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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

GLP-1 Response
Food brands are adjusting portion sizes as weight management drugs gain popularity
Trend - As GLP-1 weight management drugs gain popularity, food companies are responding by adjusting the ingredients and portions in their products. Particularly in the CPG market, retailers are offering smaller products richer in proteins and fibers, as there are more in-line with consumer needs.
Workshop Question - How could your company adjust its products or services in response to the growing popularity of GLP-1-related drugs?
8.7
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Activity
Freshness
Patterns
Megatrends
Portion-Adjusted CPG Snacks
Portion-Adjusted CPG Snacks
Conagra is Altering its Products in Response to GLP-1 Popularity
Conagra Brands Inc. is considering adjustments to its product offerings in response to the growing use of GLP-1 drugs, which are known to suppress appetite. These medications, including Ozempic and... MORE
Weight Management Food Ranges
Weight Management Food Ranges
The Nestlé Vital Pursuit Range is for Those on GLP-1
The Nestlé Vital Pursuit range is a new food lineup targeted towards weight management and consumers who are using GLP-1 weight loss medications. The product range includes foods that are high in... MORE
GLP-1-Tailored Store Sections
GLP-1-Tailored Store Sections
GNC is Adding a New Section to 2,300 of its U.S Store Locations
GNC has announced the introduction of a new section in its 2,300 US stores specifically designed to support consumers managing GLP-1 medications, such as Ozempic and Wegovy. This initiative aims to... MORE
Food Brand Revitalization Initiatives
Food Brand Revitalization Initiatives
Atkins is Reanalyzing its Business for GLP-1 Users
Simply Good Foods has announced a strategic initiative to target users of GLP-1 drugs, such as Ozempic and Wegovy, as part of its new five-point revitalization plan for its Atkins brand. This plan... MORE
Ethical Meat
Animal protein brands are highlighting ethical farming practices on packaging
Trend - Animal protein brands with CPGs are more heavily emphasizing ethical farming practices on product packaging. In addition to organic or cruelty-free labels, the ethically sourced label denotes a higher level of care given to the farmed animals, ensuring consumers of the brand's priorities and values.
Workshop Question - How could your brand incorporate ethical or sustainable practices into its business model to better connect with consumers?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Influencer-Led Livestock Campaigns
Influencer-Led Livestock Campaigns
Jaxon and Lachlan Fairbairn Partner with Australian Good Meat
Jaxon and Lachlan Fairbairn, two social media influencers with significant followings on YouTube, Instagram, and TikTok, have partnered with Australian Good Meat to head a new campaign about... MORE
Fully Cooked Organic Bacons
Fully Cooked Organic Bacons
Applegate Released Pre-Cooked Antiobiotic-Free QSR Bacon
Applegate Naturals Fully Cooked Sunday Bacon represents a new addition to the brand’s product line, offering consumers a convenient and clean option for enjoying bacon. This fully cooked bacon is... MORE
Free Range Chicken Fillets
Free Range Chicken Fillets
Trader Joe's Now Sells Free Range Thin Sliced Chicken Breast Fillets
Trader Joe’s is helping consumers make more ethical choices when shopping for meat with its new Organic Free Range Boneless Skinless Thin Sliced Chicken Breast Fillets. Just as the name... MORE
Artisan Charcuterie Sets
Artisan Charcuterie Sets
This Salami Charcuterie Set from Charlito's Cocina is Ethically Sourced
This 5 Piece Salami Charcuterie Set from Charlito’s Cocina is crafted with care and includes a Campo Seco, a spicy Salami Picante, a Cerveza Seca, a Chorizo Seco, and a Trufa Seca. Each 5oz... MORE
Ethically Sourced Beef Campaigns
Ethically Sourced Beef Campaigns
Verde Farms Announces the 'Beef From A Better Place' Campaign
Verde Farms, a leading brand of organic, 100% grass-fed, and pasture-raised beef, is thrilled to announce its brand relaunch and inaugural consumer-focused campaign, “Beef From A Better Place&#... MORE
Canned Soap
Cosmetics brands are using aluminum cans to aid sustainability efforts
Trend - Self-care products are being offered in aluminum cans to enhance sustainability. Often coupled with refillable designs, these cans reduce packaging costs and are nearly infinitely recyclable. Additionally, the resilience of aluminum packaging simplifies shipping and logistics systems.
Workshop Question - How could your brand benefit from circular packaging materials, such as aluminum or paper?
8.3
Score
Popularity
Activity
Freshness
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Megatrends
Canned Hand Soaps
Canned Hand Soaps
Craft Naturals Sells Hand Soap in Canned Packaging
Hand soap, a household essential regularly in need of replenishment, is now being offered in recyclable canned packaging by forward-thinking brands like Craft Naturals, providing both convenience... MORE
Sustainable Canned Shampoos
Sustainable Canned Shampoos
Menz Club Pairs a Refillable "Forever Bottle" with Shampoo in a Can
Shampoo refills traditionally come in plastic pouches or large-format boxes and bottles, yet Menz Club is one brand that packages shampoo in a can as a lightweight, recyclable and plastic-free... MORE
Canned Castile Soaps
Canned Castile Soaps
Utama Spice Packages Its All-Natural Liquid Soap in Stubby Refill Cans
Plastic pouches are commonly used to provide consumers with an easy way to replenish purchased products but brands like Utama Spice have adopted refill cans for products like castile soap.... MORE
Canned Dish Soaps
Canned Dish Soaps
Unpackaged Sells Dish Soap in a Can for Easy Refilling & Recycling
Many brands are transitioning to aluminum bottles for their product packaging, with some like Unpackaged opting for soda- or beer-style cans for products like liquid dish soap in a can. The Dish... MORE
Kids Cosmetic
Makeup marketed toward Gen Alpha consumers is adapted as this demographic ages
Trend - To cater to the emerging Gen Alpha consumer, cosmetics companies are designing more sophisticated cosmetic lines. These products strike a balance between age-appropriate formulations and the high-end appearance favored by this demographic, influenced by trends on social media platforms.
Workshop Question - How can your brand cater to the evolving preferences of Gen Alpha as they become mature consumers?
7.5
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Popularity
Activity
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Megatrends
Targeted Gen Alpha Skincare
Targeted Gen Alpha Skincare
Hi!papa Makes Personal Care for Kids Ages Three to 12 in China
Hi!papa is a personal care company that supports school-age kids in China with targeted formulations for sun protection, daily cleansing and more. “Hi!papa is committed to providing school-... MORE
Inclusive Fragrance Campaigns
Inclusive Fragrance Campaigns
The 'Where Will They Take You' Campaign Highlights Influencers
Sol de Janeiro is a beauty brand that celebrates the Brazilian spirit and culture through its body care, fragrance, and hair care products. In 2023, the brand launched its first global campaign,... MORE
Gen Alpha Bodycare Brands
Gen Alpha Bodycare Brands
Australian Gen Alpha Brand 'Allkinds' Made its United States Debut
Allkinds is a bath, body and selfcare brand for kids and teens that launched in the US in 2023. The brand, which originated in Australia, aims to teach young consumers to care about their selfcare... MORE
Gen Alpha Fragrance Rollerballs
Gen Alpha Fragrance Rollerballs
Petite N' Pretty is Targeting Gen Alpha with its Latest Products
The ‘Cloud Mine Fragrance Rollerball’ is a fruity and floral scent created by Petite N’ Pretty, a beauty brand for kids and teens. The product is designed to capture the sweet... MORE
Luxury Infancy
Luxury skincare brands are entering the baby skincare space with organic products
Trend - Brands are launching luxury and designer skincare collections for newborns and infants. These products have easy-to-understand, short ingredient lists for safety and transparency. Brands position these products as better solutions for ensuring the healthy development of babies.
Workshop Question - How could your brand leverage the growing demand for premium products and services in the baby care space?
6.2
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Megatrends
Premium Baby Care Brands
Premium Baby Care Brands
'Baby Forest' is a Luxury Baby Care Brand Based in Delhi, India
If you are looking for a gentle and effective moisturizer for your baby’s delicate skin, you might want to check out the Moh Malai Baby Body Lotion from Baby Forest. This product is made with... MORE
Formulized Infant Cleansing Foams
Formulized Infant Cleansing Foams
Dior Released a Luxury Cleansing Foam for its Dior Baby Lineup
Dior released the ‘Baby Dior la Mousse Très Fondante’ cleansing foam specifically designed to uplift the bathing experience for babies and their parents. This cleansing foam is... MORE
Organic Luxury Skincare Lines
Organic Luxury Skincare Lines
Harry & Rose Offers an All-Natural Skincare Line for Infants
Harry & Rose updated its luxury baby skincare line of products. The products in this lineup are organic, pure, and natural. The collection currently includes eight products designed to provide... MORE
Designer Baby Skincare Selections
Designer Baby Skincare Selections
Harrods' Designer Skincare Selection is for Optimal Baby Health
Harrods is a famous department store in London that sells luxury baby skincare products curated in its Designer Baby Skincare selection. These products are designed to care for the skin of newborns... MORE
Sustainable Passport
Brands adopt digital product passports to encourage eco-friendly practices
Trend - Brands are debuting digital records that provide information about a product throughout its lifecycle. These records include details about the product's lifespan, from production to recycling guidelines, and help consumers understand the sustainability of the product to inform purchasing decisions.
