Facebook IQ Topic & Trends Report
Report | See the conversations on the cusp of going mainstream | 34 pages
The 2020 Topics and Trends Report From Facebook IQ See the conversations on the cusp of going mainstream Plant-Based Diet UNITED STATES Contemporary Art MEXICO Neon UNITED KINGDOM Houseplant CANADA Travel Photography INDIA facebook.com/iq
Methodology The 2020 Topics and Trends Report From For each topic of conversation, we relied Facebook IQ is a culmination of a year’s on aggregated, anonymized, country- worth of research and insights. Here’s specific data from January 2018 to June how our team determined which topics of 2019 for people ages 18 and older who use conversation to feature. Facebook. All topics chosen grew from Introduction June 2018 through June 2019. The topics We explored thousands of topics from are presented in the original language as In The 2020 Topics and Trends Report From to look at trends in a new way. Because January 2018 to June 2019 on Facebook. they appeared in our data set. We have Facebook IQ, we explore conversation the future can come to different places Where patterns emerged, we looked to included a translation next to some terms topics that gained momentum on Facebook at different times, an existing trend in one third-party research and credible media to clarify their meaning. from 2018 to 2019. These topics reveal market could soon emerge in another. sources to both inform and validate our key developments in people’s attitudes, Understanding what’s happening around the overall findings. Our analysis covers trends across six expectations and behaviors. Marketers can world can help marketers think about their categories: Art and Design, Beauty and use them to understand where the world is own markets in fresh ways and prepare for New this year, we’ve expanded beyond Fashion, Entertainment, Food and Drink, headed and better connect with people in what’s to come. the US to 13 new countries in four regions: Mind and Body and Travel and Leisure. the years ahead. Argentina, Australia, Brazil, Canada, France, . These topics—spread across Art and Design, Germany, India, Indonesia, Mexico, the In our previous reports, we’ve featured Beauty and Fashion, Entertainment, Food Philippines, Sweden, Thailand and the UK. trends from the US. Now, in our third year, and Drink, Mind and Body and Travel and we’ve expanded our view to include trends Leisure—highlight trends on the cusp of going from four regions—Asia Pacific, Europe, mainstream. These are the trends that people Latin America and North America—and are talking about and that can help inform 14 countries within them. Our new global your choices around marketing campaigns, view allows us to highlight the diversity creative strategy and product development. of people and ideas on our platform and The 2020 Topics and Trends Report From Facebook IQ 2
Contents Introduction | Methodology 2 Letter from Ann M. Mack, Director of Facebook IQ 4-5 LATIN AMERICA ARGENTINA | Astrological Intuition 22 BRAZIL | Tinker Time 23 BRAZIL | ’80s Youth 24 ASIA PACIFIC MEXICO | Indie Artspaces 25 MEXICO | Little Tokyo Gets Big 26 AUSTRALIA | Straight to the Gut 8 INDIA | Domestic Treks 9 INDONESIA | Esports for the Win 10 THE PHILIPPINES | Skincare, but Simple 11 THAILAND | Coffee Comes Home 12 NORTH AMERICA CANADA | Beekeeping for Good 29 CANADA | Plant Parents 30 UNITED STATES | The Bath Is Back 31 EUROPE UNITED STATES | Flexitarianism 32 UNITED STATES | From Pods to Screen 33 FRANCE | Screening Labels 15 GERMANY | Meat, Evolved 16 SWEDEN | Fashioning the Future 17 UNITED KINGDOM | Fitness Is Fun 18 UNITED KINGDOM | Re-Commerce 19 Want to know more? | About Facebook IQ 34 The 2020 Topics and Trends Report From Facebook IQ 3
Letter from Ann M. Mack Director of Facebook IQ 1 ACTING GREENER Dear Reader, People have been talking about sustainability for years. Now, many Welcome back to our annual Topics and Trends Report From Facebook IQ! This is a report are making small lifestyle changes that have a big impact on the I look forward to each year, as it’s an opportunity for us to reflect back and imagine what environment as access to information and eco-friendly products grows the future holds. around the world. In Canada, people are taking on beekeeping as a form of environmental activism. In Sweden and the UK, people are making This has been an especially meaningful year for us at Facebook IQ, as we just celebrated conscientious choices when it comes to fashion purchases. And in our fifth birthday. Since we began our work in 2014, we’ve uncovered insights on everything Germany and the US, people are seeking more plant-based foods in an from how people expect to use AR and VR in their daily lives to how communities form on effort to reduce their meat consumption. social platforms. While our insights have evolved over the years, one thing has remained constant: our focus on people. We’ve consistently looked at how people connect on and off our platforms to understand what matters to them and what that means for marketers. And, in crafting this year’s report, we wanted to share what we think will matter to people next. As we looked through topics of conversation on Facebook across countries, cultures 2 CHANGING THE CHANNEL and categories, we saw some clear patterns emerge, signaling larger behavioral shifts. We identified five macro-level trends, which are presented on the following pages. From art to entertainment, people are experiencing popular stories and pastimes in new mediums, and some are even discovering these for the first Inspiration can come from everywhere and anywhere; we hope this year’s report encourages time on new channels. In Mexico, up-and-coming artists are bringing their you to think beyond category and geography and push your ideation in 2020. work to social media and independent spaces across major cities. In the US, podcast lovers are prompting the entertainment industry to create companion Best, podcasts for popular TV shows and, conversely, to bring popular podcasts to TV. And in Indonesia, gamers are moving from computers to mobile devices to Ann M. Mack participate in new esports competitions. Director of Facebook IQ The 2020 Topics and Trends Report From Facebook IQ 4
