Consumers opt for the "cottagecore" lifestyle in an effort to dive into escapism
Trend - The "cottagecore" aesthetic has become increasingly popular among consumers. This demographic is opting to don simplified clothing like sun hats, draped muslin dresses, and peasant-inspired dresses. The cottagecore community is flourishing on social media with various influencers leading the subculture.
Insight - When things feel chaotic and out of control, consumers often revert back to what is comfortable and familiar. Due to an unstable political climate, eco-anxieties, and the adjustment to the "new normal" of COVID-19, many consumers are looking for a safe and comforting form of escape. This demographic is engaging in traditional American activities like knitting, baking, and crafting alongside their community to express tenderness, connection, and their yearning for a more idyllic life.
Insight - When things feel chaotic and out of control, consumers often revert back to what is comfortable and familiar. Due to an unstable political climate, eco-anxieties, and the adjustment to the "new normal" of COVID-19, many consumers are looking for a safe and comforting form of escape. This demographic is engaging in traditional American activities like knitting, baking, and crafting alongside their community to express tenderness, connection, and their yearning for a more idyllic life.
Workshop Question - How can your products or services reach consumers in search of escapism?
Trend Themes
1. Cottagecore Aesthetic - Consumers are opting for the cottagecore aesthetic, which evokes a traditional, romantic and idyllic rural life as a form of escapism.
2. Sustainable Fashion and DIY Products - Consumers are becoming more interested in sustainable fashion and DIY products for greater control of their consumption and to reduce waste.
3. Knitting and Crocheting - Knitting and crocheting have gained recent traction with more individuals looking for ways to unplug and destress.
Industry Implications
1. Fashion Industry - Fashion brands can find disruptive innovation opportunities by offering cottagecore-inspired apparel, and sustainable, made-to-order clothing models.
2. Home Baking Industry - Companies can capitalize on the at-home baking trend by offering unique and easy-to-use baking kits, like the 15-minute sourdough bread kit.
3. Toy and Education Industry - Toy and Education Companies can create toys and activities that promote hands-on play and learning, such as a dollhouse clock or other wooden toys.
6 Featured, 52 Examples:
111,291 Total Clicks
Date Range:
Jan 20 — Aug 20
Trending:
Average
Consumer Insight Topics:
