# Academic Consumption Satiating a desire to learn, drinking games and products teach lessons. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jan 24, 2014 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/academic-consumption ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jun 7, 2013 to Sep 24, 2015 - Published: Jan 24, 2014 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Academic Consumption trend ### Education Consumption Products and games that teach palpable lessons while still allowing the consumer to maintain levels of consumption. ### Interactive Alcohol Education Alcohol education through interactive and visually appealing means such as periodic tables and infographics. ### Recreational Drinking Reinventing nostalgic games such as Jenga to incorporate recreational drinking in a playful yet competitive style. ## What the Academic Consumption trend means for industry ### For 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 for Academic Consumption Trend score 3.2 out of 10, from popularity 48%, activity 41%, freshness 8%. - Popularity: 48% - Activity: 41% - Freshness: 8% ## Examples of the Academic Consumption trend 5 featured examples from Jun 7, 2013 to Sep 24, 2015. - [Topographic Beer Drinking Infographics](https://www.trendhunter.com/trends/popular-beer): This Infographic Shows Each State's Most Popular Beer (Category: Lifestyle) Implication: Opportunity to disrupt the beer brewing industry by introducing new brewing techniques and flavors to compete with established companies. - [Fool-Proof Vino Branding](https://www.trendhunter.com/trends/wines-for-dummies): Learn the Basics About Drinking and Food Pairings with Wines for Dummies (Category: Lifestyle) Implication: The Wines for Dummies collection targets the wine education industry, offering a simple and approachable way for consumers to learn about wine. - [Cocktail Chemistry Charts](https://www.trendhunter.com/trends/types-of-alcoholic-beverages): This Periodic Table Categorizes Types of Alcoholic Beverages (Category: Lifestyle) Implication: Companies that produce alcohol can take advantage of innovative ways to differentiate and promote their products through creative branding and education materials. - [Boozy Block-Building Games](https://www.trendhunter.com/trends/jenga-game): This Re-Invented Jenga Game Incorporates Playful Recreational Drinking (Category: Life-Stages) Implication: The gaming industry can explore opportunities to develop more creative and engaging drinking games like Drunken Tower. - [Scientific Drink Sets](https://www.trendhunter.com/trends/chemistry-sets): These Chemistry Sets Can Help You Determine Amount of Alcohol You Consume (Category: Pop Culture) Implication: The kitchenware industry can explore incorporating chemistry-themed designs into drinkware to cater to science enthusiasts and entertain guests. ## Recent trend clusters - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Commemorative Tennis Sneakers](https://www.trendhunter.com/trends/the-roger-centre-court) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)