OBSERVATIONS
I expect this will be super relevant this summer specifically. For some reason summer seems to have very identifiable characteristics that remind us of when we were young. Some of my predictions:
One of the strongest themes I have noticed, specifically in the last month, is companies leaning hard on the feeling of nostalgia. Given the state of the world with economic uncertainty and rapid technology change, this starts to make a lot of sense. Nostalgia offers a temporary escape. It reminds us of simpler times, or at least the version of those times we've chosen to remember. As humans, we have a tendency to romanticize the past. We remember how things felt more than how they actually were. That's what makes nostalgia such a powerful tool for companies to lean in on. The moment something reminds us of childhood, summer break, or a specific period of our lives, it creates an emotional connection that is difficult to replicate through traditional marketing. We are already starting to see this everywhere, even in our personal lives. Pokemon cards are cool again for Gen Z and Millennials, apparently. Why are all my friends eating ice pops lately? These are nostalgic. NEED FOR NOSTALGIA
ICE CREAM + POPSICLES
I expect to see companies bringing ice cream trucks to events for guests to order their favorite treat that they haven’t had in years.
SPRINKLERS
If the setting is right, I wouldn't be surprised to see sprinklers make some appearances as well. In a world where so many experiences feel curated and optimized, there's something refreshing about doing something that feels a little silly.
BUBBLES
I’m bullish on bubbles. Not champagne, actual bubbles. Whether they are handed out as favors or given as “toys” during events, I think this will make a comeback. Plus they make for great photo ops.
People love to be entertained, but right now entertainment alone is not enough. They are looking for experiences that make them feel something, and nostalgia happens to be one of the fastest ways to get there.
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