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Trend Q&A: The sober-curious lifestyle and more

Spirituality, biophilic design, the sober market. Polaroid-style image of two mocktails
WGSN Original Image, Gaby Yerden/Unsplash
May 25, 2022 By WGSN Insider

Post-pandemic spirituality, biophilic design and the sober-curious market. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to Sāo Paulo, Paris and Singapore. Hear from the friendly faces of our Localisation, Interiors and Food & Drink teams.

Watch the full episode below or read on for highlights of this episode:

Q: The pandemic has intensified the search for spirituality, even for non-religious people. How can we expect this to unfold for branding and product design from 2022?
“Faith in new age spirituality has surged. If in the beginning it was enough for brands to offer zodiac-inspired products or arbitrarily print astrological symbols on their merchandise, it’s not now; consumers are now looking to connect with their spirituality in less commercial and more meaningful ways.

“Innovators are approaching technology through the lens of spirituality. This can offer an opportunity for brands to find new perspectives and provide unusual approaches to problem-solving while supporting consumers through their spiritual journeys.”
– Raquel Dommarco, Localisation Team Lead, WGSN
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Q: What is biophilic design and does it have anything to do with plant parenting? 
“At WGSN, we’ve been talking about biophilic design and the resurgence of biophilic design since 2016. Biophilic design is bringing natural elements into the built environment. On Pinterest, searches for “biophilic bedrooms” have gone up 100% this year. This means plants and plant parenting is central to this.

“Plants in the home help people feel more calm, more well, more energised. People are feeling comfortable in their plant parent status, going way beyond buying one or two plants to getting an entire collection.”
– Lisa White, Creative Director and Director of Interiors, WGSN
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Q: What is the sober-curious market and which consumer groups does it appeal to?
“Interest in alcohol-free beer, wine, spirits and cocktails is exploding. Millennials and Gen Z are drinking less alcohol than the generations before them, with moderation and sobriety fast becoming an aspirational lifestyle choice.”
– Rachel Tan, Analyst, WGSN Food & Drink
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