Have you seen the Stir It Up 2020-2021 Trend Guide from Country Range yet?
Available now, it looks at five key trends have been identified as driving change across the world and having a significant impact upon our industry in 2020 and beyond.
The trends featured include:
- Children of the Revolution
Child and adult roles have flipped, with Greta Thunberg addressing some of the world’s most influential leaders, cutting through the red tape of nay-sayers and inspiring an entire movement of children across the globe to stand up and fight for what they believe. Whether it’s to stop the extinction of certain species, the demand for a better lifestyle or increased opportunity and equality, young people are no longer accepting their fate they are fighting for their future.
- A Change of Pace
The increase of smart technology may have made us more efficient in many ways, but it is also creating cross-generational burn out. A heady combination of speed and impatience which are imbedded in our lives along with the multitude of products, adverts, social media and app alerts are vying for our attention. The result is a wave of mental and physical health issues, which can only be combatted by slowing the pace down. This trend manifesting in a number of different ways within our industry from the rise in hyper-locally grown foods and the focus upon micro-seasons to a new appreciation of time-honoured cooking techniques such as the rise in true artisan carbs, fermentation and pickling.
The connection between humans and the need for us to form an alliance or ‘tribe’ as we have titled the section. The types of alliances we form have evolved significantly but the overarching need to belong and identify with others of a similar mind-set is still strong. There is no doubt that we are living through a period of substantial change, the potential for conflict amongst nations, cultures and neighbours has risen which is causing unrest and anxiety in many people. Tribes offer friendship, fun and learning at a time when people are yearning for community, a place where they can unite and feel secure.
- An Alternative Reality (Modern Escapism)
This is a discussion around the increase in consumers seeking an ‘escape’ from their day to day busy device filled lives which can be linked to the current ‘political hellscape’. Consumers are increasingly seeking experiences over commodities and these experiences are manifesting into methods of escapism; for the travel and leisure sector this means niche market locations and personalised luxury and off-the-grid getaways, for Gen Z it could mean escape into technology such as gaming and social media or extreme sports and for the care sector it can mean a chance to take a step back in time, revisiting a past filled.
- Sustain, Regain and Reconnect
After millions tuned in to watch the second series in the acclaimed Blue Planet documentaries, the sense of responsibility for reducing waste and pollution weighs heavily on the nation’s shoulders. This burden for sustainable lifestyles is felt no more so than with Millennials, Gen Z and Gen Alpha who are looking at an uncertain future for themselves and their children.
Look out also for:
- An introduction to Generation Alpha
- Updated commentary on the other generations: Gen Z, Millenials, Gen X, Baby Boomers and the Silent Generation.
- Additional key microtrends of real importance