Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Horror
Culture
The Millennial fear of "adulting" is perpetuated with ominous pop culture themes.
3.8
Trend score
Trend
What is the Horror Culture trend?
Horror Culture: As 90s nostalgia continues to be embraced, brands are going a step further to reimagine classic, wholesome pieces from art and pop culture in dark, distorted ways. We're seeing the reinvention of retro television shows and games to darker versions of their predecessors, providing a new and contemporary way to enjoy childhood classics while subverting retro traditional ideas.
Insight
The consumer insight behind the Horror Culture trend
Millennials looking to fully embrace adulthood are attempting to move on from their past by adopting rituals and consuming products more aligned to their age bracket. Despite this desire to adhere to "adulting" practices, a need to maintain an element of familiarity to one's childhood memories persists. That need for familiarity or an escape from real-world responsibilities stems from the influx of stress and anxiety that often coincides with adulthood.
Trend themes
Themes within the Horror Culture trend
Three behaviours holding the trend together01
Dark Distorted Retro Culture
Brands reimagining classic, wholesome pieces from art and pop culture in dark, distorted ways.
02
Immersive Horror-Themed Experiences
Pop-up activations and bars inspired by nostalgic horror films, offering immersive experiences for horror film buffs.
03
Location-Based RPG Puzzle Games
Mobile games that incorporate location-based technology to provide a rich and intense supernatural adventure.
Industry implications
What the Horror Culture trend means for industry
Where the trend changes the playbookFor
Entertainment
Create immersive experiences and mobile games inspired by popular TV shows and nostalgic horror films.
For
Hospitality
Design bars and restaurants that offer immersive themed experiences for different age groups.
For
Tech and Mobile
Incorporate location-based technology and snack-sized entertainment into mobile games.
Workshop question
How can you help younger generations to be more accepting of their adult status?
Trend signals
Trend signals for Horror Culture
Trend score 3.8 out of 10, from popularity 53%, activity 53%, freshness 8%.
Popularity53%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Horror Culture trend
4 featured examples from Apr 15 to Jun 13, 2019CategoryPop Culture
Immersive Horror-Themed Activations
The I Like Scary Movies Experience Celebrates Nostalgic Films
Disruptive innovation opportunity for entertainment companies to create immersive horror-themed activations that draw in audiences.
CategoryPop Culture
Nostalgic Horror-Themed Bars
Nebraska's The Monster Club is Inspired by Retro Films and TV Shows
Creating horror-themed bars can disrupt the traditional bar scene by offering unique and engaging experiences for customers.
CategoryTech
Location-Based RPG Puzzle Games
Next Games and Netflix Launched a 'Stranger Things' Mobile Game
Disruptive innovation opportunity: Combine gaming and entertainment industry by creating location-based mobile games that leverage popular shows or movies.
CategoryPop Culture
Nostalgic Series Events
The Spellman House Was Recreated by UBC for the Premiere of Sabrina
The entertainment industry can leverage nostalgic series events to create immersive experiences for fans and increase engagement.
