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FuturistU > Tactics > The 18 Megatrends > Module 4 / 7

The Convergence Megatrends

Instructor: Armida Ascano
Virtual & Augmented Technology
Download the Virtual & Augmented Technology Trend Report
Convergence is a Pattern of Opportunity based on hybrid business ideas. It's all about associative thinking, and what happens when seemingly unrelated areas combine forces.

The Megatrends within this module include Hybridization, Co-Creation, and Multisensation. In terms of consumer desire, it all boils down to a need for something new and interesting. How could you experiment with adjacent industries to offer something truly unique?
Related Trend Report: Virtual & Augmented Technology
Workshop Questions:
1. How could you reconfigure your product to delight the senses?
2. How could you more deeply involve consumers in your offering?
3. What's one outside industry you'd like to tap for inspiration?
Access Advisory Services

Featured Insights

Customized Café
Self-serve cafes place customization entirely in the hands of consumers
Implications - Taking the cafe concept to a much more curated level, brands are flipping the tables and turning consumers into hands-on baristas. The self-serve model not only increases brand-consumer engagement, it also appeals to discerning coffee drinkers who are very particular about the customization of their java. By giving consumers a chance to craft their version of a perfect beverage, these cafes allow for a truly personalized experience without any interference or potential misinterpretation by staff.
Workshop Question - How can you concede some control to put brand experience more into the hands of consumers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Compostable Capsule
Coffee pods are made compostable to cut down on waste
Trend - While singular coffee pod machines are popular in homes and offices, their use of throwaway pods is wasteful and negatively contributes to global pollution. Now, more brands are releasing pods that can be composted and therefore cut down their impact on the environment.
Workshop Question - How is your brand effectively prioritizing sustainability?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Infused Coffees
Coffee brands infuse unlikely flavors into their beans
Trend - Coffee beans are now being infused with unusual flavors in order to compete in a highly saturated market. Products in this space include everything from floral coffees to coffees infused with popular liqueurs.
Workshop Question - How could your brand use novelty to pique consumers' interest?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Café
Cafés are prioritizing sustainable design
Trend - Both independent and multinational cafés are now prioritizing eco-friendly retail designs in order to reduce their environmental footprint. These constructions reduce impact while also creating a point of interest for customers.
Workshop Question - How is your brand changing its values alongside its customers?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Coffee Concentrates
Liquid coffee concentrates offer convenience without compromising quality
Trend - Concentrated liquid coffees are becoming more popular--particularly as high-quality ingredients offer the same flavors as fresh brewed coffee. These concentrates are convenient and make drinking coffee in different ways much simpler.
Workshop Question - How is your brand prioritizing convenience without sacrificing quality?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Botanical Coffee
Botanical coffee blends elevate brews' benefits and flavors
Trend - The inclusion of botanicals in coffee blends is increasingly popular as brands look for ways to elevate their coffee products. These items include everything from lavender flavors to stress-relieving botanicals.
Workshop Question - How is your brand catering to its more experimental customers?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Focused Coffee
Coffee products claim to enhance the focus of users
Trend - Brands that offer coffee or coffee add-ins are prioritizing enhanced focus as a major claim in their products. These claims are based in the brands' inclusion of ingredients like adaptogens and MCT oil.
Workshop Question - How is your brand prioritizing both quality and convenience?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Coffee Pouch
Companies are creating single-serve coffee pouches for convenience
Trend - As coffee culture evolves, brands in the industry seek ways to implement more convenience and portability into the product. Namely, brands in this space explore ways for consumers to enjoy their coffee without the need for machinery. Borrowing practices from the adjacent space of tea achieves this. Offering ways for consumers to steep their coffee the way they typically make tea fuses familiarity and innovation.
Workshop Question - How can your brand help do a better job catering to consumers with busy lifestyles?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bean Transparency
Brands in the coffee space are offering transparency through traceability tools
Trend - Brands in the coffee space—ranging from quick-serve restaurants to direct-to-consumer retailers—are leveraging technology with traceability tools to provide consumers more transparency about their beans. This includes stating which farm the beans originated from and allowing consumers to verify that farmworkers were paid a fair wage.
Workshop Question - How can your brand showcase its ethical and sustainable practices?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Snapchilled Brew
Coffee brands are utilizing "snapchill technology" to emphasize flavor and aroma
Trend - "Snapchilling" is a method of brewing that can cool drinks from 140 degrees to 40 degrees in 60 seconds. Compared to traditional techniques, the specialized process allows for the cold brew to retain a stronger aroma and flavor. As a result, brands are currently deploying "snapchilled" devices and coffee.
Workshop Question - How could you elevate the product experience of your offering?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Healthy Instant
Instant coffee brands are highlighting the health benefits in their products
Trend - Brands are elevating the instant coffee experience to serve not only convenience and efficiency but also nutrition. These health-focused product ranges are supplemented by special ingredients like CBD, mushrooms, and more.
Workshop Question - How might your brand combine convenience with health and wellness?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends