In a world brimming with anxiety, the pursuit of joy becomes a critical weapon. Joy, softness and playfulness are emerging as powerful antidotes to the negativity that bombards adults. With traditional markers of adulthood feeling increasingly out of reach due to economic realities, many are finding solace in a return to play.
The Rise of “Kidult” Culture
This trend is fuelling the booming “kidult” toy industry. David Beckham’s well-documented Lego obsession exemplifies the growing ranks of AFOLs (Adult Fans of Lego), contributing to a substantial sales surge in 2022. McDonald’s Adult Happy Meals tapped into this desire for playful nostalgia, becoming an instant hit. Similarly, social media trends like #girl dinner encourage adults to indulge in childhood favourites, fostering a sense of light-hearted fun.
How can brands and businesses turn this playful insight into brand opportunities?
1. Find the Funny: Humour and levity are crucial in an anxious world. With the Cannes Lions Festival introducing a category for humour, expect comedy to expand in influence.
2. Make the Moment Matter: Our fast-paced lives are desperate for moments of relaxation and genuine connection. Brands that can create these “pause and exhale” moments for consumers will reap the benefits.
3. Optimism is Not an Indulgence: Optimism isn’t naive; it fuels positive change. By embracing a hopeful outlook and translating it into action, brands can connect with consumers on a deeper level.