FuturistU > Innovation & Change > Ability to Change > Module 2 / 7

Subtlety of Disruption

Instructor: Jeremy Gutsche
This module looks at how even the smartest business minds throughout history have overlooked and dismissed the potential of new ideas. When people miss an opportunity in their own industry, it’s not because they were blind to new ideas. Typically, smart people miss out because new ideas seem awkward and different. To find your breakthrough, you
need to better spot the subtle clues that hint toward great ideas.

To further illustrate this point, Jeremy draws on a wide range of examples from various industries including tech, auto and enterntainment. Even the most successful brands we know today have overlooked or passed on an idea that later saw tremendous success. You'll learn how even the most dominant companies can overestimate their market control and why this can steer you away from your next big idea.
Workshop Question:
What can you do to encourage disruptive thinking?
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Insights by Trend Hunter AI

Experiential Poster
Physical, touchable media is being reintroduced to deepen sensory engagement
Trend - Brands are incorporating tactile elements into billboards and posters to create immersive, multi-sensory experiences. From textured surfaces to interactive materials, these physical formats invite touch and smell, transforming passive ad spaces into memorable, hands-on brand encounters.
Workshop Question - How can your brand use physical interaction to create more memorable consumer touchpoints?
9.5
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Sensory Outdoor Posters
Sensory Outdoor Posters
Billie Introduced its Scratch-and-Sniff OOH Campaign
The 'Scratch-and-Sniff OOH Campaign' marks Billie’s first interactive out-of-home advertising initiative, recently launched in New York City. Through this campaign, consumers are invited to... MORE
Sniffable Deodorant Billboards
Sniffable Deodorant Billboards
Sure's Out-of-Home Campaigns Invites Passersby to Take a Whiff
Deodorant brand Sure is releasing a whole-body deodorant touted as the first of its kind in the category for the UK, and the public is being made aware of it with interactive deodorant billboards... MORE
Interactive Advertising Installations
Interactive Advertising Installations
Intimissimi's 'Feel the Billboard' Uses Tactile Advertising
Intimissimi’s Feel the Billboard campaign introduces a tactile approach to outdoor advertising by integrating a real cashmere swatch into street‑level billboards. The installation was placed in... MORE
Pet-Finding Billboards
Pet-Finding Billboards
Hrvatski Telekom Created Scented Billboards That Attract Lost Dogs
Croatian telecom company Hrvatski Telekom collaborated with creative agency Bruketa&Zinic&Grey to create scented billboards that are useful for locating missing pets. More dynamic than the average... MORE
Air-Fried Dessert
Brands increasingly make dessert and snack products compatible for the air fryer
Trend - Brands are increasingly launching dessert products that can be warmed up or prepared in the air fryer. These post-meal delights cater to consumers’ desire for convenience and cravings for sweets at home, aligning with the rising popularity of air-fried foods and at-home snacking rituals.
Workshop Question - How can your brand respond to an emerging trend with an appropriate product?
5.4
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Air Fryer-Ready Donuts
Air Fryer-Ready Donuts
CRAVE Dodoughs Can Be Prepared in an Air Fryer in Five-Minutes
Food products crafted to be readily prepared in an air fryer are quickly entering the market, which is seeing brands expand on offerings to include new options like the CRAVE Dodoughs. The sugared... MORE
Frozen Air Fryer Cookies
Frozen Air Fryer Cookies
The Trashy Gourmet Simplifies the Enjoyment of Fresh-Baked Treats at Home
Molly Bz serves up unconventional flavors like Bobadoodles and Hot Mess—loaded with mango chunks and white chocolate, then topped with Hot Cheetos—and the bold, divergent gourmet cookie brand... MORE
Protein Sweet Pancakes
Protein Sweet Pancakes
Bbang's Cinnamon Hotteok Brings Korean Street Food to the Freezer Aisle
Consumer interest in globally inspired street food is on the rise, with many eager to bring the vibrant flavors of these snacks into their own homes, and Cinnamon Hotteok is one sweet, convenient,... MORE
Frozen Veggie-Packed Pastries
Frozen Veggie-Packed Pastries
Veggies Made Great Chocolate Chip Blondie Bites are 70-Calories Each
The Veggies Made Great Chocolate Chip Blondie Bites are the latest addition to the brand’s bakery snacks range that are ready to deliver exceptional taste with hidden vegetable benefits to boot.... MORE
Restaurant Retail
Dining establishments extend brand loyalty through consumer packaged goods
Trend - Restaurant brands are increasingly launching consumer packaged goods to capture revenue beyond their physical locations. From Momofuku's bestselling chili crunch at Whole Foods to Chick-fil-A's signature sauces in grocery aisles, dining establishments are translating their most popular menu items into retail products.
