ArnoldOn: Leisure
Content
leisure
Our Growing Need to Break Free, Have Fun and Enjoy Life
Arnold On explores cultural, social and consumer trends that are directly impacting businesses today. Through a combination of cultural observation and proprietary qualitative and quantitative research, we aim to uncover meaningful shifts in consumer attitudes and behaviors and provide marketers with ways to harness these trends to benefit their brands and businesses.
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When did leisure become a limited resource?
Sometime after 9/11 and the Great Recession, workers worldwide buckled down, tightened their belts and let go of levity. A bleak global outlook – politically fractured U.S., near-bankrupt Europe, culturally repressed China – changed consumers’ personal outlook. Chastened by the credit crisis, they curbed retail therapy. Tethered to their BlackBerries, they relinquished uninterrupted weekends and vacations. They took up residence in a new world of “Too” – too busy, too fast, too stressful. And there was little room there for leisure. Now, exhausted by personally shouldering the weight of a shifting world, consumers are ready for a break. Even if the global economy isn’t looking up, consumers are. They’re looking up from their desks, their devices, their day-to-day stresses. While it may be harder to find the money or time, leisure is perhaps more important to our well-being than ever before. People are looking for a good time, and they’re finding new ways to lift their spirits. Our latest proprietary survey has revealed that, globally, at least half of adults are craving more leisure. Half of Americans, 52 percent of Brits, 61 percent of Brazilians and 63 percent of Chinese all told Arnold that leisure is more important to them this year than it was last year.
But people are redefining what leisure means in today’s world. Leisure time is no longer for puttering. Time is short and our to-do lists are long. We still use leisure time to escape and relax, but with a goal in mind. Fun is a distinct, important element of leisure. It’s a time to let loose, usually with friends and family, and often scheduled or had on-the-go – a quick game of Scrabble on a mobile device, coffee or cupcakes with friends or a weekend road trip for a hike or a concert. Whatever the activity, fun must be novel to merit our time. In today’s time-poor, cash-strapped, anxiety-filled world, leisure and fun combine to give consumers a much-needed sense of relief. In this issue of Arnold On, we’ll explore how consumers are finding a break from specific pressures through a perfect blend of Me, We and Flee Time – and the role that brands play in that time of leisure.
the importance of leisure
Percentage of respondents who indicated leisure is more important this year than it was last year
50% 52% 61% 63%
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ME TIME:
How productivity and enrichment are shaping our rest and relaxation
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Me Time:
Beginning in the 1960s, Calgon rescued busy moms and working women from muddy children and snarling bosses with a dose of bubble bath and the tagline – “Calgon, Take Me Away!” The bubble bath became a symbol for Me Time, a respite from the hassles of the day, along with other lean-back activities like watching television or reading a good book. However, the mounting pressures of home and work have only accelerated in the 21st century, and while time alone is coveted, consumers are redefining how it is spent. In fact, in our crowded, plugged-in world, consumers are so accustomed to constant stimulation that few would rank bubbly isolation as their number one, longed for pastime – unless it included a waterproof smartphone. Twenty-six percent of Americans and 29 percent of Brits still define Me Time as a period for mindless rest and relaxation. However, almost just as many in those countries, and more in Brazil and China, say new, more goal-oriented pastimes are dominating their leisure time. Through our global research, we’ve identified four ways today’s consumers are transforming Me Time into a period for productivity and enrichment: mind/body refreshment, decluttering and organizing, mini-moments of indulgence and self-enrichment.
What me time means Rest & Relaxation Self-Enrichment or Improvement
33% 26% 22% 29% 21% 16% 20% 22%
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mind/body refreshment
No longer content to putter about the house, consumers today are making Me Time the right time to nourish their minds and bodies. Consider the rise in popularity of yoga, acupuncture and other wellness pursuits. These physical activities provide people with alone time while enriching their health, a time investment that yields lifelong returns. Even costly spa visits, once considered an indulgence, can be rationalized as part of a holistic self-care regimen that restores spiritual balance and peace of mind, particularly when an increasing number of spas are accommodating busy customers by offering express services at reduced prices. This redefinition puts spa visits on par with nutrition, gym memberships and mental health.
getting organized is a benefit of me time:
25% U.S.
19% U.K.
15% Brazil
14% China
declutter and organize
In the West, doing “chores” like running errands, organizing one’s home or working on do-it-yourself projects now qualifies as leisure time. Indeed, our survey revealed that a quarter of Americans surveyed and 19 percent of Brits listed “getting organized” as a top weekday leisure activity. With time in short supply, consumers want to knock off chores during the week, freeing them to enjoy guilt-free weekends. But more is at work here than just a lengthy to-do list. Consumers surrounded by economic and political uncertainty may feel compelled to tidy their small corner of the universe, even if they cannot solve global ills. Crafting order out of chaos is one way ordinary citizens can wrest control from an unpredictable world.
The overall wellness category is expected to reach over $2 trillion worldwide in 2011 with the spa industry accounting for $60 billion of that total. Redefining spa visits as mind/body refreshment or holistic care fulfills consumers’ growing need to use their limited time and funds wisely. With the abundance of stores, websites, TV shows and how-to guides
The spa industry
has grown worldwide to
Home organization market:
dedicated to do-it-yourself projects, consumers are saving money and gaining a sense of accomplishment as they upgrade their homes. Transforming one’s living space may not be as grand a step as buying a new home, but trading up is no longer an option in the face of a double-dip recession. Not surprisingly, the market for home organization goods is forecast to grow to $8.9 billion by 2013, according to research organization The Freedonia Group.
