2019 Consumer

Trends for
the Year

FUTUREto Come
Prepared and Presented by
Guerilla Suit

FORECAST 1
 00 – 00

Financial Health
2
00 – 00

Financial Habits
00 – 00

Transparency
00 – 00
Self-Care Backlash 00 – 00
Non-Alcoholic Drinks
00 – 00
Terra Cotta

00 – 00
Vegetables First

00 – 00
Indoor Cultivation
Sexual Wellness

14 – 00
Gender Neutrality

06 – 13
 We like to keep our
ear to the ground at
Guerilla Suit,
whether it's keeping track of micro
trends, brand gossip, or consumer
behavior because we think it gives
us unique insight into broader cultural
shifts that can define industries or
even generations. It's our way of trying
to better understand WTF is going on
out there, so we can better inform our
decisions when we're problem solving
for the future.
Disclaimer*
Trend forecasting is part art and part science, to
varying degrees depending on the availability of
scientifically valid data or the strength of a hunch.
Either way, predictions are just that, so please take
everything in this report with a grain of salt.
That said, here are the consumer trends and
mindsets we predict will reach critical mass in 2019
and beyond.

Think of this report as less of a

prognostication or directive, therefore,
and more of a sketch of things to
come, and how we think these shifts
in consumer attitudes and preferences
might impact how brands talk to their
consumers, no matter the industry.
3
 Gender Phrases such as gender fluidity,
fragile masculinity, toxic

Neutrality
masculinity, and performative
femininity have all entered our
collective lexicon in the last few
years, showing that

is
there has been a
renewed critical focus
on the roles that gender
and gender stereotypes

the play in our lives and

culture.
A positive result of this newfound

New
awareness is that we as a culture
are embracing a more progressive

Normal
view of gender, which we’re
calling gender neutrality.

4
Gender Neutrality Is The New Normal

We predict that as new apparel, body care and

other consumer brands launch moving forward, they
will launch with gender-neutral imagery, product
descriptions and marketing.

Images
courtesy
of Ijji
Clothing

We already see this shift taking place in the sexual

wellness and femtech industries, where products are
frequently described in gender-neutral terms, such
as “people with vaginas” instead of “women,” or
“humans with penises” instead of “men.”

While this may seem like semantics to some, it is in

fact a critical shift towards inclusivity.
5
Gender Neutrality Is The New Normal Gender Neutrality Is The New Normal

Ijji Clothing Apparel Maude Sexual Wellness

"We created maude to simplify sex. Tired of seeing an outdated,

over-assorted, and gendered approach to a human experience on
the drugstore aisle and in the industry, we said enough: let's make
sex better for all people."

6
Gender Neutrality Is The New Normal
Products that previously were considered inherently
gendered like tampons are now being marketed to all
people who get their period, because true inclusivity
in 2019 and beyond means understanding that not
Necessaire Body Care every human who has a period identifies or presents
as female.

Aunt Flow Sexual Wellness

7
Second
When we think of the “Sexual
Revolution,” chances are we
think of the summer of love, San
Francisco and bell-bottom jeans.

Wave We believe that we are currently

in the midst of a second wave

Sexual
sexual revolution that it is having
profound impacts on culture,
popular culture, and consumers,

Revolution
and, thus consumer preferences
and mindsets.

The revolution is less

focused on freedom
this time around, and
rather focuses on
normalization and
inclusion.

8
Second Wave Sexual Revoluton

The key elements of this second wave

revolution are body neutrality and radical
acceptance, which we’re thinking of Image
as not only rejecting heteronormative courtesy
imagery and messaging, but also of Dame
accepting all parts and functions of the
body, regardless of appearance or gender.

9
 “
Second Wave Sexual Revoluton

This shift towards radical acceptance

is currently most noticeable in formerly
taboo categories such as feminine care
and sexual wellness. However, we predict
We expect sexual
that these values will trickle down across
industries to become the new normal.
wellness to be
This new normal will mean acceptance
folded into the
of all humans, in all their gendered or
ungendered forms, and of human bodies
general wellness
as just that — human.
category, and
experience
similar rapid
growth in the
near future.

10
Second Wave Sexual Revoluton
THINX, a company previously known for
their reusable period-proof underwear
“sex blanket for rolled out a new blanket designed for
period sex. What was once considered
people with taboo is now being acknowledged as
simply part of the reality of being human.
periods” This blanket retailed for almost $400
($369, to be exact) and quickly sold out
after receiving national press attention.

