5 Things That Caught Our 👀 - Vol. 6

With trends and media evolving faster each day, here are five insights we think you should be aware of each month.

1. Drop the alcohol, keep the culture

While the sober-curious movement has been gaining momentum, particularly amongst younger generations, the desire for the moments that typically surround alcohol is strong. People still want the ambiance of wine bars and cocktail lounges, like Denver’s oney Elixir Bar or San Francisco’s Ocean Beach Cafe. They want the connection that is usually connected to drinking occasions.

A new dating app called Drybaby is centered around those who are sober-curious. Users can grab a drink, go out to dance, and do activities that would usually center around alcohol, without the drinking. People also still want the craft of cocktails, just not the alcohol itself. The NA sector grew nearly 30% in 2023 and brands like Ritual Zero Proof are leaning right in. A recent ad read, “cut out the alcohol, not cocktails.” There’s an opportunity for brands to pioneer the next chapter of social engagement - creating experiences and opportunities for connection in an alcohol-free setting.

Can Kombucha tastings take on the experience of wine tastings? Are Athletic Brewing-sponsored tailgates the next big thing? Does Ghia or Recess start a lounge? We’re here for it.

2. Actions Speak Louder Than Words

Greenwashing has created backlash for many brands. For others, they’ve stepped into action to do things around sustainability, not merely talk about it.

Coach’s Alter/Ego collection centers around the recycling of leather scraps which they say creates a 59-80% smaller carbon footprint compared to other styles. Madewell launched a new campaign that boasts their partnership with Reluxe Fashion - providing shoppers with luxury pre-loved clothing items. Brands are catching people’s attention with upgraded, sustainable materials like Estee Lauder’s glass packaging or Mapu’s handcrafted clay speakers. Bamboo pajamas have increased in searches over the last 2 years by 132%.

There’s a clear desire from both consumers and brands to adopt sustainable practices, but making them the new normal will be critical.  

3. Age is Merely a Number

While someone legally becomes an adult at 18, 56% of Gen Z argue adulthood comes much later. They see adulthood begin when they pay their own bills or become financially independent. To them, it's more likely they’re an adult when they are 27. People generally think ‘old age’ starts later - especially as people live longer. Many people continue to feel like a kid well into traditional adulthood and the desire for youthfulness can be found across generations.

Consider this - “fewer than 5% of brand strategies in health and beauty categories target Gen Xers,” yet they outspend other generations by 44%. There’s an opportunity for brands to champion youthfulness - across generations.  Squishmallows targeted Gen Alpha, then Gen Z became interested in the stuffed animals.

Are there even older generations who might also need a squeeze at the end of a long hard day? Other examples of this youthful spirit are the adult summer camps we referenced in our previous newsletter. 

4. Music is as important as the air we breathe

Music used to be a hobby or side interest that unveiled something unique about a person’s interests. Today, it’s no longer a hobby. Music gets people through most parts of their day. It’s a necessity - eat, drink, breathe, and listen. Audio and video streams were up 14.6% in 2023 which is in line with the continued increase that’s been happening for years.

Spotify is responding to this need for constant listening by now automatically creating offline playlists so people never have to go without their music. And products are being designed to accommodate the ‘always on’ need. Open-ear earbuds allow people to hear the world around them while simultaneously listening to audio and searches for these accessories have increased 8200% in the last two years.

This opens up the opportunity for nearly any brand to figure out how music could play a role in their experience. Windermere Real Estate was the first real estate brand to create a music channel on Spotify with home-based playlists.

Do education brands have the opportunity to create study companions? Beauty brands could create the going out glow up jams?

5. People want experiences

The desire for IRL experiences is real. A recent Spotify study found 61% of Gen Z said they were lonelier today than they had been a decade ago. In order to combat these feelings, they want to attend real-life events. 74% attended concerts, 37% podcast live shows, and 36% in-person podcast watch parties.

Tumblr’s latest research affirmed the behavior - noting people want to connect with brands and influencers in real life, rather than just online. H&M has leaned in -  creating event lineups in cities around the world where they connect music, fashion, and fans.

Will this change the role of spokespeople, influencers, and celebrity endorsements? How will this influence the media mix for brands? Online engagement will be a constant, but how do brands start to re-prioritize IRL events? Brands must consider how people can connect, touch, or feel their brand in person. Could Wrangler bring people together at a rodeo series in major cities? Or could Thrillist create “traveler’s lounges” in top destinations so like-minded travelers can meet up with one another?