5 MAKING EVERYDAY MOMENTS SPECIAL 3 GETTING HANDS-ON Around the world, people are elevating the mundane by turning everyday Tactile activities are moving into the mainstream as more people discover rituals into micro moments of excitement. In Thailand, the craft coffee the value—and fun—in getting their hands dirty. In Brazil, a new maker scene is blooming as people increasingly see the drink as a delicacy culture is emerging, helping people experiment with technologies like instead of just a daily caffeine boost. In the UK, exercise is supplanting 3D printing and laser cutting. In Canada, indoor gardening is taking root a night out, as people engage in party-esque fitness activities that among people looking to grow plants in urban spaces; while in India, people give them a good time and a good sweat. And in the US, people are are exploring the outdoors, using hiking and backpacking to experience increasingly embracing baths as a self-care ritual, using specialty soaks their nation’s natural offerings. and chill-out music to create spa-like experiences at home. 4 GOING BACK TO BASICS People are looking for minimalistic products and routines that have maximum impact. In the Philippines, beauty lovers are reducing their skincare routines from 10 steps to three, focusing on products that protect their skin against sun damage. In France, conscious consumers are using new apps to screen their everyday items for harmful ingredients. Additionally, in Australia, people are seeking out specific foods to foster a healthy gut microbiome. The 2020 Topics and Trends Report From Facebook IQ 5
Asia Pacific This year, we’re seeing several countries draw on parts of their Travel Photography national cultures, from coffee crops to beauty expertise, to INDIA create something new. The 2020 Topics and Trends Report From Facebook IQ 6
Espresso THAILAND AUSTRALIA Straight to the Gut 8 Simplifying Skincare | The Philippines p.20 INDIA Domestic Treks 9 Hyaluronic Acid THE PHILIPPINES INDONESIA Esports for the Win 10 THE PHILIPPINES Skincare, but Simple 11 THAILAND Coffee Comes Home 12 Esports INDONESIA The 2020 Topics and Trends Report From Facebook IQ 7
ASIA PACIFIC | Food and Drink CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) AUSTRALIA Gastrointestinal Tract YOY growth* 1.2x 18-34 23% 76% 24% Straight to the Gut Female Male 35-54 51% 3 55+ 26% Australia is a leader in wellness trends to other fermented products like kimchi and 2018 2019 (avocado toast, anyone?), and recently, the even cultured butter to boost gut health gut has taken center stage. naturally. And since dietary fiber promotes Q1 Q2 Q3 Q4 Q1 Q2 healthy gut flora, people are not only eating 1 Research linking gut health to the kidneys, more produce, but swapping out traditional Gut Flora heart and brain has inspired Australians pasta and other foods for high-fiber varieties; to explore ways to ensure overall health one company selling chickpea and lentil- 1.4x by maximizing good bacteria inside the 4 YOY growth* 18-34 18% based pasta is one of the fastest-growing 76% 24% gastrointestinal tract. food purveyors in Australia. Female Male Kefir, a fermented yogurt drink rich in friendly Viewing the gut as a gateway to overall health, 35-54 54% 2 microbiota, is surging in popularity on grocery Australians are seeking out ways to promote shelves and in cafés, and people are looking health from the inside out. 2018 2019 55+ 28% Q1 Q2 Q3 Q4 Q1 Q2 Microbiota YOY growth* 1.2x 18-34 16% 77% 23% 1 Freya Petersen, “The war inside your gut,” ABC Australia, March 29, 2019. Female Male 2 Lucy Rennick, “Have you heard about the traditional Eastern European drink that’s now trending in Australia?” SBS, February, 12, 2019. 35-54 57% 3 “Get cultured : 12 ways to improve your gut health naturally,“ The Guardian Labs, July 9, 2019. 4 Sue Mitchell, “The Millennials showing Big Food a clean pair of heels,” Financial Review, September 18, 2019. 55+ 27% Source unless otherwise stated: Facebook data, people ages 18+, AU, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 8
ASIA PACIFIC | Travel and Leisure CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) INDIA Travel Photography YOY growth* 2.2x 18-34 81% 24% 76% Domestic Treks Female Male 35-54 17% 6 55+ 2% Tourists from around the world have long flocked rose 178% from 2015 to 2018. Goa, for example, 7 to India for its natural offerings. Now, more has become a top destination for parasailing, 2018 2019 5 8 Indians are looking to explore the outdoors in and Sikkim, near the Himalayas, has become a Q1 Q2 Q3 Q4 Q1 Q2 their own country. popular spot for biking and rafting. People in India are lacing up their boots and Of course, it’s not an adventure without a Mountaineering donning backpacks to embark on adventures photo; travel photography from these domestic 9 1.1x like trekking and mountaineering, which help destinations is filling up voyagers’ feeds, YOY growth* 18-34 49% them get to know different regions while inspiring their friends and family to embark on 19% 81% testing their physical limits. And thanks to local adventures of their own. Female Male attractions, the popularity of adventure sports 35-54 36% 2018 2019 55+ 15% Q1 Q2 Q3 Q4 Q1 Q2 Backpack YOY growth* 1.4x 18-34 70% 47% 53% 5 “Summer travel trends 2019: From adventure sports to taking a cruise; here’s what Indians are doing,” The Indian Express, May 26, 2019. Female Male 6 “How was 2018 for adventure sports lover and expectation from 2019?” APN News, January 7, 2019. 35-54 25% 7 Bhavishya Pahwa, “Top 5 adventure sports to try and where,” CEO World October 1, 2019. 8 Kevin Verghese, “Be Adventurous in Sikkim!,” Outlook Traveller, July 19, 2019. 9 Sidharth Jena, “20 Best Indian Instagram Travel accounts that will inspire you to Travel,” Vidooly, April 19, 2019. 55+ 5% Source unless otherwise stated: Facebook data, people ages 18+, IN, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 9
ASIA PACIFIC | Entertainment CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) INDONESIA Permainan Daring | Online Game YOY growth* 2.1x 18-34 73% 47% 53% Esports for the Win Female Male 35-54 25% Esports, a form of competitive gaming where The rise of esports is part of a growing interest 2018 2019 55+ 3% people play against each other in real time in the world of online games: The domestic 2018 2019 10 12 online, has been popular in Southeast Asia for gaming market is growing at an annual rate of Q1 Q2 Q3 Q4 Q1 Q2 a while, but it has struggled to get a foothold in 37%, and the number of people playing mobile 13 Indonesia—until recently. games in Indonesia has been growing at a 12% Esports 14 annual rate. Indonesia is beginning to host While gaming was previously seen as some of the largest esports competitions in the 1.1x recreation in Indonesia, people are region, attracting even more players with the YOY growth* 18-34 84% 11 14% 86% recognizing that online games instill virtues promise of fame and glory. like teamwork and goal-setting. And as top Female Male players enter international competitions, Indonesia may be late to the game, but its 35-54 15% they’re helping Indonesians acknowledge esports players are quickly cementing the online role-playing as a viable profession. country’s place on the world stage. 2018 2019 55+ 2% Q1 Q2 Q3 Q4 Q1 Q2 Role-Playing YOY growth* 5.1x 18-34 86% 10 “The gaming explosion in Southeast Asia,” The Asean Post, March 1, 2019. 77% 23% 11 “Indonesia’s gaming industry bursting with untapped economic potential,” Jakarta Post, August 10, 2019. Female Male 12 “The Mercuric Rise of the Gaming Market in Indonesia,” Bizztech, November 19, 2019 35-54 13% 13 “Mobile Games: Indonesia,” Statista, 2019. 14 “Debuting at The 2018 Asian Games, eSports Will Be More Popular in Indonesia,” Forest Indo Niaga, 2018. 55+ 1% Source unless otherwise stated: Facebook data, people ages 18+, ID, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 22001818 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 10
ASIA PACIFIC | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) THE PHILIPPINES Sunscreen YOY growth* 3.1x 18-34 79% 95% 5% Skincare, but Simple Female Male 35-54 20% A strong skincare tradition in the Philippines cleanser, moisturizer and UV protection. People 55+ 1% 18 2018 2019 has historically focused on treating skin with are seeking out products with hyaluronic acid, complex rituals and harsh products. Now, a which helps retain moisture and collagen in the Q1 Q2 Q3 Q4 Q1 Q2 new emphasis on skin health is emerging, and skin. And while they use those products to lock 19 it’s changing the routine. in the good, people are leaning on sunscreen Hyaluronic Acid to keep out the bad. 15 While intensive 10-step skincare has 3.2x dominated in recent years, it’s now falling out With these condensed routines, people in YOY growth* 18-34 80% of favor as people develop an awareness of the Philippines are looking for products that 96% 4% 16 Female Male the skin’s natural protective barrier, which allow their skin to thrive naturally, adopting 35-54 19% erodes when it’s exposed to too many products. protection as the new standard of perfection. 17 The new trend is paring down to the basics: 2018 2019 55+ 1% Q1 Q2 Q3 Q4 Q1 Q2 Moisturizer YOY growth* 3.6x 18-34 79% 15 Bridget Marsh and Gabrielle Dyer, “Everything you need to know about Korean skincare routines,” Cosmopolitan UK, November 26, 2019. 95% 5% 16 Tisha Caedo, “5 Ceramide Moisturizers To Try For Baby-Smooth Skin,” Cosmopolitan Philippines, July 12, 2018. Female Male 17 “Why beauty gurus are scaling down on the ten-step skincare routine,” Rappler, July 24, 2019. 35-54 20% 18 Tisha Caedo, “10 Hyaluronic Acid Products To Try For Clear, Hydrated Skin,” Cosmopolitan Philippines, March 29, 2019. 19 Julie Cabatit-Alegre, “Sunblock is the best anti-aging secret,” The Philippine Star, September 10, 2019. 55+ 1% Source unless otherwise stated: Facebook data, people ages 18+, PH, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to 2018 2019 clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 11
ASIA PACIFIC | Food and Drink CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) THAILAND คฟั แฟะอาเมร คี าโน | Caffè Americano 1.5x YOY growth* 18-34 52% 65% 35% Coffee Comes Home Female Male 35-54 44% A craft coffee scene is brewing in Thailand as learning about tasting notes from the exacting 2018 2019 55+ 4% coffee moves from an export commodity to a baristas who craft their drinks. point of local interest. Q1 Q2 Q3 Q4 Q1 Q2 These popular hangouts are introducing a new Historically, coffee consumption has been low level of quality to the coffee experience and, ร ้านกาแฟ | Coffee Shop in Thailand because of its high cost, and most at the same time, underscoring the history of 20 brewed grounds have been cut with fillers the plant in Thailand. The coffee aficionados 22 YOY growth* like grains and spices. But foreign café chains who run these shops are cultivating new bean 1.2x 18-34 49% have entered the market in recent years, and varietals in Thai plantations, giving people fresh 69% 31% now, in part thanks to young entrepreneurs’ exposure to a crop grown in their home country. Female Male experiences abroad, independent coffee shops 35-54 45% are taking the lead. And the thirst for coffee extends beyond cafés: 23 People are looking for bottled versions of 55+ 6% 21 Bright, airy outposts in cities like Bangkok and coffee drinks in grocery stores as well, like 2018 2019 Chiang Mai are becoming popular hangouts the popular chilled Caffè Americano. The Q1 Q2 Q3 Q4 Q1 Q2 where people gather around carefully sourced buzz around coffee is growing as café culture light roasts, espresso drinks and pour-overs, takes root. เอสเปรสโซ | Espresso 1.6x YOY growth* 18-34 54% 67% 33% 20 “COFFEE & CULTURE: THAILAND,” The Bean Voyage, March 12, 2018. Female Male 21 Andrew Parks, “Bangkok Is Quietly Becoming the Craft Coffee Capital of Asia,” Travel and Leisure, December 22, 2018. 35-54 42% 22 “Thailand’s progress in producing specialty coffee,” The Way To Coffee, February 25, 2018. 23 “Nescafé outlays Bt200 million to expand its Americano range with new Zero Sugar variant,” The Nation Thailand, April 9, 2019. 55+ 4% Source unless otherwise stated: Facebook data, people ages 18+, TH, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 12
Trail Running UNITED KINGDOM Europe In Europe, traditions tend to hold fast. But as consumers become increasingly mindful of the ways their habits affect their bodies and the environment, they’re incorporating more responsible practices and materials—like sustainable textiles and meat substitutes—into their local customs. The 2020 Topics and Trends Report From Facebook IQ 13
Aloe Vera FRANCE FRANCE Veggie-Burger Screening Labels 15 GERMANY GERMANY Meat, Evolved 16 SWEDEN Fashioning the Future 17 UNITED KINGDOM Fitness Is Fun 18 UNITED KINGDOM Re-Commerce 19 Vintage Clothing UNITED KINGDOM The 2020 Topics and Trends Report From Facebook IQ 14
