Marginal behaviours: A behaviour or life choice practised by fewer than 3% of the population. Since 2022, there has been a 70% increase in people trying marginal behaviours.
"What two years of years intensive, cross-cultural research had shown me was that marginal behaviours and fringe ways of life can break through to popular appeal. They can go mainstream. And when they do, consumption patterns change abruptly, powering new routes to market and creating new winners and losers"
Helen Edwards, Author of ‘From Marginal to Mainstream'
Using data from Kantar's Digital Analytics and fieldwork in the UK, US, and Brazil, the study has uncovered a significant rise in the top 10 key behaviours likely to go mainstream, such as zero wasters, microdosing and insect protein, and the influence of Gen Z in these trends.
Download the report to unlock innovation opportunities and stay ahead of the curve.