ISSUE ONE | FEBRUARY 2020 - Verve
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Welcome to Trends with Benefits, As we get our bearings in a new decade, it’s important to give a nod to the vast changes made in Irish society in the past 10, or even 5 years. It’s a different a place where we uncover how place with new priorities, new-found confidence and a healthy bit of sass. Globally, we’re also living in a pivotal time where people have come together global trends are being to bring order to the political, environmental and economic upheaval that expressed locally. closed out the last decade. Yet, in order to understand the global trends, it’s important to see how these changes are being expressed locally. Trends with Benefits examines how trends are expressed locally in Ireland. For every insight we give you, we also give you an example of how this exists on the ground so you can better communicate with the market you’re in. Trends with Benefits will be released every quarter to help your brand stay to stay relevant and to provide context, insight and inspiration for future campaigns. Niamh Clohosey niamh@verve.ie ISSUE ONE | FEBRUARY 2020
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 04 Health and leisure start to meet in the middle with new wellness trends Companies like Echelon boutique cycling Irish Male Hair Salon Menspire are Newly opened The Space Between welcome a new trend of luxury fitness owning a space within male fitness, is a part design-led yoga studio, ‘Fizzical’ classes combine a workout image/style, wellbeing part art gallery and part event space. with Prosecco as a group afterwards. and mental health. @echelon.ie @menspireireland @the_spacebetween
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 05 Sleep is a ‘health time bomb’ and companies try to alleviate stress of modern work life As sleep deficiency is declared a public health problem in America, Ireland is starting to make sleep a major health priority too. As companies in Ireland move towards more flexible working hours and the government introduces the ‘Right to Disconnect Law’, how can brands help consumers to balance their wellbeing in modern life? Pop & Rest is a wellbeing and travel Molson Coors in Ireland have introduced startup with two branches offering ‘Life-leave’ – two weeks leave to recently offering private napping and do their ‘life admin’. meditation pods in the centre of London. @popnrest
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 06 Gen Z, ‘Gig Culture’ and non-linear routes to success https://medium.com/authority-magazine/are-you-ready-for-the-hybrid-career-phenomena-999ef1debf61 Ireland has the highest level https://www2.deloitte.com/us/en/insights/focus/human-capital-trends.html of 3rd level degrees in Europe. Grade inflation means it’s increasingly hard for those competing for jobs. With the rise of AI – ’soft-skills’, nixer projects & bespoke paths to success are becoming more common.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 07 Irish government New Ireland is facing a considers ban on cosmetic surgery more extreme relationship for those under 18 with body image Instagram and shows like Love Island have created a spike in extreme body modification, such as; ‘Tweakment Surgery’, steroid use and strict nutritional plans for teens. X10 Steroid use in Ireland has increased ten-fold since 2015 according to HPRA
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 08 Irish rewilding gardens and living Dutch landscape designer Piet Oudolf has inspired a in ‘Jungalows’ trend for more natural looking prairie gardens. Greater consciousness around of letting Irish gardens grow wild to support biodiversity. @theirishflowerfarmer Health conscious millennials filling house with plants in city to give feeling of outdoors - the Jungalow. Make your event more @urbanjungleblog sustainable with locally grown flowers. 3 bee species have become extinct Are there vacant areas of in Ireland in last 80 years... when was your office space that can the last time you saw a butterfly? be a ‘re-wilded’ space?
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 09 The Irish are still drinking, @thevirginmarybar but they’re more discerning about what and why Sales of low / no alcohol rose by over 60% in 2019 with trend predicted to grow in 2020. ‘Second hand-drinking’ and being wasted is no longer a good look. According to CSO average per adult alcohol consumption has fallen by 23.2% in Ireland since 2001. But consumers are still drinking –they look for quality over quantity, choosing more premium drinks with gin and whiskey continuing to rise. Bord Bia have reported that provenance and suitability continue to play a role in Drinks Ireland predicts that shift to home-grown brands. ‘cocktail escapism’ and ‘around the globe’ are two big trends to watch in 2020.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 10 Bosca Beatha the nomadic Irish sauna combines pampering with the outdoors. Doctors give ‘nature prescriptions’ to patients with chronic illnesses Research shows that we need to get 120 minutes of ‘the outdoors’ per week to combat the effects of desk life. Psychoterratic Climate Anxiety & a feeling of disconnect from nature Brand suggestion: For example “Biophilia Tours” in the Watch out for activities such Botanic Gardens. as ‘rambling’, ‘beach foraging’ and time in ‘healing forests’.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 11 @thetrailblazery Filling the vaccum that religion has left behind Choirs in the UK are rising in As religion loses stronghold in Ireland, UK as people want to feel a something needs to take its place for sense of shared community both individuals and communities; sport, New Spiritualism which has died in other ways. wellness/gym culture, celebrity culture. We’ve seen a rise in ‘New Spiritualism’ Astrology apps on the rise - and use of astrology apps, crystals etc as Co-Star has been downloaded Irish find meaning in post Catholic society 3m times since 2017. e.g. Moon Medicine Academy. @costarastrology With a call for yoga to be added to the school curriculum in Ireland and a move to secularise schools - Ireland’s values are rapidly changing.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 13 Art being used more to reclaim public space and give a fresh voice to old experiences Subset’s well publicised Battle with Dublin City Council to save street art murals generated a lot of discussion about Underthings are an improv duo who put A Playful City is an not-for-profit, running stifling art in Dublin’s public spaces. a comedic twist on cultural events - such projects that make Irish cities a more #greyareaproject as comedy art tours. “engaging and inclusive” place for communities to live. @underthingsimprov555 @dublin_a_playful_city Drag & Draw Life drawing class with Drag Queens which helps to refresh the activity and challenge stereotypes. Waterford Walls Project is an @draganddraw international street art festival – actively embracing street art & turning Waterford into outdoor gallery. @waterfordwalls
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 14 People fighting for a nightlife on the brink of collapse and the ‘cultural greying’ of Dublin Multiple iconic clubs, pubs and cultural venues closing has sparked people to fight back with increased calls for a Night Mayor/ Czar (à la There are 427 tourists to every 100 locals People to note in the cultural London & Amsterdam) and Give Us The Night in Dublin - a ratio that’s a lot higher movement Ireland Movement than tourist hotspots such as London dublindigitalradio (226 to 100), New York (157 to 100) and Paris (154 to 100). rkitt4eva There are roughly 80 new hotels clubcomfort___ built or in development in Dublin brightclubireland over a two year period. Claire McQuaid of Cranes vs Creatives @giveusthenight
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 15 People are showing a new-found devotion to Irish culture Gathering on a monthly basis for pints as Gaeilge, the Pop-Up Gaeltacht is gathering place for thoese interested in learning Irish Underthings are an improv duo who put A Playful City is an not-for-profit, running - all levels welcome. a comedic twist on cultural events - such projects Belfast that make Irish cities a more @popupgaeltacht rappers kneecap as comedy art tours. “engaging and inclusive” place are reinventing the irish for communities to live. @underthingsimprov555 language for a new generation @dublin_a_playful_city @kneecap32 Celtic Consciousness offers talks and workshops using “ancient Irish stories and songs to connect you with There are 4.2 million people learning your deeper self and Irish on Duolingo - 42 times as many with others” people than are native Irish speakers. celticconsciousness.com
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 16 Irish entertainment gave us a new wave of patriotism The 1916 centenary caused a great sense of reflection across Ireland. People are taking a step back and thinking about where we are now as a nation and reflecting on the changes we’ve gone though over the years. New Púca Festival could attract 100,000 visitors - Fáilte Ireland is investing €1.5 million in a festival bringing Halloween back to its Irish roots.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 17 “I feel Irish people now feel more empowered than ever before, comfort- able in themselves and owning Irish iden- tity and being Irish people” @mangoxmathman
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 18 We no longer need to look aboard for an eclectic sound Limerick / Spoken Word @denisechaila Limerick / Hip Hop @rusanganofamily Dundalk / Indie Pop @ae.mak_official versatile Waterford / Alternative @oemperor Dublin / Rap @outburstpal Electro-indie @weareleboom
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 20 Food on the Edge is an Aqua Restaurant The Irish food international symposium of chefs in Howth voted best coming together to dicuss the future seafood restaurant in the scene is rivalling of food in Galway, October 2020 world 4 years in a row @foodontheedge @aquarestauranthowth the pub “The food scene in Ireland has always played second fiddle to the pub experi- ence but now it’s really taking off” Ali Dunworth The Misunderstood Herron voted the word’s coolest food truck by Lonely Planet. @misunderstood_heron
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 21 Ireland’s booming food scene favours ‘Luxury Low-Brow’ & cultural mash-ups over formal sit downs Gursha - Ireland’s first Ethiopian The recession fuelled the Irish food boom supper club is booked out with many chefs forced to leave then returning months in advance with global influences- from Caribbean, New Orleans to Ethiopian supper clubs @gursha_ie Leaning more towards sharing food platters with phasing out of 3 course sit down menu. Everything is about seasonality, ingredients, bravery and ‘fast casual’- Ali Dunworth e.g. The Green Room culinary school D.I.T. with experimental, themed dishes Lo-Cal believe health food should be “damn tasty and accessible to all” @thelo_calkitchen
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 22 Competitive Socialising becomes a popular alternative Competitive socialising or IRL Gaming is exploding as a counterculture to the nightclub movement- merging real life with social media behaviour. Axe Club Dublin brings the thrill of a Token is one part gaming arcade The unstoppable Bingo Loco traditional Canadian backyard and one part restaurant/bar. is exporting its winning ‘Bingo meets a pastime to central Dublin. Nightclub’ format around the world. @axeclubdub @tokendublin @bingo.loco
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 23 The Cropod in Donegal - acontemporary mountain pod inspired by Irish archaeology. Eco-tourism and Follow micro-trips on the rise in Ireland Watch out for terms like ‘Responsible or Slow Travel’ which are more conscious of climate and savouring an experience rather than ticking off boxes. Global tourism accounts for around 8% of global greenhouse gases. Tourism to Northern Ireland by Irish people rises 7% in 2019, showing growing appetite for domestic tourism. From star-gazing in Wicklow to Offaly becoming a new health and wellbeing mecca – staycations in Ireland are diversifying fast.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 24 Generic and wasteful People are choosing ‘tightly music festivals are losing out to intimate, curated music experiences’ sustainable festivals. over huge mega festivals 22% of Irish adults planned on going to a music festival in 2017 yet in 2019 many established festivals like Forbidden Fruit and Body & Soul struggled to sell out. “Introduce ideas, people and experiences that might not be exactly what they’re used to, but make it all feel like home.” ‘Sol Blume’ Festival Founder
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 25 As Ireland becomes more diverse, it starts to address issues of social exclusion in How can brands help creative ways those helping others? Tara Leathers shoe repair shop is Our Table is a enterprise/café allowing Dance classes for teens in repairing homeless people’s people from Direct provision to cook and Direct Provision has been sleeping bags for free. connect with community. set up in Dublin. @taraleathersdublin @ourtabledublin @steviegrainger
In a nutshell... Projects shaping a new Ireland... 1. Health over Wealth http://designwest.eu/ 2. Life stages and goals become non traditional https://wemakegood.ie/ https://listen.dublindigitalradio.com/home 3. Life & health to be rewilded https://www.theprojecttwins.com/ 4. More drinks, less drunks https://www.aplayfulcity.com/ 5. Social Inclusion as inspiration https://www.spontaneousdeuce.com/ 6. Art to reclaim the city https://thisispopbaby.com/ 7. The Irish are falling in love with Ireland & being Irish http://www.thisistelephones.com/ https://twitter.com/glitterholedub?lang=en 8. Nightclubs are dead but nightlife isn’t https://www.orlalangan.com/about 9. Foodie experiences rival the Pub http://www.giveusthenight.com/ 10. Socializing with a competitive edge https://www.instagram.com/sustainablefashiondublin/?hl=en 11. Green is the New Black https://dublininquirer.com/2018/10/31/at-80-parnell-street-clubbers-find-comfort 12. Staycations over long haul flights https://www.loudandquiet.com/ Contact niamh.clohosey@verve.ie Visit verve.ie
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