we see legally  harvested magic mushrooms we see three-day digital  

  • psychedelic conferences we see tie-dyed mushroom  sandwiches and boundary pushing wellness shows

  • now that wraps us up for our culture section up  next we have technology jeremy how have you seen  

  • technology transform in the crisis in chaos  era and what do you think that'll mean for  

  • the recharting well in the keynote and workshop  side we've done a lot of work with brands like  

  • cisco or ibm microsoft who are working behind the  scenes with a lot of the consumer facing brands  

  • and it's been interesting to sort of be implanted  in what they're all actually working on from a  

  • technology standpoint i think what happened over  the last year is that as ceos started wondering  

  • if they have the right products services and  consumers they started expanding the consideration  

  • set for what types of technology could be  explored so we've actually seen new commitments  

  • to technology expanding into services that you  wouldn't see yet because it takes a year to  

  • to get anything decent size actually implemented  but i would say that there's been a much higher  

  • tolerance of risk and consistently when we look  at the time periods that have emerged from global  

  • crisis there are higher periods of risk because  people are trying to increase their optionality  

  • for whatever might happen in the future so  i think that technology companies are happy  

  • to see much larger commitments and budgets to  trying new things and we're about to see that  

  • actually play out and and that's the company  side on the simple side this year everyone's  

  • grandma and everyone's aunt and uncle and nephew  figured out not just zoom but whatever apps were  

  • being used for the families to play games sofeel like the world just upgraded its tech skills  

  • absolutely and it's interesting because it's  completely out of necessity right i think that  

  • uh one of the things about technology is that  although we have as a society come to rely on  

  • it quite a bit this past year was a question  of safety right technology enables physical  

  • distance technology enables lower touch points in  industries where typically you need many physical  

  • touch points so we saw a lot of that i'd say in  crisis and chaos as well and you'll see some of  

  • that of course in the trends that i've selected  now first off i want to talk about metaverse  

  • expansion this takes that idea of technology  enabling distance but still providing a sense  

  • of experience to that next level for those who  are unfamiliar metaverse is a term that refers to  

  • essentially the internet as we know it however in  a way that's more parallel to the way we actually  

  • interact with each other on a day-to-day basis  so within a metaverse you're able to integrate  

  • more person-to-person interaction the virtual  you're able to integrate perhaps more attention to  

  • virtual clothing which is the first example we see  within metaverse expansion essentially metaverse  

  • expansion is about different brands investing and  developing metaverse products and experiences and  

  • you know even calling metaverse products products  is still something that's so new now as i said our  

  • first example is actually within the fashion space  and it's blockchain based virtual sneakers so this  

  • is a sneaker that does not actually exist in the  physical world but it does exist in the metaverse  

  • we have user-owned virtual real estate so similar  to what we see with the virtual sneaker this is  

  • real estate that does not exist in the ver in  the real world but rather strictly in the virtual  

  • world we see futuristic second earth concepts  this idea of taking earth to a virtual space  

  • and we see long-term metaverse visions now  it's interesting because i think a smaller  

  • scale versions of the metaverse that we're all  perhaps more familiar with are most typically  

  • seen in video games fortnite is a metaverse uh  minecraft is a metaverse roblox is a metaverse uh  

  • so it's really interesting to see how that expands  outside of this industry and of course this is a  

  • very popular trend as you can see with the score  so a lot of attention being paid to this one  

  • now taking things back to the actual tangible  physical world we have robot retail now you  

  • know just then jeremy and i both talked a little  bit about this idea that uh technology needed to  

  • be applied across many different industries for  safety purposes and and really what we saw in  

  • these industries where typically we had been asked  about technology for them for years and years now  

  • is an acceleration of ideas they already had in  the pipeline but hadn't paid that much attention  

  • to that's exactly what we see with robot retail  here we see the pandemic accelerating the use of  

  • robots in retail specifically in north america now  this was something that was quite normal to see  

  • in asian countries uh you know this idea of  having this sort of human free convenience  

  • store for example is a trend that we actually  saw on trend hunter back in 2018 which was from  

  • china but now we're seeing an expansion for north  american retail companies who are looking to use  

  • robots as a way to enable a sense of safety  for consumers and look to cut costs as well  

  • now that is a great segue specifically into our  retail trends now retail of course is perhaps one  

  • of the most impacted industries over this past  couple of years and inevitably it will continue  

  • to change but what changes do you predict for  retail in 2022 jeremy well for those of us that  

  • tuned into our future festival world summit one of  the things i opened with was showing the list of  

  • 500 brands mostly retailers that went into chapter  11 bankruptcy protection now that doesn't mean  

  • that you're gone but it means that you're inrestructuring period and among those include many  

  • of the shopping mall operators a lot of the big  box stores and and what's interesting is at the  

  • very same time the end consumer purchased so often  from the big boxes or the uh amazons and walmarts  

  • and then saw their actual street sides get  decimated in terms of release signs and  

  • stores coming up so i think what's interesting  about retail is that uh you have to approach it  

  • by thinking of the large companies as well as  the little guys the mom and pop shops in many  

  • countries usa and canada included there were also  a lot of initiatives pushed by brands or companies  

  • like shopify to help the little retailers actually  get online and have their own on online shop  

  • so actually in canada the most valuable company on  our stock market that's shot past all of the banks  

  • and oil companies is actually shopify because  so many entrepreneurs saw that as their lifeline  

  • thousands millions of entrepreneurs literally  had that as their lifeline so i think what  

  • you're going to see is that previously the large  companies had an online component and then had  

  • to win in the store and then they went in online  because you went to the big brand that you went to  

  • but now you're going to see all the mom  and pop shops return but freshly armed  

  • with an online website maybe an expanded product  suite that they started adapting to during covid  

  • and so what i think that you're going to see  that's that is talked about less than it should be  

  • is a proliferation of where competition is coming  from and and i think you'll see the support for  

  • the individual consumers to say yeah i want  to shop at the mom and pop shop which is not  

  • the news that a lot of our brand retail clients  want to actually hear hey you have a million new  

  • competitors now but i think that's the reality of  what to prepare for for sure i you know i spending  

  • so much time with our insights have a tendency to  come at all industries from this sort of consumer  

  • behavior mindset first and what i find interesting  is that though it is true there is this push  

  • um to get more sort of technologically advanced  in the retail space i think consumers will have  

  • this sort of push and pull between a desire for  that convenience that they've become accustomed  

  • to and a desire for that sort of technological  advancement up against a desire for retail  

  • experiences up against this desire to feel  more of a human connection when you go shopping  

  • especially in an era where although we're trending  toward more safety in so many parts of the world  

  • i think for many individuals it's if i'm going  to go out shopping the actual experience of  

  • shopping needs to be worth it to get me out  of the house right and that's a lot of what  

  • we see in the trends that i've put together  for this so first off we have retail escape  

  • here we see opportunities for very creative  presentations of products being more abundant  

  • in virtual environments so this is a sort  of compromise between what i was saying  

  • that push and pull of very convenient very safe  uh technologically advanced retail versus this  

  • desire for that experience and this humanization  so what we see is yes virtual spaces where you can  

  • shop that are presented in these very artistic  manners so perhaps it's a very high-end fashion  

  • brand that is inviting you to a beautifully  designed boutique that you can tour virtually  

  • but it's also a shoppable space perhaps it's a  digital fashion house where you have a sort of  

  • studio for an exclusive designer and you  can click in and see details on the specific  

  • fabrics being used and the processes meet the  seamstresses but still it is a shoppable website  

  • one of my favorite examples and not just because  i was playing the video game quite a bit is we're  

  • seeing a lot of uh brands retail brands on animal  crossing which is a video game that is actually  

  • technically a metaverse so we're going full circle  uh meeting people where they are in terms of their  

  • digital behavior over this past year and still  providing that sense of fun that sense of um  

  • humanization in a space that is easy to  access and is still technologically advanced  

  • now going in a different direction here and  focusing only on the experience we see shoppable  

  • experience where brands are creating both  in-person or virtual experiences that consumers  

  • can shop so for example we have a shoppable luxury  video it's technically a music video with celine  

  • dion but the actual music video is shoppable so  a piece of content that would have already been  

  • very shareable especially during a time when we're  all still stuck to our computers and our phones  

  • except now you can actually shop through it we  have shoppable korean hotels so acknowledging  

  • that yes things are starting to open perhaps not  everything needs to be a virtual experience we  

  • can provide in person experiences but people  still want to be able to envision themselves  

  • living a life that is once again peaceful and  adventurous and on vacation simultaneously  

  • and making that space shoppable itself we have  shoppable rentable housing which i find very very  

  • interesting now without getting into you  know generational information we're seeing  

  • a lot of millennials specifically  looking for more flexible ways of living  

  • and if a temporary way of life is  something that's just normalized now  

  • why not make those temporary spaces shoppable as  well and of course interactive shoppable cooking  

  • shows i know many people myself included  experimented quite a bit with cooking  

  • and their culinary skills while locked down at  home so why not make those video shoppable as well

  • so that takes us out of our retail trends and into  our next category of eco jeremy i know this is one  

  • of your favorites how do we define sustainability  in this new world in the roaring 20s  

  • right you know eco is so interesting is passionate  to my heart i've got the solar panel roof and the  

  • electric car and all the things i can do that  aren't enough but what i found then to be so  

  • painstaking is that this year people thought was  going to be better for eco oh people are at home  

