Category
Lifestyle
Assisted Choices
Trend cluster
Category
Festival
Care
Music festivals have created a market for festival-specific self-care.
4.3
Trend score
Trend
What is the Festival Care trend?
Festival Care: With the music festival industry booming, brands are recognizing the need to fill a gap in self-care during these experiences, in order for festival goers to maintain their physical and mental well-being. Offering everything from festival-specific workouts to survival kits, this shift serves two functions–filling a clear, emerging consumer need, and working as an immersive marketing tool for the brands offering the products and services.
Trend themes
Themes within the Festival Care trend
Three behaviours holding the trend together01
Wellness-focused Festival Initiatives
With the rise of music festivals, brands recognize the need to fill a gap in self-care during these experiences by offering everything from festival-specific workouts to survival kits.
02
Innovative Eye Care
Brands are coming up with unique ways to encourage consumers to take care of their eyes, such as RNIB's Karaoke Eye Test at music festivals and Nikon's Vision Food Truck that fed patrons according to what items they could see on the menu board.
03
Sobriety-focused Festival Initiatives
In addition to providing a safe space for attendees who refrain from using drugs and alcohol, initiatives such as Shambhala's Camp Clean Beats offer recovery meetings to help sober festival-goers connect and grow.
Industry implications
What the Festival Care trend means for industry
Where the trend changes the playbookFor
Festival Industry
As festivals continue to rise in popularity, brands have an opportunity to develop wellness-focused products and services that cater to festival-goers' physical and mental wellbeing.
For
Healthcare Industry
Innovative eye tests like RNIB's Karaoke Eye Test showcase the potential for unique and engaging ways to remind consumers of the importance of regular eye checks.
For
Recovery Industry
Initiatives like Shambhala's Camp Clean Beats demonstrate the potential for sober spaces and recovery meetings to flourish in festival environments.
Workshop question
How can your brand better identify unfulfilled consumer needs within emerging consumer trends?
Trend signals
Trend signals for Festival Care
Trend score 4.3 out of 10, from popularity 65%, activity 56%, freshness 8%.
Popularity65%
Activity56%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Festival Care trend
4 featured examples from Jun 17, 2017 to Jun 13, 2018CategoryMarketing
Festival Survival Kits
Pretty Green's Limited-Edition Kits are Filled with Festival Essentials
Fashion brands can create limited-edition festival survival kits to attract music-loving customers.
CategoryLifestyle
Sobriety-Focused Festival Initiatives
Shambhala's Camp Clean Beats is Drug and Alcohol-Free
Creating safe spaces for sober attendees within festivals can attract a new market of people who desire a drug and alcohol-free environment.
CategoryLifestyle
Festival-Ready Workouts
StubHub and Beachbody Created a Workout to Get People Music Festival-Ready
Gym chains, personal trainers, and fitness video content providers can capitalize on the growing interest in festival-ready workout programs.
CategoryMarketing
Karaoke Eye Tests
Rnib Launched an Unexpectedly Fun Eye Exam Test at Glastonbury Festival
Opportunity for healthcare providers to make eye tests more engaging and interactive for patients.