$8.9 billion
by 2013
$60 billion
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Mini Indulgences
Perhaps Starbucks was among the first to recognize consumers’ insatiable appetites for affordable luxuries. During the economic boom of the ‘90s, citizens across the globe became hooked on shelling out a few bucks for their daily Frappuccino fix. Regardless of the economic realities of today, consumers still want to reward themselves, and there are many retailers who are helping them indulge without the guilt. Small indulgences, from Dairy Queen’s Mini Blizzard to H&M’s fast-fashion line of clothes, provide consumers with inexpensive, quick ways to feel pampered. These affordable purchases give consumers a bit of “bite-sized” fun while keeping them on time and on budget. Last year, McDonald’s recognized mini-indulgences with a Me Time campaign that promoted its frappés. In ads, harried customers squeezed in a bit of Me Time while navigating a parking garage, being caught in the rain or riding the bus. “My me time,” says one frappé drinker, “is when everybody is taking shots at me.” For consumers under assault in our always-on, always-at-work culture, miniindulgences represent a quick respite from a stressful world.
Self Enrichment
“Are you curious about new ideas? Do you want to learn a new language or just a new word? Maybe you want to know more about anatomy or astronomy.” Apple’s latest ad for the iPad invites consumers to spend lean-back time learning via an educational app. It is appropriate that this tech company recognizes that the Internet has boosted consumers’ intellectual curiosity. With so much information at our fingertips, it’s no wonder we long to fill our downtime filling our minds.
In Brazil, 33 percent of consumers surveyed identified self-enrichment – including courses of study – as a key component of Me Time. In China, 22 percent of participants also equated self-improvement with leisure. It is no surprise that consumers in emerging economies would rather use their leisure time learning new skills and languages that will make them even more competitive on the global stage.
33%
This year, the tablet emerged as the ultimate Me Time technology. They are lean-back devices used primarily at home on weeknights, according to an AdMob study, the very
Angry Birds:
Casual gaming also fits the “bite-sized” bill. Angry Birds, a $4 app with a truly mindless premise – kamikaze birds at war with egg-swiping pigs – has been downloaded more than 50 million times and is played worldwide for roughly 200 million minutes a day.
time our study shows people pursue Me Time the most. Offline, activities like knitting and scrapbooking have taken off in the past few years, as have cooking and interior decoration. When consumers feel overstimulated, focusing on a new, hands-on skill can be the perfect antidote to life’s 4G pace.
200 million minutes played per day
50 million downloads
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Me Time has come a long way from the days of Must-See TV. Rather than turning on and tuning out, we’re filling our weekday leisure time with fruitful pursuits: mind/body refreshment, getting organized, mini-moments of indulgence and selfenrichment. While we turn inward to regenerate during Me Time, we reach out to friends during We Time.
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WE TIME:
Finding new ways to connect with others in a highly connected world
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We Time:
Humans are innately social beings, so We Time has always been an important aspect of our leisure time. But We Time is changing. The global recession has forced many to re-evaluate what really matters and to rediscover the value of family, friends and community. Technology is increasingly helping us connect with new people and strengthen existing relationships by giving people tools to stay connected, to find new events, to organize outings and to join groups. On the weekends, consumers worldwide get out from behind their Facebook profiles to connect with real-world friends. In Britain, friends still congregate at the pub, but they also find intramural sports leagues via online social networks like GO Mammoth. In the United States, getting outdoors is a favorite pastime and event organizers like Outdoor Bound put together hiking and horseback riding outings. In Brazil, weekend travel is a great way to get together with current friends or make some new ones along the way. Meanwhile, in China, spontaneity is key – pickup sports games or impromptu trips to the shopping mall. Around the globe, the definition of We Time has become a combination of enjoying communal fun, seeking new networks of friends and being active.
BARRIERS TO enjoying we time Too difficult to gain cooperation from others Too much planning
34% 26% 18% 13% 10% 27% 22% 14%
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Community
We are seeing communal fun gain steam worldwide. The weekend is a time to get together with friends to take trips, go to restaurants and bars, and forget about the responsibilities of the workweek. Music festivals, which have long been popular in Europe and the U.K., are seeing significant growth. In the U.S., more and more music fans are getting together to listen to their favorite bands at events like Coachella and SXSW. And in China, where ten years ago music festivals were unheard of, more than 100 such festivals were planned for 2011. During the May Day holiday, four major festivals were held in Beijing alone. Similarly, China’s Qingdao International Beer Festival, Asia’s largest, attracts 250,000 tourists every day and sold almost 1 million tons of beer in 2010. Smaller scale, organized, communal fun is gaining popularity as well. Over the past five years, pub quizzes have gained a devoted following among American 20- and 30-something bar-goers. National companies like Brainstormer, Stump!, PubStumpers and Geeks Who Drink have popped up to serve the growing market with franchised questions and dispute resolution hotlines. These organized events make it easier for friends to congregate around events, rather than having to plan their own fun. Busy consumers may want to spend time with friends, but friends are busy too. Free time is premium time and survey respondents agree that organizing friends is sometimes too daunting a task, derailing fun. Regardless of what people are doing during We Time, one thing is likely to be true: they’re being active. Whether it’s getting together with friends for sports, hiking or a museum visit, people want to spend their time out and about. Sure, consumers are still getting together for the usual dinner and a movie, but more often, they want
ping-pong tables
can be found in outdoor public spaces in Berlin
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Being Active
to get the most out of their time with recreational activities. Take, for example, the ping-pong phenomenon – long an obsession in China – making its way around the globe. Not only do top nightspots in New York, Miami and London boast ping-pong tables, but 47 tables recently popped up in public spaces all around London. New York’s Bryant Park and Tompkins Square Park also host tables, while in Berlin, more than 700 outdoor tables can be found in beer gardens, parks and other public spaces.
Music festivals in China in 2011:
100+
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Social Networking
This year and last, we saw some tech fatigue, as consumers engaged in “digital fasts” as a way to spend more quality time with family and friends. Marketers took note. One recent ad for the Toyota Venza depicts a pair of “antisocial” parents enjoying mountain biking with friends while their 20-something daughter sits behind a laptop and declares, “I have 687 friends. This is living.” Despite technology’s bad rap for isolation, marketers shouldn’t overlook the extent to which social networks have brought people together offline. Those 687 friends, a punchline in the Toyota ad, represent how comfortable consumers have grown with meeting new people and sharing interests and personal information. Social networks have made consumers’ lives less insular by inspiring them to connect and giving them a way to do it.
Thanks to social networking sites, local list serves and interest-specific sites like ReadersCircle.org, it has become incredibly easy to issue group invitations and canvass for people interested in the same activities or even join niche groups like running and book clubs. Meetup.com allows local groups to organize and promote events. The site boasts 9.5 million members in 45,000 cities worldwide. Interests can be as varied as singles groups, outdoor adventure groups, scotch and whiskey connoisseurs, expatriate groups and more. Groups have also been sponsored by others. The explosion of volunteerism in recent years is another indicator of the evolution of leisure time. The European Commission declared 2011 as the “European Year of Volunteering.” In the U.S., volunteerism hit an all-time high in 2006 and has remained popular ever since. While the obvious benefit is giving back and feeling good, volunteering has also become a way for people to meet others with similar interests. Whether volunteering with a church group, environmental center or community program, people choose organizations that interest them and are often surrounded by quality, like-minded people. In fact, the volunteer organization New York Cares was featured in Time Out New York as the third-best place in the city to meet single people.
volunteerism
hello!
Percentage who feel technology makes leisure better
78% 60% 61% 80%
hit an all-time high in 2006 and has remained popular ever since
Meetup.com has 9.5 million members in 45,000 cities
We are reaching out to connect through We Time by attending events, wrangling friends and expanding our networks. But when we want to disconnect, Flee Time is the way to go.
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FLEE TIME:
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How consumers are escaping life’s everyday stresses
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The Benefits of vacation leisure Trying new things Having fun Escape
29% 30% 28% 30% 28% 27% 23% 19%
Flee Time:
After years of recession-inspired “staycations,” consumers are ready for a real break. For many, far-flung travel is the ideal, but in reality, currency fluctuations can make overseas travel too costly, while global unrest makes some exotic locales seem downright dangerous. Sadly, it seems vacations are hard to come by these days, at least in the U.S. According to a 2010 Reuters/Ipsos poll, only 57 percent of Americans use all their vacation and holiday time, among the lowest in the 24-country survey. And a recent Adweek/Harris poll found 46 percent of Americans work during their vacations. Even world leaders are feeling the pinch. Recently, presidents Barack Obama and Nicolas Sarkozy had to cut short their holidays to deal with pressing national issues. When a vacation isn’t in the cards, consumers are finding Flee Time through everyday escapes, which involve trying something different, fun and liberating. Flee Time is defined by a desire to get away, be adventurous and try something new. Whether it’s a vacation or an everyday escape, it’s the ultimate way to enjoy leisure and fun.
26% 23% 21% 16%
What percentage of your vacation time has some component of work?
(e.g., interrupted by email or phone call, a bit of work on the side, etc.)
50+%
1–49%
0%
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Vacation Time
Whether it’s in a tropical location, a cultural destination or a nearby haven, everyone enjoys an escape with family or friends. Those who can take a true vacation are opting to combine escapism with adventure. Today, there are myriad options besides a frozen drink on a sandy beach, thanks to the explosion of the travel industry. Athletes looking to push their physical boundaries, amateur cooks interested in tasting regional delicacies and animal lovers who want to help endangered species can all find the trip for them. Adventure travel, like surfing in Costa Rica, biking through Italy and seeking spirituality in India, have grown in popularity in recent years. Numerous travel sites make it easier than ever to research the perfect travel destination and get the best bargain.
Booking sites like Airbnb and Zipcar allow frugal travelers to book vacations without paying for pricey hotels and car rentals. In China, where people travel long distances to visit family, Ctrip was noted as one of the top leisure and fun brands by our Chinese respondents. Networking site gtrot (short for globe-trotting) connects users with Facebook friends who live where they’re visiting, have visited there previously or are there at the same time as you. With one click, travelers can notify those friends of their plans and solicit input or suggestions. Once there, check-in apps like Foursquare allow travelers to find friends nearby. Plus, the ubiquity of smartphones helps travelers find all the best attractions on-the-go, lessening the need to come with a packed itinerary.
Smartphones help travelers find all the best attractions on-the-go, lessening the need to come with a packed itinerary.
Those who can take a true vacation are opting to combine escapism with adventure.
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Everyday Escapes
When a vacation is not on the schedule, we see consumers opting for small escapes from the everyday. Here, fun is the operative word. A novel experience breaks consumers out of their routines, be it for an hour or a day. And while the recession has left everyone with a little less disposable income (or at least a little more anxiety about spending it) consumers have found a salve in daily deal sites. Sites like Groupon and LivingSocial combine flash sales with deep discounts on things like fencing lessons, hot air balloon rides, motorcycle rentals and beer-tasting cruises. Consumers have made this the new impulse buy, a perfect way to experience novelty without breaking the bank. In recent years, there has also been a revival of childhood pleasures, from nostalgic activities to the pleasure of trying something entirely new. The fun of childhood – unworried, unjudged, completely in the moment – is hard to recapture. But consumers are trying. This year, LivingSocial offered a three-day Summer Camp for “Grown-Ups” that promised childhood staples like canoeing, kickball and flag football. Likewise, bicycle riding, once popular mostly among cul-de-sac kids, has become a full-on urban lifestyle. There are few adult experiences that bring with them the same sense of joy and freedom that riding a bicycle can. In fact, survey respondents named “Freedom” as a core component of fun – 61 percent of Americans, 67 percent of Brits, 74 percent of Brazilians and 75 percent of Chinese. Freedom from our troubles, freedom from our anxieties, freedom from judgment and hassles are all central to a fun experience.
the core components of fun
(in percentages)
80 72 67 61 63 55 46 45 44 41 37 74 63 64 59 55 49 42 41 37 42 47 75 69 62 61 62 53
U.S.
U.K.
Brazil
China
Liberating Freedom Social Active
Dedicated (No multi-tasking) Of-the-moment New
Flee Time is about escaping our everyday troubles by escaping from daily life, for a week, a day or a moment, by doing something different or fun.
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i s a f o p
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Brand Implications & Actions
Where do we go from here?
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Since 2008, our global outlook has been grim – global competition, faltering economies, 24-hour workdays – and consumers have borne the brunt of it. But after nearly four years with their noses to the grindstone, consumers are finally looking up. Prospects may still be dim, but heck, life is short. People are pushing back on the gloom and doom. They’re remembering to take time for themselves, their friends and family – and even an escape from the everyday, whether a vacation or a daily adventure. They’re seizing the day, or the half-day, or the 40 seconds it takes to catapult a cannonball-sized, angry cardinal into a glass wall. In short, they’re looking for a good time, and they’re finding it through Me, We and Flee Time opportunities. Brands that facilitate or enhance leisure, or inject more fun into consumers’ lives, will win hearts and minds.
p
Here are six ways brands can empower consumers to make the most of leisure and fun time.
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Make it more accessible:
Time and money are tight. Brands that deliver small bursts of fun – via gaming elements, tech interaction or mini-events – will connect with consumers too busy to spend more than a few minutes with a brand. Meanwhile, brands that sponsor events, driving down their costs, will be a hit with cashstrapped shoppers. A half-day whiskey tasting sponsored by Jameson, publicized via LivingSocial, or $1 tacos at lunchtime served with a side of Listerine Breath Strips are a couple of hypothetical examples.
Learning is fun-damental:
Brands that aim to broaden consumers’ intellectual horizons will tap into the growing trend toward self-enrichment. Branded events that offer an educational aspect – tastings, lectures, consumer education, classes – may hit upon a community as passionate as the ones that have made craft community Etsy and tinker-magnet Maker Faire so popular.
Build community online and off:
Brands should use online and social media to build communities offline. Eastern Mountain Sports (EMS) does a great job of pairing online marketing with in-store classes and clubs. The outdoor gear chain promotes their bicycle and backpacking clinics via customer emails that are sure to draw enthusiasts into offline communities. Going a step further, brands could organize clubs that meet regularly and build consensus and brand loyalty by sponsoring their own clubs. A summer hiking club brought to you by EMS could draw city slickers who crave the outdoors, while a “better than barefoot” running club, complete with a hired coach, could promote the New Balance Minimus shoe.
Leverage technology:
Technology develops quickly, and brands that stay on top of those developments have the best chance of cashing in on novelty, a key ingredient of fun. In August, Progressive’s “Find Flo” campaign took advantage of QR codes to help consumers find games online – an exercise in accessibility and tech savvy. The games complemented print ads, but brands can also use technology to expand their product and service offerings.
Create a play space:
Brands can earn attention and kudos from consumers by bringing a dose of levity to otherwise stressful situations. Here, novel out-of-home approaches can be most useful. This summer, Adidas installed punching bags on subway platforms in Shanghai. The installations, part of its “Pull No Punches” campaign, encouraged commuters to de-stress and squeeze a bite-sized workout into the daily grind. Likewise, in Australia, IKEA installed “man caves” to give weary husbands a break from the stresses of shopping with their better halves, complete with video games and free hot dogs. These play spaces lighten the mood, inspire fun and help brands connect with consumers as they enjoy an unexpected dopamine surge.
Be the camp counselor:
In our survey, most consumers in the U.S., U.K. and Brazil felt they had taken on the role of “planner,” or at least “initiator” – the friend whose creative ideas get the ball rolling. Most busy consumers feel burdened by the planning that goes into We and Flee outings. Partnering with organizations like Meetup.com and daily deal sites would give brands an opportunity to play the role of social organizer, sponsoring brand-related events. These events could cash in on consumers’ desire for self-enrichment – a cooking or spirits-tasting class – or simply communal fun, like the HBO-sponsored Boardwalk Empire-themed dinner cruises the company held with LivingSocial this fall.
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ARNOLD STRATEGIC INSIGHTS GROUP
Arnold On is brought to you by the Arnold Strategic Insights Group. This edition
is based on the results of a global online survey of 2,400 adults conducted in June 2011 on general attitudes and behavior, as well as secondary research. The Arnold On series provides analysis and consumer insights across a variety of topics and their relevant impact on how marketers communicate with consumers. The content of this edition of Arnold On was developed by Lisa Borden, EVP, Global Director of Human Nature; Enoch Minn, Business Strategy Associate Director; Lauren Murphy, Business Strategy Analyst; Neela Pal, Managing Partner, Global Director of Brand and Business Strategy; and Seth Schulman, Trend Analyst, Human Nature. If interested in further discussion or a workshop, please contact us: Lisa Unsworth Chief Marketing Officer [email protected] 617.587.8242
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www.arn.com
Our Growing Need to Break Free, Have Fun and Enjoy Life
Arnold On explores cultural, social and consumer trends that are directly impacting businesses today. Through a combination of cultural observation and proprietary qualitative and quantitative research, we aim to uncover meaningful shifts in consumer attitudes and behaviors and provide marketers with ways to harness these trends to benefit their brands and businesses.
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When did leisure become a limited resource?
Sometime after 9/11 and the Great Recession, workers worldwide buckled down, tightened their belts and let go of levity. A bleak global outlook – politically fractured U.S., near-bankrupt Europe, culturally repressed China – changed consumers’ personal outlook. Chastened by the credit crisis, they curbed retail therapy. Tethered to their BlackBerries, they relinquished uninterrupted weekends and vacations. They took up residence in a new world of “Too” – too busy, too fast, too stressful. And there was little room there for leisure. Now, exhausted by personally shouldering the weight of a shifting world, consumers are ready for a break. Even if the global economy isn’t looking up, consumers are. They’re looking up from their desks, their devices, their day-to-day stresses. While it may be harder to find the money or time, leisure is perhaps more important to our well-being than ever before. People are looking for a good time, and they’re finding new ways to lift their spirits. Our latest proprietary survey has revealed that, globally, at least half of adults are craving more leisure. Half of Americans, 52 percent of Brits, 61 percent of Brazilians and 63 percent of Chinese all told Arnold that leisure is more important to them this year than it was last year.
But people are redefining what leisure means in today’s world. Leisure time is no longer for puttering. Time is short and our to-do lists are long. We still use leisure time to escape and relax, but with a goal in mind. Fun is a distinct, important element of leisure. It’s a time to let loose, usually with friends and family, and often scheduled or had on-the-go – a quick game of Scrabble on a mobile device, coffee or cupcakes with friends or a weekend road trip for a hike or a concert. Whatever the activity, fun must be novel to merit our time. In today’s time-poor, cash-strapped, anxiety-filled world, leisure and fun combine to give consumers a much-needed sense of relief. In this issue of Arnold On, we’ll explore how consumers are finding a break from specific pressures through a perfect blend of Me, We and Flee Time – and the role that brands play in that time of leisure.
the importance of leisure
Percentage of respondents who indicated leisure is more important this year than it was last year
50% 52% 61% 63%
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5
ME TIME:
How productivity and enrichment are shaping our rest and relaxation
6 7
Me Time:
Beginning in the 1960s, Calgon rescued busy moms and working women from muddy children and snarling bosses with a dose of bubble bath and the tagline – “Calgon, Take Me Away!” The bubble bath became a symbol for Me Time, a respite from the hassles of the day, along with other lean-back activities like watching television or reading a good book. However, the mounting pressures of home and work have only accelerated in the 21st century, and while time alone is coveted, consumers are redefining how it is spent. In fact, in our crowded, plugged-in world, consumers are so accustomed to constant stimulation that few would rank bubbly isolation as their number one, longed for pastime – unless it included a waterproof smartphone. Twenty-six percent of Americans and 29 percent of Brits still define Me Time as a period for mindless rest and relaxation. However, almost just as many in those countries, and more in Brazil and China, say new, more goal-oriented pastimes are dominating their leisure time. Through our global research, we’ve identified four ways today’s consumers are transforming Me Time into a period for productivity and enrichment: mind/body refreshment, decluttering and organizing, mini-moments of indulgence and self-enrichment.
What me time means Rest & Relaxation Self-Enrichment or Improvement
33% 26% 22% 29% 21% 16% 20% 22%
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mind/body refreshment
No longer content to putter about the house, consumers today are making Me Time the right time to nourish their minds and bodies. Consider the rise in popularity of yoga, acupuncture and other wellness pursuits. These physical activities provide people with alone time while enriching their health, a time investment that yields lifelong returns. Even costly spa visits, once considered an indulgence, can be rationalized as part of a holistic self-care regimen that restores spiritual balance and peace of mind, particularly when an increasing number of spas are accommodating busy customers by offering express services at reduced prices. This redefinition puts spa visits on par with nutrition, gym memberships and mental health.
getting organized is a benefit of me time:
25% U.S.
19% U.K.
15% Brazil
14% China
declutter and organize
In the West, doing “chores” like running errands, organizing one’s home or working on do-it-yourself projects now qualifies as leisure time. Indeed, our survey revealed that a quarter of Americans surveyed and 19 percent of Brits listed “getting organized” as a top weekday leisure activity. With time in short supply, consumers want to knock off chores during the week, freeing them to enjoy guilt-free weekends. But more is at work here than just a lengthy to-do list. Consumers surrounded by economic and political uncertainty may feel compelled to tidy their small corner of the universe, even if they cannot solve global ills. Crafting order out of chaos is one way ordinary citizens can wrest control from an unpredictable world.
The overall wellness category is expected to reach over $2 trillion worldwide in 2011 with the spa industry accounting for $60 billion of that total. Redefining spa visits as mind/body refreshment or holistic care fulfills consumers’ growing need to use their limited time and funds wisely. With the abundance of stores, websites, TV shows and how-to guides
The spa industry
has grown worldwide to
Home organization market:
dedicated to do-it-yourself projects, consumers are saving money and gaining a sense of accomplishment as they upgrade their homes. Transforming one’s living space may not be as grand a step as buying a new home, but trading up is no longer an option in the face of a double-dip recession. Not surprisingly, the market for home organization goods is forecast to grow to $8.9 billion by 2013, according to research organization The Freedonia Group.