  • there's no commuting but then when the results  came through what actually happened is that we  

  • were using way more packaging and there wasshortage in supplies and everyone was stockpiling  

  • and and then there's a billion masks floating  in the sea or something that's the scary way of  

  • seeing it that's the doom scrolling you got to go  anti-doom scroll to get away from that i'll give  

  • you an app that gets you away from your phone but  i do think that this is going to be the example  

  • where there's a rebellion and once we get through  this enough around the world then people younger  

  • generations provably expectedly care more about  the sustainable world we're in and i think that  

  • they will push even farther the greta generation  if you will to make sure that brands are actually  

  • adapting some of the eco principles that they  stand for and for that younger generation kovid  

  • looks like it was something mismanaged drastically  by the parents that's the easiest way i like to  

  • sort of envision it i keep saying that becausethink it's a simple way to imagine how then they  

  • become more aware of eco and they demand  change versus sitting in the back seat  

  • right i completely agree with you there i think  that even again you know taking it to uh like a  

  • consumer mindset sort of approach um i think  many people in the beginning of the pandemic  

  • just kind of accepted that okay i'm gonna  use single-use products because it's safer  

  • and i'm going to accept that you know the products  i'm interacting with have a lot more packaging  

  • because i'm concerned about actually touching  things other people have touched and you know  

  • that sort of thing and i think as the pandemic  continued on individuals started feeling a sense  

  • of guilt for that behavior for for that sort of  permission that we all granted ourselves to use  

  • all of these single-use products and be kind of  irresponsible from an environmental perspective  

  • and are now coming back a lot harder with what  they expect now one of the things that i find  

  • most exciting about the eco trends that we saw in  this report is that we're seeing a much quicker  

  • turnaround and a much more creative approach to  sustainability from brands so i want to kick off  

  • with zero waste cosmetic and i selected this trend  to talk about today because the cosmetic industry  

  • notoriously needs to move faster and faster as  online communities focus on makeup there are  

  • these entire spaces dedicated to influencers and  micro influencers and sometimes just normal people  

  • who just want to post pictures of their makeup  artistry setting the trends and so in an industry  

  • that's already learned to move quite quickly it  makes sense to then integrate these very fast sort  

  • of turnarounds of more eco-conscious practices  that's what we see with zero waste cosmetic  

  • the cosmetic industry now producing zero waste  products zero waste packaging in a few creative  

  • ways so we see zero waste beauty packaging we see  actual zero waste products zero waste eyeliners  

  • we see zero waste beauty platforms specifically  spotlighting brands in the cosmetic space that  

  • offer zero waste products we see zero waste  beauty packaging again and zero waste beauty  

  • membership so sort of subscription model for  those who know that no matter what kind of  

  • makeup they want to experiment with they  want it to be as eco-friendly as possible  

  • one of the other things i love about zero  waste cosmetic is it kind of harkens back  

  • to the ancient practices of makeup and the  fact that makeup used to be made using natural  

  • materials so it's interesting we see you know sort  of return to a sense of simplicity once again now  

  • it's not just in the cosmetics industry where  we see these more sort of creative approaches  

  • to sustainability one of the most creative  approaches that we've seen here is repurposed  

  • species so this is very interesting here we  see brands across many different industries  

  • using invasive species to create products and sort  of help rebalance the environment so for example  

  • we have bio concrete tiles we have starfish based  ice melters we have fish-based dog foods using  

  • using again species that are invasive and we  have invasive carb-based dog foods as well

  • so next up we get to a new category of social good  so in a way related to the eco that we just talked  

  • about but social good saw a huge renewal over this  past couple of years again we saw a lot of people  

  • at home sort of reflecting on how they can help  make the world a better place not just exist in  

  • the world and do whatever they plan to do so many  people use time on lockdown to reflect in this way  

  • do you believe jeremy that this pace and  enthusiasm for being a catalyst for positive  

  • change will remain well i certainly hope so trent  hunter has a sub brand called socialbusiness.org  

  • which is actually one of our categories where  we've covered a couple thousand businesses that  

  • are uh not a charity per se but rather businesses  that embed that charitable model within them think  

  • tom's shoes buy a pair of shoes and then a kid  in the last privileged country also gets a pair  

  • of shoes look at that see there we go it worked  now what we believe is that this time away from  

  • the office working from home has caused also an  increase in the number of side hustles side gigs  

  • and and probably young entrepreneurs thinking  about what they could actually do and so often  

  • those new businesses come with that charitable  model as the world's been shifting towards that  

  • so uh i don't have a favorite example that's  come yet out of kovid but i am hoping to see  

  • more examples in the next let's say a year right  i feel the exact same way you know there's been  

  • it has been definitely a silver lining of  this past year to see so many people so many  

  • organizations and so many brands mobilize in  this way for the causes that they believe in  

  • you know um and i i yeah i hope it lasts umthink that it will as you've said many times  

  • um the younger generation has sort of seen you  know questionable practices from older generations  

  • in the past and has this renewed mission to keep  it going um so i do believe that we'll kind of  

  • continue with this focus and this enthusiasm for  positive change in general now one of my favorite  

  • examples here is mutual aid network becausethink it is a very simplistic straightforward  

  • way to provide uh support to marginalized  communities now what we saw during the pandemic  

  • is organizations supporting and launching various  approaches to mutual aid networks now one of the  

  • first ones i want to spotlight i'm so proud of  because it exists in trend hunter's hometown of  

  • toronto so we see toronto based community fridges  which are just available all across the city  

  • and as i said one of my favorite things about this  trend is how simplistic the actual examples are it  

  • is community fridges you know exactly what that  means find the location of a community fridge  

  • bring some food over to it drop it in there  and that fridge is available for anyone in  

  • the community who needs to find something to eat  what an awesome example we also have neighborhood  

  • support networks we say we see uk based  mutual aid networks and grassroots mutual aid  

  • funds which don't focus specifically on these  kinds of resources of shelter or food but also  

  • actual money provided to individuals who perhaps  don't have the same opportunities that we do  

  • now another example here is charitable nfts now  nfts have been a huge discussion point over this  

  • past year's stands course for non-fungible token  and one of the best ways to describe it is an nft  

  • is kind of like a collectible card so through  various checkpoints online um an item is sort  

  • of uh confirmed sort of clarified as authentic  uh and a one-to-one piece so that is what we're  

  • seeing in the charity space nfts being auctioned  off with profits donated to ngos and non-profit  

  • organizations so we see virtual tipping nfts  which is from stella artois we see signature  

  • virtual speakers sneakers sorry we see charitable  snack themed nfts and charitable definition nfts

  • so let's move on to food and beverage trendshinted to this earlier i'm definitely one of the  

  • people who experimented with their culinary skills  especially in the first half of the pandemic  

  • and i think that speaks to two major themes  we've seen here so renewed interest in diy  

  • and a renewed interest in wellness so jeremy what  do these mean to you how do you think they'll  

  • transform in 2022 well we've seen that uh surge in  people learning how to cook themselves we've seen  

  • restauranteurs giving their lessons their recipes  away online as a way to stay connected with their  

  • end consumers their diners we've also seen in past  research which we confirmed in survey research  

  • something called a return to the kitchen  which is that when you go through crisis  

  • you start rethinking about what's important to  you family sticks and even though you're going  

  • to go out and enjoy all the restaurants you can  you're going to keep that sacred sunday evening  

  • meal which is interesting and then yes afteryear year and a half depending on where you are  

  • of uh living at home with your own indulgences  we've seen some people go super healthy  

  • and others not so much so suddenly making  conscious choices like the saltzer movement  

  • versus beer is starting to actually get a lot  of traction this year saw a huge abundance of  

  • salsas with dozens and dozens of new brands pretty  much every beer maker getting in with their new  

  • healthy salts or drinks and some of  them are actually starting to add in  

  • to create nutraceuticals where they're putting  in whether it's vitamins or healthy ingredients  

  • so that you can live that dream of getting  healthier while imbibing with your friends  

  • so that's what spikes out to me but i i do feel  like it's another category where people are  

  • suddenly focused a little bit more than they were  two years ago right one of the interesting things  

  • that i've seen and for those of you who have uh  visited or well visited when we were in person  

  • logged into a future festival event over  this past couple of years typically i  

  • specialize in generational trends in the food and  beverage space there have been a lot of sort of  

  • not i'd say separations between generations but  stick out behaviors among specific generations  

  • so for example uh generation x has seen a really  renewed interest in wellness and their approach  

  • to food um we've also seen among gen x uh this  mission to start cooking with our kids uh as a  

  • way to sort of encourage togetherness so i think  combining those two things it makes a lot of sense  

  • i'm cooking with my kids and i want to have this  more wellness-focused approach for their sake  

  • almost on the opposite end you have my generation  the millennials who've decided to just sort of  

  • yeah maybe i'll add things to my food to make  it more healthy but in general i want to enjoy  

  • myself through the food and the drink that i'm  consuming i definitely fall in that category i'm  

  • very guilty of that and then of course with the  rise of tick tock and food tick tock specifically  

  • gen z has this interest in sort of creativity and  how food can provide a sense of self-expression  

  • so a lot of this interesting things  from a generational perspective for sure  

  • speaking of generations the first trend that  i have here for a food and beverage is blue  

  • zone living which for those of you who are  unaware of blue zone is a region on the planet  

