The Pulse. What’s Trending?
Tracking what’s hot right now with micro-trends picked by our own Gen-Z Panel.
Veg diets become less ‘we’ and more ‘me’.
Rewind to the late 2010’s, and veganism was the hot topic. Fast-forward to now and consumers are showing an increasing decline in enthusiasm for the vegan swap outs. But the plant-curious consumer is different to vegans and needs a fresh approach.
The vegan slice of the pie is getting smaller. It’s more me and less we, as consumers start to prioritise their individualistic needs over a collective one. Now more than ever, there’s a growing desire for more freedom and less restraint across all aspects of our living and working lives. This is driving huge dietary and consumption shifts.
Companies that recognise this and broaden their target audience will dish up a greater return. For example, popular retailers like Tesco have introduced ’veg-led’ strategies as a shift from vegan and meat-free alternatives to cater to the upcoming customer base.
Going forward, we will be more attracted to nutritional value and less to sustainability. Compared to vegans, aspiring flexitarians in Europe are significantly more likely to be dieting to lose weight or increase health, and value low-fat or low-calorie foods.
Being more health and price-conscious, we are pinching pennies and dialling down on the sustainability and social responsibility brand buzz.
GWI.Ceres
Let’s Get DISconnected.
Recharge your bricks, burners are back!
It happens to the best of us. We receive our screen time report and are suddenly disgusted with ourselves, even though we are glued to doom scrolling on TikTok or the Gram.
For a generation of digital natives who have grown up with tech at their fingertips, we are taking a step out of the blue light. Gen-Z are prompting a resurgence of the dumb phones and ditching the flat screens for pared- down call / text only devices.
The evidence? Instagram sees caption ‘screen time low’ rise by 13% since last year.
Business insider
Glimmers.
By definition, Glimmers are micro moments of awe that evoke a state of inner calm, bringing a feeling of ease, hope and positive energy.
This trend is quickly becoming huge on Instagram, racking up 445,000 posts tagged with its hashtag. It's getting a lot of buzz, especially since popular influencers like Megan Grubb are in on it.
But Why?
Glimmers tap into the universal desire for mindfulness and finding joy in the small, everyday moments. A feeling that perhaps we couldn’t describe in words until it was given one (a bit like an Ick).
In a fast-paced world where stress and digital overload are the daily norm, the concept of glimmers is a reminder to pause, observe, and appreciate the subtle beauties and wonders of daily life. Fostering a more positive outlook it offers a counterbalance to the relentless pursuit of productivity and material success, appealing to those seeking deeper, more meaningful experiences in their everyday lives.
We met at run club.
If you have found yourself in the running corner of TikTok, also known as runtok, sprinting into the spotlight run clubs are inviting consumers all over the world to get fit and meet new friends. If you are familiar with this side of TikTok, you might be familiar with a growing trend that run club is becoming far more than a means to fitness, they are becoming a hotspot for fostering new connections. Runners are not only hitting the pavements but also hitting it off.
The movement isn’t just talk, it has recently soared with popular fitness influencers like Anna Archer who created so much buzz around the idea, she has now started her UK run club tour.
An unexpected rival, but are run clubs really the new dating apps? Videos across the internet champion it as such a great way to meet people, ‘Run club is now the new hinge’
With further advocacy from personalities like former love islander Mal Nicole who posted a video ‘I’ve heard run club is the new hinge’, the #runclub now holds over 20k posts under it and runners are sharing miles and sharing smiles.
They call it pickle power – and we relish every moment.
In 2015 WGSN identified pickle as the flavour to watch. As awareness began to grow during the pandemic culinary creativity soared and this trend has left a dent.
From pizzas to pickle kits, cocktails to the pickle and peanut butter sarnies, it looks like the pickle is here to stay.
Are you onboard with this trend? We’ve heard it’s Dill-icious.
What next?
If you’re reading this you're already one step ahead and no doubt shaping cool trends into the moments that matter for your consumers. However, if you loved what you've seen so far, here are 3 ways you can continue to stay ahead of the curve with us.
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