People Just
Want to Have Fun:
Discover the new flavors of Hedonism & why it’s trending globally
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 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 closely at some key expressions of Hedonism to see if they offer 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.
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.
In China, nostalgia for childhood is a booming industry, with shops designed to invoke childhood full of nostalgic media, candy, and toys from the 80s and 90s.
Spreading visual positivity
Brands are finding small ways to offer an easy smile, a little comfort, and a soothing tone.
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
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 humor, generating a significant increase in sales in a category where humor may seem off limits.
Dialing 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 it's 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 Padukone 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.
So, hedonism is not merely a frivolous escape, it’s a vital core value that is surging in importance and that people want to live through brands & their marketing activities.
And whilst we are not advocating you dumping your brand values and going ‘all in’ on Hedonism, it is important to be aware of these cultural shifts & the opportunities they may offer for your brand…
Who knows, perhaps these themes might inspire some creative thinking amongst your team?
If you are in need of Human Up not Brand Down research, then drop our fun-loving team of researchers a line at weallarrived@oneminutetomidnight.life
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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