$8.9 billion
by 2013
$60 billion
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Mini Indulgences
Perhaps Starbucks was among the first to recognize consumers’ insatiable appetites for affordable luxuries. During the economic boom of the ‘90s, citizens across the globe became hooked on shelling out a few bucks for their daily Frappuccino fix. Regardless of the economic realities of today, consumers still want to reward themselves, and there are many retailers who are helping them indulge without the guilt. Small indulgences, from Dairy Queen’s Mini Blizzard to H&M’s fast-fashion line of clothes, provide consumers with inexpensive, quick ways to feel pampered. These affordable purchases give consumers a bit of “bite-sized” fun while keeping them on time and on budget. Last year, McDonald’s recognized mini-indulgences with a Me Time campaign that promoted its frappés. In ads, harried customers squeezed in a bit of Me Time while navigating a parking garage, being caught in the rain or riding the bus. “My me time,” says one frappé drinker, “is when everybody is taking shots at me.” For consumers under assault in our always-on, always-at-work culture, miniindulgences represent a quick respite from a stressful world.
Self Enrichment
“Are you curious about new ideas? Do you want to learn a new language or just a new word? Maybe you want to know more about anatomy or astronomy.” Apple’s latest ad for the iPad invites consumers to spend lean-back time learning via an educational app. It is appropriate that this tech company recognizes that the Internet has boosted consumers’ intellectual curiosity. With so much information at our fingertips, it’s no wonder we long to fill our downtime filling our minds.
In Brazil, 33 percent of consumers surveyed identified self-enrichment – including courses of study – as a key component of Me Time. In China, 22 percent of participants also equated self-improvement with leisure. It is no surprise that consumers in emerging economies would rather use their leisure time learning new skills and languages that will make them even more competitive on the global stage.
33%
This year, the tablet emerged as the ultimate Me Time technology. They are lean-back devices used primarily at home on weeknights, according to an AdMob study, the very
Angry Birds:
Casual gaming also fits the “bite-sized” bill. Angry Birds, a $4 app with a truly mindless premise – kamikaze birds at war with egg-swiping pigs – has been downloaded more than 50 million times and is played worldwide for roughly 200 million minutes a day.
time our study shows people pursue Me Time the most. Offline, activities like knitting and scrapbooking have taken off in the past few years, as have cooking and interior decoration. When consumers feel overstimulated, focusing on a new, hands-on skill can be the perfect antidote to life’s 4G pace.
200 million minutes played per day
50 million downloads
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Me Time has come a long way from the days of Must-See TV. Rather than turning on and tuning out, we’re filling our weekday leisure time with fruitful pursuits: mind/body refreshment, getting organized, mini-moments of indulgence and selfenrichment. While we turn inward to regenerate during Me Time, we reach out to friends during We Time.
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WE TIME:
Finding new ways to connect with others in a highly connected world
14 15
We Time:
Humans are innately social beings, so We Time has always been an important aspect of our leisure time. But We Time is changing. The global recession has forced many to re-evaluate what really matters and to rediscover the value of family, friends and community. Technology is increasingly helping us connect with new people and strengthen existing relationships by giving people tools to stay connected, to find new events, to organize outings and to join groups. On the weekends, consumers worldwide get out from behind their Facebook profiles to connect with real-world friends. In Britain, friends still congregate at the pub, but they also find intramural sports leagues via online social networks like GO Mammoth. In the United States, getting outdoors is a favorite pastime and event organizers like Outdoor Bound put together hiking and horseback riding outings. In Brazil, weekend travel is a great way to get together with current friends or make some new ones along the way. Meanwhile, in China, spontaneity is key – pickup sports games or impromptu trips to the shopping mall. Around the globe, the definition of We Time has become a combination of enjoying communal fun, seeking new networks of friends and being active.
BARRIERS TO enjoying we time Too difficult to gain cooperation from others Too much planning
34% 26% 18% 13% 10% 27% 22% 14%
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Community
We are seeing communal fun gain steam worldwide. The weekend is a time to get together with friends to take trips, go to restaurants and bars, and forget about the responsibilities of the workweek. Music festivals, which have long been popular in Europe and the U.K., are seeing significant growth. In the U.S., more and more music fans are getting together to listen to their favorite bands at events like Coachella and SXSW. And in China, where ten years ago music festivals were unheard of, more than 100 such festivals were planned for 2011. During the May Day holiday, four major festivals were held in Beijing alone. Similarly, China’s Qingdao International Beer Festival, Asia’s largest, attracts 250,000 tourists every day and sold almost 1 million tons of beer in 2010. Smaller scale, organized, communal fun is gaining popularity as well. Over the past five years, pub quizzes have gained a devoted following among American 20- and 30-something bar-goers. National companies like Brainstormer, Stump!, PubStumpers and Geeks Who Drink have popped up to serve the growing market with franchised questions and dispute resolution hotlines. These organized events make it easier for friends to congregate around events, rather than having to plan their own fun. Busy consumers may want to spend time with friends, but friends are busy too. Free time is premium time and survey respondents agree that organizing friends is sometimes too daunting a task, derailing fun. Regardless of what people are doing during We Time, one thing is likely to be true: they’re being active. Whether it’s getting together with friends for sports, hiking or a museum visit, people want to spend their time out and about. Sure, consumers are still getting together for the usual dinner and a movie, but more often, they want
ping-pong tables
can be found in outdoor public spaces in Berlin
700
Being Active
to get the most out of their time with recreational activities. Take, for example, the ping-pong phenomenon – long an obsession in China – making its way around the globe. Not only do top nightspots in New York, Miami and London boast ping-pong tables, but 47 tables recently popped up in public spaces all around London. New York’s Bryant Park and Tompkins Square Park also host tables, while in Berlin, more than 700 outdoor tables can be found in beer gardens, parks and other public spaces.
Music festivals in China in 2011:
100+
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Social Networking
This year and last, we saw some tech fatigue, as consumers engaged in “digital fasts” as a way to spend more quality time with family and friends. Marketers took note. One recent ad for the Toyota Venza depicts a pair of “antisocial” parents enjoying mountain biking with friends while their 20-something daughter sits behind a laptop and declares, “I have 687 friends. This is living.” Despite technology’s bad rap for isolation, marketers shouldn’t overlook the extent to which social networks have brought people together offline. Those 687 friends, a punchline in the Toyota ad, represent how comfortable consumers have grown with meeting new people and sharing interests and personal information. Social networks have made consumers’ lives less insular by inspiring them to connect and giving them a way to do it.
Thanks to social networking sites, local list serves and interest-specific sites like ReadersCircle.org, it has become incredibly easy to issue group invitations and canvass for people interested in the same activities or even join niche groups like running and book clubs. Meetup.com allows local groups to organize and promote events. The site boasts 9.5 million members in 45,000 cities worldwide. Interests can be as varied as singles groups, outdoor adventure groups, scotch and whiskey connoisseurs, expatriate groups and more. Groups have also been sponsored by others. The explosion of volunteerism in recent years is another indicator of the evolution of leisure time. The European Commission declared 2011 as the “European Year of Volunteering.” In the U.S., volunteerism hit an all-time high in 2006 and has remained popular ever since. While the obvious benefit is giving back and feeling good, volunteering has also become a way for people to meet others with similar interests. Whether volunteering with a church group, environmental center or community program, people choose organizations that interest them and are often surrounded by quality, like-minded people. In fact, the volunteer organization New York Cares was featured in Time Out New York as the third-best place in the city to meet single people.
volunteerism
hello!
Percentage who feel technology makes leisure better
78% 60% 61% 80%
hit an all-time high in 2006 and has remained popular ever since
Meetup.com has 9.5 million members in 45,000 cities
We are reaching out to connect through We Time by attending events, wrangling friends and expanding our networks. But when we want to disconnect, Flee Time is the way to go.
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FLEE TIME:
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How consumers are escaping life’s everyday stresses
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The Benefits of vacation leisure Trying new things Having fun Escape
29% 30% 28% 30% 28% 27% 23% 19%
Flee Time:
After years of recession-inspired “staycations,” consumers are ready for a real break. For many, far-flung travel is the ideal, but in reality, currency fluctuations can make overseas travel too costly, while global unrest makes some exotic locales seem downright dangerous. Sadly, it seems vacations are hard to come by these days, at least in the U.S. According to a 2010 Reuters/Ipsos poll, only 57 percent of Americans use all their vacation and holiday time, among the lowest in the 24-country survey. And a recent Adweek/Harris poll found 46 percent of Americans work during their vacations. Even world leaders are feeling the pinch. Recently, presidents Barack Obama and Nicolas Sarkozy had to cut short their holidays to deal with pressing national issues. When a vacation isn’t in the cards, consumers are finding Flee Time through everyday escapes, which involve trying something different, fun and liberating. Flee Time is defined by a desire to get away, be adventurous and try something new. Whether it’s a vacation or an everyday escape, it’s the ultimate way to enjoy leisure and fun.
26% 23% 21% 16%
What percentage of your vacation time has some component of work?
(e.g., interrupted by email or phone call, a bit of work on the side, etc.)
50+%
1–49%
0%
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Vacation Time
Whether it’s in a tropical location, a cultural destination or a nearby haven, everyone enjoys an escape with family or friends. Those who can take a true vacation are opting to combine escapism with adventure. Today, there are myriad options besides a frozen drink on a sandy beach, thanks to the explosion of the travel industry. Athletes looking to push their physical boundaries, amateur cooks interested in tasting regional delicacies and animal lovers who want to help endangered species can all find the trip for them. Adventure travel, like surfing in Costa Rica, biking through Italy and seeking spirituality in India, have grown in popularity in recent years. Numerous travel sites make it easier than ever to research the perfect travel destination and get the best bargain.
Booking sites like Airbnb and Zipcar allow frugal travelers to book vacations without paying for pricey hotels and car rentals. In China, where people travel long distances to visit family, Ctrip was noted as one of the top leisure and fun brands by our Chinese respondents. Networking site gtrot (short for globe-trotting) connects users with Facebook friends who live where they’re visiting, have visited there previously or are there at the same time as you. With one click, travelers can notify those friends of their plans and solicit input or suggestions. Once there, check-in apps like Foursquare allow travelers to find friends nearby. Plus, the ubiquity of smartphones helps travelers find all the best attractions on-the-go, lessening the need to come with a packed itinerary.
Smartphones help travelers find all the best attractions on-the-go, lessening the need to come with a packed itinerary.
Those who can take a true vacation are opting to combine escapism with adventure.
