arnoldon: leisure

7/30/2019 ArnoldOn: Leisure

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lsOur Growing Need to Break Free,Have Fun and njoy life



Arnold on

explore culturl, ocl

and consumer trends that are

drectly mpctg buee tody.

through a combination of cultural

observation and proprietary qualitative

d qutttve reerch, we m to

ucover megful hft coumer

tttude d behvor d provde

mrketer wth wy to hre

thee tred to beeft ther

brd d buee.

2



50%

52%

61%

63%

H pONc OF lsperentage of reondent who indiated eiure i more imortant

thi year than it wa at year

4



6



e ime:Beginning in the 1960, cagon reued buymom and working women from muddy hidrenand naring boe with a doe of bubbe bathand the tagine – “cagon, ake e way!”he bubbe bath beame a ymbo for e ime,

a reite from the hae of the day, aongwith other ean-bak ativitie ike wathingteeviion or reading a good book. However, themounting reure of home and work haveony aeerated in the 21t entury, and whie timeaone i oveted, onumer are redeninghow it i ent.

n fat, in our rowded, ugged-in word,onumer are o automed to ontanttimuation that few woud rank bubby ioationa their number one, onged for atime –une it inuded a waterroof marthone.wenty-ix erent of merian and 29 erentof Brit ti dene e ime a a eriod for

minde ret and reaxation. However, amot jut

a many in thoe ountrie, and more in Braziand china, ay new, more goa-oriented atimeare dominating their eiure time.

hrough our goba reearh, we’ve identied four

way today’ onumer are tranforming e imeinto a eriod for rodutivity and enrihment:mind/body refrehment, deuttering and organizing,mini-moment of indugene and ef-enrihment.

26%22%

29%

21% 20%22%

16%

33%

WH Ns

et & eaxation

sef-nrihment or mrovement

8



N/BOFsHN

No onger ontent to utter about the houe, onumer today are making e ime

the right time to nourih their mind and bodie. conider the rie in ouarity of

yoga, auunture and other wene uruit. hee hyia ativitie rovide

eoe with aone time whie enrihing their heath, a time invetment that yied

ifeong return. ven oty a viit, one onidered an indugene, an be

rationaized a art of a hoiti ef-are regimen that retore iritua baane

and eae of mind, artiuary when an inreaing number of a are aommodating

buy utomer by offering exre ervie at redued rie. hi redenition ut

a viit on ar with nutrition, gym memberhi and menta heath.

clN OGN

he overa wene ategory i exeted

to reah over $2 triion wordwide in 2011

with the a indutry aounting for $60

biion of that tota. edening a viit

a mind/body refrehment or hoiti are

fu onumer’ growing need to ue

their imited time and fund wiey.

he a indutryha grown wordwide to

$60 biion

n the Wet, doing “hore” ike running e rrand, organizing one’ home or working on

do-it-youref rojet now quaie a eiure time. ndeed, our urvey reveaed that

a quarter of merian urveyed and 19 erent of Brit ited “getting organized” a

a to weekday eiure ativity. With time in hort uy, onumer want to knok

off hore during the week, freeing them to enjoy guit-free weekend. But more i at

work here than jut a engthy to-do it. conumer urrounded by eonomi and

oitia unertainty may fee omeed to tidy their ma orner of the univere, even

if they annot ove goba i. crafting order out of hao i one way ordinary itizen

an wret ontro from an unreditabe word.

With the abundane of tore, webite, V how and how-to guidedediated to do-it-youref rojet, onumer are aving money and

gaining a ene of aomihment a they ugrade their home. ranforming

one’ iving ae may not be a grand a te a buying a new home, but

trading u i no onger an otion in the fae of a doube-di reeion. Not

urriingy, the market for home organization good i foreat to grow to

$8.9 biion by 2013, aording to reearh organization he Freedonia Grou.

GNG

OGN s

BNF

OF :

10



NNlGNcs

perha starbuk wa among the rt to reognize onumer’ inatiabe

aetite for affordabe uxurie. uring the eonomi boom of the ‘90, itizen

aro the gobe beame hooked on heing out a few buk for their daiy

Frauino x. egarde of the eonomi reaitie of today, onumer ti want

to reward themeve, and there are many retaier who are heing them induge

without the guit. sma indugene, from airy Queen’ ini Bizzard to H&’

fat-fahion ine of othe, rovide onumer with inexenive, quik way to

fee amered. hee affordabe urhae give onumer a bit of “bite-ized”

fun whie keeing them on time and on budget.

lat year, onad’ reognized mini-indugene with a e ime amaign

that romoted it fraé. n ad, harried utomer queezed in a bit of e ime

whie navigating a arking garage, being aught in the rain or riding the bu.

“y me time,” ay one fraé drinker, “i when everybody i taking hot at me.”

For onumer under aaut in our away-on, away-at-work uture, mini-

indugene rereent a quik reite from a trefu word.

e ime ha ome a ong way from the day of ut-see V. ather than turning

on and tuning out, we’re ing our weekday eiure time with fruitfu uruit:

mind/body refrehment, getting organized, mini-moment of indugene and ef-

enrihment. Whie we turn inward to regenerate during e ime, we reah out to

friend during We ime.

caua gaming ao t the

“bite-ized” bi. ngry Bird,

a $4 a with a truy minde

remie – kamikaze bird at

war with egg-wiing ig –

ha been downoaded more

than 50 miion time and i

ayed wordwide for roughy

200 miion minute a day.

200miionminute

ayed er day

5 0

mi l l i on

d own-

l o a d s

ngry Bird:

slFNcHN

“re you uriou about new idea? o you want to earn a new anguage or jut a

new word? aybe you want to know more about anatomy or atronomy.” e’ atet

ad for the ipad invite onumer to end ean-bak time earning via an eduationa

a. t i aroriate that thi teh omany reognize that the nternet ha booted

onumer’ inteetua urioity. With o muh information at our ngerti, it’ no

wonder we ong to our downtime ing our mind.

n Brazi, 33 erent of onumer urveyed identied

ef-enrihment – inuding oure of tudy – a

a key omonent of e ime. n china, 22 erent

of artiiant ao equated ef-imrovement with

eiure. t i no urrie that onumer in emerging

eonomie woud rather ue their eiure time earning

new ki and anguage that wi make them even

more ometitive on the goba tage.

hi year, the tabet emerged a the utimate e ime tehnoogy. hey are ean-bak

devie ued rimariy at home on weeknight, aording to an dob tudy, the very

time our tudy how eoe urue e ime the mot. Ofine, ativitie ike knitting

and rabooking have taken off in the at few year, a have ooking and interior

deoration. When onumer fee overtimuated, fouing on a new, hand-on ki

an be the erfet antidote to ife’ 4G ae.

33%

12



14



We ime:Human are innatey oia being, o We ime haaway been an imortant aet of our eiuretime. But We ime i hanging. he goba reeionha fored many to re-evauate what reay matterand to rediover the vaue of famiy, friend and

ommunity. ehnoogy i inreaingy heingu onnet with new eoe and trengthenexiting reationhi by giving eoe too totay onneted, to nd new event, to organizeouting and to join grou.

On the weekend, onumer wordwide get outfrom behind their Faebook roe to onnetwith rea-word friend. n Britain, friend tiongregate at the ub, but they ao nd intramuraort eague via onine oia network ike GOammoth. n the nited state, getting outdoori a favorite atime and event organizer ikeOutdoor Bound ut together hiking and horebakriding outing. n Brazi, weekend trave i a great

way to get together with urrent friend or make

ome new one aong the way. eanwhie, inchina, ontaneity i key – iku ort gameor imromtu tri to the hoing ma.

round the gobe, the denition of We ime ha

beome a ombination of enjoying ommuna fun,eeking new network of friend and being ative.

Bs O NONG W

oo difut to gain ooeration from other

oo muh anning

16

18%

13%

26%

10%

27%

34%

22%

14%



BNG cV

egarde of what eoe are doing during We ime, one thing i ikey to be true:

they’re being ative. Whether it’ getting together with friend for ort, hiking or

a mueum viit, eoe want to end their time out and about. sure, onumer

are ti getting together for the uua dinner and a movie, but more often, they want

to get the mot out of their time with rereationa ativitie. ake, for exame, the

ing-ong henomenon – ong an obeion in china – making it way around the

gobe. Not ony do to nightot in New ork, iami and london boat ing-ong

tabe, but 47 tabe reenty oed u in ubi ae a around london. New

ork’ Bryant park and omkin square park ao hot tabe, whie in Berin, more

than 700 outdoor tabe an be found in beer garden, ark and other ubi ae.

cON

700ing-ong tabe

an be found inoutdoor ubi ae

in Berin

18



sOclNWONG

hi year and at, we aw ome teh fatigue, a onumer engaged in “digita fat”

a a way to end more quaity time with famiy and friend. arketer took note.

One reent ad for the oyota Venza deit a air of “antioia” arent enjoying

mountain biking with friend whie their 20-omething daughter it behind a ato

and deare, “ have 687 friend. hi i iving.”

eite tehnoogy’ bad ra for ioation, marketer houdn’t overook the extent

to whih oia network have brought eoe together ofine. hoe 687 friend,

a unhine in the oyota ad, rereent how omfortabe onumer have grown

with meeting new eoe and haring interet and erona information. soia

network have made onumer’ ive e inuar by iniring them to onnet

and giving them a way to do it.

hank to oia networking ite, oa it erve and interet-ei ite ike

eadercire.org, it ha beome inrediby eay to iue grou invitation and

anva for eoe intereted in the ame ativitie or even join nihe grou

ike running and book ub. eetu.om aow oa grou to organize and

romote event. he ite boat 9.5 miion member in 45,000 itie wordwide.

nteret an be a varied a inge grou, outdoor adventure grou, oth

and whikey onnoieur, exatriate grou and more. Grou have ao been

onored by other.

he exoion of vounteerim in reent year i another indiator of the evoution

of eiure time. he uroean commiion deared 2011 a the “uroean ear

of Vounteering.” n the .s., vounteerim hit an a-time high in 2006 and ha

remained ouar ever ine. Whie the obviou benet i giving bak and feeing

good, vounteering ha ao beome a way for eoe to meet other with imiar

interet. Whether vounteering with a hurh grou, environmenta enter or

ommunity rogram, eoe hooe organization that interet them and are often

urrounded by quaity, ike-minded eoe. n fat, the vounteer organization

New ork care wa featured in ime Out New york a the third-bet ae in

the ity to meet inge eoe.

60% 61%

80%78%

pcNG WHO Fl cHNOlOG

s ls B

vounteerimhit an a-time high

in 2006 and haremained ouar

ever ine

heo!

eetu.om ha

9.5 miion member

in 45,000 itie

We are reahing out to onnet through We ime by attending event,

wranging friend and exanding our network. But when we want to

dionnet, Fee ime i the way to go.

20



22



Fee ime:fter year of reeion-inired “tayation,”onumer are ready for a rea break. For many,far-ung trave i the idea, but in reaity, urrenyutuation an make overea trave too oty,whie goba unret make ome exoti oae

eem downright dangerou. sady, it eemvaation are hard to ome by thee day, ateat in the .s.

ording to a 2010 euter/o o, ony 57 erentof merian ue a their vaation and hoidaytime, among the owet in the 24-ountry urvey.nd a reent dweek/Harri o found 46 erentof merian work during their vaation. ven wordeader are feeing the inh. eenty, reidentBarak Obama and Nioa sarkozy had to ut horttheir hoiday to dea with reing nationa iue.When a vaation in’t in the ard, onumer arending Fee ime through everyday eae, whihinvove trying omething different, fun and iberating.

Fee ime i dened by a deire to get away, beadventurou and try omething new. Whether it’a vaation or an everyday eae, it’ the utimateway to enjoy eiure and fun.

H BNFs OF VcON ls

rying new thing

Having fun

ae

29% 30%28%

30%28% 27%

23%21%

16%

23%26%

19%

24



VcON

Whether it’ in a troia oation, a utura detination or a nearby haven, everyone

enjoy an eae with famiy or friend. hoe who an take a true vaation are

oting to ombine eaim with adventure. oday, there are myriad otion beide

a frozen drink on a andy beah, thank to the exoion of the trave indutry.

thete ooking to uh their hyia boundarie, amateur ook intereted in tating

regiona deiaie and anima over who want to he endangered eie an

a nd the tri for them.

dventure trave, ike urng in cota ia, biking through tay and eeking irituaity

in ndia, have grown in ouarity in reent year. Numerou trave ite make it

eaier than ever to reearh the erfet trave detination and get the bet bargain.

Booking ite ike irbnb and iar aow fruga traveer to book vaation without

aying for riey hote and ar renta. n china, where eoe trave ong ditane

to viit famiy, ctri wa noted a one of the to eiure and fun brand by our chinee

reondent. Networking ite gtrot (hort for gobe-trotting) onnet uer with

Faebook friend who ive where they’re viiting, have viited there reviouy or are

there at the ame time a you. With one ik, traveer an notify thoe friend of

their an and oiit inut or uggetion. One there, hek-in a ike Fourquare

aow traveer to nd f riend nearby. pu, the ubiquity of marthone he

traveer nd a the bet attration on-the-go, eening the need to ome with

a aked itinerary.

26



Vscps

When a vaation i not on the hedue, we ee onumer oting for ma eae

from the everyday. Here, fun i the oerative word. nove exeriene break

onumer out of their routine, be it for an hour or a day. nd whie the reeion

ha eft everyone with a itte e dioabe inome (or at eat a itte more

anxiety about ending it) onumer have found a ave in daiy dea ite. site

ike Grouon and livingsoia ombine ah ae with dee diount on thing ike

fening eon, hot air baoon ride, motorye renta and beer-tating ruie.

conumer have made thi the new imue buy, a erfet way to exeriene

novety without breaking the bank.

n reent year, there ha ao been a reviva of hidhood eaure, from notagi

ativitie to the eaure of trying omething entirey new. he fun of hidhood –

unworried, unjudged, ometey in the moment – i hard to reature. But

onumer are trying. hi year, livingsoia offered a three-day summer cam for

“Grown-” that romied hidhood tae ike anoeing, kikba and ag footba.

likewie, biye riding, one ouar moty among u-de-a kid, ha beome

a fu-on urban ifetye. here are few adut exeriene that bring with them the

ame ene of joy and freedom that riding a biye an. n fat, urvey reondent

named “Freedom” a a ore omonent of fun – 61 erent of merian, 67 erent

of Brit, 74 erent of Braziian and 75 erent of chinee. Freedom from our

troube, freedom from our anxietie, freedom from judgment and hae are a

entra to a fun exeriene.

Fee ime i about eaing our everyday troube by

eaing from daiy ife, for a week, a day or a moment,

by doing omething different or fun.

H cO cOpONNs OF FN

(in erentage)

liberating ediated (No muti-taking)

Freedom Of-the-moment

soia New

tive

28



30



sine 2008, our goba outook ha been grim –

goba ometition, fatering eonomie, 24-hourworkday – and onumer have borne the bruntof it. But after neary four year with their noeto the grindtone, onumer are nay ooking

u. proet may ti be dim, but hek, ife ihort. peoe are uhing bak on the goom anddoom. hey’re remembering to take time forthemeve, their friend and famiy – and even aneae from the everyday, whether a vaation ora daiy adventure. hey’re eizing the day, or thehaf-day, or the 40 eond it take to ataut aannonba-ized, angry ardina into a ga wa.

n hort, they’re ooking for a good time, andthey’re nding it through e, We and Fee imeoortunitie. Brand that faiitate or enhaneeiure, or injet more fun into onumer’ ive,wi win heart and mind.

32



ake it more aeibe:ime and money are tight. Brand that deiver ma burt

of fun – via gaming eement, teh interation or mini-event –

wi onnet with onumer too buy to end more than

a few minute with a brand. eanwhie, brand that onor

event, driving down their ot, wi be a hit with ah-

traed hoer. haf-day whikey tating onored by

ameon, ubiized via livingsoia, or $1 tao at unhtime

erved with a ide of literine Breath stri are a oue of

hyothetia exame.

leverage tehnoogy:ehnoogy deveo quiky, and brand that tay on to

of thoe deveoment have the bet hane of ahing in

on novety, a key ingredient of fun. n ugut, progreive’

“Find Fo” amaign took advantage of Q ode to he

onumer nd game onine – an exerie in aeibiity

and teh avvy. he game omemented rint ad, but

brand an ao ue tehnoogy to exand their rodut and

ervie offering.

create a ay ae:Brand an earn attention and kudo from onumer by

bringing a doe of evity to otherwie trefu ituation.

Here, nove out-of-home aroahe an be mot uefu.

hi ummer, dida intaed unhing bag on ubway

atform in shanghai. he intaation, art of it “pu No

punhe” amaign, enouraged ommuter to de-tre and

queeze a bite-ized workout into the daiy grind. likewie, in

utraia, intaed “man ave” to give weary huband

a break from the tree of hoing with their better have,

omete with video game and free hot dog. hee ay

ae ighten the mood, inire fun and he brand onnet

with onumer a they enjoy an unexeted doamine urge.

learning i fun-damenta:Brand that aim to broaden onumer’ inteetua horizon

wi ta into the growing trend toward ef-enrihment.

Branded event that offer an eduationa aet – tating,

eture, onumer eduation, ae – may hit uon a

ommunity a aionate a the one that have made raft

ommunity ty and tinker-magnet aker Faire o ouar.

Buid ommunity onine and off:Brand houd ue onine and oia media to buid ommunit

ofine. atern ountain sort (s) doe a great job of

airing onine marketing with in-tore ae and ub. h

outdoor gear hain romote their biye and bakaking

ini via utomer emai that are ure to draw enthuia

into ofine ommunitie. Going a te further, brand oud

organize ub that meet reguary and buid onenu and

brand oyaty by onoring their own ub. ummer hikin

ub brought to you by s oud draw ity iker who

rave the outdoor, whie a “better than barefoot” running

ub, omete with a hired oah, oud romote the New

Baane inimu hoe.

Be the am ouneor:n our urvey, mot onumer in the .s., .. and Brazi

fet they had taken on the roe of “anner,” or at eat “initiato

– the friend whoe reative idea get the ba roing. ot

buy onumer fee burdened by the anning that goe

into We and Fee outing. partnering with organization ik

eetu.om and daiy dea ite woud give brand an

oortunity to ay the roe of oia organizer, onoring

brand-reated event. hee event oud ah in on onume

deire for ef-enrihment – a ooking or irit-tating a

– or imy ommuna fun, ike the HBO-onored Boardwal

mpire -themed dinner ruie the omany hed with

livingsoia thi fa.

34



S T R A T E G

I C I NSI G H T

S G

R O U P

NOlsGcNsGHsGOprnold On i brought to you by the rnod strategi night Grou. hi edition

i baed on the reut of a goba onine urvey of 2,400 adut onduted in

une 2011 on genera attitude and behavior, a we a eondary reearh.

he rnold On erie rovide anayi and onumer inight aro a variety of

toi and their reevant imat on how marketer ommuniate with onumer.

he ontent of thi edition of rnold On wa deveoed by lia Borden, Vp,

Goba iretor of Human Nature; noh inn, Buine strategy oiate iretor;

lauren urhy, Buine strategy nayt; Neea pa, anaging partner, Goba iretor

of Brand and Buine strategy; and seth shuman, rend nayt, Human Nature.

f intereted in further diuion or a workho, eae ontat u:

lisa uns

chief arketing Ofer

[email protected]

617.587.8242

36

arnoldon: leisure

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