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DASHBOARD RESEARCH KEYNOTES EVENTS
FuturistU > Tactics > The 18 Megatrends > Module 7 / 7

The Divergence Megatrends

Instructor: Armida Ascano
Innovations in Fashion
Download the Innovations in Fashion Trend Report
The final module in the 18 Megatrends course is on Divergence, which focuses on anti-mainstream trends. Divergence is a Pattern of Opportunity that is all about going against the grain. In order to provide something truly unique, brands must lean toward the unconventional.

Divergence Megatrends include Authenticity, Many-to-Many, and Personalization. Ultimately, these Megatrends all represent major shifts in collective consciousness, such as rethinking reality, shifting to a peer-to-peer economy, and redefining luxury to focus more on products made specific to one's needs. Take the first step to revolutionizing your industry with this module.
Related Trend Report: Innovations in Fashion
Workshop Questions:
1. What opportunities for personalization could be integrated into your offering?
2. What about your brand or product could come off as disingenuous?
3. What steps can you take to bring consumers together?
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Insights by Trend Hunter AI

Consumer Marketplace
Brands are launching first-party storefronts to connect consumers to others
Trend - Brands across multiple industries are launching consumer-to-business-to-consumer (C2B2C) storefronts. C2B2C offers consumers discounts on products and enables consumers to sell unwanted products while the business handles transactions and verifies the quality of listed items.
Workshop Question - How might your brand benefit from connecting its consumers via an online marketplace or forum?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Customer-Driven Marketplaces
Customer-Driven Marketplaces
COS Clothing Partnered with Recurate on a C2B2C Marketplace
COS Resell is a new online service that lets customers buy and sell used COS clothing through an official retailer. It is a special place where the COS community can find new ways to wear old clothes.... MORE
Circular Furniture Initiatives
Circular Furniture Initiatives
IKEA Debuted its 'Buy Back & Resell' Program in the United States
IKEA launched a new program in the United States named ‘Buy Back & Resell.’ This program offers ‘IKEA Family’ loyalty members the ability to return used furniture for a... MORE
Athleisure Resale Marketplaces
Athleisure Resale Marketplaces
Vitality's New Platform Fosters the Purchase & Sale Of Used Apparel
Vitality, a Denver, Colorado-based athletic apparel company that designed athleisure products targeted towards people in different stages of their fitness and exercise journey, has launched a brand... MORE
Used Component Marketplaces
Used Component Marketplaces
Framework Allows Customers to Sell Used Products on its Website
Customers can buy and sell laptops, parts, upgrades, and accessories from Framework, a company that makes products that are repairable, customizable, and upgradeable, through the Framework... MORE
Circular Pivot
Longstanding brands turn to refillable products to appeal to the modern consumer
Trend - Established brands in cosmetics and F&B are using the demand for sustainability as an opportunity for customer retention. Evolving into circular busines models with reusable packaging and refills offer lower costs and promise a sustainable purchase, while increasing the chance of repurchase.
Workshop Question - How could your brand better evolve with the needs of the modern consumer?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Refill Grocery Stores
Sustainable Refill Grocery Stores
Asda Introduced a Refill Store With Loose Format Products
Asda’s new refill store is located in Scotland. Featuring an extensive range of loose format products, the store allows customers to fill their containers in an active effort to reduce plastic... MORE
In-Store Supermarket Refills
In-Store Supermarket Refills
Loop and Tesco Launched a Refillable Cosmetics Initiative
Loop and Tesco rolled out a large in-store refillable scheme for beauty products and cosmetics. The new service launched in 10 of Tesco’s UK stores in support of a sustainable lifestyle... MORE
Refillable Beauty Launches
Refillable Beauty Launches
The Body Shop Debuts Refillable Makeup Packaging with Recycled Aluminum
The Body Shop US is taking action against the global plastics crisis with the launch of its “refill revolution” for makeup products. The new collection includes Peptalk Lipstick in a refillable... MORE
Eco-Conscious Skincare Brands
Eco-Conscious Skincare Brands
Kiehl's Mission Renewal Shows its Commitment to People and the World
Kiehl’s is a skincare brand that has been committed to the health of skin and the wellbeing of the world since 1851, which it is now showing with its Mission Renewal initiative. Mission Renewal is... MORE
Web3 Cannabis
Cannabis brands create metaverse-based experiences and events
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.
