✷ Report highlights → What happens when niche culture goes mainstream?

TrendWatching's Make→Shift: Niche Nets.

This month's Make→Shift, from TrendWatching, dives into the rise of micro-communities and subcultures, and the opportunities for brands to regain trust and build lasting connections with consumers.

Highlights

• Community is fast becoming the strongest competitive advantage a brand can attain.

• People are getting millions of views on their first TikTok video, which has important consequences: the dissolution of social from media, and the rise of smaller, less ad-dominated networks that put the emphasis back on people.

• Trust is becoming increasingly fragile, decentralized and community-driven.