Category
Lifestyle
Performance Powders
Trend cluster
Category
Academic
Consumption
Satiating a desire to learn, drinking games and products teach lessons.
3.2
Trend score
Trend
What is the Academic Consumption trend?
Academic Consumption: Perceived as a pastime that negatively affects cognitive function, drinking is being rebranded by products and games that teach palpable lessons while still allowing the drinker to maintain levels of consumption. Catering to college students with education on their minds, the products blend work and play to positively imprint the notion of alcohol consumption on those just coming of legal age to drink.
Trend themes
Themes within the Academic Consumption trend
Three behaviours holding the trend together01
Education Consumption
Products and games that teach palpable lessons while still allowing the consumer to maintain levels of consumption.
02
Interactive Alcohol Education
Alcohol education through interactive and visually appealing means such as periodic tables and infographics.
03
Recreational Drinking
Reinventing nostalgic games such as Jenga to incorporate recreational drinking in a playful yet competitive style.
Industry implications
What the Academic Consumption trend means for industry
Where the trend changes the playbookFor
Alcohol Industry
Creativity in alcohol production and marketing to cater to younger audiences interested in learning about drinking and its impact.
For
Education Industry
Interactive and gamified education on alcohol consumption to approach the topic in an engaging and thought-provoking manner.
For
Recreational Industry
Reinventing nostalgic games and creating new ones that incorporate recreational drinking in a fun and playful way.
Trend signals
Trend signals for Academic Consumption
Trend score 3.2 out of 10, from popularity 48%, activity 41%, freshness 8%.
Popularity48%
Activity41%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Academic Consumption trend
5 featured examples from Jun 7, 2013 to Sep 24, 2015CategoryLifestyle
Topographic Beer Drinking Infographics
This Infographic Shows Each State's Most Popular Beer
Opportunity to disrupt the beer brewing industry by introducing new brewing techniques and flavors to compete with established companies.
CategoryLifestyle
Fool-Proof Vino Branding
Learn the Basics About Drinking and Food Pairings with Wines for Dummies
The Wines for Dummies collection targets the wine education industry, offering a simple and approachable way for consumers to learn about wine.
CategoryLifestyle
Cocktail Chemistry Charts
This Periodic Table Categorizes Types of Alcoholic Beverages
Companies that produce alcohol can take advantage of innovative ways to differentiate and promote their products through creative branding and education materials.
CategoryLife-Stages
Boozy Block-Building Games
This Re-Invented Jenga Game Incorporates Playful Recreational Drinking
The gaming industry can explore opportunities to develop more creative and engaging drinking games like Drunken Tower.
CategoryPop Culture
Scientific Drink Sets
These Chemistry Sets Can Help You Determine Amount of Alcohol You Consume
The kitchenware industry can explore incorporating chemistry-themed designs into drinkware to cater to science enthusiasts and entertain guests.