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Everyday Escapes
When a vacation is not on the schedule, we see consumers opting for small escapes from the everyday. Here, fun is the operative word. A novel experience breaks consumers out of their routines, be it for an hour or a day. And while the recession has left everyone with a little less disposable income (or at least a little more anxiety about spending it) consumers have found a salve in daily deal sites. Sites like Groupon and LivingSocial combine flash sales with deep discounts on things like fencing lessons, hot air balloon rides, motorcycle rentals and beer-tasting cruises. Consumers have made this the new impulse buy, a perfect way to experience novelty without breaking the bank. In recent years, there has also been a revival of childhood pleasures, from nostalgic activities to the pleasure of trying something entirely new. The fun of childhood – unworried, unjudged, completely in the moment – is hard to recapture. But consumers are trying. This year, LivingSocial offered a three-day Summer Camp for “Grown-Ups” that promised childhood staples like canoeing, kickball and flag football. Likewise, bicycle riding, once popular mostly among cul-de-sac kids, has become a full-on urban lifestyle. There are few adult experiences that bring with them the same sense of joy and freedom that riding a bicycle can. In fact, survey respondents named “Freedom” as a core component of fun – 61 percent of Americans, 67 percent of Brits, 74 percent of Brazilians and 75 percent of Chinese. Freedom from our troubles, freedom from our anxieties, freedom from judgment and hassles are all central to a fun experience.
the core components of fun
(in percentages)
80 72 67 61 63 55 46 45 44 41 37 74 63 64 59 55 49 42 41 37 42 47 75 69 62 61 62 53
U.S.
U.K.
Brazil
China
Liberating Freedom Social Active
Dedicated (No multi-tasking) Of-the-moment New
Flee Time is about escaping our everyday troubles by escaping from daily life, for a week, a day or a moment, by doing something different or fun.
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i s a f o p
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Brand Implications & Actions
Where do we go from here?
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Since 2008, our global outlook has been grim – global competition, faltering economies, 24-hour workdays – and consumers have borne the brunt of it. But after nearly four years with their noses to the grindstone, consumers are finally looking up. Prospects may still be dim, but heck, life is short. People are pushing back on the gloom and doom. They’re remembering to take time for themselves, their friends and family – and even an escape from the everyday, whether a vacation or a daily adventure. They’re seizing the day, or the half-day, or the 40 seconds it takes to catapult a cannonball-sized, angry cardinal into a glass wall. In short, they’re looking for a good time, and they’re finding it through Me, We and Flee Time opportunities. Brands that facilitate or enhance leisure, or inject more fun into consumers’ lives, will win hearts and minds.
p
Here are six ways brands can empower consumers to make the most of leisure and fun time.
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Make it more accessible:
Time and money are tight. Brands that deliver small bursts of fun – via gaming elements, tech interaction or mini-events – will connect with consumers too busy to spend more than a few minutes with a brand. Meanwhile, brands that sponsor events, driving down their costs, will be a hit with cashstrapped shoppers. A half-day whiskey tasting sponsored by Jameson, publicized via LivingSocial, or $1 tacos at lunchtime served with a side of Listerine Breath Strips are a couple of hypothetical examples.
Learning is fun-damental:
Brands that aim to broaden consumers’ intellectual horizons will tap into the growing trend toward self-enrichment. Branded events that offer an educational aspect – tastings, lectures, consumer education, classes – may hit upon a community as passionate as the ones that have made craft community Etsy and tinker-magnet Maker Faire so popular.
Build community online and off:
Brands should use online and social media to build communities offline. Eastern Mountain Sports (EMS) does a great job of pairing online marketing with in-store classes and clubs. The outdoor gear chain promotes their bicycle and backpacking clinics via customer emails that are sure to draw enthusiasts into offline communities. Going a step further, brands could organize clubs that meet regularly and build consensus and brand loyalty by sponsoring their own clubs. A summer hiking club brought to you by EMS could draw city slickers who crave the outdoors, while a “better than barefoot” running club, complete with a hired coach, could promote the New Balance Minimus shoe.
Leverage technology:
Technology develops quickly, and brands that stay on top of those developments have the best chance of cashing in on novelty, a key ingredient of fun. In August, Progressive’s “Find Flo” campaign took advantage of QR codes to help consumers find games online – an exercise in accessibility and tech savvy. The games complemented print ads, but brands can also use technology to expand their product and service offerings.
Create a play space:
Brands can earn attention and kudos from consumers by bringing a dose of levity to otherwise stressful situations. Here, novel out-of-home approaches can be most useful. This summer, Adidas installed punching bags on subway platforms in Shanghai. The installations, part of its “Pull No Punches” campaign, encouraged commuters to de-stress and squeeze a bite-sized workout into the daily grind. Likewise, in Australia, IKEA installed “man caves” to give weary husbands a break from the stresses of shopping with their better halves, complete with video games and free hot dogs. These play spaces lighten the mood, inspire fun and help brands connect with consumers as they enjoy an unexpected dopamine surge.
Be the camp counselor:
In our survey, most consumers in the U.S., U.K. and Brazil felt they had taken on the role of “planner,” or at least “initiator” – the friend whose creative ideas get the ball rolling. Most busy consumers feel burdened by the planning that goes into We and Flee outings. Partnering with organizations like Meetup.com and daily deal sites would give brands an opportunity to play the role of social organizer, sponsoring brand-related events. These events could cash in on consumers’ desire for self-enrichment – a cooking or spirits-tasting class – or simply communal fun, like the HBO-sponsored Boardwalk Empire-themed dinner cruises the company held with LivingSocial this fall.
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ARNOLD STRATEGIC INSIGHTS GROUP
Arnold On is brought to you by the Arnold Strategic Insights Group. This edition
is based on the results of a global online survey of 2,400 adults conducted in June 2011 on general attitudes and behavior, as well as secondary research. The Arnold On series provides analysis and consumer insights across a variety of topics and their relevant impact on how marketers communicate with consumers. The content of this edition of Arnold On was developed by Lisa Borden, EVP, Global Director of Human Nature; Enoch Minn, Business Strategy Associate Director; Lauren Murphy, Business Strategy Analyst; Neela Pal, Managing Partner, Global Director of Brand and Business Strategy; and Seth Schulman, Trend Analyst, Human Nature. If interested in further discussion or a workshop, please contact us: Lisa Unsworth Chief Marketing Officer [email protected] 617.587.8242
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