  • where typically people grow to a much older age  than everywhere else so a new approach to sort  

  • of wellness and to eating and to drinking is seen  with sort of mimicking the eating habits that we  

  • see in blue zones and that becoming a sort of  diet approach in itself so brands optimizing  

  • these experiences to facilitate longer and better  lives so we see high quality art artisan pasta  

  • boxes speaking to a blue zone within italy we see  longevity focused wellness spa retreats longevity  

  • focused diets which is the actual blue zones  kitchen and blue zones focused organizations which  

  • provide a sort of holistic way of approaching your  life with that sort of blue zone state of mind

  • now another approach to this is reduced cooking so  reduced cooking takes that sort of re-emergence of  

  • diy that returned to the kitchen that jeremy  spoke about and combines it with the needs of  

  • that sort of eco-consciousness we're seeing  popular chefs create and collaborate with  

  • brands to prioritize the use of food waste  so we see waste reducing celebrity chefs  

  • we see sparkling whey drinks speaking to  those seltzers jeremy talked about earlier  

  • but these are specifically using sort of food  waste from other processes and other beverages  

  • health-focused vegan drive-throughs  where what we're doing is using  

  • you know the fruits and vegetables that don't  make it to the grocery store and ikea's famous  

  • food scrap cookbook which i actually downloaded  i gave i gave it a good try um honestly i wound  

  • up opting for takeout because like i said i'm an  indulgent millennial um but food scrap cookbook  

  • is actually free to download on ikea's website so  highly recommend i'm picturing the directions you  

  • see in an ikea assembly catalog yeah oh yeah  and it's beautifully designed too of course  

  • all right so up next we get to one of my favorite  categories which is fashion and cosmetic trends  

  • so this industry similar to the retail space  sustained huge changes during the chaos phase  

  • uh which of those shifts did you see and which  is your favorite haircuts that's going to be a  

  • wild one for everyone and i don't have as much  to contribute to this category but i will tell  

  • you what i loved seeing was there was a surge  in eye makeup and a dramatic drop in lipstick  

  • because of everyone all of us wearing a mask sothink this is a better oh i'll say one note from  

  • past periods of crisis though which is very  interesting so zara which i had done a lot of case  

  • study on in my book better and faster has all the  data in the planet of all the colors and all the  

  • preferences and they had noted that normally color  preferences are similar everywhere except french  

  • women like a black and white and in south america  their desire for color but there's also research  

  • that out of periods of crisis people do have  a desire for more colorful and joyful clothing  

  • if you go back to the roaring 20s there's also  this idea of total exuberant dress codes and the  

  • flapper movement all these things happened  in a period of chaotic cultural reawakening  

  • right i mean i think strictly from a design  perspective um that idea of wanting excess uh  

  • during you know post-downturn periods is something  we're already seeing if you're a person who spends  

  • any time on tech talk right depending on what your  algorithm is showing you you may have noticed this  

  • sort of resurgence in early and mid 2000s fashion  which is notably how do i say this gently loud is  

  • notably loud and i actually lived through it i had  some of those clothes in that original period and  

  • they're coming back which i think is surprising  to those of us who look back on photos of us in  

  • those clothes and cringe like myself but i think  it makes a lot of sense because it definitely was  

  • a period of very loud colors it was a period  of excess it was a period where the clothes  

  • didn't necessarily need to be functional they just  needed to draw attention they just needed to make  

  • a statement so that is definitely one exciting  design trend in the fashion and cosmetic space  

  • i wanted to take a different approach for  the trends that i showed for you all today  

  • by continuing to sort of highlight that  connection between uh the fashion and  

  • cosmetic world and what we see in the sort of  social good space what we see in the ecospace  

  • so dead stock garment is an insight that shows  brands salvaging and upcycling dead stock textiles  

  • to support a sense of sustainability yes but  also to provide an element of exclusivity  

  • if there is a garment that has been dead stocked  which means it is discontinued however you can  

  • have that textile sort of repurposed into  a completely new piece well that's a way to  

  • not only live a more sustainable life but to also  get a piece of fashion culture which of course is  

  • especially important to consumers  today who spent the past year perhaps  

  • looking at their interests more as hobbies and  learning more about these areas that they were  

  • only casually interested in in the past now  another example here is prebiotic serum so for  

  • this we look at the cosmetic space specifically  the skin care space and here we see an ingredient  

  • that was huge within the wellness space and within  supplements now being used specifically in skin  

  • care so skin care seems in serums including  prebiotics in order to let probiotics thrive  

  • so i love this because it shows a crossover  between the world of yes food and beverage  

  • also wellness also supplements and the skin care  space and i think that's a really great example  

  • of this sort of hybridization that jeremy was  speaking about earlier in our introduction there

  • which of course is a great segue into health and  wellness so in the health and wellness space the  

