Elevations: A Trend Magazine

PROACTIVE PREVENTION

BRAVE NEW WORLD FOR BRANDS

WHAT’S INSIDE sneak peek!

REVVING UP RETAIL

SMALL PET CARE

SEXUAL PLAYGROUND

HACKING

Quality is our compass, curiosity drives us, and excellence is our standard. For this long-anticipated first edition of the Ebco magazine, this is the statement that we used to frame our vision.

When we dive into work for our clients, we often discover vast worlds—from deep dives into the food and beverage space to storytelling narratives around the metaverse and how technology is changing our rapid world. Along the way, we encounter deeper, more intense stories and throughlines that don’t always make it into our client presentations; not because the research isn’t relevant, but because we are crafting a story just for them and their goals.

With this magazine, we have the opportunity to dig out of those rabbit holes and build new narratives that can be applied to a vast audience. Here, we try to share our findings from the unique perspective of everyone.

Whether you’re an innovation team member at a Fortune 100 company, or a founder or key executive at a growing startup, you’ll find thread lines in this magazine that tie back to the vast world of business innovation that apply to any business— including yours.

We hope you dive into this issue with the same gusto that we put into making it. From our tantalizing introductory story Sexual Playground to our deep dive on Modern Retail, we think you’ll find ideas, concepts, and theories that spark your own innovation efforts now and well into the future.

And, if these pages inspire you to connect the dots of your own innovation efforts, we hope you’ll reach out to us. We’d love to create something magical for you.

In Innovation We Trust,

Erin Mays and Kalyn Rozanski Co-Founders, Ebco Trends theebco.com

retail & brand

TRADER JOE’S INNOVATION STRATEGY

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STRETCHING TOWARD GROWTH

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REVVING UP RETAIL

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LIVING LIKE A CELEBRITY

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THE BRAVE NEW WORLD FOR BRANDS

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“I’ve never quite believed that one chance is all I get.”

ANNE TYLER

“There will come a time when you believe everything is finished. That will be the beginning.”

LOUIS L’AMOUR

“THE SECRET OF GETTING AHEAD IS GETTING STARTED.”

MARK TWAIN

“Maybe other people will try to limit me but I don’t limit myself.”

JIM CARREY

“In the depth of winter, I finally learned that within me lies an invincible summer.”

ALBERT CAMUS

“If the future road looks ominous or unpromising, and the roads back uninviting, then we need to gather our resolve and carrying only the necessary baggage, step off that road and into another direction.”

MAYA ANGELOU

“Act as if what you do makes a difference. It does.”

WILLIAM JAMES

“THE VALUE OF AN IDEA LIES IN THE USING OF IT.”

THOMAS EDISON

“Imagination is everything. It is the preview of life’s coming attractions.”

ALBERT EINSTEIN

Sexual Playground

INSATIABLE DEMAND

With shows like Netflix’s “How to Build a Sex Room” opening doors to more mainstream discussion, more consumers feel empowered to explore their desires and seek the materials they need. Pleasure pioneers like brand Satisfyer are making it easier than ever to get your hands on their sex toy brand, which launched in-store at Rite Aid in late 2020. Satisfyer has since increased its distribution at the pharmacy by 150% and dollar sales have increased by 80%.

Breaking through the taboo of decades past, the sexual wellness industry is quickly becoming a cornerstone of the general health conversation in America. With consumers making it clear they desire to celebrate the prioritization of pleasure, the sexual wellness market is accelerating at a rapid rate, poised to grow by $6.4 billion by 2027. Accelerating at a compound annual growth rate of 8.3%, the movement is driven by consumer demand for accessible, diverse and aesthetically pleasing products and services—and brands are jumping to it.

ELEVATED PLEASURE

With consumers pushing the boundaries of what is freely shared both publicly and privately on social media, gone are the days of discussing sexual fulfillment behind closed doors and in hushed tones. As more people are proudly adding sexual self-care to their routines, we’re seeing brands redefining the sexual wellness landscape with products that are as enticing as they are essential.

Brands like Lady Suite are reinventing cleansing with products that are both functional and gentle. Take Lady Suite’s cleanser,

which comes with probiotics to keep the microbiome healthy and reduce odor, itching, or discomfort without stripping needed moisture. It also contains rose quartz powder for exfoliation that isn’t too harsh. Even scent has been considered, with fruit extracts providing a gentle sensory boost without using harsh chemicals.

“The sexual wellness category and its products have such an opportunity to be elevated and luxurious. And we have an opportunity to create this new understanding that they’re truly skincare products.”

INCLUSIVITY & INNOVATION

Thesexual wellness industry is also embracing the end of their one-size-fits-all approach, championing products that foster a sense of inclusivity and selfexpression. Be it flying solo or getting intimate with a partner, products that can double as an innovative companion have people buzzing.

As brands are expanding their product offerings in this space, consumers are attracted to choices that better align to their specific preferences, from genderless sex toys to more natural and eco-friendly options. Brands like WildFlower empower consumers to have a customizable experience with their versatile collection of genderless sex toys that can cater to unique needs and desires.

Formats are changing, too. While toys may be the go-to solution for many brands, new players are exploring everything from natural solutions to liquid formats. Brands like WLDKAT

“We’re definitely seeing an increased demand for sex toys which are marketed and packaged gender-neutrally. People are becoming more experimental and less prescriptive in the ways that they enjoy sexual pleasure.”

Julia Margo, Founder and CEO of sex toy brand Hot Octopuss

and Dame offer serums catering to those looking for deepened intimacy. They add to their appeal with nonchemical options derived from plants or organic ingredients—reassuring for those concerned about possible health repercussions.

A PLEASURE-FILLED FUTURE

Atthe intersection of self-care and satisfaction, the realm of sexual wellness is taking significant steps forward, helping create a world where consumers can embrace and explore their desires freely. With projections calling for the global market to more than double to $72 billion by 2029, it’s becoming abundantly clear that sexual fulfillment and overall quality of life go hand-in-hand.

WHAT DOES THIS MEAN FOR INNOVATION?

Previously taboo categories are moving into the mainstream, as openness to different lifestyles grows. What off-limits innovation might you explore?

As sexual wellness begins to penetrate categories as varied as skincare, toys, and edibles, how might your brand begin to play in this space?

Brittany Lo, Founder of intimate skincare brand Beia

Tea Maca

Guarana excitingenergy innovations

Ginko

Coffee, whisky, Red Bull, yerba mate, matcha, breakfast tea…brownies, gummies, and mints? As people are increasingly being asked to do more with less, the need for energy is growing. Merging an increased

interest in healthier alternatives and the awareness that traditional energy boosters may come in unappealing formats (or have undesired side effects), the stimulant space is currently seeing a boom in innovation.

