# Anti-Anxiety Entrenchment New product experiences are designed around alleviating consumer anxiety. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Feb 28, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/antianxiety-entrenchment ## Key Figures - Trend score: 4.4/10 - Evidence articles: 5 ## What is the Anti-Anxiety Entrenchment trend? **Anti-Anxiety Entrenchment:** Moving beyond pseudo-medicinal treatments and meditation-adjacent experiences, brands are now designing products and experiences with built-in features that take aim at the present culture of anxiety. ## The consumer insight behind the Anti-Anxiety Entrenchment trend Consumer anxiety is aggravated by different environmental, political, economic, and/or social factors, and given the hyper-connected context of today, many consumers experience increased levels of restlessness. This facilitates a demand for lifestyle products that can offer some relief—whether temporary or long-term. In this space, consumers prioritize non-invasive, holistic approaches that can be seamlessly introduced, appealing to their need for convenience during their busy day-to-day. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 28, 2017 to Dec 18, 2018 - Published: Feb 28, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Anti-Anxiety Entrenchment trend ### Anxiety-Alleviating Products Consumer anxiety is on the rise, leading to a demand for non-invasive, holistic approaches that offer relief. ### Customized Stress-Reduction Experiences Consumers are seeking experiences and products that specifically target stress reduction and offer relief from the pressures of modern life. ### Holistic Schedules 'The Habit System' planner is an example of a trend towards holistic scheduling that enables users to feel in control and alleviate feelings of being overwhelmed in a busy lifestyle. ## What the Anti-Anxiety Entrenchment trend means for industry ### For Wellness Industry The wellness industry is at the forefront of providing products and experiences that address consumer anxiety and promote holistic approaches to health and wellness. ### For Travel Industry The travel industry can take advantage of the anxiety-alleviating trend by offering customized stress-reducing experiences such as Monarch Mood Food for airline passengers. ### For Home Goods and Bedding Industry The growing popularity of anxiety-alleviating bedding such as the 'LEVIA' weighted blanket offers opportunity for innovation and disruption in the home goods and bedding industry. ## Workshop question With the current culture of anxiety future generations find themselves in, how can you offer a product experience that includes a built-in antidote to the concerns of today's consumer? ## Trend signals for Anti-Anxiety Entrenchment Trend score 4.4 out of 10, from popularity 65%, activity 59%, freshness 8%. - Popularity: 65% - Activity: 59% - Freshness: 8% ## Examples of the Anti-Anxiety Entrenchment trend 5 featured examples from Aug 28, 2017 to Dec 18, 2018. - [Serene Retail Experiences](https://www.trendhunter.com/trends/shanghai-brand): Yiduan Shanghai Arranges a Harmony-Driven Interior for a Shanghai Brand (Category: Art & Design) Implication: Opportunity for designers and architects to create minimalist and harmonious retail environments that connect indoor and outdoor spaces. - [Sparkling Anti-Anxiety Beverages](https://www.trendhunter.com/trends/herbal-natural-drink): The Herbal Natural Drink is Made with Valerian Root and Jasmine (Category: Lifestyle) Implication: The rise in demand for stress-reducing and relaxation beverages calls for innovation in the beverage manufacturing industry to create products that cater to this need. - [Stress-Reducing Schedule Planners](https://www.trendhunter.com/trends/the-habit-system): 'The Habit System' Planner Sets Individuals Up for Success (Category: Art & Design) Implication: Creating innovative planners that marry functional, traditional designs with modern aesthetics and features to meet the changing needs of consumers. - [Anxiety Alleviating Bedding](https://www.trendhunter.com/trends/levia-weighted-blanket): The 'LEVIA' Weighted Blanket Helps You Fall Asleep Faster (Category: Lifestyle) Implication: Opportunity for disruptive innovation in the home furnishings industry through the development of weighted bedding solutions. - [Stress-Reducing Airline Food](https://www.trendhunter.com/trends/monarch-airlines): 'Monarch Mood Food' was Designed by a Food Psychologist (Category: World) Implication: Airline companies can revolutionize the in-flight experience by providing stress-reducing food that improves passengers' mental and physical well-being. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (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) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)