Micro Trends

In a world of synthetic faces and suppressed appetites, muscle, movement and nudity are becoming marketing’s new markers of authenticity.

Just as consumers have scrutinised what’s in their food and on their skin, they’re now asking the same questions about the materials their clothes are made from – starting with activewear.

Museums and auction houses are borrowing from the codes of members’ clubs, becoming places to dine, discover and belong, as culture and intellect become new markers of taste.

In an era when restaurants are competing as much for visibility and social currency as they are for spending, the dining room is becoming a stage once again.

In a landscape where polish and perfection no longer impress consumers, brands are using behind-the-scenes content as a signal of truth.