# Festival Care Music festivals have created a market for festival-specific self-care. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 14, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/festival-care ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 17, 2017 to Jun 13, 2018 - Published: Feb 14, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Festival Care trend ### 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. ### 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. ### 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. ## What the Festival Care trend means for industry ### For 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 for Festival Care Trend score 4.3 out of 10, from popularity 65%, activity 56%, freshness 8%. - Popularity: 65% - Activity: 56% - Freshness: 8% ## Examples of the Festival Care trend 4 featured examples from Jun 17, 2017 to Jun 13, 2018. - [Festival Survival Kits](https://www.trendhunter.com/trends/music-festival-survival-kit): Pretty Green's Limited-Edition Kits are Filled with Festival Essentials (Category: Marketing) Implication: Fashion brands can create limited-edition festival survival kits to attract music-loving customers. - [Sobriety-Focused Festival Initiatives](https://www.trendhunter.com/trends/camp-clean-beats): Shambhala's Camp Clean Beats is Drug and Alcohol-Free (Category: Lifestyle) Implication: Creating safe spaces for sober attendees within festivals can attract a new market of people who desire a drug and alcohol-free environment. - [Festival-Ready Workouts](https://www.trendhunter.com/trends/music-festival-ready): StubHub and Beachbody Created a Workout to Get People Music Festival-Ready (Category: Lifestyle) Implication: Gym chains, personal trainers, and fitness video content providers can capitalize on the growing interest in festival-ready workout programs. - [Karaoke Eye Tests](https://www.trendhunter.com/trends/eye-exam-test): Rnib Launched an Unexpectedly Fun Eye Exam Test at Glastonbury Festival (Category: Marketing) Implication: Opportunity for healthcare providers to make eye tests more engaging and interactive for patients. ## 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)