Neo- Hedonism
Brands and products for a Meaningful Life
Consumers are expanding their definition of hedonism, seeking new and innovative ways to experience pleasure and indulgence in the everyday.
Neo-Hedonism gives rise to democratised forms of indulgence, where, in the face of financial uncertainty, people are seeking meaningful experiences rather than ostentatious displays of wealth.
As consumers embrace a pleasure-centric lifestyle that includes adventure, personalised luxury and hedonistic eco-consciousness, this trend will continue to evolve in the coming year, redefining pleasure and indulgence for both brands and consumers.
60%
of Millennials and Gen-Zers prefer to spend money on life experiences rather than saving for retirement (Source: Experian)
$212.75BN
the value of Global Ecotourism Market, which is expected to grow by 14.7% from 2023 to 2032 (Source: Spherical Insights)
150M
monthly active users are now on Discord, the instant messaging platform, which has doubled its usage within the past year. (Source: Discord)
Tracking the trend
Neo-Hedonism is inviting us to reimagine pleasure, transforming it from a fleeting pursuit of extravagance to a sustained appreciation of the present moment
The growth of Neo-Hedonism conversations: July 2021-June 2023
Conversations
Growth rate
Ways in
Brands that need a way in to Neo-Hedonism can embrace the following microtrends and engage with consumers wanting to expand experiences of indulgence and pleasure
Unique Products & Experiences
After a prolonged period of pandemic-induced sensory deprivation, consumers are looking for products and experiences that redefine indulgence whilst transcending the ordinary, from exquisite gastronomic delights to immersive events.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+64%
-
-
-
Africa
+24%
-
-
-
North America
+31%
-
-
-
Latin America & Carribean
+45%
-
-
-
Europe
+21%
-
Alternative Social Spaces
In the search for meaningful connection, consumers are demanding alternative ways to socialise and seeking physical and digital spaces that surprise and excite. From dynamic venues, to evolved occasions, brands have a prime opportunity to create destinations that celebrate individuality, foster connection and shape new and memorable experiences.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+31%
-
-
-
Africa
+22%
-
-
-
North America
+42%
-
-
-
Latin America & Carribean
+27%
-
-
-
Europe
+38%
-
On-the-go Products
As travel returns, consumers are seeking novel ways to explore the world, craving local experiences, personal fulfilment, and nature-driven adventures. Brands that cater to this desire can tap into a market segment hungry for transformative journeys and immersive escapades.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
(Highest volume, with steady growth)
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+36%
-
-
-
Africa
+19%
-
-
-
North America
+42%
-
-
-
Latin America & Carribean
+33%
-
-
-
Europe
+14%
-
Indulgence for All
In the face of economic and environmental challenge, consumers are re-evaluating their attitudes toward pleasure and status, paving the way for a more democratic and sustainable luxury landscape. As this concept evolves, brands should embrace an inclusive approach to hedonism, celebrating the joy of indulgence without sacrificing authenticity or sustainability.
Conversations
July '21 - June '23
Growth Rate YOY
July '21–June '22 vs. July '22–June '23
Most Discussed:
Growing:
(High volume, with high growth rate)
Emerging:
(Growing volume, with high growth rate)
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
What are the regional conversation growth rates?
-
-
Asia Pacific
+48%
-
-
-
Africa
+45%
-
-
-
North America
+17%
-
-
-
Latin America & Carribean
+24%
-
-
-
Europe
+24%
-
Regional Conver Stations
Explore below how Neo-Hedonism conversations differ around the world
North America
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Europe
Trending Topics
- +53% Nomad Policy
- +52% Immersive Experiences
- European countries are attracting digital nomads through various policies, with reports suggesting that London is leading the charge
- Immersive art exhibitions are seen as a top-most discussed theme in the region, emphasising the desire for multi-sensory artistic encounters
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Africa
Trending Topics
- +128% Virtual Events
- +55% Nomadic Experiences
- +105% Affordable Luxury
- Events and bars are offering immersive experiences that engage multiple senses, including virtual reality tours.
- Digital nomad lifestyle is very popular in the region, with those welcoming Namibia’s Digital Nomad Visa
- Affordable luxury has shifted to perfumes, jewelry, bags and clothing, as opposed to fine dining, hotels and vacations.
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Asia Pacific
Trending Topics
- +88% Pop Up Bars
- +83% Nomad Cost of Living
- +76% Multi-sensory
- Community culture plays a significant role in the realm of drinking, marked by innovative developments like tokenised access to experiences
- Consumers discuss the cheapest countries to be a digital nomad, with brands providing tips to travel in the current environment
- 360 degree exhibits and interactive engagement within tourism and art widely promoted
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
Latin America & Carribbean
Trending Topics
- +63% Dining Experiences
- +99% Nomadic Experiences
- +73% Immersive Experiences
- Attractiveness, service quality, presentation, and overall ambience are discussed as important attributes to fine-dining experiences
- Latin America, particularly Mexico City and Costa Rica, isseen as a popular destination for digital nomads seeking adventure and work-life balance
- From museum exhibitions to brand promotions, consumers are enjoying interactive and immersive displays and experiences
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
YOY Regional Conversation
Growth Rate
- North America
- Europe
- Africa
- Asia Pacific
- Latin America & Carribbean
Case Study
Don Papa: Sugarlandia
Sugarlandia, the spiritual home of Don Papa Rum, is an enchanting place inspired by the island of Negros in the Philippines. It is a place that transcends time, embracing the lush, fertile landscape where sugarcane thrives, with its dense rainforest overshadowed by the majestic volcano Mount Kanlaon. As well as its vibrant wildlife, the people of Sugarlandia add soul, personality, and a unique sense of style to this extraordinary world described quite fittingly by Don Papa as "odd but very marvellous."
Across the globe, Don Papa is dedicated to bringing this Sugarlandia-inspired vibrancy to every event it hosts. Whether it is a bar or club, each Don Papa event is a meticulously crafted experience that transports consumers to Sugarlandia through intricate storytelling, captivating visuals, and, of course, its premium Rum. This interactive approach to consumer experiences strives to heighten senses, with its symphony of flavours, scents, and sensations ensuring that consumers have a different experience every time they travel to Sugarlandia. The brand’s commitment to alternative social spaces was exemplified through its immersive Gayuma launch in Amsterdam, which encapsulated the shamanistic ideologies of the island of Siquijor to provide an ever-changing, unique experience for every attendee.
Don Papa strives to honour its brand roots in every event it does, bringing different aspects of Filipino culture to life every time.
Trending Topics