The New Normal: Emerging Innovations in A World Shaped by COVID-19

SPECIAL
REPORT
THE NEW
NORMAL
EMERGING INNOVATIONS
IN A WORLD SHAPED BY
COVID-19.
SPECIAL REPORT Dear Reader,
THE NEW The rate of change we’re currently experiencing is profound. Our standard way of doing things—
whether that’s conducting business, taking care of our families, or simply getting around our
NORMAL
cities—is being turned upside down.
The effects of COVID-19 are far-reaching and will touch every industry in some way. During this
time, we at Trend Hunter are invested in supporting the countless businesses facing uncertainty
by continuing to monitor emerging trends and relaying them to our community. Fortunately, we
have experience navigating tumultuous times. In 2008, our CEO Jeremy Gutsche released his first
book, Exploiting Chaos, and the Trend Hunter team became a go-to resource for many businesses
looking to reinvent themselves among the challenges of the mid-2000s recession. Our challenges
today may look different, but nonetheless we hope to channel what we learned to support you
during this transformative time.
With this special report, our goal is to illustrate some of the ways our world is changing from
COVID-19 to help you prepare for what’s next, despite the uncertainty. Our ability to adapt and
innovate both as individuals and businesses is more important than ever, and we hope this report
will empower you to do so.
Sincerely,
The Trend Hunter Team
Copyright © Trend Hunter Inc. All Rights Reserved. 3

The Six & Top
Patterns of Eighteen
Opportunity Megatrends
Acceleration Prosumerism Cyclicality Nostalgia
1. Perfecting One Thing The need to have their voice 1. Retro + Nostalgia Sentimentality fuels a desire to
2. Aspirational Icon heard has consumers creating 2. Generational bring the past into the present,
3. Exaggerated Feature media and accumulating 3. Economic + Seasonal especially with respect to one’s
4. Reimagined Solution expertise independently. 4. Repetitive Cycles formative years.
Catalyzation AI Naturality Youthfulness

Brands have taken a role of Evolving technologies — from AI Consumption guilt causes The world is becoming more
accelerating the personal to blockchain — act as a catalyst consumers to seek products playful, redefining what it means
development of consumers. for the betterment of the human conducive to environmental, to grow old, be young, or assign
race. spiritual, or physical purity. to any specific age or generation.
Reduction Instant Entrepreneurship Redirection Tribalism

1. Specialization New services satisfy the consumer 1. Refocusing The need to belong results in
2. Fewer Layers + Efficiency desire to “be your own boss” and 2. Reversing allegiant groups formed around
3. Crowdsourcing conceptualize, fund, launch and 3. Surprising causes, common interests, or
4. Subscription market ideas at the click of a 4. Gamifying brand fandom.
button.
Curation Simplicity Gamification Experience

Hyper-targeted offerings, In a cluttered world, simplicity The application of game Social media creates an
services, subscriptions and stands out, resulting in focused dynamics and incentivization to attention economy where
recommendations to simplify business models, streamlined day-to-day tasks results in a more material goods are less valuable
lives with better things. UX and simplistic thinking. competitive and engaging world. than shareable memories.
Convergence Multisensation Divergence Authenticity

1. Combining + Layering Passive media consumption is 1. Personalize + Customize Social media and resistance
2. Adding Value no longer enough in the digital 2. Status + Belonging to traditional advertising have
3. Co-Branding + Aligning age, making for more immersive 3. Style + Fashionizing created a desire for authenticity
4. Physical + Digital entertainment. 4. Generational Rebellion and reality.
Co-Creation Hybridization Personalization Many-to-Many

