From TikTokers creating weird and novel snack combinations to HNWIs taking tourism to new and extreme frontiers, immersive experiences rooted in the every day are satisfying consumers' appetites for more. Here are the top ten insights and behavioural shifts that got us talking in February.
🍿 TikTokers scavenge to create novel snack combinations – in what seems to be an evolution of the 'girl dinner' trend, the rat snacking trend sees TikTok users scavenging their pantries to create novel snack combinations. As audiences honour their body’s needs through intuitive eating, brands are helping them to lean into moments of indulgence and joyful snacking.
☕️ Coffee connoisseurs make beverages a lifestyle – coffee and other beverages have become an extension of people's identities, both IRL and online, amid an era defined by remote work and hustle culture. As people spend their money on coffee as a ‘little luxury’, brands are taking note and embedding themselves into the lifestyle of their audience through various touchpoints.
💰 Women seek greater financial literacy and independence – female-centric approaches to financial education are helping to equip women with the investment knowledge they need to increase wealth. With a mission to close the financial gender gap and help women invest, brands are creating community spaces that are a one-stop universe for financial knowledge.
👀 Young Americans drive growth of the ‘Introvert Economy’ – opting for nights in, experimenting with sober lifestyles, and adopting a holistic approach to wellness, the US is shifting to what's being called an 'Introvert Economy'. With younger generations opting for a more balanced approach to wellness, a new approach to hedonism is taking root.
❣️ Drag queens make concert hype accessible – Taylor Sheesh is a drag queen who recreates Taylor Swift’s performances in local mall shows and private events, making the concert hype accessible for fans while pushing queer visibility to the mainstream. As members of the LGBTQ+ community spearhead nuanced representation, alternative fandoms are celebrating fringe communities.
🔮 People are turning to the past to look to the future – nostalgia is often considered reactionary escapism during difficult times, allowing people to forget about the current state of play. Psychologist Clay Routledge speaks to Canvas8 about how nostalgia is a powerful tool that can bolster mental fortitude and emotional connections as people work toward future goals.
💭 Consumers expect brands to stand for something – Consumers expect brands to be activists, yet many attempts fall short or are perceived as opportunistic ‘woke washing’. Canvas8 spoke to Dr. Abas Mirzaei about the key dimensions of brand activism authenticity and how brands can take part in current cultural conversations without alienating themselves.
🌴 HNWIs take extreme tourism to the next level – HNWIs have the wealth to enjoy a range of earthly delights available but many are looking beyond typical holiday experiences as jetsetting goes extreme. As the ultra-wealthy take extreme risks to travel to the final frontiers, brands are tapping into this appetite for exploring the limits of human experience.
💬 Young girls discuss the 'perfect' body shape – TikTok's 'legging legs' trend has fuelled the spread of toxic beauty standards as young girls discuss the 'perfect' body shape. With signs that harmful body image tropes are returning via social media, platforms have a responsibility to protect users from potentially detrimental content.
💡 'Babygirl' moniker challenges rigid masculinity – 'Babygirl' has arisen as a Gen Z term of endearment for rugged yet sensitive men, like heartthrob actor Jacob Elordi – offering a tongue-in-cheek way to lovingly describe a new masculine archetype. Expectations of masculinity are shifting as people pick and choose aspects of conventional identities.