EUROPE | Mind and Body CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) FRANCE Karité | Shea 1.8x YOY growth* 18-34 38% 87% 13% Screening Labels Female Male 35-54 50% In last year’s report, we found that people in The most popular French apps allow users 2018 2019 55+ 12% the US are paying more attention to consumer to scan barcodes on food and personal care goods labels. Now we’re seeing the same items to assess how healthy they are. On the Q1 Q2 Q3 Q4 Q1 Q2 24 in France, where apps are helping people top app alone, people are now scanning over 26 investigate ingredients more easily than ever. 2 million items per day to detect nutrients, Aloe Vera antioxidants and pollutants in products and The trend is fueled by people’s growing help guide their purchases. 25 YOY growth* chemical literacy, particularly concerning 1.4x 18-34 37% 27 87% 13% skincare. After reading about the efficacy Using apps to identify natural ingredients and potential harms of particular ingredients like shea and aloe vera helps people see past Female Male online, people are learning not to take brands’ branding and make more informed personal 35-54 50% promises at face value. care decisions. In the age of the conscious consumer, tech is adding more advanced tools 2018 2019 55+ 13% to shoppers’ belts. Q1 Q2 Q3 Q4 Q1 Q2 Antioxydant | Antioxidant 1.3x YOY growth* 18-34 35% 24 “The 2019 Topics & Trends Report from Facebook IQ,” Facebook IQ, December 11, 2018. 81% 19% Female Male 25 Angela Chen, “How the world of skincare is encouraging more women to explore science,” The Verge, July 30, 2018. 35-54 47% 26 “Yuka Case Study,” Scandit, 2018. 27 Mara Leighton, “17 cult-favorite French pharmacy skin-care products you can buy online,” Business Insider, February 26, 2019. 55+ 18% Source unless otherwise stated: Facebook data, people ages 18+, FR, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 15
EUROPE | Food and Drink CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) GERMANY Veggie-Burger YOY growth* 2.4x 18-34 25% 56% 44% Meat, Evolved Female Male 35-54 60% 29 55+ 15% Germany is known for its meat-centric cuisine. vast quantities of veggie “meat” to appease 2018 2019 But in recent years, people across the country the national palate. This year, a leading have adopted veg-heavy diets for health and German meat company debuted a line of Q1 Q2 Q3 Q4 Q1 Q2 30 31 environmental reasons, giving the country one vegan “deli meats” ; a vegan butcher shop is 28 of the highest rates of vegetarianism on the thriving in Berlin; and in a recent survey, 20% Vegetarismus | Vegetarianism planet. And this momentum has inspired local of Germans under the age of 24 reported that 32 companies to produce more vegan packaged they had purchased meat alternatives like foods than any country in the world. veggie burgers in recent months. 1.5x YOY growth* 18-34 21% 57% 43% Still, the meat-loving tradition holds. To replace As environmental awareness mounts, Germans Female Male animal products, Germany is also producing are developing a taste for sustainability. 35-54 55% 2018 2019 55+ 24% Q1 Q2 Q3 Q4 Q1 Q2 Fleisch | Meat 1.3x YOY growth* 18-34 23% 28 Benjamin Elisha Sawe. “Countries With The Highest Rates Of Vegetarianism.” WorldAtlas, September 20, 2019. 55% 45% 29 “The rise of meat substitutes,” DW, November 6, 2019. Female Male 30 Nicole Axworthy, “GERMAN MEAT GIANT TO DEBUT VEGAN DELI MEAT,” VegNews, March 10, 2019. 35-54 53% 31 “Virtual Wurst: A vegan butcher in Berlin,” DW, February 5, 2018. 32 “Germany continues to dominate global vegan new product development,” Mintel, July 30, 2018. 55+ 24% Source unless otherwise stated: Facebook data, people ages 18+, DE, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 16
EUROPE | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) SWEDEN Atmosfär | Atmosphere 1.7x YOY growth* 18-34 11% 52% 48% Fashioning the Future Female Male 35-54 48% Sweden is leading the environmental broadly. And to mitigate further damage, 2018 2019 55+ 41% movement on a global scale: Considered one people are supporting emerging brands 33 of the most sustainable countries on Earth, that set a new standard for sustainability: Q1 Q2 Q3 Q4 Q1 Q2 35 it accounts for less than 0.2% of total global One company is salvaging wool from local emissions and is aiming to remove fossil fuels sheep farms to produce a limited line of “slow Plast | Plastic in cars by 2030. So it comes as no surprise that fashion” garments that are made to last with people in Sweden are pioneering sustainable high-quality materials. Another company is fashion trends. working with cotton farmers to reduce their 1.1x YOY growth* 18-34 13% 36 60% 40% water and chemical use in denim production. Female Male Recognizing fashion’s astronomical levels 35-54 49% of carbon, water and plastic waste, Sweden The world has always looked to Sweden 34 canceled Stockholm’s fashion week this year for style, and now we can look to them for to draw attention to the industry’s effects on sustainable fashion as well. 2018 2019 55+ 38% the atmosphere and the environment more Q1 Q2 Q3 Q4 Q1 Q2 Bomull | Cotton 1.5x YOY growth* 18-34 10% 33 “Sweden tackles climate change,” Sweden.se, October 5, 2018. 77% 23% Female Male 34 “Sweden scraps Stockholm Fashion Week due to environmental concerns,” Euronews, July 3, 2019. 35-54 55% 35 Lucy Sheriff, “A Small Swedish Startup Wants To Tackle A Hypocritical Fashion Industry - With Wool,” Forbes, May 13, 2019. 36 “Swedish fast fashion promises to go sustainable,” Euronews, July 11, 2019. 55+ 35% Source unless otherwise stated: Facebook data, people ages 18+, SE, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 17
