Category
Lifestyle
Assisted Choices
Trend cluster
Category
Supported
Sobriety
Those looking to abstain from alcohol are offered modern forms of support.
2.5
Trend score
Trend
What is the Supported Sobriety trend?
Supported Sobriety: As an increasing interest in cutting down on or cutting out alcohol from ones life continues to permeate, communities, apps and events are emerging as various tools to help those on a journey towards sobriety. This speaks to a growing opportunity when it comes to serving sober (or sober-curious) consumers.
Insight
The consumer insight behind the Supported Sobriety trend
As a growing number of consumers work to prioritize their health and wellness, one of their main sources of education and empowerment comes from either virtual or IRL communities. This community connection helps to eliminate the inertia and alienation that can come from embarking on significant lifestyle changes. From this, tools and organizations that facilitate this connection will often be aligned with the shifted consumer behavior on a foundational level.
Trend themes
Themes within the Supported Sobriety trend
Three behaviours holding the trend together01
Community Support for Sobriety
Increasing interest in sobriety is leading to the emergence of various communities, apps and events to help those working towards a sober lifestyle.
02
Alcohol Abstinence Communication
'The Pin Project' and other similar initiatives are offering discreet ways to communicate sobriety to others, encouraging respect and understanding towards those choosing to abstain from alcohol.
03
Alcohol Consumption Tracking Platforms
Community-based platforms like 'Zero Percent' are helping users reduce or eliminate alcohol consumption by providing support, motivation and social accountability.
Industry implications
What the Supported Sobriety trend means for industry
Where the trend changes the playbookFor
Health and Wellness
The increasing interest in sobriety is driven by consumers prioritizing their health and wellness, creating an opportunity for businesses to offer products and services that align with this trend.
For
Hospitality and Events
Initiatives like Shambhala's Camp Clean Beats are catering to sober or sober-curious consumers, highlighting an opportunity for hospitality and event-related businesses to offer alternative experiences for this market.
For
Mobile Apps and Technology
Apps like Loosid and Zero Percent are leveraging mobile technology and social networking to provide support, motivation and social accountability for those seeking a sober lifestyle, creating opportunities for businesses to offer similar solutions.
Workshop question
What are some solutions your company could provide for those looking to improve their health?
Trend signals
Trend signals for Supported Sobriety
Trend score 2.5 out of 10, from popularity 39%, activity 28%, freshness 8%.
Popularity39%
Activity28%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Supported Sobriety trend
4 featured examples from Jun 13, 2018 to Jul 20, 2019CategoryLifestyle
Sobriety-Focused Festival Initiatives
Shambhala's Camp Clean Beats is Drug and Alcohol-Free
Creating safe spaces for sober attendees within festivals can attract a new market of people who desire a drug and alcohol-free environment.
CategoryLifestyle
Alcohol Consumption-Tracking Platforms
'Zero Percent' Helps Users Cut Back or Stop Drinking
The 'Zero Percent' platform's alcohol consumption-tracking features have potential for disruptive innovation within the health and wellness industry, specifically in addiction rec…
CategoryLifestyle
Sobriety-Communicating Bartender Pins
'The Pin Project' Draws Awareness to Alcohol Abstinence
The hospitality industry can cater to the sober lifestyle market by offering non-alcoholic drink options and promoting transparency and respect for individuals' choices.
CategoryTech
Sober Communities Apps
The Loosid App Helps Sober People Live Fun and Fulfilling Lives
The Health and Wellness industry is ripe for innovative solutions embracing technology to promote sobriety and healthy living.
