Contrary to analysts’ predictions of a Roaring Twenties revival, the consumer landscape is currently dominated by brands that offer pared-back indulgence. 

Economic inflation and political uncertainty might have 1920s undertones but people — reeling from the aftershocks of COVID-19 — are prioritizing their mental and physical health, and taking stock of life after lockdowns. Consumers across the globe want support: 83% expect the healthcare industry to play a significant role in making sure they’re as healthy as possible, closely followed by food & beverage (77%), tech (74%), retail (64%) and finance (60%) industries (Edelman, March 2023).

From the continued growth of nolo-alcohol, to vegetable-enriched ice cream, modest club nights and mindful party vacations, we’re seeing brands meet consumers at their level by delivering treats with fewer (or no) physical health drawbacks. Amid the current economic downturn, can you provide hedonism with a guard rail?

The US Surgeon General released a report last month declaring that loneliness is at epidemic levels. This problem isn't limited to the US: in April 2023, the South Korean government announced it would pay up to USD 500 per month to combat loneliness among its youth.

Consumers are taking matters into their own hands, too. Google Trends revealed that searches for "how to make friends," "where to make friends," and "where to meet people" reached a record peak in May 2023.

Against this backdrop, brands are stepping into the role of social guides and guardians. Can you transform part of your brick-and-mortar locations into communal meeting spaces, lure loners out through gamification or join forces with institutions that are already fighting the good fight?