Passion and purpose

As the economic outlook improves, the desire to pursue interests and passions that excite the individual consumer deepens. Greater investments are being made in products that facilitate self-improvement, and help consumers achieve their personal goals

How is this sub-trend evolving?

How it was

Aspiring to self-improvement through fun and fulfilling moments.

How it is

Having the time and resources to develop skills and pursue passions that benefit both self and others

How it will be

‘Productive downtime’ becomes a key way to benefit the individual and others

In-market examples from around the world

What: What differentiates Le Social from the thousands of other bars in Paris is its promotion of meeting new people without pretence or romantic intention – people simply come together to meet, play games (Le Social have board games but are also a Pokemon Gym for avid online gamers!) and interact with other humans in an informal and playful environment.
Why: It is increasingly difficult to meet like-minded or interesting people in everyday life without there being an agenda. Not only does Le Social give people this space, but also promotes employment: 50% of profits feed back into employment initiatives, within an area of Paris with high unemployment rates.
What: Ladies Brunch and Ride. Ladies Brunch and Ride is an event hosted by Fixin Diaries who “create custom nights and host social cycling events”. Importantly, it targets young women, encouraging them get together to explore the city and enjoy good food together, social interaction they might not otherwise have had (due to many social spaces in the neighbourhood being dangerous, or being seen as for men only).
Why: Young women are given more agency in a society that traditionally doesn’t encourage female empowerment. The B&R gives then a safe space and promotes solidarity as well as giving the women involved a wonderful experience of their city.
What: A project from FutureGov that connects people who like to cook with someone in the neighbourhood who would benefit from a meal and chat (e.g. elderly neighbours). It’s like a community-led takeaway built on principles of social inclusivity and strengthening neighbourhoods.
Why: Many people cook more food than they consume anyway, some seek out ways to be more environmentally conscious, and others would like to support their local community – no matter the motivation, everyone involved wants to create new social connections over food. Casserole Club lets anyone who cooks, and is willing to share, connect with their local community, putting extra food to good use, reducing waste, and doing good for others.
What: UK publisher Wild Things produces books that inspire and guide people on personal adventures centred around fitness pursuits.
Why: Aimed at busy city-dwellers, sales of the Wild Things took off in 2014 as people embrace the opportunity to expand their personal horizons – which are becoming increasingly adventurous.
What: Barcelona has become the craft capital of Europe. Its now annual Handmade Festival offers master classes, workshops, tasting sessions, exhibitions and concerts.
Why: This Handmade Festival captures the European trend for self-reliance and return to artisanal skills for both professionals and aficionados alike.
What: The Italian islands of San Domino and San Nicola have been taken over by spirits company Bacardi and transformed into an early 20th Century, Cuban-themed resort–Isola Bacardi with parties, daily sports and wellbeing activities running all day.
Why: Bacardi’s campaign capitalises on consumers’ desire for quality time, a sense of shared purpose and community, without being affronted by brazen advertising from a big company