EUROPE | Mind and Body CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED KINGDOM Trail Running 1.3x YOY growth* 18-34 23% 51% 49% Fitness Is Fun Female Male 35-54 68% Following a trend pioneered in the US, a new Outside of the boutique fitness world, people 55+ 9% 39 2018 2019 crop of boutique fitness centers is bringing are attending trail running festivals in Surrey the UK workout into a party setting, helping and Wales, which combine fitness with musical Q1 Q2 Q3 Q4 Q1 Q2 people blow off steam and have fun while they acts, confirming that a runner’s high is enough get in shape. for a great weekend. Strength Training Popular studios are hosting dance-based And business is booming: In 2019, the UK 37 1.1x YOY growth* classes under neon lights with glow sticks, health and fitness market value exceeded 18-34 44% 40 43% 57% and silent disco bootcamps are inspiring £5bn for the first time and is poised for more people to get out and move. One US export growth as fun fitness opportunities proliferate. Female Male is even replacing pub crawls with sweat 35-54 51% crawls38—traveling workouts that hit multiple fitness clubs for cardio and strength training 2018 2019 55+ 5% instead of bars for drinks. Q1 Q2 Q3 Q4 Q1 Q2 Neon 1.3x YOY growth* 18-34 38% 37 Hilary Mitchell, “People in Edinburgh are raving about this new type of exercise class where you dance yourself fit,” Edinburgh Live, 59% 41% January 3, 2019. Female Male 38 Shirin Kale, “Squat party: how the gym became the new nightclub,” The Guardian, July 31, 2018. 35-54 49% 39 Oliver Balch, “Natural high: The music festival for trail runners,” Financial Times, July 19, 2019. 40 Tom Walker, “Report: UK fitness sector worth £5bn, penetration rate hits 15 per cent,” Leisure Opportunities, May 17, 2019. 55+ 13% Source unless otherwise stated: Facebook data, people ages 18+, UK, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 18
EUROPE | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED KINGDOM Vintage Clothing 1.1x YOY growth* 18-34 30% 74% 26% Re-Commerce Female Male 35-54 47% 41 43 55+ 23% Thrifting is on the rise in the UK, particularly one vintage shopping app has over 15 million 2018 2019 on the smartphone. Buying vintage clothing active users. has always been a way to access luxury goods Q1 Q2 Q3 Q4 Q1 Q2 at lower prices, and as fashion trends move at On top of facilitating transactions, online a faster clip, younger shoppers are looking to thrifting is reshaping tastemaking. On these Luxury Goods differentiate themselves with unique pieces apps, users can participate as both buyers that their peers can’t emulate. And a crop and resellers. This gives everyone the 44 1.1x YOY growth* 42 opportunity to become an entrepreneur 18-34 33% of “re-commerce” apps is now making the 59% 41% exchange of used clothing faster and easier. and tastemaker by curating throwback 45 Female Male versions of high-fashion trends like blazers 35-54 51% 46 While traditional thrifting can be tedious and tie dye T-shirts. and time-consuming, online thrifting is more efficient, allowing shoppers to filter by brand, As reselling apps continue to grow in 55+ 16% size and other criteria. This convenience is popularity, shopping is taking its place as a 2018 2019 drawing people to online shopping platforms; peer-to-peer experience. Q1 Q2 Q3 Q4 Q1 Q2 Reseller 41 Jo Thornhill, “Shabby or chic? Secondhand is sold as a ‘sustainable’ way to designer savings,” The Guardian, November 24, 2019. YOY growth* 3.9x 18-34 68% 42 Lauren Levy, “The new eBays,” The Strategist, February 7, 2018. 86% 14% 43 Matthew Schneier, “Got it on Depop, the app that has Gen Z hooked on thrifting,” The Cut, August 19, 2019. Female Male 44 Annie Lord, “this is how to make loads of money on depop” i-D, July 19, 2018. 35-54 31% 45 Ellie Pithers, “10 Ways To Wear The Street Style Set’s Favourite Jacket,” Vogue UK, February 19, 2019. 46 Ella Alexander, “Tie-dye is back for 2019 and this is why,” Harpers Bazaar UK, June 19, 2019. 55+ 1% Source unless otherwise stated: Facebook data, people ages 18+, UK, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 22001818 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 19
Latin America Community has always been part of the fabric of Popular Culture Latin America. Now, as societies become increasingly BRAZIL urbanized and access to technology grows, we’re seeing new kinds of connections form across the region, from a blossoming art scene to a growing maker movement. The 2020 Topics and Trends Report From Facebook IQ 20
Tarot (Divination) ARGENTINA ARGENTINA Astrological Intuition 22 Maker Culture BRAZIL BRAZIL Tinker Time 23 BRAZIL ’80s Youth 24 MEXICO Indie Artspaces 25 MEXICO Little Tokyo Gets Big 26 Matcha Tea MEXICO The 2020 Topics and Trends Report From Facebook IQ 21
LATIN AMERICA | Mind and Body CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) ARGENTINA Inteligencia Emocional | Emotional Intelligence 1.1x YOY growth* 18-34 20% 73% 27% Astrological Intuition Female Male 35-54 55% Long viewed as a mystical way to predict in mental health treatment as well: In therapy 55+ 25% the future, astrological signs are becoming sessions, people are discussing49 the effects 2018 2019 tools for the present as people use their star of Mercury’s retrogrades on their lives, and Q1 Q2 Q3 Q4 Q1 Q2 50 charts as roadmaps to their dispositions. one hospital in Buenos Aires started using Amateur astrologers are using their signs to astrology in 2016 to treat anxiety in its mental Tarot (Adivinación) | Tarot (Divination) understand their personalities and to sharpen wellness program. their emotional intelligence, their ability to process their feelings and those of others. The drive for understanding extends beyond 1.1x YOY growth* 18-34 21% 51 78% 22% the self, as people use birth charts to analyze People are also sharing astrological the behavior of public figures. Female Male 47 35-54 54% memes, following tarot readers online and consulting their horoscopes daily through Argentina is discovering that, to look inward, it 48 helps to look to the stars. 55+ 25% apps. Astrology is beginning to play a role 2018 2019 Q1 Q2 Q3 Q4 Q1 Q2 Mercurio (Planeta) | Mercury (Planet) 1.1x YOY growth* 18-34 24% 47 “Horóscopo cool: por qué se da la revolución astrológica,” Noticias, August 1, 2019. 77% 23% 48 “5 apps para los fanáticos de la astrología,” La Nacion, January 25, 2018. Female Male 49 Por Sanam Yar, “La nueva psicología pasa por el tarot, la astrología y la ayahuasca,” infobae, September 1, 2019. 35-54 47% 50 “A hospital in Argentina is using astrology to treat mental health patients,” Science Alert, July 6, 2016. 51 “La carta natal de Mauricio Macri,” Clarin, October 24, 2019. 55+ 29% Source unless otherwise stated: Facebook data, people ages 18+, AR, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 22
LATIN AMERICA | Travel and Leisure CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) BRAZIL Maker Culture 1.6x YOY growth* 18-34 29% 51% 49% Tinker Time Female Male 35-54 60% As consumer technologies become more By teaching students how to make something 55+ 11% 53 2018 2019 affordable and accessible, maker culture is from nothing, schools are aiming to instill an 52 thriving in Brazil, with more people taking entrepreneurial spirit in kids. The phenomenon Q1 Q2 Q3 Q4 Q1 Q2 on DIY mechanical projects. extends to adults as well: One woman is leading 54 carpentry workshops for women of all ages Indústria | Industry People are increasingly experimenting with who aspire to explore the industry, either as technologies like 3D printing, electronic hobbyists or professionals. prototypes and laser cutting. This kind of DIY 1.3x YOY growth* 18-34 27% building has become so popular that schools As these types of programs continue to grow, 39% 61% are beginning to incorporate it into their people in Brazil are taking an increasingly Female Male curricula, even creating maker spaces, or hands-on approach to creativity and education. 35-54 44% FabLabs, equipped with manufacturing tools. 2018 2019 55+ 29% Q1 Q2 Q3 Q4 Q1 Q2 Protótipo | Prototype 1.1x YOY growth* 18-34 31% 33% 67% Female Male 52 Eduardo Marini, “Entenda o que é o Movimento Maker e como ele chegou à educação,” Educacao, February 22, 2019. 35-54 44% 53 Eduardo Marini, “A expansão da Cultura Maker nas escolas brasileiras,” Educacao, February 18, 2019. 54 Papo Aberto, “Eva Mota e a marcenaria para mulheres,” Avoador, September 23, 2019. 55+ 25% Source unless otherwise stated: Facebook data, people ages 18+, BR, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 23
LATIN AMERICA | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) BRAZIL Testeira | Headband 2.3x YOY growth* 18-34 53% 94% 6% ’80s Youth Female Male 35-54 41% The 1980s are trending in Brazil, particularly As people choose to go analog, their fashion 2018 2019 55+ 6% among young people born in the late ’90s and choices are falling in line with the ’80s aesthetic: 58 early aughts. That’s thanks to the internet, Neon, ruffled sleeves and lamé are all trending, Q1 Q2 Q3 Q4 Q1 Q2 which is memorializing the aesthetics of ’80s pop and sales of brands that were popular during 59 culture through videos, imagery and music. the decade are on the rise. High fashion 8 Bits designers, meanwhile, are recreating the looks Although it’s digital platforms that are bringing of the decade for a modern audience, YOY growth* people in touch with the decade, a part of the re-introducing exaggerated colors and 1.6x 18-34 61% 55 13% 87% appeal of the ’80s is its relative simplicity. To silhouettes and reviving headbands made with channel a less complicated time, people are Female Male velvet and suede.60 35-54 35% embracing vintage tech, turning to 8-bit video 56 games, and choosing to play music on cassette Younger generations are refreshing trends from 57 55+ 4% tapes instead of on streaming platforms. previous decades, and it appears that in Brazil, 2018 2019 a throwback is also a way forward. Q1 Q2 Q3 Q4 Q1 Q2 Popular Culture 55 Claudia Penteado, “A nostalgia que vende,” Epoca Negocios, July 18, 2019. 1.2x YOY growth* 56 “Batman: The Video Game – O Cavaleiro das Trevas em ação no Mega Drive!,” Tec Toy, November 15, 2019. 18-34 43% 57 Thales de Menezes, “Sucesso nos anos 1970 e 80, fitas K7 voltam a ser fabricadas no Brasil após 20 anos,” Folha De S. Paulo, May 23, 2017. 26% 74% 58 Mariana Inbar, “O revival dos anos 80 que dominou o Instagram – e as passarelas,” Vogue, February 7, 2019. Female Male 59 Letícia Naísa, “Saudade do que não vivi: Por que a nostalgia é ‘cool’ para juventude atual,” Tab, September 17, 2019. 35-54 42% 60 Morocco, “Tendência de cabelo: Os arcos “fazem a cabeça” das fashionistas,” L’officiel, April 6, 2019. Source unless otherwise stated: Facebook data, people ages 18+, BR, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 55+ 15% 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to 2018 2019 clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 24
LATIN AMERICA | Art and Design CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) MEXICO Arte Contemporáneo | Contemporary Art 1.7x YOY growth* 18-34 48% 41% 59% Indie Artspaces Female Male 35-54 37% 63 55+ 15% In the past, gallerists and curators have held media, and via their online reach, many are 2018 2019 the keys to the art world. Now, Mexico’s art garnering international acclaim. scene is undergoing a revolution thanks to DIY Q1 Q2 Q3 Q4 Q1 Q2 venues for contemporary art. As a result of this indie innovation, the art world’s attention is turning toward Mexico, Instalación (Arte) | Installation (Art) 64 In urban areas, artists are using particularly during an annual art fair that has 61 unconventional spaces as low-cost sites to become a part of the international circuit in experiment and innovate. Several collectives recent years. 1.3x YOY growth* 18-34 49% are turning out groundbreaking work from 37% 63% workshops in houses on the outskirts of Mexico As access to art continues to democratize, Female Male 62 expect to see more talent coming in and out of 35-54 42% City, and one music booker’s apartment has become a hot performance venue. Mexico in years to come. 55+ 9% This new crop of artists is reaching audiences 2018 2019 directly by sharing their work on social Q1 Q2 Q3 Q4 Q1 Q2 Taller | Workshop 1.1x YOY growth* 18-34 45% 57% 43% 61 Elizabeth Fullerton, “The Collectives Shaking Up the Mexico City Art Scene,” Elephant, February 6, 2019. Female Male 62 Maya Kroth, “This apartment may be the best place to hear live music in Mexico City,” PRI, June 25, 2018. 35-54 45% 63 Keph Senett, “Mexico city: the next must-visit destination for art lovers,” Evening Standard, July 16, 2018. 64 William Savinar, “Mexico City Is Quickly Becoming A Major Player For Global Artists,” GOOD, February 13, 2018. 55+ 10% Source unless otherwise stated: Facebook data, people ages 18+, MX, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 25
LATIN AMERICA | Food and Drink CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) MEXICO Alga | Seaweed 1.8x YOY growth* 18-34 59% 66% 34% Little Tokyo Gets Big Female Male 35-54 34% 66 55+ 7% Mexico may be known for tacos, mole and shops are brewing bamboo-whisked cups 2018 2019 other dishes native to the country, but of matcha tea and a new Tokyo-style record 67 Japanese cuisine is growing increasingly bar is serving drinks and bites set to tunes Q1 Q2 Q3 Q4 Q1 Q2 popular among locals. When the Japanese played on vinyl. One popular wine and sake 65 68 embassy opened in Mexico City in 1976, the bar is even serving a Mexican sake label. Soybean city’s Japanese community coalesced around it, opening restaurants and groceries like With businesses opening at an increasing 69 1.0x YOY growth* those in their country of origin. Recently, the clip, the area is drawing attention from 18-34 69% area dubbed “Little Tokyo” has seen a rush locals and international chefs alike. And 56% 44% other cities in Mexico are following suit, Female Male of new businesses—and visitors—revolving 35-54 22% around all things seaweed-wrapped and with burgeoning Japanese food scenes in 70 soybean-laden. Guadalajara and beyond. 2018 2019 55+ 9% In Little Tokyo, upscale sushi bars are opening next to spots serving yakitori skewers, coffee Q1 Q2 Q3 Q4 Q1 Q2 Té Matcha | Matcha Tea 65 Maya Kroth, “Mexico City’s Hidden Little Tokyo Is Full of Surprises,” AFAR, June 5, 2018. 1.2x YOY growth* 18-34 56% 66 Brooke Porter Katz, “In Mexico City, a Blossoming of All Things Japanese,” The New York Times, October 25, 2019. 81% 19% 67 Ryo Kan, “An Insider’s Guide to the Little Tokyo of Mexico City,” Vogue, January 23, 2019. Female Male 68 Brant Cox, “Le Tachinomi Desu,” The Infatuation, September 6, 2019. 35-54 39% 69 Chelsea Bengier, “Stroll Through Mexico City’s Incredible Little Tokyo Neighborhood,” Architectural Digest, April 8, 2019. 70 Andrea Rodríguez, “Japón en el paladar,” Milenio, August 21, 2019. 55+ 5% Source unless otherwise stated: Facebook data, people ages 18+, MX, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 26
Podcast UNITED STATES North America In North America, a sense of individualism often drives people’s choices, and this year, flexitarian diets, indoor gardens and other custom combinations are helping people have it their way. The 2020 Topics and Trends Report From Facebook IQ 27
Milk Bath UNITED STATES Beekeeper CANADA CANADA Beekeeping for Good 29 CANADA Plant Parents 30 UNITED STATES The Bath Is Back 31 UNITED STATES Flexitarianism 32 UNITED STATES From Pods to Screen 33 Succulent Plant CANADA The 2020 Topics and Trends Report From Facebook IQ 28
NORTH AMERICA | Travel and Leisure CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) CANADA Pollinator YOY growth* 1.2x 18-34 14% 74% 26% Beekeeping for Good Female Male 35-54 44% 73 55+ 42% In Canada’s major cities, beekeeping is another brings beekeeping to businesses 2018 2019 becoming a popular hobby. As people come and schools. Toronto has been building “bee to understand the importance of bees to the hotels”74 to provide shelter for swarmless bees, Q1 Q2 Q3 Q4 Q1 Q2 75 local ecosystem, they’re doing their part to and gardeners are learning what kinds of make Canada a hospitable place for these plants support bee life. Beekeeper pollinators to live. Even non-beekeepers are doing their part 71 YOY growth* As of this year, Canada has over 8,400 by logging bee sightings on a bumble bee 1.2x 18-34 17% 76 71% 29% beekeepers, spanning from backyard watch app that helps track the status of gardeners to entire social groups. One endangered species. Thanks to the bees, Female Male 35-54 72 45% program trains homeless men in beekeeping Canada is melding leisure and environmental as a form of service and socialization, and activism into one. 2018 2019 55+ 38% Q1 Q2 Q3 Q4 Q1 Q2 Flora 71 “Irish agtech company Apisprotect to double global bee monitoring in 2019 to monitor 20 million honey bees across the world,” Irish Tech News, September 10, 2019. 1.1x YOY growth* 18-34 18% 72 Maxime Ruel, “Urban Beekeeping Has Canadian Cities Buzzing,” Medium, September 11, 2018. 71% 29% 73 Hadi Hassin, “Comprendre l’apiculture urbaine à l’école, une alvéole à la fois,” Radio-Canada, June 1, 2019. Female Male 74 “Bee Hotel Winterizing (Hint: Don’t Do Anything!) and Maintenance,” Edmonton and Area Land Trust, October 5, 2018. 35-54 40% 75 “Plant for Bees, Butterflies, and Other Pollinators,” Canadian Wildlife Federation, 2019. 76 “What a buzz: How to help save the bees with your smartphone,” CBC, July 25, 2019. 55+ 42% Source unless otherwise stated: Facebook data, people ages 18+, CA, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 29
NORTH AMERICA | Art and Design CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) CANADA Succulent Plant YOY growth* 1.3x 18-34 30% 87% 13% Plant Parents Female Male 35-54 44% Indoor gardens are trending as people look to of their families and care for them accordingly— 55+ 26% 79 2018 2019 add greenery to their urban spaces. People in more people are ordering plants online and 77 Canada have been flocking to cities in recent sharing their fauna families on social media. Q1 Q2 Q3 Q4 Q1 Q2 years, focusing on work over leisure. #Plantstagram showcases collections of ferns, succulent plants and more, and one Canadian Houseplant While people focus primarily on their careers, 80 plant influencer has been offered a book deal houseplants offer vibrant living things to care for. based on his collection of greenery. In turn, plants act as living air purifiers and add a 1.5x YOY growth* 18-34 30% 81 82% 18% dose of nature, offering a sense of rootedness to Brands are taking note, using plants to create rented spaces. inviting spaces for customers to unwind as they Female Male shop. As the trend continues in Canada, there’s a 35-54 43% Thanks in part to a generation of plant greener future ahead. 78 parents —people who treat their plants as parts 2018 2019 55+ 27% Q1 Q2 Q3 Q4 Q1 Q2 Air Purifier YOY growth* 2.5x 18-34 35% 77 Jacqueline Hansen, “Think Millennials are leaving Canada’s big cities? Think again, RBC report says,” CBC, April 25, 2019. 80% 20% 78 Andrea Yu, “Plant parenthood: Cultivating the Millennial obsession with indoor plant babies,” The Star, May 9, 2019. Female Male 79 “9 places in Canada you can buy houseplants online,” Huffpost Canada eCommerce, August 28, 2019. 35-54 46% 80 Darryl Cheng. The New Plant Parent: Develop Your Green Thumb and Care for Your House-Plant Family. New York: Abrams Books, 2019. 81 Josh Duncan, “It’s official: Aritzia is opening a store in Kelowna this fall,” Shuswap Now, August 16, 2019. 55+ 18% Source unless otherwise stated: Facebook data, people ages 18+, CA, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to 2018 2019 clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 30