Workshop Question - How could your brand better prioritize experience for its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Cannabis Labs
Metaverse Cannabis Labs
ACS Laboratory is the First Cannabis Testing Facility in the Metaverse
ACS Laboratory is the largest hemp and cannabis testing facility in the eastern United States and it is entering a new age of the internet with the metaverse’s first cannabis testing facility.... MORE
4/20 Cannabis Metaverse Events
4/20 Cannabis Metaverse Events
Smokewear Brand Sundae School Launches the 'Flowerverse'
To celebrate this year’s 4/20, the Los Angeles-based “smokewear” label Sundae School has announced the launch of the ‘Flowerverse.’ The company playfully describes... MORE
Metaverse Cannabis Shops
Metaverse Cannabis Shops
The First THC Products are Available for Purchase in the Metaverse
Saucey Farms & Extracts and Higher Life CBD Dispensary teamed up to make the first THC products available for purchase in a metaverse cannabis shop. Saucey items can be purchased in the... MORE
Cannabis-Centered Metaverses
Cannabis-Centered Metaverses
Cannaland is the World's First Cannabis Metaverse
Cannaverse Technologies newly launched the world’s first cannabis-focused metaverse called Cannaland and it’s on a mission to connect the cannabis and hemp communities, revolutionize the... MORE
Waterless Skincare
Cosmetic brands offer water-free skincare products
Trend - Water-free cosmetic products typically come in the form of cleansers and hair products, but skincare brands are now offering more sustainable, waterless formulas for everything from serums to moisturizers.
Workshop Question - How could your brand be more specific in identifying its efforts toward sustainability?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Waterless Skincare Tablets
Waterless Skincare Tablets
Zero-Waste Beauty Brand Mono Skincare Makes Dissolving Skincare Tablets
Zero-waste beauty brand Mono Skincare is introducing what it calls the world’s first dissolvable skincare tablet and its innovative waterless formula helps to significantly cut back on waste.... MORE
Travel-Ready Skincare Sachets
Travel-Ready Skincare Sachets
DPTMNT's Cleansers, Serums & More are Optimized for Life on the Go
DPTMNT (short for department) created a clean skincare line in the form of sachets that make it easier for people to take their routines on the go. The SACHÉ AWAY line is the epitome of grab-and-go... MORE
Zero-Waste Skincare Kits
Zero-Waste Skincare Kits
LOLI Beauty's the Dream Team Features Three Waterless Products
LOLI Beauty’s zero-waste skincare kits are a specialty. The brand has pioneered the sustainable beauty movement since the beginning and is known for its eco-friendly practices. LOLI offers... MORE
Accessible CBD Infused Skincare
Accessible CBD Infused Skincare
Just Beauty CBD Curated 'The Bundle' For All Skincare Needs
Just Beauty CBD launched ‘The Bundle’ pack of its full-spectrum CBD skincare line. Founded in Miami, Florida, in 2019 by Israel and Shamor, the products boast diverse and inclusive... MORE
AR Package
Brands incorporate augmented reality-based gaming into product packaging
Trend - Augmented reality functions in product packaging typically educate consumers on the product or business, but brands are now becoming more creative with packaging that incorporates AR-based games for customers to enjoy.
Workshop Question - How could your brand create more interactive digital experiences for its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Augmented Reality Pizza Boxes
Augmented Reality Pizza Boxes
Pizza Hut's PAC-MAN Pizza Packaging Box Launches an AR Game
Pizza Hut is determined to serve up a sense of “newstalgia” with its augmented reality pizza packaging box, which shares a PAC-MAN game and gives fans the chance to win a custom PAC-MAN... MORE
AR-Enabled Product Packages
AR-Enabled Product Packages
'Wana Brands' Debuted an Interactive WebAR Experience on its New Line
‘Wana Brands,’ the Colorado-based cannabis brand, has announced a new partnership with ‘August Allen,’ a specialized augmented reality (AR) development company. Through this... MORE
Gamified Egg Cartons
Gamified Egg Cartons
Happy Egg's Cartons Come to Life with Augmented Reality
Happy Egg’s freshly redesigned egg cartons feature the first gamified augmented reality experience and those who (virtually) step into the magical world have the chance to claim real-life... MORE
Augmented Reality Milk Cartons
Augmented Reality Milk Cartons
Emmi's Scannable Cartons Connect to an Interactive AR Experience
Emmi milk cartons take traditional dairy packaging to the next level thanks to augmented reality experiences that can be accessed via a mobile device. The sleek Tetra Stelo Aseptic 1000 packaging... MORE
In-Store Recycling
Brands in the cosmetic industry are increasingly prioritizing in-store recyling
Trend - In-store recycling is relatively common among tech retailers, and now even in the fashion industry. The next industry to take on in-store recycling is cosmetics--with the industry's high waste production becoming a concern among consumers and businesses alike.
Workshop Question - How could your brand better prioritize sustainability?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Zero-Waste Beauty Hubs
Zero-Waste Beauty Hubs
AROMATICA ZERO STATION is a Sustainable Space in South Korea
AROMATICA was Korea’s first beauty refill station and with the opening of AROMATICA ZERO STATION, the sustainable beauty brand invites consumers to take the next step in their sustainability... MORE
Beauty Recycling Programs
Beauty Recycling Programs
The Back-to-MAC Takeback Program is Expanding in Europe
MAC Cosmetics announced that its Back-to-MAC Takeback Program is expanding to Germany, Norway, Greece, and the Czech Republic to encourage eco-habits around the world. The brand wishes to further... MORE
Sustainable Beauty Product Refills
Sustainable Beauty Product Refills
L'Occitane Teams with Surfers Against Sewage for Eco-Refills
The French skincare brand, L’Occitane, launches its new eco-refill service in collaboration with Surfers Against Sewage, a UK-based marine conservation charity, to fight plastic pollution. The... MORE
Retailer Beauty Recycling Boxes
Retailer Beauty Recycling Boxes
Nordstrom BEAUTYCYCLE Aims to Tackle Plastic Waste Across Canada
The Nordstrom BEAUTYCYCLE is expanding its program into Nordstrom Rack stores after its Canadian launch in 2021.  BEAUTYCYCLE is the retailer’s beauty packaging take back and recycling... MORE
Gen Z Hair
Hair care brands target the needs of Gen Z consumers
Trend - The hair care industry is increasingly catering to young consumers, with teenage Gen Z consumers being particular interest. Now, brands in this space are featuring playful branding, campaigns and claims that target teenagers.
Workshop Question - How is your brand shifting gears to prioritize Gen Z's needs and preferences?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Whole-Body Wellness Lines
Whole-Body Wellness Lines
Moxy by Bath & Body Works Helps People Feel Their Best Inside & Out
Bath & Body Works is broadening its offerings beyond body care and lifestyle products with its all-new skincare and wellness line called Moxy. The line is all about whole-body wellness and it... MORE
CBD Self-Care Brands
CBD Self-Care Brands
MeMeMe is a Gender-Neutral CBD Brand with a Focus on Gen Z
With its range of gender-neutral skincare, bodycare and haircare, MeMeMe is a CBD brand that specifically speaks to the needs of Gen Z consumers. The brand is centered on making quality products... MORE
Gen Z Haircare Brands
Gen Z Haircare Brands
florence by mills Launches New Haircare Collection
florence by mills, the skincare and makeup brand by Millie Bobby Brown, recently expanded their portfolio with the introduction of two new hair products. As is standard with the brand, the new... MORE
Melon-Infused Hair Masks
Melon-Infused Hair Masks
The Watermelon Crush Hair Mask Quenches Dry, Thirsty Strands
Triviso’s Watermelon Crush Hair Mask is a unique haircare product that’s packaged in a squeezable format and likened to “hair juice.” The watermelon-infused hair mask is made... MORE
Morning CBD
Cannabis brands release CBD products intended for morning use
Trend - Cannabis brands are increasingly touting cannabis as something that can benefit people's lifestyles, and this now includes the incorporation of CBD into customers morning routines. These products are now being offered in everything from coffees to supplements that are meant to be consumed in the morning.
Workshop Question - How is your brand expanding its product lines to better integrate into customers' routines?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Feel-Good CBD Coffee
Feel-Good CBD Coffee
Jibby Coffee's New CBD Cold Brew is Reimagining the Coffee Experience
Jibby Coffee’s CBD Cold Brew is marketed with a feel-good coffee category that challenges the jitters, anxiety and insomnia many have felt after consuming too much caffeine. Early adopters of... MORE
CBD Coffee Advent Calendars
CBD Coffee Advent Calendars
Cannacoffee’s 12 Days of Holiday Chill Advent Shares Calming Brews
For years, brands have been energizing adults with coffee advent calendars but Cannacoffee offers a different approach with its 12 Days Of Holiday Chill advent containing CBD coffee pods. This... MORE
Adaptogenic Coffee Blends
Adaptogenic Coffee Blends
London Nootropics Boasts a Range of Functional Coffees
Adaptogenic coffee blends have grown in popularity in recent years as wellness-minded consumers have looked for ways to seamlessly optimize their health. London Nootropics specializes in premium... MORE
Functional CBD Drink Ranges
Functional CBD Drink Ranges
The Collective Projects CBD-Infused Drinks are Balanced and Beneficial
The Collective Projects CBD-infused drinks have been launched by the sister company of the Collective Arts Brewery to offer consumers a flavor-rich way to incorporate cannabis into their lifestyle.... MORE
Compostable Beauty
Beauty brands are reducing their impact with compostable packaging
Trend - Compostable packaging solutions in the beauty space are becoming more popular as brands in the cosmetic industry look to reduce their environmental impact. Everything from brands selling luxury goods to ones selling inexpensive beauty items are now adopting such packaging.
Workshop Question - How is your brand prioritizing environmental protection?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Compostable Beauty Pouches
Compostable Beauty Pouches
Proverb Skin Created a Home Compostable Paper-Based Sample Pouch
Proverb Skin is transitioning its entire range to eco-friendly packaging and this change is starting with the relaunch of packaging that’s fully refillable and sustainable. The British natural... MORE
Jelly Serum Bars
Jelly Serum Bars
Dew Mighty's Solid Skincare Bar Replaces All Serums, Moisturizers & Oils
Solid balms, sticks and serum bars offer the benefit of mess-free application and tend to boast ultra-concentrated formulas. Dew Mighty’s Jelly Serum Bar is no exception and it’s an all-... MORE
Sustainable Luxury Beauty Brands
Sustainable Luxury Beauty Brands
Innerbark Teamed with Sulapac to Provide Sustainable Packaging
Nichola and Paul Vickers founded Innerbark in 2019 to provide consumers with eco-conscious beauty products. The husband and wife team offers clean and natural luxury beauty. The brand’s... MORE
Microplastic-Free Lip Balm Cases
Microplastic-Free Lip Balm Cases
above&beyond Reduces Single-Use Plastic Waste
above&beyond is a new beauty brand that’s devoted to reducing single-use plastic and its mission kicks off with a lifetime-use, microplastic-free and refillable lip balm product. Vegan lip... MORE
Minimalist Hair
Hair care brands prioritize minimalism in the same way some skincare brands are
Trend - With minimalism in skincare being popular in reaction to the several-step routines that were overwhelming or inacessible to many consumers, brands in the hair care industry are following suit. Minimal ingredients and products in lines are on the rise as brands look to prioritize simple yet effective routines.
Workshop Question - How could your brand make purchase decisions less overwhelming for customers?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Refreshing Personal Care Collections
Refreshing Personal Care Collections
Native Launches its DTC Website and Scent Expansions
Native has launched its direct-to-consumer website with an entire stock of its best-selling scents. The brand’s body washes, deodorant, and haircare are made with a clean formula that prioritizes... MORE
Sustainably-Focused Hair Products
Sustainably-Focused Hair Products
HiBAR Boasts Design-Friendly Solid Shampoo and Conditioner
In an attempt to eliminate the excessive use of plastics and to overall revolutionize the industry in general, HiBAR launches a product range that boasts an innovative formula for solid shampoo and... MORE
Refillable Haircare Bottles
Refillable Haircare Bottles
Love Beauty and Planet Created Reusable Aluminum Product Packaging
By 2030, Love Beauty and Planet is committing to 100% recyclable, refillable or compostable products and packaging, and it is taking its first steps towards this goal with reusable aluminum product... MORE
Sustainable Haircare Refill Systems
Sustainable Haircare Refill Systems
Design.ME's InfiniteMIST Allows Infinite Product Refills
Design.ME is taking a large step towards supporting people and the planet by introducing its InfiniteMIST refill system for its haircare products. The vegan and cruelty-free beauty brand reimagined... MORE