Mycelium: The upcoming Future and Innovation

This report identifies how Mycelium based packaging will impact the industry over the next 18-24 months, with the assistance of frameworks and methodologies. Part one of the trend report is based on analysing and evaluating the chosen macro trend. The report utilises ‘‘Trendwatching.com’s Consumer Trend Canvas’, ‘‘The Future Laboratory’s Cultural Triangulation Model’ and Taylor’s ‘Cone of plausibility' in order to understand how this macro-trend can be employed to enhance customer experience. In qualitative and quantitative primary and secondary research, consumer opinions and demand for biodegradable packaging were seen. In addition, current trend drivers are used to analysing this Mycelium-based macro-trend, which is backed up by evidence from cosmetics, food, technology, homeware, and other industries. Furthermore, Gen Z is identified as the most interesting customer segment in the trend, and their reaction is forecasted using secondary research. Ultimately, macrotrend potential for the future is discussed.

The report's second section focuses on how to adapt the macro-trend to an existing brand. Glossier's packaging is increasingly questioned by Gen Z customers, and eco-friendly packaging is frequently demanded. The rationale recommends an incremental innovation by analysing the brand's innovation using Doblin's ten types of innovation framework and conducting netnography. In addition, a risk assessment is conducted to determine the effectiveness of the proposed rationale by analysing the brand's capacity, appetite, and tolerance.

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