Included within the report, Canvas8 future-proofed insights from a bespoke panel of global thought leaders, from cyborg anthropologists to design strategists and philosophy professors

Singapore (Monday, September 25th, 2023) – Leading behavioral insights firm, Canvas8, have announced their work with Givaudan, a global frontrunner in Fragrance & Beauty and Taste & Wellbeing, on their FlavourVision® trends report. This collaborative effort serves as a means of understanding and navigating the evolving landscape of global taste and wellbeing and seeks to provide knowledge on future planning.

Detailed within the report is an extensive exploration of transformative shifts and the identification of five profound consumer macro trends. These trends are currently influencing global taste preferences on an unprecedented scale and have given rise to over 20 micro-expressions, representing tangible indicators of cultural and behavioral shifts.

The five overarching consumer macro trends identified for Givaudan are as follows:

• Green for me: Consumers increasingly embrace eco-actions that resonate on a deeply personal level.
• Restorative care: There is a growing shift towards adopting intuitive, restorative approaches to health.
• Stable connections: Consumers seek stability and continuity, leaning towards hyper-local and self-centric mindsets.
• Sensorial renaissance: A yearning for heightened sensory experiences that transcend conventional boundaries.
• Augmented assistance: A quest for proactive and personalized digital tools to navigate and optimize daily life.

The methodologies employed throughout this 25-week project included Driver Mapping, Future Mapping, STEEPLE Analysis, Signal Scanning, and Expert Insights. To make sense of the wealth of data collected, Thematic Clustering was utilized for in-depth analysis. The culmination of this effort resulted in a flagship FlavourVision® trend book.

One of the key facets of this groundbreaking partnership was Canvas8’s curation of insights from a diverse panel of global thought leaders. Ranging from cyborg anthropologists to design strategists and philosophy professors, this bespoke panel provided invaluable perspectives and future-proofed insights, ensuring the FlavourVision® trends report remains on the cutting edge.

Thomas Ullram, Global Marketing Director at Givaudan Taste & Wellbeing, said: “We are really excited to share the new FlavourVision® with our customers. The depth of insight in this new update is remarkable and provides valuable knowledge that will help co-create innovative food experiences. A culmination of extensive global research, data analysis, and vast expertise, FlavourVision® is a guiding light for partners and customers, empowering them to transform confusion and disruption into certainty and opportunity in line with consumer needs and desires.

“For industry leaders and innovators, aligning product development with long-lasting consumer trends and behaviours is critical to their future success,” says Nick Morris, CEO of Canvas8. “We’re proud to have partnered with the Givaudan team and are looking forward to seeing how international teams integrate FlavourVision into their launches.”

About Givaudan: Givaudan is a globally recognized leader in Fragrance & Beauty and Taste & Wellbeing. The company’s mission is to enhance human experiences, promoting happier, healthier lives with a profound respect for nature. Together with its customers, Givaudan delivers exceptional food experiences, crafts inspiring fragrances, and develops beauty and well-being solutions that empower people to look and feel their best. In 2022, Givaudan employed almost 16,700 people worldwide and achieved CHF 7.1 billion in sales with a free cash flow of 6.7%. With a heritage spanning over 250 years, Givaudan is committed to driving long-term, purpose-led growth by improving people’s health and happiness and increasing their positive impact on nature. This is Givaudan. Human by nature. Discover more at www.givaudan.com.

About Canvas8: Canvas8 is a renowned global behavioral insights firm with operations in London, Los Angeles, New York, and APAC. Since its establishment in 2008, Canvas8 has empowered organizations to thrive by gaining a deeper understanding of human behavior. Primarily focused on media, communications, and product development, their award-winning insights have inspired clients such as Google, Mindshare, MTV, Nike, and Samsung.

Supported by a vast network of over 5,500 experts, including TED speakers and MIT fellows, and fortified by innovative research methodologies, Canvas8 operates at the intersection of behavioral science, culture, business, and creativity to decipher human behavior. Their flagship product is the Library platform, an online repository boasting over 35,000 trend reports and case studies spanning 15 industries, nine markets, and five generational audiences, complemented by their groundbreaking global consultancy services.

For more information, visit www.canvas8.com