2021 Trends to Watch and Why
I suppose the most crucial thing we all learned from 2020 (besides baking a mean pop bread from scratch or becoming experts at Zoom calls) is that nothing remains the same. Finding our way and our footing in this new standard has indeed been incredibly challenging, but it has also brought a new awareness that life holds no guarantees and has pushed many to get to work--and aggressively seize opportunities to make things happen--quickly.
Sure, many would want to throw up their hands and give in. But many, thankfully, didn't. And they understood that although many doors (and I mean that in the literal sense) closed, they also realized rather quickly that many more doors opened as a result--doors that lead to innovations in everything from medical science to customer services. Maybe seeing some light in that which we have been through, we have learned that from diversity and challenge of our situation can come fortitude, resiliency and innovation. As Bruce Lee once said,"To hell with circumstances; I create chances " And he then went on to proving exactly that.
Nowhere has this been truer than in the case of retail and consumer involvement, where brands and innovators have forged ahead by seizing upon opportunities presented and stepping up while others might have stepped back. This period in time wasn't for the apprehensive or the timid, but for all those who discovered that door in the very major wall before them. Truly in this time and with all the challenges facing us, the innovators won't only survive, but they will flourish.
With that rather bold statement made, we thought we'd back up that by sharing with you a choice of trends featured in a 2021 trends report from TrendHunters.com, broken down into categories which, from our monitoring, appear to be very much on the rise in general.
Gaining traction in 2020, these trends show promise in their ability to spur additional innovation towards enhancing the human experience in addition to protecting the world we live on.
ENVIRONMENTAL CONSCIOUSNESS / ECO ACCOUNTABILITY / ZERO WASTE
The eco-conscious customer is at the helm here, looking for services and brands that are environmentally friendly and process-smart.
Trend 1. Biodegradable Microbeads
Did you know that a typical exfoliating shower gel may comprise roughly as much microplastic from the cosmetic formula as is used to generate the plastic packaging it comes in? When this relates specifically to makeup, the concept of not only ingredients being biodegradable, but everything from clothes to face masks (aka the plastic sheeting ) and packaging will be looked at otherwise.
Trend 2. Milkman Model
An odd label, I concur; but on the subject of reusable and recycling, the Milkman Model has surfaced as a response to committing to a zero-waste lifestyle. As consumers are spending much more time at home these days, they're getting more and more conscious of and sensitive to single-use plastics and are looking for brands that offer reusable packaging.
Order, use and return for refill (with reduction ), a method originally pioneered and promoted by The Body Shoppe back in the early'80s, has seen a resurgence. With brands such as L'Occitane incentivizing customers to make their old plastic containers for recycling, and selling refill at shop level, it is a win-win. Win for the customer (in reductions ). Win for L'Occitane in increased store foot traffic. And, most of all, a win for the environment. See more of these programs surfacing with CPG, cosmetics and apparel in 2021 and beyond.
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Trend 3. Mycelium Made -- Score (Packaging You Could Almost Eat)
Packaging derived from mushrooms? An increasing number of brands are taking a look at their packaging and picking eco-friendly materials. And mushrooms are merely one of those resources. Mycelium-based packaging materials are biodegradable and have significantly lower carbon emissions than their plastic counterpart. In macro and micro ways consumers are analyzing their own impact and taking action to decrease waste which ends up in our oceans, landfill and atmosphere.
Trend 4. Cardboard Cosmetic
On trend with inner packaging materials which are environmentally friendly, cosmetic companies are finding new ways to bundle using paper materials. Things like cardboard-based lotion tubes and lipstick applicators are finding their way onto store shelves, and attractively so. In accordance with Trendhunters, brands that help ease a zero-waste lifestyle are perceived by customers to be ahead of the game.
HEALTH & WELLNESS / THERAPEUTICS
It is not just about Covid. It is about finding ways to become and feel fortified and protected in a world we still very much would like to experience.
Trend 5. Skin Hunger -- Designs which Address the Lack of Physical Touch
From weighted blankets which are thought to decrease stress to hug-simulating vests, people are overlooking the physical interaction which use to be so commonplace. It's not only about the physical interaction but the physiological effects of restraining what's normally an extremely reactionary thing--human contact. This trend towards the introduction of inanimate things that reduce stress, lower stress (without additives ) and offer calming sensory experiences are on the upswing. Where home is now your security zone, these products are finding their location and their purpose.
Trend 6. Antibacterial Travel
Many who have been cooped up for months on end will want to once again traveling. With a heightened awareness of hygiene, they will want to do that safely. From clothes to electronics, the push to make micro bacterial accessories, tools or PPE to be used on the move will undoubtedly see continuing expansion. And this will cover just about everything you can consider. From bag to apparel, hotels to transportation, travelers will seem to innovation-driven goods to permit them to wander and explore safely.
Trend 7. ASMR Soothing -- Services Specific to Covid Aim to Soothe Anxieties
Autonomous sensory meridian response (ASMR) has been popular on social websites for some time now, and popular in branded advertising campaigns. Bear in mind that the Corona beer commercial a ways back that just had two bottles in the sand, on a beach as the tide gently flowed in and out, seagulls in the background? Ahhh, well...there you have it, a short but sensory experience intended to calm you. Scroll through your Instagram feed on any given day and you'll land on a Golden Retriever puppy video, which of course you will need to watch. Why? Because it distracts you, lowers your heart rate and offers you a fast escape from the stress of your daily life. In a humorous but rather distinctive twist, Moe's Queso dipping video features eight hours of dipping footage to your amusement. If brands can get customers to slow down and equate their expertise with the happiness of seeing puppies frolic or chips being dipped in queso, then the memory is a nice one--and worth repeating. Next video please!
Trend 8. Contactless Shopping Brands Allowing Consumers to Safely Try Out Products Amid Covid-19
From virtual whiskey occasions and contactless sampling kiosks into AI-powered digital fittings and contactless dining kits, manufacturers in various businesses are adapting the shopping experience to meet with the health and safety concerns of customers. New contactless procedures of product sampling are being engineered because despite social distancing, customers still need to touch, smell and feel the merchandise.
There'll be some innovative designs coming from the trend--if not to the experience of it all, then the utter necessity of supplying customers direct contact with the brand. This will be mainstream practice by the end of 2021.
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MILLENNIAL & GENERATIONAL TRENDS -- NEW BEGINNINGS & NEW INDULGENCES
The rethinking of congested urban areas has functioned as a catalyst to new beginnings and new communities out of city life. And social activities will also be taking an abrupt twist towards sobriety.
Trend 9. Millennial Move -- Green Acres Is the Place for Me!
Whether the effects of Covid on urban dwellers continues on through 2021, the simple fact remains that city life has been seen in another light, and several have sought greener, less congested pastures from the'burbs. It is not known whether this uprooting will last to the same extent it did in the past quarter of 2020, but even if it slows down only slightly, the effect to the communities getting each these transplants will be evident. Things like shopping malls may see a revival as these relocated city dwellers still need ease of shopping without the hassle (or cost) of driving. The home improvement industry will see an uptick in DIY projects as households want to renovate that home they bought at a bargain price. Oh, and about that car--singles may withstand, but families will need their SUV. So, expect the automotive sector will see earnings sign up in those newly settled communities,'cause UBER simply will not cut it.
Trend 10. Low Alcohol Bar
Gen Z comes back into focus on this emerging trend. Maybe for past generations, the thought of celebrating was heading out to get hammered (the'80s called and they want their cosmos back). Now, bars may be regarded as places to imbibe, but not overindulge. Centering in more about the coffee house vibe, these bars might be more artisanal facilities for low alcohol libations that provide more in unique ingredients and flavorings than in ABV. Add to this the increase of CBD products and the idea of"going out with the girls tonight" takes on an entirely new meaning. The growth in low to non-alcoholic drinks saw a spike in 2020 as lockdowns increased and the general public at large really grew tired of their over-indulging. They desire to just get out--and be sober enough to enjoy it!
While trends come and go, it requires a tactical and enterprising eye to find that the value proposition offered by a few, then translate it into actionable and impactful ideas that will shape and develop your company. For over 60 years Medallion has been doing all this and more for retailers and brands. We can do the same for you.
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