Reclaiming Play: Brands Offer Kidults Joyful Escapism
Published 08 August 2024
Play isn’t the preserve of children; amid the permacrisis, global consumers are craving light-hearted, joyful escapism more than ever and looking to (multigenerational) brand concepts for a much-needed dopamine hit. From happiness-hacking holidays to adults’ urban playgrounds, euphoric art installations to wacky workouts, Stylus explores the latest feelgood initiatives.
Playing Through the Permacrisis
Wellness Lightens Up
Tourism Teaches Happier Habits
Growing awareness of play’s lifelong importance, including as relief from the maelstrom of modern-day worries (see Key Stats), means 85% of global consumers are keen to incorporate more playtime into their lives (Visit California, 2024). Traditionally child-centric entertainment such as toys, arcades and playgrounds are being recast for kidults, encouraging real-world connections and unleashing creativity, as are joyous, interactive art experiences.
Growing awareness of play’s lifelong importance, including as relief from the maelstrom of modern-day worries (see Key Stats), means 85% of global consumers are keen to incorporate more playtime into their lives (Visit California, 2024). Traditionally child-centric entertainment such as toys, arcades and playgrounds are being recast for kidults, encouraging real-world connections and unleashing creativity, as are joyous, interactive art experiences.
Summary
Playing Through the Permacrisis | Growing awareness of play’s lifelong importance, including as relief from the maelstrom of modern-day worries (see Key Stats), means 85% of global consumers are keen to incorporate more playtime into their lives (Visit California, 2024). Traditionally child-centric entertainment such as toys, arcades and playgrounds are being recast for kidults, encouraging real-world connections and unleashing creativity, as are joyous, interactive art experiences. |
Wellness Lightens Up | Aligned with the soft living movement, there’s growing interest in workouts that centre pleasure over performance, as well as exploring the mental health benefits of merriment. Empathetic hospitality brands are flexing their wellness programming with serotonin-boosting creative pursuits, events where comedy and therapy converge, or gleeful outdoor activities like woodland games and goat hikes. See also The New Fitness Culture. |
Tourism Teaches Happier Habits | Holidays have always been synonymous with replenishment and respite, but today’s travellers are looking to glean lasting lessons in contentment from other cultures, prompting tourism bodies from Finland to Fiji to showcase their citizens’ secrets to contented living. With 43% of global consumers admitting holidays are their only opportunity for play, Visit California’s emphasis on freewheeling fun is another shrewd move (VisitCalifornia, 2024). |
Reclaiming Play: Brands Offer Kidults Joyful Escapism
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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