Why is this important for Brands?
Consumers will actively seek out play & escapism: from phygital food to multi-sensory experiences & nostalgic comforts, there's a whole world of magic out there for brands to create and for consumers to play with.
What's driving all of this?
We are living through a time of backlash: from wellness culture to the culture wars. Consumers have hit a saturation point, they've had enough of the constant bad news in the media – from war & environmental collapse to inequality & pandemics. Life has become overly serious. People are craving a return to play!
Consumers are looking to infuse their lives with joy again. They want brands to be transparent but also need a balanced life where positivity outshines endless negativity. They want to switch off from passive consumption of the media's bad news to actively seeking escapism: turning off, relaxing & enjoying dedicated moments of play.
Data shows that this is happening right now:
Consumer desire for hedonistic play is currently emerging at the margins, but it's gradually seeping its way into the mainstream:
Adults who have playful personality traits aremore motivated, creative & spontaneous
Play is hugely important - and not just for children. As the BBC reports, adults with playful personality traits are more motivated, creative & spontaneous and enjoy lower blood pressure.
Nearly 2/3 of corporate executives think that companies should speak out on social issues
Research conducted by Brunswick Consulting found that whilst 63% of corporate executives unequivocally agreed that companies should speak out on social issues, only 36% of voters agreed the same.
#nightlux has had over 141.3 million views on TikTok
Various media outlets, from Elle to Business Insider, are reporting on the rise of the #nightluxe aesthetic: a movement which signals a significant 'vibe shift' away from wellness towards hedonism. Inspired by 1920s-era excess, this visual movement - which features darkly lit scenes, alcohol and glamorous surroundings - is trending across social media.
'Play: How It Shapes the Brain, Opens the Imagination, and Invigorates the Soul'