Image
courtesy
of THINX

11
 Second Wave Sexual Revoluton
“The sexual wellness
industry, while related 2014 2019

but not exactly the same

as femtech, is shaping
$
23B $
32B
up to the next gold rush Projected Growth of the Global
Sexual Wellness Market
in CPG. This is a result of Technavio

the larger cultural shift

towards a holistic view
of sexuality as part of
wellness, rather than a
niche standalone subject.”
Sex-Care Is the New Self-Care
The Business of Fashion

12
Second Wave Sexual Revoluton

Dame Sexual Wellness

Dame is a sexual wellness product line that operates like a

wellness company in the way they discuss their products and
approach their customers. As such, Dame’s imagery depicts their
vibrators as part of everyday life.

13
 Gender Neutrality Is The New Normal

Crave
Vesper Sexual Wellness

Maude Sexual Wellness

Maude, as previously mentioned in this report, markets their

sexual wellness products more akin to high-end beauty products,
highlighting design and never veering into gendered imagery.
Maude designs products that were previously relegated to a
dresser drawer like vibrators and lubricant explicitly to be left out Crave Vesper, a vibrator designed to look like high-end jewelry and
on display. be worn everyday retails on Gwyneth Paltrow’s GOOP.

14
Indoor
The cult of indoor plants on Instagram
(aka Plantstagram) and “Plant Moms/Plant
Daddys” (it’s a thing, just trust us) were

Cultivation
a key trend for 2017 and 2018. Just ask
yourself; was there a new lifestyle brand
that launched in 2018 that didn’t feature a
fiddle leaf fig or monstera somewhere in
their brand imagery?

We predict the evolution

of this trend will be
indoor gardening for
food, in particular.
This blends the plant trend with the
overall wellness movement and the
general consumer call for transparency.
Consumers are wary of the pollution and
corruption of our food sources, and we
believe indoor, small-scale farming will go
mainstream in 2019-2020.

15
Indoor Cultivation

The Sill sells ceramic

planters, watering

cans, misters with

arch sayings on them,

fertilizer and soil

mixes, totes and

T-shirts. It also hosts

movie nights, “sip and

shop” cocktail parties

and workshops (in store

and online).

Meet the

Plantfluencers

Image
courtesy of
New York
Times

16
 Indoor Cultivation
“Buoyed by Instagram, his
House Plant Journal
generation’s obsession with
297k followers
houseplants is growing faster 1,783 posts
and more tenaciously than
Darryl Cheng
English ivy. An engineer's approach
to house plant care

Plant influencers, the

horticultural stars
of that medium,
now have book
deals, sponsors
and hundreds
of thousands of
followers.”
Meet the
Plantfluencers
New York Times
Indoor Cultivation

House Plant Club

480k followers
2,070 posts

Morgan Doane &

Erin Harding
The community for house
plant enthusiasts

For urban-dwellers who are unable to benefit from

"forest bathing," or own a pet, creating an indoor
jungle is a realistic option.

We believe growing herbs

and vegetables (both of
which can be sustained
in pots and indoors) is the
natural evolution of the
houseplant trend.
18
 “
The Sill Plant e-tailer
‘We all have dreams
of the big house in the
country,’ she added, ‘but
right now we're living
in a basement on the
Lower East Side and
how do we connect to
nature there? I think my
generation just wants

”
to be happy.’
Meet the Plantfluencers
New York Times

19
Indoor Cultivation

“Last year, nearly a quarter of

houseplant sales were made
by those between the ages
of 18 and 34, according to
Gardenresearch.com.

Plant industry marketers like

Garden Media, noting they
are overwhelmingly renters in
urban areas with little or no
access to yards, and deeply
aware of the physical and
mental benefits of living with
plants (cleaner air, for example).”
Lily Kwong for The Cut
“One thing that works well on the small
scale is edible plants, like the portage
gardens that originated in France but really
stretch all the way back to the Egyptians.
The French style mixes together vegetables,
florals, and different herbs.”

Meet the Plantfluencers How to Use Plants to Make Your Tiny

New York Times Apartment Seem Bigger
The Cut
20
Indoor Cultivation Indoor Cultivation

Krydda/
Växer Indoor Grow Kit

Click & Grow

Smart Garden
Urbanoutfitters.com is a surprising source to be selling products
for indoor farming. This product, which is sold in their Lifestyle
section, was featured heavily during their Black Friday 2018 sales.
While it has yet to launch domestically, this collaboration was
designed to encourage people to grow food at home. Ikea’s
market reach is considerable, and regularly reaches a global mass
market audience.

21
“
Indoor Cultivation

For urban dwellers, growing

fresh greenery feels like a
whimsical fantasy: rooftops,
gardens, or balconies are
usually a luxury, not a given.
Luckily, the variety and quality
of indoor gardening and grow
kits are better than they’ve
ever been before.

The Best Indoor Garden

For For
Kits, According to Chefs For For
Micro- Veggies
Herbs Fungi
and Gardeners greens
NY Mag

22
Indoor Cultivation
“The project aims to motivate
and enable a healthier and
sustainable lifestyle for people
in cities by making 'homes the
new farmland'.
It also aims to build
awareness of where food
comes from and show the
ways in which growing
produce can be introduced
into the home. 'Food is a
crucial part of everyday life,
v IKEA wants
to inspire and
enable a healthier
and more
sustainable life,'
said IKEA.”
IKEA and Tom Dixon announce
urban farming collection
dezeen
23
 Another key trend for 2019 will be
vegetables dominating flavor profiles
across industries, not just limited to food.

We predict this trend

will heavily impact the
beverage (including

Vegetables alcohol and coffee)

industries in addition to

First
the beauty and fashion

“
industries.

As people turn en masse to vegetable-

based menus, the intellectualizing of flavors
and processes is being reinvigorated—as it
has been with other food categories from
coffee to olive oil
-
j. walter thompson

24
Vegetables First

While veganism is certainly on

the rise, we predict a more
moderate version of this trend,
what we and consumers are
calling, “plant-based diets” will
permeate the mainstream in
2019-2020.

A plant-based diet is mostly

free of animal products with
a focus on vegetables, that
still allows for dairy, eggs,
meat, etc., on occasion. As
consumers change their
behavior, consumer goods and
restaurants will have to adjust
to stay relevant.

25
Vegetables First

Al’s Place was named the best new restaurant by Bon

Appetit the year it opened (2015), and has since won
a Michelin star.

The menu focuses on vegetables, and meat is listed

as “Limited Availability” towards the bottom of the
page, inverting the traditional structure of menus with
meat-based entrees occupying the primary position
and vegetables relegated to side dishes.

We believe this tasteleader is a great example of what

will soon become the norm.

Al's Place Takes First Place on

Bon Appétit's Top Ten Best New
Restaurants List
SF Eater

26
Vegetables First

This trend can already been seen in the rapid rise of #mushroomcoffee
mushroom coffee with the wellness set on Instagram. 11,988 posts
We’re not talking about magic mushrooms, either.
These are your average, garden-variety mushrooms
that are being consumed in lieu of coffee.

The New York Times

Style Magazine
"Fungi aren’t typically the province of fashion
designers, but Bonaparte and Kingery create their
garments with natural textiles and dyes, and for
fall 2018, they made boxy plaid button-downs and
roomy corduroy pants from organic Japanese cotton
IG: teelixer
colored with chaga mushrooms."

27

Olderbrother Apparel
Drink Chaga, Wear Chaga. Here at Olderbrother, we eagerly
await further research to fully elucidate the healing powers of
mushrooms. For now, we invite you to drink chaga tea and wear
our chaga-dyed pieces with us.
Vegetables First
Seedlip Beverage
Seedlip is a non-alcoholic spirit that just inked a deal with Virgin
Atlantic and is featured on the cocktail menus of several high-end
mixology focused bars and restaurants in New York. One of their
most popular flavors is this vegetable-forward spirit “Garden 108,”
which we believe is an early harbinger of the vegetable-forward
flavor profiles that will soon lead the drinks industry.
28
Vegetables First

“Harrods has appointed a

‘vegetable butcher’ which
offers ‘bespoke cuts and
blends’ against a backdrop
of luxury cues and moody
lighting usually reserved for
fashion boutiques.”
“The thought and care that has gone into the design of our store
[Natoora] is just the beginning of a food-system revolution,” says
Fubini. “Now more than ever, seeking out flavor and seasonality
in produce is paramount—not only from an environmental
perspective but also in terms of our cultural heritage.

We need to start seeing farming in terms of craftsmanship.”

