Macro Trend Reports
Editorial Design / Data Analysis / Content Strategy / Writing
Trendalytics’ macro trend reports explore the cultural trends that will drive consumer behavior in the coming year. I helped determine the ten macro trends we would explore at the beginning of the year and was solely responsible for building reports around five of them. For each report, I was responsible for the layout design, research, data analysis, and copy.
Conscious Consumption
The conversation around apparel production and consumption has shifted in recent years. Armed with more information than ever, consumers are making value-based purchasing decisions that affect change and drive their values forward. Having come under scrutiny for the habits of overconsumption that drive it, the fashion industry is embracing new business models and transparency tech in pursuit of full supply chain circularity.
Revivalism
A life of constant connection and endless scrolling is driving a shift in the opposite direction. Digital detoxes and off-the-grid travel have surged in popularity over the past several years as consumers look for more extreme ways to experience the world sans screen. Despite the intrigue, these retreats reveal one of the largest underlying problems with the digital detox movement: Unplugging is a luxury only the most privileged of us can afford. Because of our increasing dependence on the internet, the real privilege of the future is having the ability to disconnect from it.
Creativity 2.0
Creativity is constantly evolving, and social media, a relatively recent development, has democratized the creative process in a way that would not have been possible even 10 years ago. With the barriers to create and share content so low, too many have conceded to conformity and forgotten about the creative potential of the internet. To break free from the noise, brands and creators will need to look beyond engagement metrics and focus on the art of creating original, unique content.
Collective Culture
Communities are at the core of everything we do and continue to emerge all around us. Now, in the midst of a global pandemic, our very notions of community are being challenged. With most of the world in isolation, we are forced to redefine community and connect with one another in new, innovative ways.