Those looking to abstain from alcohol are offered modern forms of support
Trend - As an increasing interest in cutting down on or cutting out alcohol from ones life continues to permeate, communities, apps and events are emerging as various tools to help those on a journey towards sobriety. This speaks to a growing opportunity when it comes to serving sober (or sober-curious) consumers.
Insight - As a growing number of consumers work to prioritize their health and wellness, one of their main sources of education and empowerment comes from either virtual or IRL communities. This community connection helps to eliminate the inertia and alienation that can come from embarking on significant lifestyle changes. From this, tools and organizations that facilitate this connection will often be aligned with the shifted consumer behavior on a foundational level.
Insight - As a growing number of consumers work to prioritize their health and wellness, one of their main sources of education and empowerment comes from either virtual or IRL communities. This community connection helps to eliminate the inertia and alienation that can come from embarking on significant lifestyle changes. From this, tools and organizations that facilitate this connection will often be aligned with the shifted consumer behavior on a foundational level.
Workshop Question - What are some solutions your company could provide for those looking to improve their health?
Trend Themes
1. Community Support for Sobriety - Increasing interest in sobriety is leading to the emergence of various communities, apps and events to help those working towards a sober lifestyle.
2. Alcohol Abstinence Communication - 'The Pin Project' and other similar initiatives are offering discreet ways to communicate sobriety to others, encouraging respect and understanding towards those choosing to abstain from alcohol.
3. Alcohol Consumption Tracking Platforms - Community-based platforms like 'Zero Percent' are helping users reduce or eliminate alcohol consumption by providing support, motivation and social accountability.
Industry Implications
1. Health and Wellness - The increasing interest in sobriety is driven by consumers prioritizing their health and wellness, creating an opportunity for businesses to offer products and services that align with this trend.
2. Hospitality and Events - Initiatives like Shambhala's Camp Clean Beats are catering to sober or sober-curious consumers, highlighting an opportunity for hospitality and event-related businesses to offer alternative experiences for this market.
3. Mobile Apps and Technology - Apps like Loosid and Zero Percent are leveraging mobile technology and social networking to provide support, motivation and social accountability for those seeking a sober lifestyle, creating opportunities for businesses to offer similar solutions.