Calm Energy

Consumers are increasingly interested in experiencing the benefits of caffeine without the traditionally associated side effects. An evolving desire to feel focused and alert, not overstimulated, is prompting brands to meet the challenge of delivering energy without the crash or jitters many have become accustomed to (we see you, coffee). Alternatives like American Ginseng, guarana, and tea fill the need for increased energy with the advantage of delivering other compounds that help support sustained energy throughout the day. Sakara, for example, offers an effervescent drink mix that contains Vitamin B12, Organic Maca, L-Theanine, Ginkgo Biloba Extract, and Velvet Bean to help with energy, focus, mood, and mental performance—without any caffeine or sugar. There are also solutions for those trying to cut down on caffeine, rather than cut it out completely. In particular, L-Theanine is the rising superstar as it extends the life of caffeine, meaning consumers can get by with less.

Fun Focus

Who said beverages should offer all the buzzy fun? As functional food becomes more mainstream, fun formats are beginning

to enter the energy space as well. Pzaz Breath Spray delivers spicy peppermint oil alongside 180mg of caffeine for an energy kick with the added benefit of fresh breath. Reviews say that it gives about an hour’s worth of energy and that it works much faster than coffee, an appealing trait for time-crunched adults. The convenience of a compact, leak-proof spray also makes this on-the-go energy delivery system appealing to consumers that might not have time for a cup of coffee during their morning routine. Gummies have become a favorite delivery vehicle for functional benefits, too, and Energy Bytes Energy Gummies are a great example. Each gummy is equivalent to one espresso, but with the promise of working five times faster than its coffee counterpart. They also have far less sugar than an energy drink and claim that users won’t experience a caffeine crash. Their mix includes caffeine, but also supplement with Vitamins A & D (natural stimulants that support the immune system), and B-vitamins to reduce tiredness and fatigue. Putting the fun in functional, they also offer three delicious flavors: Berry Blast, Atomic Apple, and Wild Strawberry, which appeal to younger stimulant consumers.

Energy for Work... and Play

The need for energy isn’t just confined to work environments—sexual health is a similarly booming category. Delivering performance benefits in this category is a natural step for many energy-focused brands as cuttingedge science support users to play as hard as they work.

Seal the Deal is a powder supplement made of roots, fruits, and herbs that promises to uplift a stagnant mood and bring about renewed physical and mental performance while supporting better hormonal wellbeing. They claim to be able to spark the libido and promote improved endurance while taking into account the body’s natural cycles of hormones.

Beam is another brand focused on libido, hormonal balance, and delivering new levels of energy. The brand claims that within 4-6 weeks of daily use users will notice better hormone support, sexual pleasure, and a boosted libido. Similar to Seal the Deal, Beam focuses on using natural ingredients like maca powder and a variety of plants that have been traditionally used to promote sexual health and libido to drive effects.

WHAT DOES THIS MEAN FOR INNOVATION?

How is our category shifting to reflect this move towards less addictive, stressful products to ones that promise more gentleness and ease?

How can your products give consumers that extra boost they are looking for in their day?

“People are becoming their own doctors… they are very interested in seeing and owning their data.”

Michael Roviello, owner of Optimyze

When it comes to DIY, biology probably isn’t the first thing that comes to mind. Enter biohacking, a fascinating trend where cutting-edge science meets self-optimization to empower individuals to take control of their physical and mental wellness. This ultimate knowledge quest turns the consumer into the CEO of their own biology, striving to amplify their bodies and minds to dig into their untapped potential. From wearable devices that track your sleep patterns to cold water therapy, biohacking has piqued the curiosity of self-improvement enthusiasts worldwide.

At a time when many are yearning for a sense of control over their personal health, biohacking allows users to become an active participant in their own wellbeing, providing different tips and tricks to help optimize routines like diet, exercise, and sleep.

While some forms of biohacking— like intermittent fasting or taking supplements—have been around for years, recent technological breakthroughs have empowered consumers to understand their body on a molecular level and

embrace new, and sometimes unique, methods to fine-tune their physical and mental health. Information that was previously only available from a white-coated clinician is now in the palm of your hands with resources that help you understand what you can do to hack your health. With biohacking, it’s all about experimentation and finding what works well for you, with options ranging from downloaded apps to dedicated biohacking destinations.

HIGH TECH MEETS HIGH ENERGY M

any biohackers agree that there’s no such thing as a one-size-fits-all approach. All bodies are different, thus all bodies require a different strategy for self-improvement. In this laboratory, the tools provide a personalized playground to leverage your health data and use it to make tweaks to their healthcare routine. At the forefront of the biohacking revolution is the accessibility of healthcare, enabling users to access robust wellness resources without leaving the comfort of their homes.

Take IonLayer for example, who offer an opportunity for users to re-up their NADS, a coenzyme that the body naturally produces. Available by online prescription, these DIY infusion kits offer an alternative to in-person IV therapy, promising boosted energy and metabolism, reduced inflammation, a better-working brain, and improved longevity that you can use anytime, anyplace.

Though serious in nature, many in the biohacking community do realize

the levity of what they’re trying to do (outlive or, perhaps “out-life” their peers). Brands like FitrWoman, which offers a downloadable app for users to track their menstrual cycle, hormone levels, sleep patterns, and more, gameified their offering. In order to receive tailored exercise and nutrition suggestions, users turn fitness into a fun game where you earn points for hitting milestones and compete with friends in virtual competitions. It’s like a fun health coach that lives on your phone—at a fraction of the cost of the real thing.

DESTINATION DIAGNOSIS

It's not all at-home improvements in the world of biohacking. For some, the beauty is in the experience, with wellness centers and biohacking destinations offering on-site options to supercharge your self-improvement.

Spa locations like the Equinox Hotel are offering circuit options that offer

BIO:HACKING DEEP DIVE CONTINUED

treatments catered to your insides. The “Inner Body Circuit” takes a non-invasive scan of the body’s carotenoid levels to assess the amount of free radicals in the body— then immediately provides an IV drip of carefully curated antioxidants and adaptogenic foods that are personalized to the body's unique needs. Here, you may actually feel like you’ve been dreaming after a 30-minute session on the Wave Table, which is said to provide the equivalent to three hours of sleep. Other options offer the reliability and expertise of doctors, but with a luxurious and personal touch. As customized care continues to grow in popularity, concierge medicine services like Solis Health are gaining traction.

day visits guaranteed with their membership options that even include house calls. At the intersection of trusted confidantes and medical geniuses, this passport to premium care promises to connect you with doctors who will take the time to listen, understand, and actually care about your wellbeing, from preventative care to complex medical issues.

BIOHACKING ON THE RISE

It’s no surprise that biohacking is gaining momentum. In an era where productivity and performance are of the utmost importance, the human desire to reach your highest potential is stronger than ever. It’s a personal journey, one that invites consumers to come together to share knowledge and push the boundaries of human biology.

WHAT DOES THIS MEAN FOR INNOVATION?

How can your brand begin to cater to this audience that wants to optimize everything, including themselves? What tone do you take towards selfoptimization? Are you science-driven and serious, fun and playful, or luxurious and high-end?

2027 $65.95 billion

Inside what looks like a fivestar spa is a comprehensive suite of services that aim to end the stressful waiting game of traditional healthcare environments. It’s like having a health care guru on speed dial, with same-day or next-

2022 $23.34 billion

2023 $28.87 billion

If last year is any indication, the goalpost will only continue moving, with the global biohacking market growing from $23.34 billion in 2022 to $28.87 billion in 2023—and projections expect it to grow to $65.95 billion by 2027.

Proactive PREVENTION

In lieu of simply waiting for wrinkles or other signs of aging to appear, more American consumers are favoring a proactive approach to skin care by incorporating preventative measures into their daily routines. From using products with antioxidants and SPF to getting regular facials and using devices like LED light therapy, there are many ways passionate beauty consumers are working to stay ahead of the game when it comes to aging gracefully. By focusing on prevention, these consumers hope to maintain a youthful and vibrant appearance for years to come.

products, reinforcing the idea that aging skin is undesirable skin. Now, the narrative is changing, with leading experts increasingly referring to these as “proaging” products that assist in achieving beautiful skin, even, or especially, at an older age.

This movement stresses that it’s never too early to start incorporating preventative measures, such as sunscreen, as a step in the daily

reduce inflammation and stimulate the production of precious collagen. Menopause has also entered the mainstream conversation, with a wave of new products, including preventative options, hitting the market to help women manage symptoms. With innovative solutions ranging from natural supplements to hightech devices, these products are poised to help women take control of their health

Brands like Winona focus on both the perimenopausal and menopausal stages in women’s lives. As women age, their hormones fluctuate, leading to symptoms

like hot flashes, night sweats, and mood swings. At the same time, women’s vitamin and mineral needs change. Winona aims to develop personalized treatments, such as the Estrogen and Progesterone Body Cream, that are backed by science, developed alongside leading clinicians, and intended for women everywhere to help meet women in this changing need state.

As consumers get more sophisticated, they’re looking for smarter offerings that provide expertise and professional services—even if it comes at a premium. Medspas are becoming increasingly popular as a destination for women who want to maintain a youthful, lifted appearance. With a focus on noninvasive procedures such as injectables, facials, and laser treatments, there’s a range of options to address common concerns like wrinkles, age spots, and skin laxity.

In response, the market is constantly innovating, providing

new and improved solutions to deliver these desired results. While neurotoxins, which help treat fine lines and wrinkles, have been available for years at medical spas, the FDA has recently approved a new neuromodulator, Daxxify, which is said to last at least twice as long as other toxins currently on the market.

For those seeking to view the world with eyes wide open, Upneeq is a new prescription eye drop arriving at medical spas nationwide. Upneeq is a oncedaily treatment that works to lift the muscle of the upper eyelid, allowing the eyes to appear

wider and more open, resulting in a more rejuvenated appearance. Also set to make waves in the preventative aging space in 2023 is Ellacor, a revolutionary skintightening device that is becoming increasingly popular for addressing laxity in various areas of the body. Unlike traditional laser or heat-based treatments, Ellacor uses mico-coring to remove hundreds of tiny cross-sections of

skin without leaving a scar. The remaining skin then tightens as it heals, resulting in a more youthful appearance.

WHAT DOES THIS MEAN FOR INNOVATION?

How do you approach your aging consumers in particular? Does your brand focus on addressing a pain point or proactively preventing it? How can you move closer to the latter end of the spectrum?

Fforever LORALS

Weddings, events, even home decor all become elevated spaces for celebration when florals enter the room. For serial plant-killers and fullon floral aficionados alike, flowers transform a space, but exactly how they exist in our celebrations and decor is now changing. While it’s hard to deny the charm (and the irresistible fragrance) that fresh hand-picked florals can add to a room, the short-lived nature of the traditional bouquet has consumers searching for options that are a little more everlasting. The answer? Artfully altered flowers.

(Faux) flower power

“It was less of an ‘ah-ha moment’ and more of an ‘wtf are we going to do now’ moment…haha. Shifting our business to an e-commerce platform is something I had been wanting to do for many, many years. But it was always sort of on the back burner, when events were in such high demand. Once Covid wiped out the events world, we knew we needed to pivot in order to survive. Over the course of one week in March 2020, we took the preserved florals we had on hand, designed, developed, marketed, and delivered our first ever collection of Forever Florals in our East Olivia Shop.”

KELSEA OLIVIA CEO/FOUNDER OF EAST OLIVIA

It should come as no surprise that the art of flower arrangement is experiencing a revolution. Shifts in international trade, climate change, and Covid-related travel interruptions have dramatically changed how we celebrate and decorate. Now, at the intersection of nature’s beauty and human creativity, unconventional approaches are starting to bloom—with plans to stick around for the long haul. No longer the relic of your grandmother’s too-fancy formal living room, dried flowers are making a grand comeback, establishing themselves as a timeless alternative that requires no water, sunlight, or disposal. With millions of people (3.3 million people to be exact) using the trending hashtag #driedflowers on Instagram showcasing their interest in this maintenance-free alternative, brands like East of Olivia and Bouqs have entered the chat, offering online dried flower delivery services. And the innovation has only just begun. Taking the concept of longevity to new heights, preserved flowers have arrived as a sustainable solution for gone-too-soon fresh florals. Essentially floral time travelers, brands are freezing flowers in their prime with special techniques that maintain a realistic appearance for

about a year, sometimes longer. With well known brands like Sephora UK partnering with preservation professionals like Shida, the global preserved flower market is predicted to continue blossoming with an expected CAGR growth rate of 4.3% from 2023 to 2031, reaching $271.3 million by the end of 2031.

Flowers, but make it art

Embracing versatility, consumers are now looking for eye-catching options that extend beyond the vase. No longer just wedding day keepsakes, pressed flowers have hit the mainstream, providing craft and nature enthusiasts a way to transform their petals into a pièce de résistance. From stunning art pieces to heartfelt decor, consumers are embracing their inner botanist and getting down with DIY to bring a touch of nature’s beauty into their everyday life. With #pressedflowers garnering 255.4 million views on TikTok as of May 2023, it’s clear that this trend has captivated the hearts of many with its simple and enchanting charm.

For those looking for a oneof-a-kind floral experience, another new trend is taking root. Painted flowers have recently blossomed on the scene as an option for creative souls looking for a conversation-starting masterpiece. Offering a breath of fresh air to predictable arrangements,

painted flower brands like Haus of Stems invite you to see flowers in a new light, working in tandem with professional artists who transform their ethicallysourced blooms into extraordinary, hand-painted creations that last weeks, or even months.

“In 2023, we can expect the art of pressing flowers to become more mainstream, as it allows for endless creative possibilities. You can hang pressed flowers on your walls, or add them to homemade cards and decorations—the possibilities are endless! This creative process also allows us to add more sentimental value to our homes. Pressing flowers from significant events, like wedding bouquets, or gifts from friends, allows us to add an elegant touch to a space, whilst capturing meaningful memories.”

THE LAST BUNCH

Flowers can also be an easy, affordable gateway for those looking to unleash their inner artist. For the modern-day alchemist, Bloom & Wild provides a DIY pottery kit with their florals where you can get your hands delightfully messy and lose yourself in a tactile clay adventure to live alongside your florals for a permanent decor solution.

For others, taste is the key sense that flowers can unlock. The wildflower bakery trend is captivating those looking for a treat that is as stunning as it is scrumptious, with Pinterest searches for wildflower cupcakes up over 110% as of summer 2023, celebrating not just

the aesthetics of a floral bouquet, but the natural aroma and flavors of botanical ingredients in their favorite baked goods, drinks and foods.

WHAT DOES THIS MEAN FOR INNOVATION?

How do you incorporate the floral craze into your marketing and product innovation? Whether it’s via sight, scent, or taste, think about how you can call back to this popular trend. The flowers category is challenging a main belief of the market—that the products need to be fresh. Instead, they’re dealing with this pain point via a variety of processes like drying, freezing, pressing, and even cooking. What belief in your market can you challenge?

In a digital era dominated by screen time and endless notifications, the alluring appeal of a respite from technology has never been stronger. Looking for an escape from the hustle and bustle of modern-day living, not to mention a Covidcomedown now that many have returned to “normal” pre-Covid work and life schedules, consumers are finding a newfound appreciation for unplugging and unwinding in the great outdoors and, for many, the great backyard.

BACKYARD Living

Sanctuary al fresco

68% 69% 53%

increase in requests for large outdoor dining tables for 8+ Yardzen

increase in requests for outdoor bars Yardzen

Front porches have become a more common design feature for 53% of architectural designers in 2020 vs. 2019, a feature often used to promote community connection National Association of Home Builders

Picture this: a lush green oasis, the aromatic scent of flowers, and the gentle sounds of running water. You’re feeling peaceful and serene. The best part? You never had to leave your home. As remote work becomes a new standard for many, consumers are looking for opportunities to indulge in a digital detox closer to home. A renewed appreciation for the simple pleasures in life mean many are turning their outdoor space into an oasis they can access any time, even between Zoom calls.

For some companies, they see this shift as a total backyard revolution. Creating a peaceful retreat where you can find tranquility in every square foot, brands like Yardzen are transforming outdoor spaces into spa-like personal sanctuaries that feel like a daydream. With Yardzen, no feature is too fantastical, and their user-friendly platform allows users to work directly with designers to share

ideas (and even your favorite Pinterest finds) in order to create a personalized design that feels plucked right out of your dreams. Far beyond the aesthetic appeal of the new-and-improved backyard is its ability to cultivate meaningful moments and interactions. Patios are becoming spaces to gather as consumers add features like outdoor dining spaces, bars, or kitchen setups. Those who haven’t implemented their backyard improvements yet are certainly daydreaming about it, with #patioseason gaining over 403.9 million views on TikTok as of May 2023, and growing

“I’m ready to say goodbye to overly manicured yards and embrace organic style, maximalist plantings, and ‘the new lawn,’ all of which are inherently low-maintenance and good for the planet. This approach, which maximizes low-intervention native and pollinator plants, is also a winning recipe for creating a habitat at home.”

Kendra Poppy, trends expert and head of brand for Yardzen says via The Spruce

Sustainable setups

More than wanting a setup that simply encourages a good time, consumers are looking for ways to ensure their outdoor wonderlands are durable, too. At the intersection of style and sustainability, eco-friendly mindsets are front and center, from the grass to the furniture. Yards that look stunning, but can also help save the planet, are sprouting up as people continue to embrace an eco-friendly mindset. Not just for green thumbs anymore, yards that feature less grass, grass alternatives, native plants, low mow, low water, and more drought resistant plants have gained popularity as a way to pay homage to Mother Earth.

As an extension of the trend, a new eco-consciousness has emerged in relation to consumer’s outdoor purchases. Sustainable patio furniture comes in an array of options that are positioned to be as chic as they are environmentally

friendly. Using innovative materials like ocean-bound plastic has provided brands like Yardbird the opportunity to deliver delight to consumers who want to be mindful of their environmental footprint. For other brands, like Danish furniture company Skagerak, the solution to sustainability is seasonal, allowing consumers to rent outdoor furniture for as long as they want. The rest of the world is following suit, with the global outdoor furniture market predicted to grow from $46.21 billion in 2021 to $66.55 billion by 2028.

WHAT DOES THIS MEAN FOR INNOVATION?

How can you help consumers get outside more—or enjoy the outside more?

As consumers spend more time outdoors, at home, how does their relationship with our products change?

The great backyards are calling

In a world of constant connectivity, seeking refuge in our own backyard offers a breath of fresh air to many. A perfect backdrop for reflection, rejuvenation, and creating unforgettable memories, the outdoor oasis is helping consumers find balance in a fast-paced world. As consumer behavior continues to move towards reclaiming our outdoor spaces for entertainment and relaxation, the backyard has become about much more than a pretty garden–it’s about thoughtfully-designed spaces that embrace the nature of beauty and foster meaningful moments.

“Yardzen clients are seeking out ways to transform their outdoor space into spa-like environments with saunas, cedar tubs, cold plunges, yoga platforms, and outdoor showers. This trend continues to grow especially as more remote workers find ways to achieve a “digital detox” in their own home and work space.” Yardzen

In recent years, there has been a resurgence of interest in small pets like hamsters, rabbits, gerbils, and guinea pigs. This was especially noticeable during the pandemic, but has kept up its speed. According to the American Pet Products Association, in 2022 6.2 million American households kept a small animal as a pet. This huge figure is proof of an accelerating demand, as this number is equal to 800,000 households more than in 2019.

This resurgent interest in small pets echoes the fads of the 80s, when gerbils, hamsters, parakeets, guinea pigs, hermit crabs, and turtles were popular—no surprise, since their relatively low-maintenance nature combined with their ability to still form bonds with owners make them perfect first pets for adults and kids alike.

small care

Recently, American attitudes toward small pet care has evolved to embrace a more compassionate and informed approach. More than mere accessories, pet owners are recognizing that their small companions have complex needs and a new movement has emerged to provide them with the best possible care. Gone are the days when a small cage is considered adequate for the wellbeing of these cute creatures, and pet owners are embracing a more holistic approach as well.

MINDFUL OWNERSHIP

Modern pet owners are becoming increasingly aware of the physical and emotional needs of their pets and striving to provide more ethical care. From diets to doctors visits, consumers are looking beyond the basic responsibilities of pet ownership to promote the health and happiness of their small pets while keeping their environmental footprint low. This shift highlights a growing recognition that animals are sentient beings whose quality of life needs to be considered—even if that means owning fewer, but happier, pets.

Organizations like Hamsterwelfare.com are helping to remind consumers that their actions can make a

Small pets, though always cherished, are now finding owners seeking to offer more than basic care. In fact, small pet owners are becoming increasingly in tune with the life-long wellfare of their pets, helping them lead more enriching lives and generating positive, loving experiences (and even communities) for their owners. Take, for example, the YouTube channel “The Secret Life of my Hamster,” which has almost 5.6 million subscribers!

consequential difference. Their mission, alongside meaningful laws like those passed blocking the sale of guinea pigs in New York in April 2023, aim to foster a culture of compassion within communities who may not be aware of the system behind how their pets came into this world. Rejecting the oncecommon puppy and animal mills of the early aughts, pet adoption is being promoted because it not only saves animal lives, but also helps alleviate the strain on overcrowded shelters.

Within this quiet but impactful movement, animal rights organizations are influencing cities and states across the nation to expand legislation prohibiting the retail sale of small pets. Redefining our relationship with the animal kingdom, these laws are combating the unethical

breeding practices and commercialization of animals often associated with the pet trade industry, as well as providing PR visibility for newlyconscious pet parents.

ENRICHMENT

Enrichment has become an essential pillar of modern pet ownership where providing a stimulating environment is now seen as crucial to pet’s overall wellbeing. Consumers are investing in products that can keep their pet engaged and help promote their natural instincts. In a mutually beneficial shift, many consumers take delight in their ability to observe the playful antics or problem-solving skills of their favorite companions while also strengthening their bond. In a trend that doesn’t require pet ownership to enjoy, creative pet owners are also sharing their strategies for pet stimulation online.

“...then there’s the estimated 97 million rabbits, birds, hamsters, gerbils, mice, fish, reptiles, amphibians, and other small animals kept as pets — mostly wild, social animals who spend their lives largely confined and isolated in cages and tanks. Their owners may love them, but their cramped and unnatural living arrangements are not so different from the pigs and chickens we raise for food.”

Vox

Accounts like The Secret Life of My Hamster, which has 5.46 million subscribers on YouTube as of June 2023, share videos of their hamster, Popcorn, navigating elaborately constructed mazes that keeps Popcorn’s mind sharp while also preventing boredom (and resulting behavioral issues).

ENCLOSURES

For others, enrichment is built into their pet’s living space, with many mindful pet owners elevating their enclosures. At the intersection of innovation and practicality, habitats that offer a world of fascination and discovery are replacing mundane cages as a more humane way to meet the specific needs of their companion. Hamsters, for example, are no longer limited to tiny, barren cages. Instead, brands like Omlet and Frisco are providing them with multi-level habitats that provide quality environments for the pet, engagement with humans, and look great in the home.

The marriage of thoughtful care and aesthetics has led to an increase in the extraordinary, especially as it relates to the aquatic realm. The U.S. ornamental fish market was estimated to be valued at $1.42 billion in 2022—and is expected to expand at a CAGR of 9.0% in the forecast period. Millennials especially have a growing interest in bringing the beauty of marine life into their home as part of a luxury lifestyle, nicknamed “aquascaping” or “underwater gardening” to social media followers and aquatic afficianados. A captivating new artform that allows consumers to create an enchanting ambiance that transports them to the tranquil depths of the ocean, #aquascape has 1.6 billion views on TikTok. Here, users showcase their maintenance routine, proper care, tips and ticks, and design advice to a passionate following that continues to grow.

Brands are pivoting to meet the needs of consumers, too, with interior design powerhouse Nate Berkus and his husband Jeremiah launching their own line of small pet products with Petsmart in 2023, which includes small designer accessories, modern enclosure decor, and habitats that feel more like furniture for fish, reptiles, and small mammals.

WHAT DOES THIS MEAN FOR INNOVATION?

As the movement towards viewing pets as members of the family continues, how can your products expand into items geared towards these small pets?

What can you do to make the lives of these small pet owners better and easier?

When it comes to grocers, there are few more beloved than Trader Joe’s. The retailer, founded in 1967 in Pasadena, California, has dutifully transformed the grocery shopping chore into a joyful experience that elevates the minutiae of everyday errands into moments of delight and discovery. To any outsider, Trader Joe’s appears to launch products that quickly gain a cult following

as if it’s no big deal. Behind the scenes, however, the grocer has carefully woven groundbreaking innovation into their business DNA, consistently delivering scrumptious surprises to customers across the U.S. The secret to their process is sticking to “The Big Three”— be a fan of your own products, prioritize customer delight, and keep things simple.

Trader Joe’s Innovation Strategy

Champion Your Products

Innovation is the bread and butter of Trader Joe’s, and it has paid off in dividends. Trader Joe’s, with 560 locations across the U.S., is the only brickand-mortar to place in the Top 25 Companies on Fordham University’s American Innovation Index, taking #15 last year. Their customer base is fiercely loyal, anxiously anticipating each new product’s arrival in addition to their tried-and-true seasonal favorites. Their product assortment is carefully curated, and their product developers travel the world for inspiration, with an extensive judging panel made up of different teams voting on iterative tests for new recipes before they launch in stores.

This year, the retailer launched a slew of new spring product releases that included Ube JoeJoe’s (their version

In 2020, it was reported that Trader Joe’s had a gross average revenue per square foot of $2,130—much higher than average, with Walmart at $480 sales per square foot by comparison.

of an Oreo, made with ube, a type of purple yam), a Mandarin and Ginger Lime Probiotic Sparkling Beverage, a Spicy Tempura Seaweed Snack, and a Tirokafteri Spicy Greek Cheese Spread. New, novel, and tantalizing could all be used to describe Trader Joe’s consistently surprising menu of new products.

Prioritize Your Customers

Trader Joe’s ensures their customer’s delight by leveraging them as their main source of inspiration. If a particular product doesn’t sell well, they take that as valuable feedback that the product

just doesn’t resonate with customers—and then they work to develop something else that will. This year marked the debut of the Product Hall of Game, which spotlights customer favorites that consistently take top prize in Trader Joe’s annual Customer Choice Awards.

Hall of Famers include the addictive frozen Mandarin Orange Chicken, vegan Soy Chorizo, and the “Just One More” Dark Chocolate Peanut Butter Cups. And, despite inflation, prices have stayed relatively stable at Trader Joe’s in recent years, much to the satisfaction of its

UbeUbeJoe-Joe’s Joe-Joe’s

Mandarin and Ginger Lime Probiotic Sparkling Beverage

Mandarin and Ginger Lime Probiotic Sparkling Beverage

Spicy Tempura Seaweed Snack Spicy Tempura Seaweed Snack

Tirokafteri Spicy Greek Cheese Spread Tirokafteri Spicy Greek Cheese Spread

“Time and again I am asked why no one has successfully replicated Trader Joe’s. The answer is that no one has been willing to pay the wages and benefits, and thereby attract—and keep—the quality of people who work at Trader Joe’s.”

customer base. CNET writer Pamela Vachon found that shopping at the neighborhood grocery costs roughly 33% less than the typical supermarket. The real breadwinner of Trader Joe’s strategy is customers that do the selling for them. Trader Joe’s influencer Natasha Fischer of @traderjoeslist has amassed almost 2 million followers on Instagram. Highlighting new options and old favorites, her account acts as the ultimate brand ambassador but is not sponsored by the grocer itself.

Keep it Simple

So, how does a grocer who spends a whopping $0 on advertising, PR, and creative budget maintain such a stellar reputation? For Trader Joe’s, it’s all about focusing on employee interactions and thoughtful communication. From the handwritten signs to the friendly staff members in Hawaiian shirts, the chain has mastered

the art of fostering a sense of community and human connection in a world that often feels impersonal. A friendly staff is an essential part of their brand identity, and whether it’s a casual conversation about the latest innovation or advice about the best products for dietary restrictions, Trader Joe’s employees are trained to provide personalized experiences that help turn a simple errand into a joyful experience.

WHAT DOES THIS MEAN FOR INNOVATION?

Are you willing to make the big sacrifices that can truly lead to breakthrough practices (ex. investing in people or being brave enough to quickly abandon products that don’t work)? If not, how should you adjust your strategy?

How can you better leverage your consumers as both research and marketing resources?

Joe Coulombe, Becoming Trader Joe: How I Did Business My Way and Still Beat the Big Guys

Stretching TOWARD Growth

At Ebco, we love looking at categories adjacencies as opportunities for our clients. It’s an amazing way to help stimulate growth, especially for established companies that might reached market maturity or dominance in particular categories. While it may look like a risky strategy, for brands that have a clear north star and brand promise, a lateral expansion might just be the strategy that launches them into the stratosphere.

For brands that work in personal care, the move might be relatively simple. Olaplex had already found success in the shampoo category with its focus on repairing hair bonds and proteins. Choosing to drive expansion by thinking about what else could be done with their equities—in this case, where else they could strengthen hair—made it a natural decision to expand into an eyelash serum, LashBond. In less than a month, LashBond had over 1,100 reviews on Sephora (which is exceedingly high for the platform) and

Staying on the topic of hair for a moment, we can consider Dyson’s move into hair dryers, a surprising business move that in many ways can be considered a line extension of the brand’s core vacuum products. While most people might assume that vacuums are Dyson’s primary product, their main focus has actually always been airflow technology. With that core comentency in mind, it made far more sense for Dyson to side-step into a seemingly unrelated category like hairdryers when considering how to grow their business beyond vacuums.

Dyson’s move into home beauty appliances was spurred by a strategic focus on categories ripe for disruption. As Dyson CEO Jim Rowan put it, the company’s engineers and designers chose the hair dryer because “we thought, here’s a product that, for 50 years, hasn’t been touched.” Two years post-

launch, the Dyson Supersonic hair dryer was boosting top-line sales for Dyson by nearly 30%! Dyson continues to innovate, working in everything from closer-in categories like hair straighteners to their latest launch of air-purifying, noisecanceling headphones. It’s the brand’s first step into wearables, and was created to battle the twin problems of urban living: noise and air pollution. While the product can be worn as headphones on their own, they can also be paired with the detachable visor to deliver purified air to the wearer. The innovative contraption sells for a cool $949, but it will likely find passionate early adopters willing to shell out the money for the product’s dual benefits. The throughline of these products (air technology combined with smart observations about the changing world’s needs) continues to fuel Dyson’s innovation.

an overall customer rating of 4.5 stars. This move combines a strategic awareness (that eyelash serums often leave much to be desired at best or can be actively harmful at worst, but is nevertheless a fast-growing category) with an established technological advantage around the brand’s patented ability to support hair’s natural cycles. Fast adoption plus a new category made for a winning strategy for Olaplex that continues to delight customers (and shareholders).

At Ebco, we’re witnessing a growing trend where productfocused brands are shifting towards services or experiences, aiming to foster lasting consumer-brand relationships built on engagement rather than mere transactions. For example, Four Seasons is stretching its luxury status to experiential offerings, including a Private Jet Experience offering guests bespoke vacations to remote destinations like Machu Picchu or the Lost City of Petra, or Four Seasons Yachts, set to launch in 2025, which will bring Four Seasons luxury to sea experiences, still a novelty in the category.

Peloton, with the expansion of their equipment-free Peloton App, is similarly expanding their brand on the services front. Peloton Digital offers access to live and on-demand fitness classes that can be streamed from home, usable with or without the brand’s expensive equipment like stationary bikes, treadmills, and rowers. This allows the brand to tap a whole new market—consumers that might want the Peloton experience, but don’t have the funds or space for the bulky bikes and treadmills Peloton produces.

The winning formula for companies to effectively extend their brands into adjacent categories includes leveraging the company’s core values to meet their customers in new places they’re already spending money. Patagonia, for example, is a brand known for its outdoors clothing and gear, so an extension into food might seem odd. But when you consider how Patagonia customers are the type who invest in the quality and sustainability of their food just like the quality of their clothing, it makes a

lot of business sense. While skeptics have questioned the move, for Patagonia, their values around supporting nature and building a sustainable future flowed seamlessly into joining the agricultural revolution against the modern industrial food system. Their food brand, Patagonia Provisions, only sells products that build soil health, ensure animal welfare and protect agricultural workers, all practices in line with their values and more importantly the values and beliefs of the customers who love them.

WHAT DOES THIS MEAN FOR INNOVATION?

What fundamental part of your brand can carry through to another category? Is it your technology, your values or maybe simply how your products make them feel?

How can you dovetail that with emerging market needs, or stagnant categories in need of disruption?

REVVING UP RETAIL

The demise of traditional malls has dominated mainstream news headlines for years, but does the future of retail really look that bleak? As e-commerce firmly establishes itself as an integral part of the American shopping landscape, and AI continues to creep into our collective shopping experience, retail is undergoing a captivating transformation, much to

the benefit of consumers. This shift in consumer behavior has liberated many retailers from the conventional constraints of the true purpose of a store. No longer simply transactional, the evolving expectations surrounding retail spaces now allow brands to embrace storytelling, experimentation, and even inject a sense of fun into their environments.

Take, for example, Dick’s House of Sport, a new retail concept featuring a 35-foot rock climbing wall, batting cage, and turf field on which shoppers are encouraged to engage in a game of football or test out running shoes. These spaces will be used as “test-and-learn” environments for the retailer and the most attractive features will then be rolled out across Dick’s Sporting Goods stores across the country. Shops like this are a win for both the brand and the consumer, offering entertainment while the consumer is simultaneously being convinced of the appeal of the retailer’s products. This model is an exciting blend of form and function, as consumers get to test products in an environment akin to how they’ll be used in real life while building brand equity, establishing Dick’s as a place to go to play sports.

Storytelling Stores

In contrast, other retail spaces are focusing less on hands-on experiences and more on storytelling, a promising direction for higher-end products that rely heavily on brand image to succeed. Electric and luxury car dealers like NIO and Genesis are leveraging their showrooms as

manifestations of a lifestyle brand. NIO showrooms, called “Houses,” indeed bring the true comforts of home to the shopper. NIO car owners can utilize the space as an extension of their home by booking conference rooms, utilizing the childcare facility, or stopping by for a cup of coffee. “NIO Houses are the church of our brand and space for our users to come together and experience our unique lifestyle and culture and share their own experiences,“ VP of User Operation Jim Wei said.

These actions align seamlessly with the current zeitgeist. A report from Westfield, which includes findings from 15,700 consumers across ten countries in Europe, says that by 2025, 60% of consumers will expect that more than half of retail space is devoted to experience over product. With the rise of delivery services reducing the necessity for stores to uphold large and varied inventories to serve customers, it’s logical for retailers to repurpose this newly available space for other uses.

Less Hassle, More Ease

Retailers are now actively transforming from productcentric environments into strategic assets that alleviate pain points and actively stimulate customer purchases. In the heart of New York City, for example, baby brand Lalo has redefined the store experience for new parents. The flagship store includes a free play area for babies, freeing parents to shop around at their leisure (and, hopefully, buy more).

Solutions to this changing retail landscape can be technological as well

as spatial. If you’ve ever been mattress or pillow shopping, you know how important (yet tedious!) it can be to do so in person. One brand revamping the mattress shopping experience is Wichita Furniture & Mattress with their new “theater” style displays. Hightech, interactive screens placed adjacent to the merchandise include personalized touches like the PillowID Finder, which shoppers can use to find a pillow that’s tailored just for them based on their body shape, temperature preference, and preferred sleeping position. This automation addresses many buyers’ questions and facilitates in-depth product discovery, all while freeing up store employees for higher-value work.

The evolving landscape of retail offers the opportunity to redefine our perception of what constitutes an “efficient” utilization of space. For example, Hines, one of the largest privately held real estate investors and managers in the world, recently create the mixeduse, community-oriented development Atlantic Station in Atlanta, Georgia. The space hosts weekly health and wellness events,

live music, and children’s activities to attract crowds during less busy days of the week, creating a small-town feeling in a highly-structured environment. The space even hosted the “Team Fenty Tailgate,” a pop-up attended by thousands during the Super Bowl to promote Rihanna’s highly anticipated performance at the halftime show.

In a world where “third spaces” like parks are dwindling, leaving communities without gathering spaces outside of home and work, spaces like these become increasingly vital and are experiencing significant growth.

WHAT DOES THIS MEAN FOR INNOVATION?

How are you turning your stores into giant storybooks about your brand?

What pain points around physical shopping can you solve, now that digital/online shopping has relieved some of the burdens stores face?

How can you use you stores as spaces to build community?

While brands have long relied on the influence of celebrities, the manner in which celebrities engage is undergoing a transformative shift. No longer a matter of merely associating their name with lackluster products, celebrities are looking to inject their identities into the products they endorse or create, tantalizing consumers across categories and marketing mediums.

Social media has certainly shifted what it means to be a celebrity in 2023. Box office hitmakers still attract loads of attention, but millions of TikTok views or YouTube plays are similarly minting stars. With this shift in celebrity comes a desire, some might even say a requirement, for celebrities to expose a “behind-thescenes” of their lives, including showcasing the products they use, love, or endorse.

As James Sheff of Vice Media puts it, “We are now in the era of brands becoming true extensions of celebrities themselves. Consumers want to become users of brands that celebrities actually use and are authentic to themselves and not just a brand that happens to have the endorsement of a celebrity.”

Unsurprisingly, the more social media savvy the generation, the more excited they are about celebrity-driven brands. According to Morning

Consult, on average, 40% of Gen Zers said they’d be more likely to go to a fast-casual establishment if it were endorsed by a celebrity. With millennial consumers in mind, actress Courtney Cox of “Friends” fame recently launched Homecourt, a homecare brand featuring great fragrances, clean formulations, and sustainable design. While at first glance Cox appears to have no real expertise in this category, her equity as neat-obsessed Monica on the globally renowned TV show makes her a natural fit for the brand. Add in Cox’s effortless rapport with her Instagram fans, where she candidly discusses her preferred scents and shares entertaining behind-thescenes reels, and it’s no

surprise the relatively new brand has secured stellar reviews and fantastic sales. Brands don’t have to pretend to be a celebrity’s alter ego; they can just mirror what truly matters to them as a person. Take for example Fenty Beauty from superstar Rihanna. Rihanna has always been proud of her Black heritage, often celebrating her Caribbean culture in the music she produces and the imagery

Other ways brands can achieve remarkable success in their partnerships may involve celebrities who genuinely admire the brand, even if they were not the ones behind its creation.

and discussing why she wanted to collaborate with the brand. The result: an authentic brand-celebrity collaboration that brought a relatively boring category of products (kitchenware) to a younger, enthusiastic audience of Selena’s (now 426 Million!) followers.

Living like a CELEBRITY

she projects. It makes sense then, that when she launched her brand, the products embraced her own background by offering a wide selection of 50 shades for skincare and makeup, a first for the category when it launched. The enthusiastic response from the audience speaks volumes, as the cosmetics line is now estimated to be worth over $3 billion.

For example, Our Place partnered with Selena Gomez to release limitededition colors of their kitchenware products, but this wasn’t just a case of slapping her celebrity name on a pot. Gomez is an avid cook with her own cooking show on HBO Max (now simply called Max), and a passionate fan of the brand. She incorporated her Mexican heritage into the names of the product collection (“Rosa” and “Azul”), then launched videos showing her cooking, sharing recipes,

WHAT DOES THIS MEAN FOR INNOVATION?

How can you go beyond the traditional metrics of marketing budgets, impressions or follower count?

How do you better gauge cultural clout?

What do you sell?

Increasingly, the answer isn’t skin care, snacks, or computers, but rather non-tangibles like wellness, satisfaction, or productivity. Storytelling that used to live in branding documents or in television commercials is increasingly crossing the line to inject that feeling into consumers’ everyday lives, expanding a brand’s universe to new users.

Hoping to maintain relevance and bring their brand to life across multiple formats, companies aren’t just moving into lateral categories to attract more eyeballs. They’re completely upending the “what” of what they sell. Some of these are experiential, with a focus on tapping into consumers’ five senses, while others are extending their equity into media and film, reaching new audiences who previously might have found the brand inaccessible or not applicable to their everyday life.

The example likely at the forefront of everyone’s minds in mid-2023 is the runaway success of Barbie. The toy property isn’t just a huge success at the toy store, in TV and now on film, it has

expanded to become a fully experiential phenomenon. Encompassing a place you can stay (courtesy of AirBnB), a lifestyle you can live (with branding emblazoned on everything from clothes to luggage), and even a walkable Dreamhouse where you can have your hair professionally styled in an iconic Barbie ‘do, and enjoy themed snacks at places like World of Barbie in Los Angeles. While no revenue figures are available, the cultural resonance of Barbie madness cannot be denied.

The fashion industry is also quickly evolving its offerings to bring brands to life, expanding from physical goods to digital. And financial markets are watching. Morgan Stanley, for instance, recently forecast that the virtual fashion market could be worth over $55 billion by 2030.

Gucci has been one of the first movers here, having created the “Gucci Garden” on Roblox that took inspiration from the real-life Florence, Italy, fashion show in 2021 celebrating Gucci’s 100th anniversary. The space was a huge success, with a virtual “Dionysus”

The BRAVE New WORLD for BRANDS

The BRAVE New WORLD for BRANDS

bag selling for $4,115, a price higher than the bag’s physical counterpart!

It’s not just what’s being sold that’s changing, it’s how things are being sold, too. Brands are increasingly working directly with consumers to drive creativity, getting them involved in the innovation and product development or merchandising process. For example, Uniqlo in Ginza, Japan, isn’t just a storefront for the brand, the retail store also sells goods from nearby businesses (like Ginza West, a pastry shop) and features famous local businesses on exclusive t-shirts and tote bags, promoting a sense of consumer-driven community.

Brands can take this consumer collaboration concept to an even more granular level by working with individual consumercreators themselves. IKEA and H&M recently teamed up to launch Atelier 100, a meeting place, ideation workshop, and workplace for designers and creatives in Livat—IKEA’s first UK shopping center in West London, England. There, selected artists can apply for training, mentoring, and a financial grant for products they create that are then sold in the store.

Brands have the potential to not only sell their core products but also unlock new avenues of value for consumers in this evolving landscape. Take, for instance, the case of ON, the revered running shoe that has captivated a devoted following. ON created a subscription program around their shoes once they realized serious runners replace their shoes frequently and are often brand-loyal. For $30 per month, subscribers receive a new pair of Cloudneo shoes every six months. ON designed this particular shoe model to be fully recyclable, so when users receive their new pair of shoes, they return their old ones to be turned into new pairs of shoes. This model brilliantly ties into the rising desire for companies to be more sustainable and consumer-focused while locking ON users into a subscription and boosting lifetime value.

WHAT DOES THIS MEAN FOR INNOVATION?

How are you going to deliver delight as you expand? Or, can you make delight the basis for expansion?

How do you rethink what we sell—going beyond thinking of new car models, for example, and beginning to explore how mobility as a whole is changing?

Hi. We’re Ebco.

TREND INVESTIGATIONS

Ebco’s Trend Investigations involve in-depth, customized research to identify trends impacting your business or category. Through this service, we deliver actionable frameworks to help you uncover new opportunities and drive innovation.

Ebco’s proprietary research methodology uncovers actionable trends for innovation by looking at adjacencies, analogous categories, consumer behaviors, unmet needs, growth drivers, start-ups, and disruptors changing the landscape of your industry.

CLIENTS HAVE DESCRIBED THIS PROGRAM AS THEIR “DREAM ANALYSIS” — A BEST-IN-CLASS INVESTIGATION THAT ILLUMINATES CRITICAL BUSINESS OPPORTUNITIES AND DIFFERENTIATED INSIGHTS.

TREND EXPEDITIONS

CLIENTS LEAVE EXPEDITIONS WITH 100+ PRODUCT, SERVICE, OR MARKETING IDEAS — THE SAME OUTPUT AS A VIRTUAL WORKSHOP BUT IN A MORE HANDS-ON SETTING.

Ebco delivers in-market Trend Expeditions that explore key trends in products, services, marketing, retail, business models, and consumer experiences.

Our clients travel with us on expeditions to selected domestic and global cities. In-person and experiential, these adventures allow teams to explore trends in an authentic way. Interactive moments inspire our clients and lead them to fresh ideas.

TREND IMMERSION WORKSHOPS & INNOVATION PIPELINE

Ebco’s Trend Immersion Workshops leverage our custom trend frameworks and insights to inspire teams to come up with 100s of new ideas to fill innovation pipeline needs.

Our workshops are custom designed for internal teams and can include engagement with external experts and consumers to explore products, services, and business models in a sensorial way. Based on the ideas generated from a workshop, our in-house design team delivers concepts ready for testing or prototyping.

Our workshops are known for being immersive. A recent client said, “THIS WASN’T LIKE THE WORKSHOPS WE’VE DONE IN THE PAST, AND WE’VE DONE A TON — IT WAS MY FAVORITE. IT WAS AN INNOVATIVE EXPERIENCE. EVERYONE WAS TOTALLY ENGAGED, AND WE CAME UP WITH A VOLUMINOUS AMOUNT OF EXCITING, NEW IDEAS.”

Translating trend signals into new possibilities for innovation.

SERVICES

SCOUTING INVESTIGATIONS

Ebco leverages our custom trend expertise to inform and enable more comprehensive and actionable primary insights studies with consumers, customers, and experts. Starting with a foundation in actionable trends, we uncover areas primed for exploration.

Ebco’s trend-driven primary insights approach is delivered through a multitude of methodologies and is focused on bringing to life future-facing insights that unlock innovation opportunities.

“THIS INVESTIGATION REVEALED KEY PARTNERS AND COMPANIES THAT WE ARE NOW DOING BUSINESS WITH — WE HAVE SEVERAL DEALS IN THE WORKS WHICH WILL EXPAND OUR OFFERINGS AND ALLOW US TO PLAY IN THE DIGITAL SPACE.”

Global Pharmaceutical Client

PRIMARY INSIGHTS

WE GO DEEP. LOOKING AT A NUMBER OF INPUTS, EBCO UNCOVERS INSIGHTS AND PUSHES THEM INTO RECOMMENDATIONS, ENSURING ALL OF OUR RESEARCH IS FULLY ACTIONABLE.

Ebco leverages our custom trend expertise to inform and enable more comprehensive and actionable primary insights studies with consumers, customers, and experts. Starting with a foundation in actionable trends, we uncover areas primed for exploration.

TREND GROWTH & SIZING

At Ebco we have proven that identifying actionable trends is one of the biggest keys to driving innovation. Through over 250 trend-driven innovation programs, we have validated that our bottom-up, micro-trend driven approach to building custom trend frameworks drives successful innovation for our clients.

As we move into the future, it is not just about identifying trends and white space for innovation, but we must also be able to track, measure and ultimately size the opportunities for growth.

Ebco’s trend-driven primary insights approach is delivered through a multitude of methodologies and is focused on bringing to life future-facing insights that unlock innovation opportunities.

“THE SECRET OF CHANGE IS TO FOCUS ALL OF YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT BUILDING ON THE NEW.”

“ THE SECRET OF CHANGE IS TO FOCUS ALL OF YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT BUILDING ON THE NEW.”

“THE SECRET OF CHANGE IS TO FOCUS ALL OF YOUR ENERGY, NOT ON FIGHTING THE OLD, BUT BUILDING ON THE NEW.”

“THE TO ALL NOT OLD,

SOCRATES (470-399 BC), PHILOSOPHER

Do You Hear What I Hear?

Did you know that one of our founders, Kalyn, is writing a book?

Final edits are ongoing and we can’t wait to get our hands on it!