“Vegetable Galleries” Report

Vegetables are being elevated to connoisseur,
gourmet status by a string of new retail
concepts and creative partnerships.
J. Walter Thomspon Intelligence

29
 Pantone’s color of the year might be
peach (which is Terra Cotta adjacent, if
you ask us),

Terra but we’re predicting

the color that will be
most ubiquitous in

Cotta
Cotta
design and CPG this
year will Terra Cotta.
It is a natural evolution
of the mustard yellow
trend that permeated
design in 2018,
Terra while also reflecting the plant and
gardening trend that is not only already
influencing online culture, but also interior
design and fashion trends. We believe
Terra Cotta’s infiltration of these design-
forward industries is predictive of further
mass adoption.
30
 Image
Image courtesy
courtesy of Esby
of Nicki
Sebastian

Image
courtesy
of UO
Home

Images
courtesy
of Site
Unseen 31
 Non-Alcoholic Drinks

Non- As the global alcohol market slows

down, brands, bars and restaurants

Alcoholic
who embrace thoughtful, interesting
alternatives to alcoholic beverages will
find success.

Drinks Drinks that are just

as carefully crafted
as cocktails, minus
the alcohol, will soon

“
become the norm.

“In the US, 25% of Millennials have avoided

drinking occasions in the last three months,
according to Mintel's April 2018 US On-
premise Alcohol Trends report.”
-
wgsn report:
"millenial drinking"

32
“
Non-Alcoholic Drinks

Just as the growing number

of vegetarians and vegans
expect suitable options to be
provided at restaurants, non-
drinkers are demanding better
options in terms of nightlife
and traditional drinking
establishments — and they’re
getting results, too.

Sober Celebs Are More Visible

Than Ever — Is It Finally Time to
Stop Drinking?
Highsnobiety

33
Non-Alcoholic Drinks
“Non-Alcoholic beverages are
undergoing a makeover at some
2017 2025
restaurants, getting just as much

967B $
1.6T
$ attention as a cocktail or wine list...

Global Non-Alcoholic Beverage Market

Grand View Research, 2017

“The global alcohol market saw a sluggish 2016, including the first
decline in consumption in the United States since 2011, according
to figures from the International Wine and Spirits Record.

By comparison, the global non-alcoholic beverage market is
projected to reach $1.6 trillion by 2025, up from just over $967
billion in 2016, according to a 2017 report from Grand View
Research. In the future, look for more elevated experiences
geared specifically towards non-alcoholic drinkers.”
At Momofuku Ko in the East Village,
Mr. deBary designed the bar menu so
that several of the offerings could be
easily made with or without alcohol.”

The Future 100: 2019 These Drinks Have a Secret

J. Walter Thompson New York Times
34
“Today’s wellness-focused consumers are turning their backs on
alcohol, but still looking for a premium non-alcoholic experience.
Cocktail bars are also expanding their options to attract trendy
teetotalers. Enter Seedlip, a non-alcoholic “spirit” distilled from
herbs. In 2017, Seedlip was added to the cocktail menu at bars
including the NoMad Bar at the NoMad Hotel in New York, and the
American Bar at London’s Savoy. Seedlip contains no alcohol, but
the taste calls to mind a liquor, elevating the mocktail experience
through its flavor profile and artistic branding.”

The Future 100: 2019

J. Walter Thompson
35
 Wellness & Self-Care Commodification Backlash

Commodification
At this point, we
would not categorize
“wellness” as a trend,
& Self-Care but a permanent
cultural shift that has
fundamentally changed
consumer behaviors

Backlash
Wellness

and expectations
(and continues to impact) a wide range
of industries from pharma, to retail, to
agriculture and tourism.

Along with this shift, however, has come a

backlash that, while relatively quiet at the
moment, we’re predicting will hit critical
mass this year.

36
 “
Wellness & Self-Care Commodification Backlash Wellness & Self-Care Commodification Backlash

Consider the phrase “self-care.” While this phrase is

relatively new to our collective lexicon, there have
already been rumblings about enterprising brands
capitalizing on a concept that was intended to be
about taking care of oneself, and was not originally Here is the truth that goes
concepted to cost hundreds of dollars or have a high largely unspoken in the
financial barrier to entry.
growing space where
capitalism meets mental
health: None of it actually
solves the underlying problem,
even if it helps assuage
the symptoms...“We’re not
understanding how to deal
with [mental health]. Instead,
we’re throwing products at it.
Fidget spinners, weighted blankets,
It’s very American.
and the rise of anxiety consumerism
Vox

37
“The problem with the
prettification of mental
illness is just how out-of-kilter
it is with reality. It’s almost
suggested as a desirable
character trait for women
to have. In my experience,
partners find it frustrating,
not nearly as endearing
and whimsical as these
statements and products
would suggest.”