Workshop Question - How could your brand create products that extend customer relationships beyond traditional touchpoints?
5.2
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Megatrends
At-Home QSR Taco Meals
At-Home QSR Taco Meals
The Taco Bell at Home Line Satisfies Cravings at the Comforts of Home
Taco Bell Canada unveils the new Taco Bell at Home line, comprised of 12 meal kits paired perfectly with sauces and seasonings. It brings the signature menu to the comforts of home, available at... MORE
Restaurant-to-Retail Expansions
Restaurant-to-Retail Expansions
Little Sesame Secured $8.5M to Scale Its Manufacturing Operations
D.C.-based Little Sesame has closed an $8.5 million Series A funding round to dramatically expand its hummus production capabilities. The company, founded by Nick Wiseman and Ronen Tenne, plans to... MORE
Prepackaged QSR Brand Sauces
Prepackaged QSR Brand Sauces
These LEON Grocery Sauces are Headed to Sainsbury's
These LEON Grocery sauces are making their way to the UK market as a series of consumer packaged goods (CPGs) perfect for helping to elevate a range of recipes this summer. The products are each... MORE
At-Home QSR Sauces
At-Home QSR Sauces
Chick-fil-A Parmesan Caesar is Headed to Retailers
The Chick-fil-A Parmesan Caesar dressing is making its way to retailers in the US as part of the QSR brand's continued expansion into offering consumers an easier way to enjoy their favorite menu... MORE
Garlic-Rich Chili Toppings
Garlic-Rich Chili Toppings
Momofuku Debuts Mild Garlic Chili Crunch for Flavor Without Spice
Momofuku Goods has launched the 'Mild Garlic Chili Crunch,' a bold-but-gentle condiment designed to please every palate. This garlic-packed, smoky-sweet, and texture-rich version of the brand’s... MORE
Escapist Game
Game developers launch low-stakes farming-centric games for comfortable escapism
Trend - Game developers are increasingly releasing cozy farming games that offer serene, low-pressure virtual environments. These titles focus on gentle gameplay and emotional escapism—cultivating crops, caring for animals, and building intimate communities in picturesque, pastoral settings.
Workshop Question - How could your brand create engaging and relaxing experiences that current desires of its consumers?
3.8
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Megatrends
play_circle_filledCreature-Collecting Action Games
Creature-Collecting Action Games
'Farmagia' Enables Players to Raise an Army of Monsters
‘Farmagia,’ developed by Marvelous Inc., is an upcoming action RPG that combines elements of monster farming and combat. Set in the world of Felicidad, players take on the role of Ten, a... MORE
Cozy Village Sim Games
Cozy Village Sim Games
The Tales of the Shire Game Helps Villagers Complete Tasks
The Tales of the Shire game is a new experience that forms a gentle and low-stakes way of playing in the realm of Bagginses. It takes place somewhere between the end of The Hobbit, and before it... MORE
Serene Rural Farming Games
Serene Rural Farming Games
Stardew Valley is Receiving a New Major Update for 2024
‘ConcernedApe,’ the developer behind the massively popular title ‘Stardew Valley,’ announced via a Steam Community post that the game will be receiving the long-awaited... MORE
Dairy Farm-Focused Games
Dairy Farm-Focused Games
GameSquare Taps Dairy MAX to Debut a Fortnite Farm Tycoon Campaign
GameSquare is teaming up with Dairy MAX, a dairy advocacy group, to launch a new map and campaign for Fortnite’s Farm Tycoon. Farm Tycoon, developed by Moonlight Studios, sees players assume... MORE
Boldened Snack
Packaged snack brands are refreshing packaging portfolios to improve recognition
Trend - CPG snack brands are refreshing their packaging designs to draw more attention to their products while emphasizing standout features. These features include better-for-you ingredients and reduced environmental impact, with intent to capture younger audiences with such practices.
Workshop Question - How might we innovate our brand's approach to packaging and product design to effectively resonate with environmentally conscious and health-focused younger consumers?
6.3
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Vibrant Better-For-You Snack Packaging
Vibrant Better-For-You Snack Packaging
Catalina Crunch Targets Health-Conscious Consumers
Catalina Crunch has unveiled a comprehensive brand refresh and better-for-you snack packaging to target health-conscious consumers. This update includes a vibrant aesthetic that features a new... MORE
Healthy Snack Rebrands
Healthy Snack Rebrands
Eat Real Snacks Rolls Out New Fresh-Focused Visual Identity
Eat Real, a Canadian food company specializing in healthy treats and snacks, has revealed all-new branding in an effort to further appeal to health-conscious consumers. The refreshed designs include... MORE
Better-for-You Snack Rebrands
Better-for-You Snack Rebrands
Eat Real's New Rebranding Highlights Nutritious Ingredients
Snack brand Eat Real recently announced a bold rebrand aimed at celebrating authentic food experiences. Launching a fresh brand identity with vibrant packaging, Eat Real is making a statement with... MORE
Nostalgic Classic Snacks
Nostalgic Classic Snacks
Back to Nature Received a Vibrantly Bold Rebrand
Back to Nature, a classic snacks brand has undergone a complete rebrand, unveiling a vibrant and bold new visual identity. This transformation aims to modernize the brand while maintaining its... MORE
Nostalgic Health-Conscious Snacks
Nostalgic Health-Conscious Snacks
Lexington Bakes Has Refreshed Its Product Offerings
Lexington Bakes focuses on new, nostalgia-inspired branding language, smaller portion sizes, and reducing sugar content by 25% per serving. The California-based dessert brand, known for its eco-... MORE
Visual Aid
Brands are designing packaging to be accessible for consumers with visual impairments
Trend - Brands are creating packaging designs with smart solutions for consumers with visual impairments. These solutions include scannable codes or symbols that interact with smart applications to provide either easier-to-read or audio-based information, more effectively supporting shoppers.
Workshop Question - How can we leverage technological solutions to make our products more accessible for a wider range of consumers?
6.7
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Accessibility-Focused Packaging Designs
Accessibility-Focused Packaging Designs
Müller Debuts Accessible Packaging Designs
Müller has announced a significant update to its product offerings as the brand debuts its new accessible packaging designs. The venture seeks to make shopping more accessible for visually impaired... MORE
Inclusive Shopping Labels
Inclusive Shopping Labels
Coca-Cola Debuts NaviLens QR Codes for Visually Impaired Consumers
Coca-Cola Europacific Partners (CCEP)’s Great Britain Christmas can multipacks will now include NaviLens codes on its cardboard packaging designed to aid partially sighted or visually impaired... MORE
Scannable Infant Products
Scannable Infant Products
SMA Nutrition Introduced NaviLens Codes into its Product Packaging
SMA Nutrition, a division of Nestlé, has incorporated NaviLens technology into its infant nutrition product packaging. This development is intended to improve the shopping experience for parents... MORE
Visual Impairment-Friendly Packaging
Visual Impairment-Friendly Packaging
Haleon and Microsoft Have Partnered for Inclusive Packaging
Haleon and Microsoft have partnered on a new packaging initiative to help those with low vision or who are blind to read labeling on a range of products. The partnership coincides with World Sight... MORE
AI-Assisted Cooking Partnerships
AI-Assisted Cooking Partnerships
Unilever and Be My Eyes Partnered to Support Shoppers
Unilever and Be My Eyes have announced a new partnership that will support blind and low-vision shoppers using the latest technology for an easier shopping experience. The partnership builds on... MORE
Branded Rage
Pop-up rage rooms provide a space for consumers looking to de-stress
Trend - As rage rooms become popular among consumers, brands are replicating this activity in their activations to craft a memorable experience that is also an effective outlet for stress reduction. This controlled environment allows individuals to release built-up frustration in a tangible, expressive way.
