Tribalism

Trend - Luxury fashion brands are unveiling anime-themed collections to foster relationships with the younger generation and today's nostalgia-fueled adults. Anime and cartoon motifs can transform pieces into collectibles valued for years, and with the popularization of diverse media, brands are finding inspiration outside the dominant culture.

Insight - Fans are eager to purchase merchandise featuring their favorite characters, making anime a more approachable marketing strategy. As consumers look for more diverse sources of culture in everything they do, the luxury scene is proving that it can appeal to a more diverse and younger consumer audience. By releasing anime-themed goods, luxury brands demonstrate that they are willing to interact with an ever-changing pop culture scene.

Trend - Esports continues to dominate the entertainment industry, and with the new opportunities in games, companies are racing to equip today’s students with the knowledge and experience needed to pursue a career in gaming. These initiatives include student esports leagues, esports management programs, and more.

Insight - As the global perception of gaming shifts, companies are recognizing how investing in educational esports initiatives can lead to increased interest in technology-driven careers. Esports encourages students to pursue further education and professions in STEM while also assisting them in developing new transferable and digital literacy skills. Additionally, providing students with an outlet to express their interests helps foster a mutually beneficial relationship with the educational institution.

Trend - Esports teams and organizations have begun opening physical facilities across the world for players to hone their skills, participate in live events, explore wellness practices, and produce in-house content. Physical esports facilities also house content creators and professional esports players pursuing higher opportunities and help connect influencers looking to collaborate.

Insight - Content houses and facilities provide a unique gaming experience to locals looking to get involved with the esports scene. Content facilities often become gathering places for lovers of a specific team or game. This helps local fans connect with their idols and participate in events such as local area network (LAN) tournaments and meet and greets. By fostering relationships with notable team members and aspiring creators, consumers looking to pursue a professional career in gaming can network easier and seek out opportunities within the scene.

Trend - Esports organizations and game developers are introducing new esports initiatives for countries based in the Middle East. As countries like Saudi Arabia continue to invest in the growth of the esports sector, brands are starting to recognize the untapped potential that the region holds for gaming.

Insight - As esports continues to captivate the globe, consumers are looking for ways to engage with this content in their own regions. By hosting Middle Eastern esports competitions, launching esports organizations, and pioneering grassroots initiatives, consumers in these regions can experience gaming content in a more accessible fashion. Additionally, local gamers and content creators can join the major global leagues to compete professionally and attract an international following.

Trend - The inclusion of NFTs in product packaging shows how brands outside the tech industry can use new tech to appeal to the modern consumer. F&B and fragrance brands are adopting NFTs in packaging to establish themselves as forward-thinking, and appeal to consumers interested in blockchain tech.

Insight - Consumers who are knowledgeable in blockchain technology--everything from cryptocurrencies and NFTs to the metaverse--tend to be highly passionate about their interests. Users of decentralized technology have formed close-knit virtual communities and created excitement around the potential of this technology. This passion, combined with blockchain consumers' buying power, makes NFTs a powerful tool in bringing in new customers.

Trend - In North America, Gen Z consumes less alcohol and has been shown to prefer cannabis over alcohol. In order to better appeal to Gen Z's preferences, cannabis brands are offering products and experiences that cater to their interests--including virtual spaces, alcohol-free beverages and bars.

Insight - The COVID-19 pandemic resulted in social isolation for Gen Z at an age that, for many of this generation's predecessors, is generally spent in school and/or among peers. Lockdowns brought even more of this generation to social media, forming a bond with the virtual space and alternative methods of social engagement. Gen Z's evolving approach to relationships has turned the demographic away from drinking alcohol, and towards relaxation or wellness-focused socialization.

Trend - Cannabis brands are expanding their digital footprint by creating experiences or hosting events in the metaverse. Brands in this space are offering everything from metaverse-based cannabis testing labs to virtual dispensaries.

Insight - In North America, the legal cannabis industry has expanded to such extents that businesses in this space emerge on a regular basis. Consumers who are especially passionate about the benefits of the plant are more likely to engage with brands that elevate in-store or cannabis consumption experiences in ways that they haven't yet experienced. By investing in Web3 experiences, cannabis brands are able to appeal to the most devoted cannabis customers.

Trend - Established and emerging esports entertainment companies are using blockchain technology to better engage consumers and fans. The companies utilize NFT collections to offer exclusive experiences, such as invite-only parties, NFT-holder lounges, and conferences where the organizations listen to their most dedicated fans. This aims to increase engagement while rewarding dedicated communities.

Insight - Consumers in the realm of esports are often loyal to certain teams, companies, or brands. As a result of this, fans are seeking new ways to immerse themselves in the world of esports and support their favorite entities beyond viewing tournaments and wearing branded apparel. Leveraging blockchain technology provides these very opportunities to interested consumers.

Trend - As pop-up marketing initiatives once again gain traction, vegan food brands are creating pop-up experiences to showcase their products. Everything from vegan desserts to cheeses are being marketed through these activations.

Insight - Though retail has changed since pandemic restrictions were instated and then lifted, consumers are still interested in the interactive branded experiences that were once common in densely populated cities. As these marketing activations come back, consumers appreciate brands that are aiming to make strong, in-person connections with them.

Trend - Pizzerias that only use vegan cheeses are popping up as more consumers choose to go vegan, have lactose intolerances, or are generally choosing to be more flexible in their diet. These stores replicate the same popular pizzas that are found in traditional pizzerias.

Insight - Alternative foods have become increasingly popular among consumers who aren't vegan or lactose intolerant, in-part because they tend to view these options as being more healthy than their traditional counterparts. Since the flavors and textures of alternative ingredients are now advanced enough that they're able to replicate the real thing, health-conscious consumers are increasingly likely to choose these alternatives even when they want to indulge.