NORTH AMERICA | Beauty and Fashion CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED STATES OF AMERICA Milk Bath YOY growth* 1.4x 18-34 69% 91% 9% The Bath Is Back Female Male 35-54 23% Baths are moving back into the American As a part of this shift to customized care, 2018 2019 55+ 8% mainstream as people embrace different regular people are detailing their own bath forms of self-care. Celebrities are divulging time routines on social media, using it to show Q1 Q2 Q3 Q4 Q1 Q2 82 routines involving nightly milk baths, off their suds, their chill-out music picks and said to naturally exfoliate and soothe skin their products. Chill-Out Music 83 inflammation. And beauty influencers 84 As people continue to discuss their bath are touting, the benefits of temperature variation—switching water from hot to cold routines, “me time” is becoming an opportunity 1.1x YOY growth* 18-34 64% to activate the lymphatic system—and to connect. 59% 41% Female Male sharing DIY recipes that incorporate everyday 35-54 26% materials like sea salt into the soak. 2018 2019 55+ 10% Q1 Q2 Q3 Q4 Q1 Q2 Sea Salt 1.1x YOY growth* 18-34 23% 78% 22% 82 “What are the benefits of a milk bath, how do you take one, and is it safe?,” Healthline, February 26, 2019. Female Male 83 “The age of bathfluence,” The New Yorker, September 28, 2019. 35-54 50% 84 “The 2-minute shower routine that a derm and acupuncturist say will jolt you awake,” Well+Good, September 12, 2019. 55+ 27% Source unless otherwise stated: Facebook data, people ages 18+, US, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 31
NORTH AMERICA | Food and Drink CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED STATES OF AMERICA Methane YOY growth* 1.3x 18-34 13% 40% 60% Flexitarianism Female Male 35-54 31% 86 People in the US are becoming increasingly environment and their bodies without nixing 2018 2019 55+ 56% aware of their impact on the environment and, their favorite dishes. A survey across the US 85 87 in turn, are working to eat more sustainably. reports that one third of Americans now Q1 Q2 Q3 Q4 Q1 Q2 88 89 While cutting out animal products is widely consider themselves “flexitarian,” adopting a regarded as a way to reduce methane plant-based diet while occasionally indulging in Pea Protein 90 emissions that contribute to a warming climate, animal products. Many people are replacing many people don’t want to sacrifice entire some meat with pea protein and other YOY growth* 1.1x 18-34 26% groups of food. substitutes, saving meat for special occasions. 84% 16% So a new wave in food is relaxing the rules of As people look to care for their bodies and the Female Male dieting and allowing people to dabble in veg- environment, these flexible diets allow them to 35-54 55% heavy routines that help them do better by the have it all. 2018 2019 55+ 19% Q1 Q2 Q3 Q4 Q1 Q2 Plant-Based Diet 85 Jane E. Brody, “A Guide to Sustainable Eating,” The New York Times, April 8, 2019. 86 “Plant-based Proteins - US - May 2019,” by Mintel, May 2019. YOY growth* 87 Zoya Gervis, “One third of Americans consider themselves ‘flexitarian,’” New York Post, October 26, 2018. 1.1x 18-34 27% 88 Monica Watrous, “What we’ll be eating in 2021, according to robots,” Food Business News, October 29, 2019. 74% 26% 89 Lavanya Ramanathan, “How ‘plant-based’ rebranded vegan eating for the mainstream,” The Washington Post, February 15, 2019. Female Male 90 Larissa Zimberoff, “The Rise of the Pea: How an Unassuming Legume Emerged as a Frontrunner in the Race to Replace Meat and 35-54 47% Dairy,” Time, August 15, 2019. Source unless otherwise stated: Facebook data, people ages 18+, US, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 55+ 26% 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 32
NORTH AMERICA | Entertainment CONVERSATION OVER TIME (Jan 2018–Jun 2019) AGE (Jan 2018–Jun 2019) GENDER (Jan 2018–Jun 2019) UNITED STATES OF AMERICA Miniseries YOY growth* 4.5x 18-34 25% 49% 51% From Pods to Screen Female Male 35-54 47% 91 93 55+ 28% Podcasts have exploded in popularity in recent Fans have gone wild for podcast storylines that 2018 2019 years, with more listeners and content than have been adapted into miniseries on streaming 22001818 22001919 ever before. Now, shows with cult followings are platforms this year. And podcasts that have Q1 Q2 Q3 Q4 Q1 Q2 92 94 making the jump to TV, where they’re being been made into movies are faring even better: 95 brought to life with big-name actors and high One podcast-based film that debuted in 2019 Podcast production value. For listeners who have formed is being teased as major award material, and a personal relationship with a show through their another popular thriller film used a podcast as headphones, a screen adaptation presents an a companion piece this year to help viewers 1.1x YOY growth* 18-34 37% opportunity to engage in more dimensions—and immerse themselves in the story in a new way.96 46% 54% Female Male to bring friends along to watch. 35-54 48% It appears that the future of storytelling features disparate mediums working hand-in-hand. 2018 2019 55+ 15% Q1 Q2 Q3 Q4 Q1 Q2 Adaptation 91 “Podcast Statistics: Growth and Demographic Data for 2019,” Buzzsprout, April 25, 2019. 1.1x YOY growth* 18-34 28% 92 Jordan White, “In the race to turn podcasts into TV shows, the podcasts are winning,” The Verge, January 8, 2019. 47% 53% 93 Chelsea Batten, “11 Buzzworthy Podcasts Being Adapted Into TV Shows,” The Manual, November 9, 2018. 94 Emily Petsko, “S-Town Podcast Is Being Turned Into a Movie,” Mental Floss, June 13, 2018. Female Male 95 Elena Nicolaou, “The Farewell Is Based On A True Story, Which Is Still Sort Of A Secret,” Refinery29, July 12, 2019. 35-54 42% 96 Mark Malkin and Jenelle Riley, “Oscars: 11 Contenders on Track for a Nomination From the First Half of 2019,” Variety, July 9, 2019. 55+ 30% Source unless otherwise stated: Facebook data, people ages 18+, US, Jan 2018–Jun 2019. All topics chosen grew from June 2018 through June 2018 2019 2019. The topics are presented in the original language as they appeared in our data set. We have included a translation next to some terms to clarify their meaning. Q1 Q2 Q3 Q4 Q1 Q2 *Growth rates compare the total volume of the last month to the total volume of the same month in the previous year (Jun 2019 over Jun 2018). The 2020 Topics and Trends Report From Facebook IQ 33
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