PLEASURE PARADOX: Consumers seek joy with limitations
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?