As the business landscape continues to evolve, small businesses are finding new opportunities to innovate and grow. In this episode of CO— Trend Watch, Editorial Directors Ciara McGibbon and Barbara Thau explore three key trends that are reshaping industries and consumer behavior.
From redefining life stages to the rise of resale platforms to the power of video as a marketing vehicle, these trends offer actionable insights for small businesses looking to stay ahead of the curve and drive growth.
Understanding the trends is key for SMBs navigating challenges such as inflation, supply chain disruptions, and shifting consumer expectations to prep for long-term success in a dynamic business landscape.
‘Redefining adulthood’ and the ‘new young’: Revamped consumer life stages present business possibilities for SMBs
The concept of adulthood is being reimagined, with consumers across generations breaking free from traditional age-based stereotypes. This trend, referred to as the "new young” by trend forecasting firm Mintel, highlights how Gen Z to baby boomer consumers are embracing products and services that align with their identities rather than their ages. For instance, millennials are exploring crafts, while baby boomers are kayaking — activities that defy conventional expectations.
This shift has been driven by shifts ranging from longer, healthier lifestyles to the pandemic’s impact on personal priorities. In turn, brands need to “remove clichés and think cross-generationally,” Thau said. By leveraging tools like AI to analyze consumer data, small businesses can better understand their customers’ identities and preferences, creating products and campaigns that resonate on a deeper level.
Small business takeaway
Businesses would be wise to rethink their marketing, product development, and services to focus on customer identity and purpose rather than age, using data-driven insights to create offerings that appeal to a broader, cross-generational audience. Citing Mintel’s Director of Consumer Trends, North America, Diana Kelter, Thau said brands should “embrace the muddiness of identity and think beyond generational silos.”
[Read the full story: Trend Watchers on 5 Key Trends Set to Impact Business in 2026]
The rise of resale platforms: Secondhand goes from niche to mainstream
Resale has transformed from a niche market into a trillion-dollar industry, encompassing fashion, electronics, home goods, and more. What was once associated with used goods has now gained prestige, with terms like “vintage” elevating its appeal. Big brands are partnering with resale platforms, and small businesses are finding innovative ways to tap into this growing market.
The trend is fueled by cost-conscious consumers, sustainability concerns, and supply chain challenges. For one, resale offers a tariff-free model and a way to manage excess inventory.
For example, 46-year-old camera reseller KEH Camera successfully pivoted from a catalog business to e-commerce by leveraging its expertise in authenticating and certifying merchandise. The result? “They’ve grown into a $100 million business by leaning into their expertise and meeting the demand for certified secondhand goods,” Thau said.
Small business takeaway
Explore how resale might fit into your business model, such as by offering certified secondhand goods or by highlighting sustainability to attract today’s consumers. “Resale has moved from the margins to the mainstream, creating a perfect storm of opportunity for businesses,” Thau said.
Video unlocks growth opportunities for small businesses
In today’s digital visual economy, video has become the dominant medium for engaging consumers and driving business growth. Platforms like YouTube, video-sharing platform Vimeo, and fast-growing livestreaming platform WhatNot are democratizing video creation, making it accessible for small businesses to both showcase their products and connect with customers. “Video is the modern-day currency of storytelling,” Thau said.
This comes as AI is also amplifying the impact of video by prioritizing businesses with video content in search results. In turn, creating product videos, customer testimonials, and user-generated content are increasingly becoming essential for businesses’ discoverability and customer engagement. For example, small businesses on WhatNot are using livestreams to auction products in real time, creating an interactive shopping experience that drives both sales and customer loyalty.
Small business takeaway
Invest in video content to enhance your marketing efforts and improve your online visibility. Use platforms like YouTube and TikTok to connect with your audience and leverage AI to optimize your content for search engines. “Video is critical for businesses to drive growth and connect with their audience in today’s digital-first world,” Thau said.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.