Companies work with Lines are blurring as business The search for unique products The power within a given
consumers to collaborate on models, products and services creates consumer expectations industry lies in an interdependent
better, more consumer-centric merge to create new, unique for hyper-individualized products relationship between consumer
products and services. concepts to break the mould. and services. and brand.
Senior Support Voice Assistants Audio Entertainment Thermometers
MobileHelp and LifePod Solutions Debuted a New The ‘Ear Fun’ Thermometer Plays Sounds When
Service at CES 2019 Taking Temperatures
Virtual Caregiver
Virtual caregivers support individuals with various medical needs
Trend - Brands in the healthcare space are creating virtual or tech-connected caregivers to offer support for
individuals with either serious health concerns or those with minor ones. Though not a replacement for medical
care, these services enhance support for consumers in a holistic manner and are always present
Insight - One reason why many consumers look toward the tech industry for solutions to enhance their quality
of life is that technology has the capability to be omnipresent and can be accessed on-demand. Not only is
this convenient, but consumers also feel safe and secure with connected smart tech, even when they are
most vulnerable.
Virtual AI Caregivers Care-Giving Alzheimer’s Apps
Workshop Question - How could your brand take a more holistic approach to the solutions it offers its customers? Electronic Caregiver Introduced ‘Addison Care’ at The Timeless App is a Step Towards Aiding
CES 2019 Alzheimer’s Patients
4 Featured | 32 Examples | 41,052 Total Clicks | Hunt.to/399816
8 Copyright © Trend Hunter Inc. All Rights Reserved. Copyright © Trend Hunter Inc. All Rights Reserved. 9
Empowering Superheroine Shops Empowering Promotional
eBay’s Superheroine HQ Spotlights Female Comic Video Games
Book Heroes ‘Pitaya’ is a “Game-Changing Game” from Telecom
Company Tuenti
EmpowerTech
Brands look to virtual platforms to inform and empower Gen Z
Trend - Brands are using the digital space to build bonds through empowerment, charity, and genuine relatability
for Gen Z consumers. Leveraging platforms Gen Z already connects with shows consumers which brands have
the same values—an important characteristic to the next core consumer demographic.
Insight - Gen Z is the only current generation that grew up with technology as a core part of their everyday lives
from a very young age. Thus, this cohort is more inclined to turn to products, services, and brands in general that
are able to leverage the seamless online transactions they’ve grown accustomed to. This generation’s social
and political activism is predominantly facilitated and organized through online interactions, so brands that are
able to align to those values are especially appealing to them.
Online Game Charity Tournaments Empowering Streaming Platform
Skillz & Susan G. Komen Host the Play for the Fundraisers Previous
Workshop Question - How are you establishing a connection with Gen Z (or even Z Alpha) to ensure you are top Cure Event Twitch and 1000 Dreams Fund Team Up for a
of mind during their transition into adulthood?
Charity Event
Self-Cleaning Hotel Suites Bacteria-Banishing Travel Robots
Rooms at Copenhagen’s Hotel Ottilia Fully Disinfect The ‘CleanseBot’ Cleans Beds and More When
Themselves Daily You’re Traveling
Sanitized Travel
Cleaning products specifically designed for travel take hold
Trend - Coming from airplane and hotel rooms’ reputation for being unsanitary, interest in travel-specific
sanitation products is on the rise. Providing consumers with a greater sense of security, this specialty approach
to cleaning products is connecting with consumers who travel.
Insight - Security while traveling is an extremely common concern for many consumers–whether it’s related
to personal finances, personal health, or personal safety in unfamiliar destinations. When spending money
to go explore new locations, consumers want to know that all measures are taken–by themselves and the
businesses that aid the process of travel–to ensure that they’re secure at their destinations.
Small Space Air Purifiers Purifying Travel Mists
Workshop Question - What’s a concern that consumers have when it comes to your offering specifically? What The ‘mint’ Air Purifier Cleans Bags, Luggage The Antibacterial ‘PlaneAire’ Naturally Supports a
could you create to alleviate that fear? and More Traveler’s Health
Informational COVID-19 Chatbots Dedicated COVID-19 Searches
WhatsApp and WHO Launched a Chatbot Providing Google Created a Search Portal for COVID-19
COVID-19 Information Information and Tips
Curated Awareness
Tech companies create dedicated resources for accurate information on COVID-19
Trend - When COVID-19’s status as a pandemic became known, tech companies contributed by creating
resources that people can turn to for accurate, up-to-date information on the virus and its impact both locally
and globally.
Insight - In the age of increasingly sophisticated “fake news,” people are susceptible to believing content
that’s untrue. In the context of global issues, misinformation—or misleading information—can have a negative
impact on how people react and understand the issues, which leads to further harm caused. Curated, reliable
information is able to prevent this, while assuaging people’s anxiety in the midst of crises.
Mobile COVID-19 News Tabs Coping-Focused Social Platforms
Workshop Question - How is your brand providing aid or relief towards global issues? Facebook Added a New Information Center to Its Snapchat Added Mental Heath Tools Focused on
Platform for COVID-19 COVID-19 Coping
Virtual Reality Collaboration Tools Employee Virtual Pizza Parties
Squint/Opera’s Hyperform is for Designers Planetary Playfully Adds Value to the Remote
and Architects Meetings of Businesses
Remote Culture
Companies utilize tech and services to be more inclusive toward remote employees
Trend - Work culture is important to companies as it creates a sense of belonging for employees, contributing
to their wellbeing and loyalty. As remote workers and freelancers increase in numbers, many businesses
search for ways to expand their culture beyond the constraints of the office building through technology and
third-party services.
Insight - The digitization of work has made it possible for employees to opt-in for remote work, which omits the
stressors and distractions commonly found in the office environment. However, in doing so, these individuals
are prone to feelings of isolation as they are removed from the sense of culture that is fostered in the workplace.
Products and services that enable cultural connectivity allow remote consumers to partake in work-specific
Hyperreal VR Experiences Remote Worker
rituals, enabling them to feel more secure and included. Pure Realism Transforms Real 3D Settings into Provisioning Services
Digital Realities ‘The ‘Firstbase’ Service Helps Companies Support
Workshop Question - What technology can you embrace in your business model to make remote employees
Remote Workers
feel more included?
4 Featured | 34 Examples | 47,019 | Hunt.to/415604
Cozy Opulent Fashion Editorials Cozy Cyber Monday Marketing
Wonderland Magazine Delivers Chic Looks in a Madewell Calls Attention to Its Deals with a Cozy
Familiar Environment Instagram Post
Homebody Aesthetic
Brands are pushing cozy aesthetics in marketing campaigns to entice consumers
Trend - Brands are leveraging the aesthetics of home to promote products that have little to do with it. These
usually manifest as marketing campaigns that are intended to make one feel calm but also offer a sense of
elegance that is fit for social circles.
Insight - In today’s hectic environment, consumers look for products that will elevate their sense of calm.
However, since social media engagement places emphasis on a cohesive digital appearance and personality,
the home has become a hybrid of a safe place and leverage for one’s personal brand. As a result, consumers
are interested in product offerings that are adjacent to a sense of homey coziness, but that are also acceptable
for others to witness, whether that be online or in person.
Hemp-Infused Dealcoholized Wines Festive Aperitif Sets
The Rosé-Inspired SipCozy Wine Was Created for ‘Haus’ Limited-Edition Boxes Artfully Share Aromatic,
Workshop Question - How might your brand/service cater to the homebody? Millennial Women Low-Alcohol Liqueurs
Digital Community-Building Apps Personal CRM Apps
The ‘Mylivn’ Lifestyle Platform Lets Users Share Uphabit helps you manage your
What Excites Them personal relationships
Tech Community
Socialization in the digital sphere becomes a necessity more than a habit
Trend - In tense and uncertain times, tech-specific relationship-building is becoming more of a need than a fixed
habit among consumers. These services and the new ways consumers are using them are enhancing online
relationships specifically, rather than functioning as a way to keep relationships going between meet-ups.
Insight - Self-reported loneliness was already considered to be an epidemic before the rapid and significant
changes that have been made to peoples’ lives around the world in recent weeks. Now, being isolated in one’s
home is quickly becoming a universal necessity, and the mental health risks related to long periods without
social contact have the potential to be extremely harmful. Brands that are able to ease the burden related to
current events by fostering digital social interactions between customers are quickly being viewed as a need
Collective Streaming-Enabling Apps Relationship-Fostering Chatbots
rather than a luxury. The Netflix Party App Helps Friends in Self-isolation ‘Nat Bot’ Helps Users Keep Track of Pertinent Info
and More
Workshop Question - How is your brand easing consumer burdens in times of individual or collective crisis?
Fashion-Forward AI-Powered Stylish Cyclist Breathing Masks
Pollution Wearables The Rare Bird London Pollution Masks Protect
Seymourpowell’s Protective Wearable is Ultra-Chic Urban Cyclists
Aesthetic Eco
Wearable purification or pollution-detecting items feature fashion-forward designs
Trend - Wearable purification or pollution-detecting items are now being created with aesthetics in mind.
Whether in the form of clothing or masks, these products focus on both function and on employing designs
that are fashion-forward.
Insight - Personal safety is becoming increasingly important to consumers as they face or observe climate
struggles and health-related issues that are occurring globally. However, many consumers don’t find current
solutions feasible for their day-to-day lifestyles—whether that’s in function or aesthetics. Brands that are able to
merge fashion and efficacy are appealing to the majority of consumers who are less likely to purchase an item
if it doesn’t look or feel good.
Apocalyptic Pollution-Detecting Portable Pollution-Tracking Devices
Sweaters ‘‘Atmotube PLUS’ Keeps Users Informed of
Workshop Question - How could your brand offer seamless eco-friendly products/services? Air Quality Everywhere
Eva Sonneveld Boasts a Chic Air Pollution Detector
Child-Targeted Smart Speakers White Noise Baby Monitors
The New Amazon Echo Dot Kids Edition Has a Cus- The ‘BreathJunior’ Smart Speaker System Keeps an
tomizable Design Eye on Infants
Speaker Companion
Kid-friendly features are being introduced to smart speaker systems
Trend - As the concept of the smart home is expanding and voice-control becomes a common feature of
products, kid-friendly features enter the user interface of AI home assistants. These features engage, entertain
and monitor children--alleviating some parental stress.
Insight - Being part of a digital-savvy generation, Millennials invite technology to play a formative part in their
child’s life. The integration of these features into the home allows for the parental aids to be omnipresent and
close by when needed, adding a layer of convenience and security. In turn, this soothes the stress some might
experience when they attempt to juggle life’s tasks -- from going to work and doing chores to cooking meals for
their kids and keeping up with the news.
Kid-Friendly Smart Speakers Storytime-Enhancing Home
Chatterbox is a Privacy-Focused DIY Smart Speaker Assistant Features
Workshop Question - How can a voice-assisting feature enhance the feeling of companionship for your product? for Kids Google Home & Disney Add a Sense of Magic
to Bed Time
Air-Purifying Window Curtains Wearable Air Purifiers
The Conceptual ‘Plant’ System by Colt Chow Both Dyson Has Logged a Patent for Wearable
Heats and Ventilates Air Purifier Headphones
Accessorized Purification
Wearables and home accessories are made from air-purifying materials
Trend - Home accessories and fashion items made from cloth are incorporating materials with air-purifying
qualities that are able to absorb pollutants in the immediate environment. These innovations come as brands
seek to offer eco-friendly and health-focused solutions for consumers.
Insight - Consumers are wary about urban pollution and one of their major concerns is air quality--both inside
and outside of the home. To mitigate this worry without fully compromising one’s established lifestyle, many
seek out products that are multi-functional with purifying capabilities. This desire stems from a need to discreetly
enhance the quality of the surrounding environment, and it is also successful in alleviating some anxiety about
pollutants that city dwellers experience.
Air Pollution-Absorbing Shirts Self-Purifying Charcoal Fashion
The Kloters ‘RepAir’ Shirt Rids the Air Senscommon & Uchino Japan Utilize an Activated
Workshop Question - How could your brand offer seamless solutions to environmental issues? from Contaminants Charcoal Fabric
Interactive STEM Entry-Level STEM Robots
Education Storybooks The ‘Codey Rocky’ Robot Teaches Kids About
The Discover Wonders Talking Books are Fun to Use Coding and AI
Autonomous Education
Kids gain autonomy with responsive technology that encourages self-education
Trend - As kids become increasingly accustomed to technology, parents are turning to products that feature
heightened interactivity and responsive qualities to add an element of education to their early upbringing.
More than just a source of entertainment, these toys offer smart, responsive technology to provide education
in a more engaging, autonomous manner. Offering ways to learn through methods of playful engagement,
these examples not only showcase the use of smart technology among kids, but also the move toward more
autonomy and self-education.
Insight - Parents of young children today are typically Millennials who are accustomed to more digitally connected
lifestyles. Furthermore, these young parents want their children to be as well equipped for future technologies
Playful Educational Robots Interactive Education Speakers
as possible. Thus a shift can be observed, wherein screentime is no longer perceived as a hindrance to the The ‘KUBO’ Education Robot Teaches a Number of The ‘Yoto’ Speaker Allows Children to Play and Learn
growth of children but as necessary to their development. Ultimately, technology is accepted as the main form Different Skills
of communication for young parents and their children today.
Workshop Question - How could you adapt your product or service to offer your consumers more autonomy
and independence? 6 Featured | 54 Examples | 92,477 Total Clicks | Hunt.to/371842
Bartering Sweet Shops Kindness-Focused QSR Promotions
Cadbury’s ‘Glass and a Half’ Pop-Up Accepts Knick- McDonald’s ‘McCafé It Forward’ Initiative Gives Out
Knacks for Chocolate Free Coffee
Rewarded Kindness
Brands provide incentives for customers who act in kindness
Trend - The concept behind “paying it forward” has remained relevant over the last decade, and brands are
pushing to involve themselves in –and even facilitate–acts of kindness. Brands are leveraging new forms
of technology, initiatives, and tactics like kindness-focused promotions to increase the chances that their
customers pay it forward. These reward systems cater to socially responsible consumers who are loyal to
brands that share the same value system they do.
Insight - In the age of social media, almost all of an individual’s actions and behaviors have witnesses.
Furthermore, people have more channels to voice their opinions and methods to connect with like-minded
individuals. These factors have created an era where social good and fairness are more important and widely
Kindess-Promoting QSR Promotions Social Good Airline Campaigns
discussed than ever. Given that most consumers who are connected to social media see everything they do and Chopt Creative Salad Co Launched the 21 Days to JetBlue for Good Sends Winners on Charitable
consume as a part of their “personal brand,” it’s integral for brands to reflect their beliefs as well. Be Kind Challenge Mission Trips
Workshop Question - How can your brand launch a new campaign or initiative to encourage social responsibility?
Delivery-Only Diet Eateries Delivery-Only Restaurant Concepts
All Menu Items at ‘Whole30 Delivered’ Simplify the ‘Bon Appétit, Delivered’ Shares Dishes from the
Whole30 Diet Food Magazine
Delivery-Only
Delivery-only restaurants streamline their processes in favor of convenience
Trend - Delivery-only restaurants are increasingly becoming the norm as small business owners in the food
industry look to streamline their workload while still offering excellent service to their patrons.
Insight -When making purchasing decisions about food, busy consumers often prioritize convenience as much
as they do things like flavor, cost, and quality. These consumers are drawn to brands that provide them with
quick and convenient service, but in a way that doesn’t sacrifice the quality of the products being offered–
especially when they’re offered in a “specialty” capacity.
Workshop Question - How could your brand prioritize convenience without sacrificing quality for its customers? Chef-Quality Food Deliveries Delivery-Only Korean Chicken Joints
UberEats’ Acquisition of Ando is a Commitment to Wow Wings is Boston’s Newest Delivery-Only Eatery
Quality Food
Free Phone Sanitizing Services Tourism-Boosting Relief Efforts
Samsung Boasts a Galaxy Sanitizing Service in Airbnb and Puerto Rico are Working to Revitalize
10 Countries the Island
Branded Relief
Brands are quickly launching helpful initiatives for those in crisis-affected areas
Trend - Amid global or local states of emergency, brands are seeking to lend a helping hand. This is done either
through launching specialized, cost-free products and services as relief efforts or by collaborating with officials
in affected areas to help with local restoration.
Insight - When disaster strikes—whether it is a health crisis, natural catastrophe or something else—consumers
intensely seek ways to lessen the blow for themselves and their community. As a result, many look for resources
that are hyper-targeted and specifically launched to alleviate strain and stress. Although some have justifiable
grievances with how brands respond to these situations, consumers in affected areas have the potential to feel
a sense of relief and support that may give them confidence and strength to overcome the crisis.
Free Student Self-Storages Mobile Disaster Relief Diners
U-Haul is Helping Students Affected by COVID-19 Denny’s ‘Mobile Relief Diner’ is a Roving 53-Foot
Workshop Question - How might your brand assist in a crisis? With Free Self-Storage Kitchen
Package Delivery Protection Devices Protective Parcel Porch Containers
The Apera KEEPER Secures Your Deliveries Until You The Danby Parcel Guard Protects Packages from
Get Home Porch Pirates
Parcel Protection
Products and services specifically prevent online deliveries from being stolen
Trend - In response to the increased popularity of online shopping and the package thefts that exist as a result,
companies are rolling out innovative services and products that protect online shoppers from having their
goods stolen.
Insight - Online shoppers have generally become more comfortable with the security risks of shopping online as
the practice has become more mainstream, but there are new and unexpected ways in which this trust is being
undermined. Despite frequently making the compromise of convenience for occasional breaches in security,
there still exists a consumer desire for new products and services to offer a stronger feeling of certainty when
it comes to shopping online.
Connected Parcel Anti Package Theft Devices
Protection Lockers The Porch Clam is a Theft Deterrent for
Workshop Question - What are some unaddressed concerns in your industry? How could your brand tackle Delivered Packages
The ‘Unbox’ Package Delivery System Deters
these in a creative way?
Package Theft

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SPECIAL

Copyright © Trend Hunter Inc. All Rights Reserved. 3

Catalyzation AI Naturality Youthfulness

Reduction Instant Entrepreneurship Redirection Tribalism

Curation Simplicity Gamification Experience

Convergence Multisensation Divergence Authenticity

Co-Creation Hybridization Personalization Many-to-Many

4 Featured | 32 Examples | 41,052 Total Clicks | Hunt.to/399816

4 Featured | 35 Examples | 35,260 Total Clicks | Hunt.to/400686

4 Featured | 36 Examples | 53,032 Total Clicks | Hunt.to/408612

4 Featured | 28 Examples | 4,858 Total Clicks | Hunt.to/425392

4 Featured | 34 Examples | 47,019 | Hunt.to/415604

4 Featured | 36 Examples | 41,850 | Hunt.to/423101

4 Featured | 35 Examples | 20,497 | Hunt.to/425091

4 Featured | 36 Examples | 109,063 Total Clicks | Hunt.to/418130

4 Featured | 35 Examples | 38,160 Total Clicks | Hunt.to/416141

5 Featured | 45 Examples | 89,208 Total Clicks | Hunt.to/407524

5 Featured | 45 Examples | 62,305 Total Clicks | Hunt.to/411453

4 Featured | 32 Examples | 41,565 Total Clicks | Hunt.to/424342

4 Featured | 36 Examples | 20,487 Total Clicks | Hunt.to/425112

4 Featured | 21 Examples | 20,355 Total Clicks | Hunt.to/410306

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