Category
Lifestyle
Assisted Choices
Trend cluster
Category
Rustic
Leisure
Older Millennials engage in bucolic pastimes in a move toward simplicity.
4.9
Trend score
Trend
What is the Rustic Leisure trend?
Rustic Leisure: As older Millennials leave young adulthood behind in favor of their mid-30s, the desire to continue engaging in an act of play to blow off steam remains. This, combined with a fascination for simplicity as a backlash of over-digitization, has spawned an interest in more bucolic forms of leisure.
Trend themes
Themes within the Rustic Leisure trend
Three behaviours holding the trend together01
Simplicity Craze
Older Millennials are opting for more bucolic forms of leisure in the pursuit of simplicity as backlash to over-digitization.
02
Recreational Backlash
Experiential bars and recreational sports are gaining popularity as consumers seek a more interactive way to socialize.
03
DIY Ecology
Portable beekeeping kits and DIY beehives provide consumers with sustainable and environmentally-conscious living solutions.
Industry implications
What the Rustic Leisure trend means for industry
Where the trend changes the playbookFor
Hospitality
Hospitality businesses can attract consumers by offering experiential activities alongside drinks and food.
For
Home Improvement
The trend towards simplicity and environmentalism can provide opportunities for home improvement businesses to create sustainable, eco-friendly products and projects.
For
Sports and Recreation
The backlash to digital immersion and the desire for simplicity can provide chances for businesses to create recreational sports and activities for consumers.
Workshop question
How are you catering to millennials' desire for simplicity? What ways could your brand help them "unplug"?
Trend signals
Trend signals for Rustic Leisure
Trend score 4.9 out of 10, from popularity 69%, activity 71%, freshness 8%.
Popularity69%
Activity71%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Rustic Leisure trend
7 featured examples from Jun 7, 2016 to Oct 23, 2017CategoryLifestyle
Axe Throwing Events
Bad Axe Throwing Puts a Spin on a Stereotypical Canadian Sport
This trend presents an opportunity in the entertainment industry to provide more unconventional and exhilarating activities for adults to enjoy.
CategoryEco
DIY Wooden Beehives
This Beehive Was Created as Part of a Movement to Save Bees
The DIY Market is seeing a disruption in the beekeeping industry as more individuals are choosing to create their own beehives at home rather than purchasing them from commercial…
CategoryArt & Design
Mini House Homeshare Promotions
The Kinetohaus Airbnb Rental Provides a Taste of Tiny House Living
The real estate industry can capitalize on homesharing platforms by investing in short-term rental properties or developing technology to streamline property management for hosts…
CategoryArt & Design
Restored 1920s Bowling Alleys
'Highland Park Bowl' is a Historically Accurate Recreation
The hospitality industry can benefit from historic restoration and unique design to attract customers seeking an immersive experience.
CategoryEco
Portable Beekeeping Kits
Wildlife World's Urban Bee House Doubles as a Compact Nest
Companies in this industry can capitalize on the growing demand for DIY beekeeping kits and portable bee nests.
CategoryLifestyle
Beanbag Game Bars
Toronto's Bangarang is a Place to Play Indoor Cornhole
The hospitality industry can incorporate experiential elements in bars to attract customers and enhance their overall experience.
CategoryLifestyle
DIY Sourdough Kits
'Bake Your Own' Makes All-Natural Bread That Can Be Prepared from Frozen
Innovating baking supply companies to develop frozen dough options and all-natural sourdough specifically designed for freezer storage.