  • concept of self-care reign supreme i believe march  2020 saw the peak in the most google searches  

  • for the term self-care because it was the first  month of us really sort of understanding what's  

  • happening with the pandemic and understanding we  need to take care of ourselves in the crisis phase  

  • how do you define self-care well it's interesting  because if you asked me a couple years ago i would  

  • have thought of it being simply more some of  the physical and beauty related regimens that  

  • a person gets into but with mental health  really surging to the forefront this year  

  • i think that self-care also for from me and others  starts to incorporate all the things that you're  

  • actually doing to ensure that you're in a positive  mindset in the right space dealing with everything  

  • that's happening and so from that standpoint this  has been a big test of a year in the areas that  

  • have already come out areas of america that are  fully open the reports that are coming back would  

  • be that the human mind is actually much better  at rebounding than what you would have expected  

  • and there are certain ways to actually study your  resilience and how quickly people bounce back  

  • and the good news for anyone still in an area more  lockdown you'll bounce back sooner than you think  

  • but i think that self-care uh is an area that sort  of helped people get through what happened to us  

  • in this last year and a half and so i'm really  interested in in what continues and what habits  

  • stick with people and what new tolerances  for others we've started to build in  

  • to sort of everything that we've become  definitely hit the nail on the head i i  

  • even myself someone who um has always kind  of enjoyed the idea of self-care a couple  

  • of years ago that was mostly about a spa day  if i'm being completely honest with myself  

  • um but you know over lockdown it's really been  much more about that sense of holistic wellness  

  • uh actually one of our futurists taran boyd hi  taran if you're watching um they have a really  

  • awesome presentation on self-care where self-care  is also positioned as something that can help you  

  • care for your community as well so you know  self-care is not just a concept that's about  

  • self-indulgence and about taking care of  yourself not even just physically but also  

  • mentally it's about how doing so will enable  you to make the world a better place in general  

  • now you know i think what we're both saying  is that self-care can no longer just be about  

  • physical aspects it needs to be more expansive  we definitely saw that with meditation pairing so  

  • here we see that yes although we've always had  apps that were dedicated to helping people with  

  • maintaining a sense of calm and guiding people  through the process of learning how to meditate  

  • we were seeing brands that were not necessarily  in that space finding ways to sort of pair with  

  • meditation apps so you know we saw dating app  meditations for example we saw soothing working  

  • from home features where perhaps software that  you needed to use now that you're working in a  

  • virtual office also integrated a sense of mental  wellness meditative friendship apps and i love  

  • this trend because it sort of acknowledges  that taking care of your mental health isn't  

  • something that can just be placed in a vacuum it  needs to be present in every aspect of your life  

  • now another great example here that focuses more  on the sort of physical wellness that we need  

  • to pay attention to especially in the  face of our recent sort of crisis in chaos  

  • is accessible vaccination now the accessibility  of vaccinations of course varies across different  

  • parts of the world and i saw in our comments  there we have a lot of folks from a lot of  

  • different places around the world but here what  we're seeing is branded offerings and features  

  • aiming to make the vaccine accessible in many  different ways in many different areas so we  

  • have vaccination finding smart assistance we  have vaccination center hosting restaurants  

  • we have social media vaccine fact boxes ride share  vaccination partnerships and even target getting  

  • in uh on this uh this idea of providing more  accommodations for employees who are vaccinated  

  • i know here in toronto one of the big accounts on  twitter is actually vax hunters that's been a huge  

  • huge help in people looking to find ways to get  vaccinated during these times so really a really  

  • great um really direct focus when it comes to  the health and wellness space over the past year  

  • and what a year it's been now we're going to do  a little bit of q a so if you have some questions  

  • send them in what i would like to say is that  i hope you're enjoying our early release of the  

  • annual trend report so often we paired it with  our future festival world summit and i do invite  

  • you to go to that you can get a ticket to the day  one virtual part for free or take part in the full  

  • three day experience or join us in real life uh  but the the simple notion of what i wanted to say  

  • for why we went early this year is because it  does seem like now that we're seeing the light  

  • at the end of the tunnel we wanted to release the  research that we've been working on to really help  

  • you jump ahead of what we've been in this period  to help you get to what's next because what's next  

  • will be literally a land grab of opportunity and  by studying trends you're studying the clues that  

  • will lead you to the new paths of opportunity by  taking the time to read through this new annual  

  • report that we have you are taking a first step  in literally getting in front of whatever's been  

  • worked on by your competitors whatever changes  have happened to your consumer so i applaud you  

  • for doing that and uh you if you don't have the  link maybe one of our teammates will share it  

  • right now in the comments um it's the link that  says go.trendhunter.com 2022 trend report but  

  • that will take you right to a download it is 234  pages so it's going to download for a while and  

