Where would be without trends? It would be a life without pop culture, extremities, memes, mayhem and momentous counter cultures. Trends are a way to put a stamp on time, and it’s often only in hindsight that we can even recognize the trends that shaped us so extensively, even if subliminally. Here’s a look at some of the trends of 2017 that are likely to be locked in a time capsule for 2017.Unicornization & Rainbowification
This trend saw us painting rainbows and plastering unicorns all over our clothes, food and feeds. The mantra of this movement being ‘Always be yourself. Unless you can be a unicorn’. The unbridled optimism was, in many ways, a reaction to some of the bleak realities of 2017: like climate change, the prevalence of sexual harassment (exposed by #metoo), gun violence, political division and police brutality. Some of the standouts of this movement so child-like in its optimism were rainbow bagels, unicorn poop lip balm, unicorn bandages and ‘unicorn only’ parking signs. Let's hope the optimism stays with us in 2018, in a more grounded way.
Rose and Tacos
Though rarely mentioned together, our love of ‘Rose All Day’ and the notion that we should ‘Live every day like it’s Taco Tuesday’ took over 2017. Suddenly, rose reclaimed its position as a dignified drink and tacos became a cheap remedy for any of the heaviness that 2017 brought with it. These memes lit up our feeds and found a way into pop culture without apology. And while they are likely to die down in popularity, the idea that all food and beverage brands must now operate more like an entertainment brand, is a notion that is sure to stay.
Direct To Consumer
It all started with Warby Parker, who disrupted the glasses market in 2010 with their revolutionary idea to cut out the middle man and work directly with consumers. And then others quickly followed suit. Casper followed a similar model with mattresses, Everlane disrupted fashion as we know it and Dollar Shave Club broke our expectations of how much we should pay for a razor, and where we should buy one. This business model took over 2017; arriving in categories from baby food, to tampons, to jewelry, linen and even our vitamins. While this trend is unlikely to disappear in 2018, being a direct to consumer brand wont be enough of a point of differentiation to sustain businesses in the future.
Staying At Home