Workshop Question - How could your brand incorporate wellness concepts into its product or service?
5.6
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Retail Rage Rooms
Retail Rage Rooms
Miista's Rage Room Invites NYC Customers to Destroy and Express Emotions
Miista, a Spanish fashion brand, has unveiled a new retail experience to celebrate the opening of its first New York location. In light of the current political climate and global challenges, Miista... MORE
Cheeky Custom Rage Rooms
Cheeky Custom Rage Rooms
Boston Pizza's Unique Offering Aims to Support Grieving Hockey Fans
Recognizing that Toronto hockey fans are going through another season of dashed hopes, Boston Pizza launched a cheeky promotion, inviting consumers to release their pent-up frustrations in the... MORE
Kitchen-Themed Rage Rooms
Kitchen-Themed Rage Rooms
Fox Unveils the 'Kitchen Nightmares' Rage Room in Downtown Las Vegas
Fox is set to bring an exhilarating new experience to downtown Las Vegas with the launch of the “Kitchen Nightmares” Rage Room, taking over Axehole Vegas at Neonopolis for two days to host this... MORE
Sensory Product Pop-Ups
Sensory Product Pop-Ups
The Pain Payback Was Hosted by Philips Lumea to Help Consumers De-Stress
Philips Lumea is excited to unveil The Pain Payback, a one-day pop-up event dedicated to transforming the traditional hair removal experience. Scheduled for Saturday, June 8th, at 55 Curtain Road,... MORE
Seamless Engagement
Pop-ups that require minimal time to engage consumers are gaining traction
Trend - Brands are creating passive pop-ups, such as billboards or signposts, that beget consumers to engage with only a brief action. These are more engaging than regular billboards while not requiring much time from consumers. Additionally, brands do not need to staff these pop-ups, thus reducing costs.
Workshop Question - How could your brand benefit from passive engagement opportunities to enhance its marketing strategies?
5.7
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Megatrends
play_circle_filledHug-Activated Marketing Machines
Hug-Activated Marketing Machines
UNIQLO France and The Pull Launch the Hug to Unlock Ad
UNIQLO France unveils the Hug to Unlock campaign with the help of Paris-based marketing agency The Pill. The campaign encourages passersby to embrace in a hug to initiate a surprise by the brand. It... MORE
play_circle_filledIllusory Fry Billboards
Illusory Fry Billboards
KFC is Promoting Its Fing Fing Cajun Chips with a Clever Billboard
In China, KFC is promoting its new Fing Fing Cajun Chips with an optical illusion billboard that has people literally shaking their heads. With “fing fing” meaning “shake” in... MORE
play_circle_filledFood Truck Billboards
Food Truck Billboards
McDonald's Transformed Billboards into Digital Food Truck Displays
McDonald’s Sweden recently launched a new fried chicken burger inspired by street food culture. As part of the launch campaign, the fast-food giant transformed digital-out-of-home (DOOH)... MORE
play_circle_filledRecord-Breaking AR Mirrors
Record-Breaking AR Mirrors
Maybelline New York & FFFACE.ME Debuted a Large Interactive Experience
Maybelline New York worked with XR company FFFACE.ME to unveil a record-breaking augmented reality mirror with a screen size of 43,000 square feet on the side of the Gulliver Mall in Kyiv. This AR... MORE
play_circle_filledDeserted Island Billboards
Deserted Island Billboards
Silk & Spice Set Up a Billboard for Fans to Go and Find
While most billboards are strategically positioned in high-traffic areas to maximize visibility, Silk & Spice is taking a different route, opting to set up a desert island billboard and initiate... MORE
Informative Yogurt
Dairy brands are redesigning packaging to explicitly advertise health benefits
Trend - Brands in the dairy industry are redesigning product packaging to be more explicitly informative. These new packagings highlight the ingredients' exact nutritional benefits, such as benefiting gut health. Many such products are also advertising organic or eco-friendly ingredients.