  • while it's downloading i will get thousands  of emails every time i release it saying  

  • the link doesn't work the link works  it's just enormous and it's coming  

  • so with that said let's jump into some of the q  a questions and i'll start with an easy one for  

  • you army we just went through a whole bunch of  insights when you went through this and picked  

  • ah let's talk about these 20 today of the i think  600 your team insights your team found this year  

  • 100 that you put in the report what jumped out  at you the most in what you were covering today  

  • oh my goodness what jumped out to me the  most that is a tough tough question um

  • this may not be a satisfying answer i'm going  to go ahead and say one of the overarching  

  • themes that really jumped out to me was that  across all industries it is true that there is  

  • this sense of excitement and there is this not  just willingness to experiment because i think  

  • and i'm sure you can agree with this um in the  work that we do with our clients there is always  

  • a willingness to experiment that's why they come  to us but there is this thirst for experimentation  

  • this like excitement to try new things um that  really jumped out across all industries especially  

  • you know in the ecospace as i said there were  so many creative approaches to how to be more  

  • sustainable across different industries i only  showed two here but really it's a huge highlight  

  • of the report that i would definitely recommend  everyone looking into um you know the the idea  

  • that there is a certain amount of attention being  paid to the metaverse which is like a new concept  

  • for the world all around not just for the tech  industry um and i think that sense of excitement  

  • that that thirst for experimentation is really  my favorite thing across all the trends so for me  

  • i very much am wholeheartedly committed and  excited about this idea of uh crisis chaos  

  • and recharting and the idea that we went through  a distinctly different period and that what's next  

  • is different so for me the anti-doom scrolling  really spoke out because i think doom scrolling  

  • is not something that most of us did before but  it sure was easy during covid in fact my wonderful  

  • fiance taylor made a rule called covid tuesdays  and in the house i was only allowed to talk about  

  • kovid on tuesdays because it's too easy to click  click click so i hadn't thought about the word  

  • doom scroll and when i saw i believe it was the  uh the tourism iceland app was the first anti-doom  

  • scrolling app that i'd seen and when i saw it you  clip and you just get all this beautiful b-roll  

  • footage of iceland you keep flipping but as you're  doing it so i encourage you to check it out it's  

  • in your report you can click through you will just  think wow look at all this good stuff this is the  

  • opposite of what i was doing that is correct  so it speaks to crisis that's doom scrolling  

  • chaos the new world being anti-doom scrolling and  basically just this resurgence of getting us back  

  • to a new reality i don't want to use the word new  normal anymore but a new reality yeah interesting  

  • that you don't necessarily want to use the word  new normal i agree with that i see that one of  

  • the questions that we have coming in in the chat  is when do you think in-person conferences will  

  • become the norm again and we're we are weirdly  in the united states absolutely back armida and  

  • i have a unique experience because we work with  so many american clients but actually toronto is  

  • the world's longest lockdown of a city we have uh  restaurants open no restaurants we were the law  

  • the shortest but overall lockdown the longest in  the world and so our restaurants are still closed  

  • until friday which is 400 and something days  but the rest of the city's been under lockdown  

  • and yet in america they're totally open and in  other countries they're back to rebattling it  

  • so given the number of people that are on the line  right now i think that's a very difficult question  

  • to ask because it's very different in england  where we've got the delta coming back brazil where  

  • it's not quite figured out america where things  are back to normal conferences are happening and  

  • i go to my next event next week in canada where  we're psychologically intimidated by the lockdown  

  • even though our rates are fine well the reason why  i wanted to single out that question is because of  

  • because of the term the norm i don't know if it  will necessarily you know i think the the norm and  

  • i appreciate they are no longer saying new normal  because it's true does imply a return to something  

  • familiar i don't think that we will be returning  to something familiar do i think that this idea  

  • of in-person not just conferences but events  in general will be springing up in different  

  • parts of the world of course will the events look  extremely different absolutely there is something  

  • i want to tell you about that i think you'll love  if you're coming to our future festival in new  

  • york l.a or chicago which are all in november we  saw a lanyard system that we'll be adopting and  

  • it was at another conference where there's three  colors of lanyards and one color means like i'm  

  • good with high fives and hugs like i'm vaccinated  i'm there but then the other two are different  

  • levels of sensitivity so that you could know  are you someone that's back to handshaking yet  

  • because maybe you're not so there's probably going  to be a phase of adapting where even if you're at  

  • a large event there are considerations that are  made to help people in their different stages of  

  • recovery interesting uh okay i'll ask a question  for you these are all from the audience are there  

  • um oh that one's very similar we just said  let me read this next one in the next two  

  • years or more of being the roaring 20s do you  see consumers going into more excesses at home  

  • are there high price points that are going to be  happening excessive spending maybe talk about your  

