ISSUE ONE | FEBRUARY 2020 - Verve

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ISSUE ONE | FEBRUARY 2020 - Verve
ISSUE ONE | FEBRUARY 2020
ISSUE ONE | FEBRUARY 2020 - Verve
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
ISSUE ONE | FEBRUARY 2020 - Verve
ISSUE ONE | FEBRUARY 2020 - Verve
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
ISSUE ONE | FEBRUARY 2020 - Verve
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
ISSUE ONE | FEBRUARY 2020 - Verve
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.
ISSUE ONE | FEBRUARY 2020 - Verve
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
ISSUE ONE | FEBRUARY 2020 - Verve
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?
ISSUE ONE | FEBRUARY 2020 - Verve
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.
ISSUE ONE | FEBRUARY 2020 - Verve
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
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