Ode to Joy

Key Takeaway:

In 2024, one's "Ode to Joy" trend will continue to address today's digital saturation with calming rhythms, promoting tranquility through soothing settings, visuals and sounds. It complements a resurgence in outdoor activities to enhance mental health by reducing screen time. Additionally, the trend features joyful surrealism in fashion, playful advertising, and a focus on self-care and nostalgia, encouraging a shift towards simpler, more fulfilling experiences.

Trend Type: Social & Business

Sub-trends: Calming Rhythms, Ode to Joy, Wonder and Joy, Investing in me, Delightful distractions, The New Nostalgia

December, 2024 • Less than 4 min read

In today’s fast-paced world, where digital overload and rapid societal changes prevail, this cultural trend known offers a refreshing counterbalance. We’ve called it: Ode to Joy.

Slowing Down

At the heart of this trend are Calming Rhythms, a sub-trend which emphasizes mental and emotional health as a global priority. The appeal of soothing visuals and sounds is evident in their widespread adoption by brands and spaces aiming to create tranquil environments. With an astounding 912.6 billion views on TikTok of #asmr-inspired fluid and relaxing visuals paired with sonic elements, it’s clear that people across all demographics are seeking relief and balance in a shifting world. Whether in retail spaces, workplaces, or digital platforms, these calming rhythms offer a soothing escape from the stress of daily life.

In parallel there is a significant resurgence in outdoor activities. Research has increasingly linked mental well-being with time spent in nature, in contrast to the growing exposure to screens. Globally, in 2023, people average 6 hours and 58 minutes of screen time per day, which has increased by nearly 50 minutes per day since 2013, according to PewResearch. For instance, in the USA in 2023 birdwatching, camping, and community gardening have seen a marked increase, suggesting a shift towards more nature-centric lifestyles.

Gen Z is also investing in self-care like never before, with the “Everything Shower” becoming a moment of refuge and cocooning, lasting two to four hours and featuring hair masks, exfoliating scrubs, shaving oils, and moisturizing balms. Around the world, we see a rejection of hustle culture and the embrace of “soft life” and “lazy girl jobs,” with #Softlife garnering a billion TikTok views and counting. Consumers are craving visuals that inspire a sense of awe, joy, and enchantment as a coping mechanism in today’s challenging macroeconomic environment. The World Happiness Report showed that 80% of people are prioritizing health to make them happy, 79% are focusing on personal connections, and 53% are interested in experiences to gain happiness. Eight in 10 people surveyed have come to recognize the importance of finding inner peace in an uncertain world, leading them to prioritize connecting with others, letting go of toxic relationships, and embracing the outdoors.

Funny, Absurd, Nostalgic

Alongside the pursuit of calming rhythms, we see brands, artists, and audiences embracing the simplest of pleasures. In a world where 46% of Gen Z feel stressed or anxious all or almost all of the time, joyous surrealism seems the only possible response. Fashion and beauty brands play with absurdity and challenge our perceptions of reality, from handbag cars for Jacquemus to Kusama painting the town polka dot for Louis Vuitton. “Dopamine dressing,” featuring vibrant colors designed to boost the wearer’s mood, has dominated the catwalk. Meanwhile, humor and surrealism in advertising are making a comeback, with Fiat taking a stand against grey and Husqvarna marshaling a choir of singing vacuum cleaners.

Lastly, the New Nostalgia sub-trend has grown from a fascination with 90s and aughts styles into a deep dive into all eras, re-envisioning and reinterpreting vintage lifestyles and settings with plenty of creative license. For instance, with 50% of Gen Z in the US, UK, Canada, and Australia wanting to disconnect from their phones, some have already started to invest in healthier digital habits, such as setting screen time limits or choosing cost-friendly relics of the past like digital cameras. In fact, “Digital Camera” has garnered 2.1 billion views on TikTok, showing that young people are opting for the familiar grainy, lower-quality images of the past.

Use Cases

Ikea: Show Off your Savvy

Delighful Distractions: Ikea “Show off your savvy” campaign highlights the concept of smart spending. It defends affordability and sustainability as a source of joy.

Fiat: Operation No Grey

Wonder & Joy: As of 2023, FIAT no longer producies grey cars. The decision was made to enhance the importance of colors in life, embodying the Italian way of living and reaffirming the Brand’s New Dolce Vita value. In this video, FIAT CEO Olivier Francois aboard the new Fiat 600 takes a deep dive into color.

Dopamine Dressing: What a Feeling

Wonder & Joy: Research shows that people respond positively to certain patterns and textures in clothing, for example, the feeling of softness or the sight of geometric patterns, which can also activate the release of dopamine. Dopamine dressing can also create a positive positive feedback loop.

Ulko-Tammio: The First Phone-free Island

Investing In Me: Ulko-Tammio is believed to be the world’s first phone-free tourist island. The Eastern Gulf of Finland boasts plenty of beautiful islands awaiting explorers. Rugged islands, lush swimming spots and charming coastal villages are all characterised by nature, peace and the Baltic Sea

Use Cases

Ikea: Show Off your Savvy

Delighful Distractions: Ikea “Show off your savvy” campaign highlights the

Fiat: Operation No Grey

Wonder & Joy: As of 2023, FIAT no longer producies

Dopamine Dressing: What a Feeling

Wonder & Joy: Research shows that people respond positively to

Ulko-Tammio: The First Phone-free Island

Investing In Me: Ulko-Tammio is believed to be the world’s

Sub-Trend Sources

Calming Rhythms: Adobe E-Consultancy Digital Trends Report, Marian Salzman, VML The Future 100

Ode to Joy: CARAT - Media Trends , Marian Salzman

Wonder and Joy: Adobe E-Consultancy Digital Trends Report, Marian Salzman

Investing in me: Ford Trends (social)

Delightful distractions: Euromonitor Digital Shopper Trends, Mintel Consumer Trends

The New Nostalgia: Adobe E-Consultancy Digital Trends Report , Marian Salzman

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