Please Stop Merchandising

Mental Illness
The New York Times
38
Wellness & Self-Care Commodification Backlash
“It’s started to feel like the social
Compare the media version of mindfulness and
two headlines: self-care is watering down the kinds
Published 01.02.19 of discussions I’m trying to facilitate
with my patients. The overuse of
New York Times these terms seems to be causing a
bit of tuning out, because it’s just not
Picking Up Steam:
interesting to talk about anymore...
The Bath
One [version of self-care] is centered
on setting goals and boundaries for
Published 01.08.19
one’s self improvement, while the other
is rooted in self-indulgence, often the
Nylon kind [that] costs money. Self-care 2.0:
Millennials Love Taking Capitalism take the wheel.”
Baths Because We're
Broke
The Self-Care Lie (and How to Untangle It)
Man Repeller

39
 New Standards for Transparency

for Transparency
Consumers aren’t just requiring this level
New Standards of transparency from political and public
figures, but also brands and corporations.

In the coming
years, we predict
consumers will expect
more information
about supply chains,
employment practices
and price models from
brands before choosing
to align with them.
The brands that will come out on top will
be the brands that having nothing to hide.

40
New Standards for Transparency

The meteoric rise of Alexandria Ocasio-

Cortez is an excellent example of the new
expectations of transparency that will
permeate culture in the coming years.

Alexandria Ocasio-Cortez isn’t even in

office yet and she’s already pulling back the
curtain on the inner workings of Congress
CNBC

On the other hand, we can look to

Facebook’s COO Sheryl Sandberg’s fall
from grace as the opposite reaction to
this trend. The further implicated she
becomes in Facebook’s plotting to
conceal information, the further her once
crystalline reputation as a feminist leader
for the 21st Century declines.

Sheryl Sandberg Can’t Have It All

The New York Times

41
New Standards for Transparency
Images
An excellent example of the level of courtesy of
Elizabeth
transparency consumers will soon expect Suzann
is cult favorite clothing brand Elizabeth
Suzann, who published the following
chart after calls from customers to better
understand the company’s pricing model.

Another great ex. is modern furniture company, Dims.

Wages Taxes & Fees

Fabric/Raw Materials Team-Building
Shipping Advertising/Photoshoots
Patterns/Design Research Building Renovations/Repairs
Overhead (Rent, Utilities) Profit
Tools/Suppoies (Office,
Warehouse)

42
Financial
Financial Habits Shaped by the Recession

As the millennial generation continues to age

Habits
and bypass the traditional economic signifiers
of “adulthood,” like home ownership,

their consumer mindset,

buying ability, and values (all
products of coming of age in a
major recession) will reshape

Shaped

“
industries and, ultimately, our
larger economy.
“Since millennials first started entering the workforce,
their spending habits have been blamed for killing off
industries ranging from casual restaurant dining to

by the
starter houses. However, a new study by the Federal
Reserve suggests it might be less about how they
are spending their money and more about not having

Recession
any to spend.”
-
npr

43
 Financial Habits Shaped by the Recession
“With a median
One example of how this generation’s
household income of post-recession habits and behaviors are
$40,581, millennials shaping the economy is that as millennials

earn 20 percent less are largely unable to purchase homes, and

the cost of rentals keep rising while wages
than boomers did at continue to stagnate, more young people
the same stage of life, will live with roommates for significant
periods of adulthood.
despite being better
educated, according to a
The future housing
new analysis of Federal
economy might look more
Reserve data by the
like the urban boarding
advocacy group Young
houses of the 19th and
Invincibles.”
early 20th centuries than
Millennials earn 20% less the 1980s and 1990s.
than Boomers did at same The implications of this
stage of life shift will be profound
USA Today across industries.
44
45

