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eLearning > Lifestyle > Cracking the Leisure Code > Module 3 / 4

Leisure Through Tribalism

Instructor: Courtney Scharf
Future of Content
Download the Future of Content Trend Report
This module puts a focus on one of the biggest crises of our time, the loneliness crisis, and its massive impact on consumer entertainment preferences. As a result of the loneliness crisis, many consumers are prioritizing entertainment, be it in-person or online, that puts a focus on meaningful connection.


Brands that put a focus on bringing people together will have a unique advantage in the future, by speaking to a deeply neglected human need to connect. In this section, you’ll learn more about the masters of this skill, and what particular social components make for more meaningful interactions.
Related Trend Report: Future of Content
Workshop Question:
What can your brand do to help its customers feel more connected?
View Innovation Webinars
Featured Insights
Anti-Loneliness
Brands take more active roles in combating the loneliness epidemic
Trend - With self-reported "loneliness" on the rise in wealthy countries around the world, brands are looking to combat this epidemic through everything from studying social eating habits to co-living design concepts. This involvement allows these companies to hone in on niche but widespread consumer interests, as well as provide the desired companionship.
Workshop Question - How could your brand work to enhance consumer health?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prosumer Podcasting
Everyday consumers break into the podcast space with specialized products
Implications - As one of the most accessible forms of media, podcasts are rapidly growing category. Feeding consumers' desire to break into the space are products that make high-quality podcasting more attainable to everyday people. Speaking to the way in which entertainment and media is becoming more democratized as a whole, this is a clear way in which companies are tapping into consumers' desire to create.
Workshop Question - Consumers today want to create things on their own terms. How can your brand feed into this desire?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Podcasting
Brands are venturing into the world of podcasting for consumer engagement
Trend – As podcasts become a more popular form of media, brands are creating their own branded podcasts to further connect with consumers. Since podcasts typically have a niche focus or theme, they offer more targeted platforms that speak directly to smaller groups of potential or loyal customers. These podcasts can be observed in a range of industries that include everything from alcohol to interior design.

Insight – Branded podcasts diversify businesses' reach by leveraging platforms that are already aligned with consumers' daily entertainment-based habits–particularly those of younger demographics. The shift towards creating company-specific podcasts comes as Millennial and Gen Z consumers seek out more authentic interactions with the brands they align themselves with. With many people no longer buying into the "one-size-fits-all" approach to campaigning, branded podcasting is able to cement brand loyalty for young consumers who turn to brands that appeal to their specific interests.
Workshop Question - What is one alternative platform that your brand currently isn't using, but could?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Podcast Co-Branding
The popularity of several podcasts expands into branded products & platforms
Trend - As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.
Workshop Question - How might you integrate emerging consumer content and media platforms into your business model?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Podcast Empowerment
Brands focus their content around themes of support and boosting self-esteem
Trend - Moving beyond simply entertainment or educational resources, brands are focusing online content towards more motivational, uplifting sentiments. Tackling subject matters like self-esteem, empowerment, and diversity, brands, along with consumers, are focusing on specific platforms like podcasts to focus on ways in which they can support and boost others in the community.
Workshop Question - In what ways are you currently empowering or supporting your core consumers on issues that matter most to them? What platforms or social outlets could you tap to better connect with them on a day-to-day basis?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sensorial Entertainment
Brands conceptualize sensory entertainment for people with impairments
Trend - Companies are offering technological developments that help individuals with visual or hearing impairments to enjoy the arts and other entertainment-based experiences in alternative forms. These offerings allow for brands to better reach consumers that are often excluded in the design and functionality of products of both necessity and entertainment.
Workshop Question - How could your brand better cater to traditionally excluded consumer groups?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Paired Consumption
Food brands pair their products with curated music selections
Trend - Food and beverage brands are enhancing the consumption experience by pairing their products with musical or auditory selections, which aim to evoke feelings in the customer. By curating musical associations with the products they offer, these brands are able to create more interactive and creative purchase experiences for consumers, at a low cost to the brands themselves.
Workshop Question - How could your brand pair music, or another form of creative expression, with its product/service?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authenticity On-Demand
Connection is secured through micro-moment companionship services
Implications - In today's fast-paced and often lonely world, on-demand companionship products that extend beyond a simple transactional relationship work to fill in the gaps of our social experience (for example, helping seniors with their shopping rather than simply driving them to and from the store). While commoditized connection might not necessarily be a new idea, it's the extension of these services to fill everyday micro-moments that delivers the deeper, more authentic link to the world around them that humans so urgently crave.
Workshop Question - How has your brand responded to the increased expectations of authenticity that many consumers have for the brands they interact with?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experiential Purchase
Paths to purchase move beyond convenience into experiential realms
Implications - As streamlined payment options continue to evolve with the use of emerging tech, a shift toward more experiential purchasing solutions are on the rise to better engage consumers. Moving beyond mere convenience, brands are tapping into social platforms, multimedia outlets and even AI capabilities to add more memorable moments to the purchasing journey. Focusing on experience rather than speed, these paths to purchase are representative of a growing consumer desire for brand experiences that are engaging even prior to product consumption.
Workshop Question - Think of the typical path to purchase for your consumer. How could you tap into adjacent industries to elevate that experience into something more memorable?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Direct Social
Social media platforms offer interactive, direct-purchase features
Implications - Social media platforms kept afloat by ad revenue are now creating direct-purchase functions, whether interactive or still in traditional picture or video forms. These functions create additional sources of revenue for the brands and the social media platforms themselves, while offering consumers simplified, convenience-minded methods of purchase.
Workshop Question - How could your brand leverage direct-purchase options on popular social media platforms?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends