Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Life Stage
Leisure
Social events tap into the hobbies and interests of older demographics.
3.2
Trend score
Trend
What is the Life Stage Leisure trend?
Life Stage Leisure: As brands look to create lifelong consumers, many are pivoting part of their focus towards the interests of older demographics including Boomers and seniors. By uncovering the passions and priorities of these inherently social consumer segments, brands are able to foster environments that empower older consumers to be themselves and create communities around shared interests. This seemingly unlikely shift in focus denotes the importance of remaining relevant to consumers through different stages of their lives.
Trend themes
Themes within the Life Stage Leisure trend
Three behaviours holding the trend together01
Life-Stage Targeted Leisure
Brands are catering to the interests of baby boomers and seniors, looking to create lifelong consumers by creating environments that empower older consumers to be themselves and create communities around shared interests.
02
Culinary and Music Fusions
Festivals are increasingly incorporating culinary events and activities, appealing to festival-goers who are both food and music fans. This trend targets a more mature audience of festivalgoers and successfully fuses live performances with culinary and wine-themed events.
03
Empowering Older Women in Film
Events like the Women Over 50 Film Festival aim to empower older women in the film industry by recognizing and awarding their work, both on camera and behind the scenes.
Industry implications
What the Life Stage Leisure trend means for industry
Where the trend changes the playbookFor
Event Marketing and Planning
Event marketers and planners should be aware of the potential opportunities presented by life-stage targeted leisure and how it can create lifelong consumers.
For
Food and Beverage
The trend of culinary events at music festivals presents opportunities for food and beverage companies to reach a wider audience and collaborate with festival organizers.
For
Media and Entertainment
Media and entertainment companies can learn from events like the Women Over 50 Film Festival and consider ways to empower and recognize underrepresented groups within the industry.
Workshop question
How much will your current branding resonate with your consumer's next life stage?
Trend signals
Trend signals for Life Stage Leisure
Trend score 3.2 out of 10, from popularity 45%, activity 44%, freshness 8%.
Popularity45%
Activity44%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z (not a primary audience)
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Life Stage Leisure trend
5 featured examples from Oct 20, 2017 to Oct 16, 2018CategoryLife-Stages
Senior-Centered Community Cafes
Mather's Cafes Host Speed Dating and Wine Tastings for Boomers
Opportunity for senior living services to create modern community spaces that offer more engaging activities and full restaurant menus.
CategoryPop Culture
Boomer-Targeted Music Festivals
Desert Trip is Being Marketed as a Festival for Older Demographics
Creating music festivals that cater to specific age groups could disrupt the industry by providing unique experiences for different demographics.
CategoryLifestyle
Boomer-Friendly Wellness Festivals
Quaker Rise & Thrive Supports Those Interested in Healthy Aging
The health and wellness industry can capitalize on the growing interest and demand from Baby Boomers for products and services that promote healthy living.
CategoryLife-Stages
Food-Centric Music Festivals
Bottlerock's 'Culinary Stage' Pairs Musicians and Celebrity Chefs
The music festival industry can explore partnerships with celebrity chefs and offer food-centric experiences to attract a wider audience.
CategoryPop Culture
Female-Empowering Film Festivals
Women Over 50 Film Festival Celebrates Female Talent
This industry can explore disruptive innovations that challenge age-related stereotypes and empower mature women in the film industry.
