Fun is Trending Globally:
is your brand?
It is a serious world out there… and we are more exposed to this seriousness than ever before...
Negativity can be hard to escape.
Both the good and the bad follow us on our devices.
So how are people around the world reacting to this?
Our global research into Cultural Values shows that ‘Hedonism’ is surging amongst humans across the planet, indicating a desire to balance out the hard stuff
Hedonism features in the top 4 most important values (out of 10) in all surveyed markets. This is a big jump compared to 2016!
Survey was conducted in key global markets; USA, India, China, Brazil and UK. 1,000 per market, nat rep, 2016 & 2024.
But what is ‘Hedonism’ really?
It has taken on a uniquely modern flavor that’s not all about ‘letting loose’
When we explore hedonism around the world, we look at the nuance of how it shows up in peoples’ lives. What we’ve found is that there are 3 core types of Hedonism, and two are on the rise:
Importance
Traditional Hedonism
Letting loose and blowing off steam, characterized by a feeling of excess
Indulging
Treating oneself to something that delivers pleasure or feels soothing e.g. a massage, shopping, foods
Having Fun
Characterized by light-hearted humor and play
This is the global picture, but of course nuances exist across markets. Drop us a line if you’d like to know what they are.
Let’s look at some of the key expressions of Hedonism a little closer to see if they offer up opportunities for your brand…
Consider some softness. Lighter fun is in vogue now. We’re looking to experience some escape, comfort and joy in ways that make us feel safe and secure.
Nostalgia
Studies show we look to what’s familiar in times of psychological distress. After all, ‘Friends’ is still a top-streamed show for a reason! Where can we take people that they haven’t been to in a while?
In China, nostalgia for childhood is booming as an industry, with shops designed to invoke childhood full of nostalgic media, candy, and toys from the 80s and 90s.
Reese’s created its own classic brand asset with its shimmying skeletons, which stands out today as a move away from product-focused advertising to something that’s about pure fun.
Taco Bell recently revived items from the 70s, 80s, and 90s in an entirely nostalgic menu.
Spreading positivity
Where are opportunities for brands to offer a smile, a little comfort, and a soothing tone? It’s clear we all need it, and are finding ways of feeding our souls in small ways.
The rise of the ‘Dopamine’ Aesthetic – from food brands to décor, branding that feels youthful, playful, and a bit maximalist is taking over for white-washed, minimalist aesthetics. While designed to pop off the shelves, its popularity reflects a desire to sneak joy into the minutia of everyday. As our friend Joe Burns cleverly points out, it’s also prime for engagement, stating “Dopamine Design makes things entertaining and effortless. It’s a visual answer to decision fatigue, creating packaging that’s not just eye-catching but emotionally engaging.” (read his piece here)
Dopamine Décor & Design
Not just ‘kid stuff’ anymore - Plushies, funko-pops, squishmellows- they’re not just for kids anymore. While well established in other parts of the world like Japan and China, popularity among adults is growing stateside with 65% of squishmellow purchasers being between the ages of 18-24. These sentimental keepsakes are a comforting antidote to stress and isolation of modern life.
Time to fuel the Global Laughometer? Although Hedonism is surging amongst our audience, the use of humor hasn’t been within global advertising…
Humor where it hasn’t been - In August 2024, Kantar published a piece documenting the decline in humor within global advertising over the last 20 years, despite its clear link to effectiveness.
CeraVe’s multi-Cannes winning campaign ‘Let’s Not Be Cliché’ is a great example of tapping into humour, generating significant sales increase in the process, in a category where humour may seem off limits.
Early funnel entertainment - Sir John Hegarty (the H of BBH) had the provocative thought of firing your CMOs and hiring a Chief Entertainment Officer. If brands want to leave audiences with an emotional experience, there’s no better way than compelling storytelling and narrative-based approaches. Barbie is surely an iconic success story, but its principle can be applied elsewhere. In John’s words “give audiences the sort of thing they’re already dying for. That is: story, truth, beauty, and exhilaration”
Dialling Up Indulgence: It’s treat yourself time!
People are starting to feel that they don’t always need to earn a good time, a treat, or a moment of self-care. Sometimes experiencing joy for the sake of it is a powerful gift to yourself, and its one brands can play a strong role in.
This can look like
Eating something you love to celebrate yourself, like this powerful Grubhub ad suggests
Indulging in some pampering or me-time!
While there appears to be a new self-care TikTok trend weekly, it seems as though its here to stay as the wellness industry is set to grow 8.6 percent annually through 2027
In India, Bollywood superstar Deepika Paduoke launched a skincare brand that explicitely calls itself a “self-care brand” with a mission to make pampering yourself accessible to all rather than a luxury reserved for the few.
Hedonism is not merely a frivolous escape, it’s a vital core value that brands need to understand and embrace authentically.
As the prevalence and importance of Hedonism increases the Achievement value is tending to decrease…
In no market did we see an increased score in Achievement vs. 2016.
In BR, USA & CH Achievement’s prevalence decreased - hugely in Brazil from 3rd place in 2016 to 8th in 2024 – remaining static in the UK where it is 8th out of 10 values…
The Achievement outlier is India – where we see no drop off in Achievement scores and where in fact it is THE top value of the nation - their vibrant, booming economy comes as no surprise.
And we can see this Achievement decrease playing out culturally across the globe, particularly amongst younger people…
If you are in need
of Human Up not
Brand Down research then give us a call
(well actually just
email please)
The ‘Ban Wei’ Trend in China
Click here to read the article
Quiet Quitting in USA
Curious about how delving into human values can transform your brand into its most authentic self and achieve a state of optimized flow?
At One Minute to Midnight, we specialize in uncovering these profound insights that can elevate your brand to new heights. Imagine a brand that not only meets the needs of its audience but also resonates deeply with their core values, fostering genuine love and loyalty. Reach out to Paul or Krikor at One Minute to Midnight
and discover how we can empower your brand to connect more meaningfully with your audience, drive greater happiness, and ultimately, achieve lasting success. Let’s embark on this journey together and see how aligning with human values can make your brand truly extraordinary.
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