FREEDONISM

Fun as the ultimate fear antidote

 FREEDONISM

Pre-pandemic, consumers faced

daily challenges – climate change,
rising income inequality, threats of
terrorism, and more. But COVID-19
was one threat too many, and
global anxiety ensued as a result.
One powerful remedy to combat
the feeling of languishing? FUN!
Help consumers unlock hedonistic
tendencies and trade
a state of worry with a state of
freedom.
 TR END
FR EED ONISM
D R IV ER S
1 ANTI-FORMALITY
A new generation entering the
workforce has new demands.
While both Millennials and
Gen Z seek equal opportunities,
younger consumers are also
focused on the overall vibe.
This mindset doesn't just apply to
work – it’s also impacting
education, health...even finance.
2 BEYOND THE BORE
In a world with an endless
multitude of products and services,
consumers can curate their
identity. But this makes it more
difficult to stand out. These
consumers will notice the brands
that challenge them to flex their
creativity, participate in new
activities and more.
ROARING
3 TWENTIES
REPRISED?
Often glamorized, the 1920s were
belied by economic depression
and growing political extremism.
The world has evolved, but there
are parallels – a sentiment to build
back better, a yearning for
optimism, and the desire to uplift
society.