“Delayed marriage rates, climbing student-loan debt,
and rising housing costs have led to increased
numbers of doubled-up households, a term used
by demographers to describe homes that include
additional adults other than the householder or
their partner. This includes people who live with
roommates or parents. In 2015, about a quarter of
Americans between the ages of 18 and 34 lived
with roommates, up from 23 percent a decade prior,
according to U.S. Census Bureau data.
Nearly 32 percent of the overall American adult
population lived in a shared household in 2017, an
increase from about 29 percent in 1995, according
to a Pew Research Center analysis of census data.
In examining housing trends among young adults,
Jonathan Vespa, a U.S. Census Bureau demographer,
noted that by 2015, most adults between the ages of
18 and 34 were not living alone, or with a spouse or
an unmarried romantic partner, a dramatic shift from
the decade prior when most young adults in most of
the country lived independently.”
Financial Habits Shaped by the Recession
The meat and potatoes:
Purchases mean more to this generation, which
has resulted in both review culture (reading
multiple reviews of, say, a vacuum before making
a purchasing decision, instead of walking into a
department store and buying the item for the best
price) and it has also resulted in a culture where
brand choices become identity choices.
Are you the kind of person who works out in
Outdoor Voices like your favorite celery juice
drinking Instagram influencer, or the kind of person
who uses The Cash App because Pod Save
America told you we’re not using the other apps
anymore? Both of these brand alignment decisions
mean something in terms of identity now, which
has very interesting implications for the future of
branding and brand marketing.
The Strange, Unique Intimacy of the
Roommate Relationship
The Atlantic
46
Financial Habits Shaped by the Recession
We believe installment payments will
reach mass user adoption this year. A
large number of consumers, particularly
millennial consumers, are already aware
of services such as Affirm or Afterpay as
they have been implemented by several
major retailers, however, we believe 2019
will be the year this concept will really take
“
flight with consumers and become as
ubiquitous as PayPal in e-tail.
”
“Based on its recent monthly performance,
Afterpay says it has a global sales run rate of
more than $3 billion a year.”
Cash-Strapped Millennials
Turn to Instalment Plans to
Buy T-Shirts and Jeans
Business of Fashion
The reason we believe installment payments
will become such a mainstay in 2019-20 is that
millennials are the segment of the population that
are the largest carriers of student debt, and they
also carry credit card debt in large numbers. This
consumer group, therefore, is increasingly skeptical
of buying on credit.
Companies such as Affirm
largely don’t charge
the consumer interest,
instead using fees that
are absorbed by retailers.
Retailers are incentivized to use the services
because they can attract consumers who might
typically fall outside of their average consumer
profile, thus making their products more attainable
without having to compromise brand with sales or
discounting. Additionally, Affirm and Afterpay report
that they approve approx 80% of applicants, which is
a much higher rate than that of the traditional lenders.
47
Financial Habits Shaped by the Recession Financial Habits Shaped by the Recession

Articles claiming millennials are killing "x"

industry are practically a dime a dozen. In Sum

5 Industries Millennials Are The traditional economic

'Killing' (And Why) signifiers of adulthood are losing
Forbes relevance

Brand choices = Identity choices

Alternatives to traditional
lending like installment
payments will soon reach mass
adoption

These factors will fundamentally

reshape the global economy one
industry at a time
48
Financial
Financial Health is the New Mental Health

As the millennial generation continues to age

Health
and bypass the traditional economic signifiers
of “adulthood,” like home ownership,

We predict the
conversation will shift
from mental health to

is the New
financial health in 2019
and 2020.
As we know, the generations driving
the de-stigmatization of mental health
(millennials and Gen Z) are saddled with
debt — both student and credit card.

Mental
As such, we think public discussion about
financial wellbeing, stress, and health
will become less of a taboo and more

Health
normalized and mainstream in the next
two years.
49
Financial Health is the New Mental Health Financial Health is the New Mental Health

Girlboss, Sophia Amoruso's latest venture,

which arguably began as a younger
generation’s answer to “Lean In,” has now Girlboss Money
become a multimedia content platform.

The company describes itself

as “Redefining success for
women in progress, providing
the tools, resources, and
community to help them
advance.”

Girlboss spends a significant

amount of time covering
financial issues, and one of
the most prominent sections
on their web navigation is
“Money,” which would have
been unheard of for a content
platform targeting young
women even two or three
years ago.
50
Financial Health is the New Mental Health

Instagram content from

Payoff, a millennial-targeted
financial service for paying
off credit card debt

Refinery29
Money Diaries

51
2019 TREND RECAP
Gender Neutrality Non-Alcoholic Beverages

Second Wave Sexual Wellness Self-Care Commodification Backlash

Indoor Cultivation New Standards for Transparency

Vegetables First Financial Habits Shaped by Recession

Terra Cotta Financial Health = New Mental Health

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YOU.
Guerilla Suit a creative
agency in Austin, Texas
that works with forward-
thinking lifestyle brands.

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