Hello!

This week was International Women's Day. (Happy belated birthday) Even if it was Monday, the speech that this day brings is not about to disappear in our society, the evidence a little further👇

In this previous trendsletter, I told you about very specific words that I obsess over and how to formulate future trends using current vocabulary. One of those words was cycle. After a discussion with my colleague Christophe from Healthenthusiasm about trends in health and well-being, we both agreed with the importance that the female cycle will take in societal discourse.

♂♀ Don't be mistaken, this is not a letter dedicated to women only. It is also not with a view to crucifying one sex or the other or talking about gender identity. We explore the subject of cycles that have been underrepresented and under studied for centuries. Dynamics are currently changing, natural functions and cycles are being put forward and the two parties will emerge win-win.

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Le cycle ♀️

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In recent years, we have seen the discourse on women's products, the debates on equality; accessibility #pinktaxes; increasing the supply of sustainable menstrual products; women's sexual health, hello Goop! You can also insert here all the images of fruits cut in half to illustrate the female power and her sex seen on social platforms. 🍈🍊🍋🍐

In short, the narratives for equality and the abolition of taboos on what appeals to the natural needs of the female body is the center of attention. One of the speeches that is starting to gain momentum, but which is not yet fully seamed, is the synchronicity between the cycle of women and the implemented one. We are seeing a more holistic approach to the blood and the cycle.

Brands are working to destigmatize the products of the time and all the people who use them. Here are some examples:

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​USA soccer team uses their cycles to propel their training and channel their effort

​Kotex decided to chian the 'typical' blue liquid to red, a huge debate in advertising industry

New Zealand supermarket Countdown announced that they will no longer refer to menstrual products as 'feminine hygiene', but instead 'genital' or 'period', another changing debate.

​MoodyMonth App released its first book called Moody going out of the digital and private platfrom

The flow of possible uses of menstrual blood debunked​

​Nike gets in the game with its (Cycle)Sync collection on NTC app

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Strategies

to incorporate it

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Strategy # 1: Review the calendar

The current western calendar is based on the cycle of the sun. (1 year = 1 turn of the sun). On the other hand, half of the population's internal cycles are based on the sun, the other half what do we do with it? You guessed it

Men = ☀️

Women = 🌙

The first strategy is just that, to become aware of the possibilities in personal and professional life changes that are possible based on a mixed schedule and other calendar:

Lunar calendar | Tzolk In Calendar | Japanese Calendar| etc

& this content calendar, are you rethinking it?

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Strategy # 2: Tone inclusivity

After the drop of blood emoji appeared, it was Pantone's turn to add their drop to destroy the stigma around menstruation. I'm sure you've understood right from the start of this trendsletter that one of the central colors of this trend is red. On the other hand, we are no longer here in a shocking red, but in an inclusive red. Like all possible types of blood red. We are not talking here of a red shade of perfect colors, but of the colors of blood in its variations.

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Designers like the latest Marine Serre collection, for example in the overall formula of red and think again, it's not just for women this red. Many people identify with the feminine gender and with the cause without necessarily carrying all the stereotypes.

Red is also representative of generalized cultural sentiment. Red stimulates vital functions, sensuality. According to color psychology, red repels loneliness and multiple types of insecure mental states. In addition, it stimulates the healing of respiratory diseases. What more could you ask for? #covidresilience

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On the reading list

In a recent radio interview shared to me by Devon Powers, I overheard Sem Devillart talking about the future of self-help books. "It's in shamanism," she said. I have concocted a list of book mix between intuitive processing and redesigned cycles. Some reading avenues to take in passing:

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*Let's share our favortie books & coups de ❤️ on Goodreads​

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Collective workshop

The last few weeks were definitely busy with online events. The last workshop given at Dx3 Canada for those who could not attend, here is a sneak peak of the collective workshop!

​Imagining the future: A collaborative workshop​

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A couple of months ago I also did the workshop in person with Shwap club team, here's what the owner had to say about it:

Marie-Michèle hosted the "Creative Scenario of the Future" workshop for our team at the Shwap Club. This workshop was an opportunity for team bonding in addition to collectively identifying trends among our customers for the next 15 years. It brought a wave of optimism as our vision for the future is getting clearer and clearer. This exercise will allow us to develop a growth strategy accordingly. Marie-Michèle is competent and attentive. The workshop is eye-opening. I highly recommend.

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In the press

🖊️Article - Comments in the article Creation and fashion trends following the Covid-19 to read soon in Premières en affaires the special edition launch is scheduled for Monday!

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​LINKEDIN | INSTAGRAM​