  • thoughts on excess right i think so i believe that  the question is not just about you know general  

  • access but also will that sense of excess in the  roaring 20s impact home life i think the answer is  

  • yes um i i think that in fact the spending that  we do for our homes and that includes you know  

  • cleaning products that includes furniture that  includes um the food that we eat the food that  

  • we make uh will be one of the main areas where  we see more not necessarily more extravagance  

  • and more spending but more attention being paid  in more care which for some could translate to  

  • more excess so i think one really great example is  how many people became so engulfed in the world of  

  • house plants house plants of all things right in  the early phases of the pandemic and why because  

  • it provided a sense of aesthetic beauty in the  home but also a hobby and something that was  

  • simultaneously good for us because taking care of  something is obviously really fortifying but also  

  • really beautiful to look at and i think that that  will continue on i think another great example  

  • of um more excess and more sort of attention paid  in the home is the desire to have more sort of  

  • specialty grocery items to help you with a return  to the kitchen so we saw a huge boost in specialty  

  • direct-to-consumer grocery shopping so this  idea of wanting to get you know ethical meats um  

  • or wanting to do specifically uh produce coming  straight from the farm um are people spending  

  • more time cooking at home and is that more  affordable in general perhaps but the ingredients  

  • are ingredients that people want to be a little  bit more special right so excess in the home i  

  • definitely think that will continue i'm worse so  i'm working right now on my um keynote for future  

  • festival world summit you can go to day one free  shameless plug but why i wanted to introduce it is  

  • because i'm looking at a lot of the patterns that  came out of the roaring 20s as well as a few other  

  • crisis periods and people think about the excess  spending which is glamorized in something like  

  • great gatsby but what's interesting is that's  only one of the things what actually happens is  

  • it's a proliferation a mad scramble of everything  happening so on one hand there were people that  

  • were experiencing mass excess but also there  was a period of higher risk taking there was  

  • a period of absolute liberation of women uh of  uh blacks getting into like actual congressional  

  • roles and being able to have full privileges but  at the same time racism so all of these things  

  • started happening in every possible direction and  almost the only thing that jumps out at you is  

  • higher risk taking and people doing everything  not sticking to the routine that they're on so  

  • there's some neat takeaways but the i do want to  caveat that some of the excess of the roaring 20s  

  • is very much a small small segment that's one  little component there's actually a lot of  

  • other things but they were roaring 20s because for  everyone it was a time of new habits new behaviors  

  • and new risk taking so in 2021 speak everyone will  be doing the most they will be doing themselves  

  • at the highest level that they know how to do  that uh okay i'll give you another question i  

  • think this is a fun one you've covered some of  this and what you were saying when you were in  

  • the retail section but someone asked for the  future of retail do you think people return  

  • to malls very specific question or  purely shopping local oh interesting um  

  • you know i think that instead of thinking about  the literal mall there will be a desire to go back  

  • to a shopping space that is a sort of area where  you can go with your friends an area where you  

  • can spend like an afternoon or an evening hanging  out and yes shopping together and you know going  

  • to a food court and eating some food but likesaid with the earlier question about conferences  

  • i don't think it'll be a return to the mall as  we know it just like it won't be a return to a  

  • conference or an in-person event as we know it  i think that there will be a need to sort of  

  • combine uh this sort of tech and convenience uh  approach to retail that we've seen um the sort  

  • of humanization you get from shopping more locally  and that sort of experience such social experience  

  • you get from malls as we remember them when people  start shopping in malls i do believe that these  

  • sort of let's call them combined shopping spaces  can have more of a local flair to them there's  

  • a really great example actually here in toronto  called stacked market which actually started as a  

  • pop-up but has become a permanent fixture because  people love it so much that is technically a  

  • mole when you think about it it's a collection of  stores in one area that is attached to you cheated  

  • you gave the answer shop local and go to i am  jeremy knows because he likes stacked market too  

  • so it's basically a shopping center of local shops  come together in this temporary space of stacked  

  • shipping containers so but i do think that that  is what the future mall will look like so uh this  

  • wraps us up for the time i thank you very much for  what you've devoted in terms of taking that first  

  • step of diving into 2022 armeda if someone wants  to engage your client team for more customized  

  • version of one of these reports or presentations  what do you recommend as next steps yeah so i  

  • recommend of course you know if you haven't  downloaded the report download the report because  

  • if you're thinking of getting more information  from us more services it's probably going to help  

  • you figure out what direction you want to go in  i would definitely visit trentonhunter.compro and  

  • yeah check out basically all of our product pages  all right thank you very much enjoy the report and  

  • i will see you next with armenia when we bring  you to future festival virtual in september

  • foreign

this is going to be the most unique opportunity  in your career and when i say something like that  

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