From young people in China rejecting ‘hustle culture’ to Americans attempting to monetise their hobbies and pastimes, the landscape of work is shifting in line with people's current lived realities. Here are the top ten insights and behavioural shifts that got us talking in August.
🏼 Gen Zers are changing the face of friendship - Gen Zers’ friendships took a hit during the pandemic, resulting in periods of isolation that have filtered through to the post-pandemic era. As they look for connections with friends and acquaintances that feel real and don’t just manifest online, brands are helping them navigate tricky terrain in ways that feel natural and authentic.
❗️Young people in China embrace anti-hustle culture - in contrast to quiet quitting, resignation parties have become a new online spectacle in China as young people reject the grind of 'hustle culture.' Borrowing from the tacky and nostalgic aesthetics of Chinese corporate culture, these parties demonstrate next-level irony that's leading employers to encourage moments of career joy.
🍽 Americans evolve barbecue traditions - American barbecue is a tradition that has evolved over centuries, resulting in a diverse tapestry of styles, flavours, and ingredients. Its popularity has exploded as new grilling enthusiasts, social media influencers, and ardent vegans vye to hone the ‘craft’ of barbecue, leading brands to tap into a desire for unique culinary experiences.
🍟 Fast food diners prioritise cost and convenience - as the cost of living crisis continues to raise the price of food at even the most accessible takeout spots, diners are increasingly willing to compromise on personal service for quicker, cheaper food. Many who would have opted for delivery a year ago are choosing different options for a quotidian after-work meal.
⚽️ Community values empower women’s soccer - women’s soccer has gone through strong evolution in recent years, becoming a more inclusive space that takes the needs of female athletes into account. As the sport grows in popularity and scale, a new wave of community-led initiatives and groups is elevating the global recognition of women’s soccer.
🚗 Female petrolheads evolve car culture - car culture is often stereotyped as a man's world, but new, tight-knit communities hope to change that. By making space for female car enthusiasts to come together and share their passion for cars in a safe environment, the type of drivers that are represented is slowly but surely shifting.
🍹 Young drinkers in India opt for hard seltzer - after sweeping across the United States, hard seltzers are vying for popularity among India’s massive youth population. This shift comes as younger health-conscious generations are searching for products and brands that can offer them less intense alcohol that also appeals to their taste palettes.
🎵 Digital fandoms converge IRL - Swiftogeddon is a club night devoted to playing Taylor Swift tracks, with Swifties attending in costume to complete the Eras Tour atmosphere as they bring digital fandom IRL. As fans seek ways to come together offline, personalised, hyper-specific experiences are helping them build community.
💸 Americans attempt to monetize hobbies - as they seek an insurance policy against the precarious economy and job market, Americans are having to consider monetizing their hobbies – whether they like it or not. But as monetization can be hard work, hobbies-turned-side hustles are quickly morphing into second full-time jobs that are changing people's career trajectories.
🛍 Consumers face choice overload - the debate has raged on about whether consumers need more options when they’re shopping or if a wide variety of products overwhelms them instead. With many facing choice overwhelm when out and about shopping IRL, selected and curated store experiences are helping them to battle shopping decision fatigue.