# Rustic Leisure Older Millennials engage in bucolic pastimes in a move toward simplicity. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Feb 9, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/rustic-leisure ## Key Figures - Trend score: 4.9/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jun 7, 2016 to Oct 23, 2017 - Published: Feb 9, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Themes within the Rustic Leisure trend ### Simplicity Craze Older Millennials are opting for more bucolic forms of leisure in the pursuit of simplicity as backlash to over-digitization. ### Recreational Backlash Experiential bars and recreational sports are gaining popularity as consumers seek a more interactive way to socialize. ### DIY Ecology Portable beekeeping kits and DIY beehives provide consumers with sustainable and environmentally-conscious living solutions. ## What the Rustic Leisure trend means for industry ### For 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 for Rustic Leisure Trend score 4.9 out of 10, from popularity 69%, activity 71%, freshness 8%. - Popularity: 69% - Activity: 71% - Freshness: 8% ## Examples of the Rustic Leisure trend 7 featured examples from Jun 7, 2016 to Oct 23, 2017. - [Axe Throwing Events](https://www.trendhunter.com/trends/bad-axe-throwing): Bad Axe Throwing Puts a Spin on a Stereotypical Canadian Sport (Category: Lifestyle) Implication: This trend presents an opportunity in the entertainment industry to provide more unconventional and exhilarating activities for adults to enjoy. - [DIY Wooden Beehives](https://www.trendhunter.com/trends/wooden-beehive): This Beehive Was Created as Part of a Movement to Save Bees (Category: Eco) Implication: 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… - [Mini House Homeshare Promotions](https://www.trendhunter.com/trends/tiny-house-living): The Kinetohaus Airbnb Rental Provides a Taste of Tiny House Living (Category: Art & Design) Implication: 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… - [Restored 1920s Bowling Alleys](https://www.trendhunter.com/trends/highland-park-bowl): 'Highland Park Bowl' is a Historically Accurate Recreation (Category: Art & Design) Implication: The hospitality industry can benefit from historic restoration and unique design to attract customers seeking an immersive experience. - [Portable Beekeeping Kits](https://www.trendhunter.com/trends/beekeeping-kit): Wildlife World's Urban Bee House Doubles as a Compact Nest (Category: Eco) Implication: Companies in this industry can capitalize on the growing demand for DIY beekeeping kits and portable bee nests. - [Beanbag Game Bars](https://www.trendhunter.com/trends/game-bar): Toronto's Bangarang is a Place to Play Indoor Cornhole (Category: Lifestyle) Implication: The hospitality industry can incorporate experiential elements in bars to attract customers and enhance their overall experience. - [DIY Sourdough Kits](https://www.trendhunter.com/trends/bake-your-own): 'Bake Your Own' Makes All-Natural Bread That Can Be Prepared from Frozen (Category: Lifestyle) Implication: Innovating baking supply companies to develop frozen dough options and all-natural sourdough specifically designed for freezer storage. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)