Category
Lifestyle
Assisted Choices
Trend cluster
Category
Playful
Separation
Brands offer more frivolous solutions for the mundane aspects of self-isolation.
5.7
Trend score
Trend
What is the Playful Separation trend?
Playful Separation: In the last couple weeks, the government-mandated isolation and quarantine of people around the world have had both micro and macro impacts on individuals and societies. For some of the more personal, frivolous concerns that consumers have, brands are responding by offering small, playful products that can be enjoyed in isolation.
Insight
The consumer insight behind the Playful Separation trend
Though most understand the seriousness of the COVID-19 pandemic, that doesn't underscore the human need to play, socialize or enjoy the smaller things in life. Consumers in isolation are craving entertainment in many different forms, and seek out brands that are able to help them pass the time, or enjoy it, in a way that's playful and lighthearted.
Trend themes
Themes within the Playful Separation trend
Three behaviours holding the trend together01
Frivolous Self-Isolation Products
Brands offer playful solutions for consumers seeking entertainment during self-isolation.
02
At-Home Entertainment Services
Businesses provide consumers with entertainment options and play packs for the home-based workforce and students.
03
Pen Pal and Postal Services
Brands offer fun pen pal and postal campaigns to keep people in touch without the use of online platforms.
Industry implications
What the Playful Separation trend means for industry
Where the trend changes the playbookFor
Entertainment Industry
Businesses in the entertainment industry focus on providing consumers with innovative entertainment options for self-isolation
For
Toy Industry
Companies offer curated play packs designed to occupy families during home-based work and school closures.
For
Postal and Delivery Services
In response to the outbreak of COVID-19, some companies are offering curbside, postal, and home delivery services for consumers.
Workshop question
How is your brand supporting its customers or employees and this time?
Trend signals
Trend signals for Playful Separation
Trend score 5.7 out of 10, from popularity 85%, activity 76%, freshness 9%.
Popularity85%
Activity76%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Playful Separation trend
5 featured examples from Mar 20 to Apr 10, 2020CategoryLife-Stages
At-Home Play Packs
Toyr"R"Us Canada Created Entertaining 'R' Stay-at-Home Play Packs
Disruptive innovation opportunity: Incorporating curated play packs as a new offering in the toy retail industry to cater to the needs of families staying at home.
CategoryArt & Design
Self-Isolation Dance Parties
'Stevie' is a New Short Dance Film Examining the Mind of a Teen
Disruptive innovation opportunities in the entertainment industry for creating new forms of immersive and interactive content.
CategoryLifestyle
Confection Isolation Kits
COCO's Chocolate Isolation Kit Boasts Bestsellers from the Brand
As consumers seek out comforting treats during times of uncertainty, there is an opportunity for the food and beverage industry to create unique and indulgent products that cater…
CategoryLifestyle
Design-Friendly Easter Treats
These COCO Golden Hen Eggs in Milk Chocolate Boast Emer Tumilty Art
The confectionery industry can capitalize on creating unique and design-focused treats for special occasions like Easter.
CategoryLife-Stages
Pen Pal Campaigns
L.O.L. Surprise! is Helping Kids Connect While Social Distancing
Toy companies can disrupt the traditional play experience by combining physical and digital elements to create innovative and interactive products that appeal to modern kids and p…
