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FuturistU > Lifestyle > New Leisure Rules > Module 1 / 4

Intro to New Leisure Rules

Instructor: Courtney Scharf
In this module, Trend Hunter's Chief Client Officer, Courtney Scharf, tracks changes in the leisure category brought on by the COVID-19 pandemic, shedding light on trends that have evolved in curious ways during a time of great upheaval. What in the world of entertainment and leisure is now irrelevant? What does your team need to focus on to stay afloat during these chaotic times?
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Insights by Trend Hunter AI

Intergenerational Tech
Connecting family members virtually becomes easier post-pandemic
Trend - During the Crisis and Chaos phases of the pandemic, many consumers were hesitant to visit loved ones in person -- this was especially prevalent for the Baby Boomer demographic, who belonged to a higher-risk group. So the aging demographic turned to virtual options to adapt. It seems this practice of digital connectivity among family members will continue into the post-pandemic world.
Workshop Question - How could you better accommodate the Baby Boomer's newfound interest in technology?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Comfort Commercial
Ad campaigns take on more positive and soothing themes
Trend - As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritizing "wellness" to help ease people's lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.
Workshop Question - How is your brand prioritizing post-pandemic transitions?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vaccination Apparel
Brands are launching fashion pieces designed to be worn while being vaccinated
Trend - As the COVID-19 vaccine becomes more accessible across North America, brands are launching commemorative pieces that users can wear to celebrate their vaccination. These range from shirts to dresses.
Workshop Question - How can your brand help commemorate special moments for consumers?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Companions
Digital platforms keep travelers informed during COVID-19
Trend - Airlines and airports are launching digital platforms containing information for travelers. The aim is for these platforms to house the most current information regarding COVID-19, such as rules, requirements, testing options and a space to record test results and vaccination records.
Workshop Question - How could your brand better educate and maintain transparency with its customers?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vaccine Pay
Brands are offering paid time off to allow employees to receive the COVID-19 vaccine
Trend - Many brands are offering paid time off to encourage employees to schedule and receive their COVID-19 vaccines once they are eligible to do so. These brands span various industries, including quick-serve restaurants and department stores.
Workshop Question - How can your brand help limit financial barriers surrounding health for your employees?
2.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reskilling Workers
Brands help retrain out-of-work individuals amid the COVID-19 pandemic
Trend - In the wake of the COVID-19 pandemic, brands and governments are launching free initiatives to connect out of work individuals with retraining opportunities to find new job opportunities. These include scholarships, digital courses, and seminars.
Workshop Question - How is your brand supporting struggling customers?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Wellness
Brands offer beneficial services relating to dating
Trend - Brands are addressing the pressures and effort of dating by offering wellness-related solutions that give people more confidence in their dating abilities. Services include how-to guides and dating wellness workshops.
Workshop Question - How is your brand enhancing customer experiences?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Celebrity Curation
Celebrities are curating specialized boxes for consumers during COVID-19
Trend - In order to connect with their fan base, celebrities are partnering up with brands and curating specialized boxes and experiences that are useful to individuals during the COVID-19 pandemic—from fitness programs to grooming or snack boxes.
Workshop Question - Conceptualize a brand collaboration with a celebrity during COVID-19.
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
In-Mall Support
Brands are making it easier to support businesses located in shopping centers
Trend - The closure of in-store browsing and shopping in several regions due to COVID-19 has prompted shopper centers to create simplified solutions to help consumers shop locally. These include in-mall restaurant ordering platforms and mall-specific curbside apps.
Workshop Question - How can your brand make its products or services easier for consumers to support amid fluctuating shopping restrictions?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandemic Toy
Toy brands release products that help normalize the ongoing pandemic for children
Trend - Brands that create children's toys are developing products that are inspired by the ongoing pandemic. These items aim to normalize the current way of life for children, whether that's by celebrating essential workers or imitating life working from home.
Workshop Question - How could your brand prioritize pandemic education or establishing a sense of normalcy for children?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends