Ritual Mimicry

A convergence of drinking and wellness cultures invites the borrowing of rituals

Implications - As consumers look to live up to contemporary wellness expectations prescribed by a predominantly social media-driven fitness lifestyle subculture, new beverage experiences are emerging that see the borrowing of drinking rituals repurposed with health-focused experiences and vice versa. In addition to reaffirming the influential nature of the cult of health and wellness on the leisure preferences of average consumers, this shift speaks to a shared cultural commitment to preventative health maintenance as an essential component of self-care.

Workshop Question - What seemingly paradoxical industry could your brand borrow rituals from?
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86,757 Total Clicks
May 16 - Jun 17
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Featured Examples
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