Workshop Question - What measures can your brand take to guarantee the responsible and ethical disposal of its products?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Skincare Passports
Digital Skincare Passports
Shisedo Unveils the Ulé Capsule with the New Digital Product Passports
Shiseido is introducing a new digital experience revolving around the C-Bright serum. The new digital product passport (DPP) is a comprehensive virtual profile for tangible goods, offering consumers... MORE
Japanese DPP Partnerships
Japanese DPP Partnerships
Circularise is Set to Launch a New Digital Product Passport System
Circularise, in collaboration with the Japan Circular Economy Partnership (J-CEP), AMITA Corporation, and Marubeni Corporation, has launched an initiative that promises to redefine industry... MORE
Digital Passport Partnerships
Digital Passport Partnerships
Viamedici Partnered with Sustain360 on Environmental Initiatives
Viamedici, a leading provider of software solutions for the digitalization of product management, marketing, and sales processes, has announced a strategic partnership with Sustain360, a global... MORE
QR-Equipped Fashion Collections
QR-Equipped Fashion Collections
Nobody's Child Introduces QR Codes for its New Product Line
Womenswear brand Nobody’s Child is releasing digital product passports to help consumers navigate their offerings while underscoring its commitment to sustainability and enhancing the quality... MORE
Transparent Retail
Sustainable retailers highlight their initiatives and impact in-store
Trend - Sustainable stores and eco-friendly in-store initiatives are making the impact of their products clearer to their customers. These brands are using receipts, labels and displays to highlight production and sourcing processes--catering to the growing demand for transparency from businesses.
Workshop Question - How can your brand create trust with its customers via in-store experiences or initiatives?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Canadian Retail Expansions
Sustainable Canadian Retail Expansions
The Toronto Allbirds Brick-and-Mortar Store is Eco-Friendly
Sustainable lifestyle brand Allbirds is opening its first ever Toronto store, and second location in Canada on August 10th. Located in the heart of Yorkdale Shopping Centre retail complex, the store... MORE
Environmental Cost Receipts
Environmental Cost Receipts
ASKET's Impact Receipts Measure Water Usage, CO2 Emissions & More
Swedish clothing brand ASKET is tackling modern consumption habits by introducing The Impact Receipt, which provides customers with a detailed breakdown of the environmental cost associated with... MORE
Eco Big-Box Retailer Initiatives
Eco Big-Box Retailer Initiatives
The Target Zero Initiative Helps Shoppers Identify Sustainability
The Target Zero initiative is being launched by the brand as a way to help shoppers more easily locate the products that are in line with their sustainability goals when shopping either online or in-... MORE
Carbon Neutral Milk Packaging
Carbon Neutral Milk Packaging
Neutral Foods Offers a More Sustainable Solution
Neutral Foods takes a bold step towards sustainability with its revolutionary carbon-neutral milk packaging. The brainchild of Faven Creative, the design not only distinguishes Neutral’s... MORE
Carbon-Conscious Oat Beverages
Carbon-Conscious Oat Beverages
These Vegan Beverages for Kids Label Their Carbon Footprint
Nude. and Mãe Terra Produtos Naturais e Orgânicos—two B Corp Certified companies—teamed up to create oat-based vegan beverages for kids with cartons that display carbon footprint information.... MORE
Medical Electrolyte
Electrolyte-based supplements and drinks come with additional medical benefits
Trend - As the demand for "clean" ingredients enters even OTC medicines, health and wellness brands are positioning new electrolyte-based products as medicine for mild ailments. These products are purported to treat everything from headaches and nausea to sleep regulation.
Workshop Question - How could your brand better prioritize "natural" sourcing and positioning?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
High-Performance Sports Supplements
High-Performance Sports Supplements
Chew Launches Sports Nutrition Product Fastfood for Endurance
Food innovation lab Chew has introduced Fastfood, which is a range of high performance sports nutrition products that are made for amateur or professional athletes to fuel endurance. Additionally,... MORE
Powerful Beet Supplements
Powerful Beet Supplements
Natures Sunshine's Power Beets Boasts a Remarkable Number of Benefits
In the beet supplement category, Natures Sunshine calls attention to its cutting-edge Power Beets formula. Marketed as a “dual-pathway Nitric Oxide (NO) Generator,” the product delivers... MORE
Ultra-Hydrating Electrolyte Beverages
Ultra-Hydrating Electrolyte Beverages
Biolyte, the "Iv in a Bottle," Debuts Punch Flavor
BIOLYTE, the revolutionary hydration drink dubbed the world’s first “IV in a bottle,” recently expanded its portfolio with the introduction of the a new flavor, Fruit Punch. Joining the... MORE
Head-Supporting Relief Supplements
Head-Supporting Relief Supplements
Excedrin Launches the New Head Care Line for Headache Relief
Excedrin is unveiling its new headache relief supplements under the ‘Head Care’ line. The line features the ‘Proactive Health,’ ‘Replenish + Sleep,’ and ‘... 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?
7
Score
Popularity
Activity
Freshness
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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
Product Refill Vending Machines
Product Refill Vending Machines
Nestlé and QYOS by Algramo Created Refillable Vending Machines
Nestlé and QYOS by Algramo have collaborated on a new refillable vending machines trial that’s taking place at two retailers in Indonesia as a way to combat against disposable packaging. The... 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?
6.1
Score
Popularity
Activity
Freshness
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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
Sustainability-Focused Hair Products
Sustainability-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
Sustainable Haircare Collections
Sustainable Haircare Collections
Alterna Haircare’s My Hair. My Canvas. Line is 100% Vegan
Alterna Haircare prioritizes planet-friendly practices with its My Hair. My Canvas. sustainable haircare collection. The capsule features 16 products that can be endlessly mixed and matched to... MORE