Workshop Question - How could your brand redesign its packaging to ensure it best appeals to the desires of its consumers?
7.1
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Megatrends
High-Protein Yogurt Lines
High-Protein Yogurt Lines
Oikos PRO High-Protein Yogurt Launches in Canada
Oikos 'PRO' high-protein yogurt is officially hitting Canadian shelves, redefining how health-conscious consumers fuel their strength. Known for its rich and creamy Greek yogurt, Oikos introduces... MORE
Natural Yogurt Jars
Natural Yogurt Jars
Danone Argentina Adopted New Packaging to Improve Environmental Efforts
Danone Argentina has introduced new yogurt jars for its La Serenísima Original brand, designed to emphasize the product’s natural and premium qualities. The jars are made from polyethylene... MORE
Reformed Yogurt Packagings
Reformed Yogurt Packagings
Nomadic Redesigned its Packaging to Emphasize Health Benefits
Nomadic, in collaboration with Greiner Packaging, has introduced a new packaging format for its Protein+ Granola yoghurt range. This new design is an “upside-down” version of the existing Yogurt &... MORE
Revamped Gut Health Yogurts
Revamped Gut Health Yogurts
The Activia Rebranding Includes a New Recipe and Packaging
This Activia rebranding has been announced by Danone in the UK as part of the brand’s initiative to keep the product relevant with today’s consumer and also draw in those who are new to... MORE
Sustainably Packaged Greek Yogurts
Sustainably Packaged Greek Yogurts
Nounós Creamery Probiotic Strained Yogurt Comes in Two Options
Nounós Creamery Probiotic Strained Yogurt is a premium range of nutrient-dense dairy products perfect for consumers to incorporate into their nutrition-focused lifestyle. The yogurt comes in... MORE
Embedded Lending
Tech companies enhance their offerings with Buy Now, Pay Later financial services
Trend - Embedded lending is reshaping financial services by allowing non-financial companies to offer loans and financing, such as Buy Now, Pay Later (BNPL) options exemplified by Apple Pay Later. This trend extends beyond consumer finance into the B2B realm, providing small and medium-sized businesses with faster access to capital through various funding methods like merchant cash advances and revenue-based financing.
Workshop Question - How can your brand leverage embedded lending to enhance customer experiences and create new revenue streams through tailored financial solutions?
2.3
Score
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Megatrends
BNPL Shopping Subscriptions
BNPL Shopping Subscriptions
Klarna Adds a Subscription Plan for Frequent Shoppers
Klarna, the leading buy now, pay later provider, is launching its new subscription service across the U.S., priced at $7.99 per month, marking a significant move after a successful pilot phase.... MORE
BNPL Bank Programs
BNPL Bank Programs
Marqeta and Credi2 Collaborate to Enhance the Banks' Payment Capabilities
Marqeta has partnered strategically with Credi2 to offer an end-to-end installment platform tailored for banks. This collaboration addresses the increasing consumer demand for flexible and seamless... MORE
Affordable BNPL Programs
Affordable BNPL Programs
Apple Introduces the Apple Pay Later Program to US Market
Apple’s buy-now, pay-later (BNPL) solution, Apple Pay Later, is now available in the US markets. With the help of the new offering, customers will be able to make four interest- and fee-free... MORE
BNPL-Enabled Home Retailers
BNPL-Enabled Home Retailers
At Home Debuts the Buy-Now-Pay-Later Program for Qualifying Purchases
At Home is a home decor store and a valuable resource for consumers looking to decorate or furnish their space. As the result of a new initiative, the brand is launching a new buy-now-pay-later... MORE