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FuturistU > Lifestyle > Cracking the Leisure Code > Module 2 / 4

Leisure Through Catalyzation

Instructor: Courtney Scharf
Progressive Wellness
Download the Progressive Wellness Trend Report
Here, we look at the role of self-improvement as it relates to what consumers want, and the way in which consumers are opting to spend their time and money on leisure experiences that improve them in some way, be it physically or mentally.


Within this section, you’ll get a deeper understanding of attitudes toward drinking, exercise and wellness experiences, and how they’re dramatically impacting what consumers want in several aspects of their lives.
Related Trend Report: Progressive Wellness
Workshop Questions:
1. What are some ways you could make consumer interactions with your brand more meaningful?
2. How could your brand be more directly involved in helping consumers feel fulfilled?
View Innovation Webinars

Featured Insights

Transformative Travel
Consumers seek out travel experiences that facilitate emotional growth
Trend - Going beyond health and fitness experiences alone, more and more travelers today are being drawn to retreats and travel opportunities that specifically foster personal growth. Typically building in methods like meditation and "circles" that are growing in popularity within and outside of travel, these experiences speak to a growing and deepening interest in self-mastery.
Workshop Question - What are some creative ways your brand could help its consumers reach their goals?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Booze-Free Bar
Brands focusing on consumer health and leisure offer non-alcoholic experiences
Trend - Bars and pubs still have a significant place in the lifestyles of consumers and a place of leisure and socialization. Companies are increasingly creating non-alcoholic establishments that operate much in the same way that conventional bars do but without alcohol. This includes providing cocktails, tastings, pairings and more.
Workshop Question - How can your brand better align with today's consumer desire for non-alcoholic leisure?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-ABV Brew
Low-alcohol beers emerge as consumers look to indulge more moderately
Trend - With low-ABV cocktails making their way onto myriad drink menus over the last few years, beer brands are officially following suit as evidenced by a number of recent low-alcohol beer launches.
Workshop Question - How can you better cater to consumers looking for low-alcohol beverage experiences that align with their new priorities without compromising quality and taste preferences?
2.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Sustainable Bar
Eco-friendly bar concepts hint at the future of food and beverage retail
Trend - As sustainability becomes a bigger priority for consumers, institutions, and brands--eco-friendly bars are beginning to pop-up. These bars prioritize waste-reduction, upcycling, and water conservation.
Workshop Question - How could your brand more authentically prioritize sustainability?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alcohol Wellness
The alcohol industry takes inspiration from popular wellness practices
Trend - The continued popularity of the wellness (or self-care) industry in North America has resulted in alcohol brands now being inspired by various wellness practices. Products in this space include everything from electrolyte-infused beers to "mindfulness" wine branding.
Workshop Question - What popular industry could your brand realistically take inspiration from?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Alcohol
Childhood nostalgia is paired with alcohol to draw the attention of Millennials
Trend - Restaurants and brands are offering alcoholic beverages in packaging that taps the childhood nostalgia of consumers of age. Offered in various formats, including juice boxes, these novelty products are often paired with an Instagrammable aesthetic.
Workshop Question - How can your brand tap nostalgia to draw in consumer attention?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sober Community
"Sober curious" consumers are aided by modern communities
Trend - People who are choosing to avoid alcohol for reasons less serious than addiction are finding support and socialization in new versions of sober support groups. These communities include everything from alcohol-free bars to non-alcoholic wine clubs.
Workshop Question - How is your brand prioritizing the health-focused values of Millennials and Gen Z?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Breakfast Beer
Brands are launching interesting beer flavors to tap into consumer curiosity
Trend - Both breakfast restaurants and beer brands are experimenting with fusing the alcoholic beverage and the sensibilities of early morning dining. From red ales infused with bacon to coffee-accented stouts, the products offer interesting tastes to consumers.
Workshop Question - Conceptualize a product hybrid to capture consumer attention.
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Upcycled Alc
Alcohol brands are using food waste to flavor their beverages
Trend - Brands in the alcohol space are releasing everything from beer to gin that are made with upcycled ingredients. These include everything from gins made from surplus beer, to beers made from citrus peels.
Workshop Question - How is your brand appealing to eco-conscious consumers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
QSR Alcohol
Fast-food restaurants enter collaborations with breweries to tap novelty
Trend - Quick serve restaurants are partnering up with alcohol brands to entice adult consumers. Available both in restaurants and for takeout, these co-branded drinks are mostly offered as limited-time releases.
Workshop Question - How can your brand engage consumer curiosity through collaboration?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Alcohol Bar
Bars that prioritize low or non-alcoholic beverages appeal to Gen Z consumers
Trend - Known to drink less than their predecessors, Gen Z is being targeted by brands that are focused on low-alcohol experiences. Instead of the traditional alcohol-fueled bar experience, emerging spaces are offering bars that have low-alcohol or non-alcohol cocktails.
Workshop Question - How is your brand drawing in Gen Z customers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends