ISSUE ONE | FEBRUARY 2020 - Verve
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ISSUE ONE | FEBRUARY 2020
Welcome to Trends with Benefits, As we get our bearings in a new decade, it’s important to give a nod to the
vast changes made in Irish society in the past 10, or even 5 years. It’s a different
a place where we uncover how place with new priorities, new-found confidence and a healthy bit of sass.
Globally, we’re also living in a pivotal time where people have come together
global trends are being to bring order to the political, environmental and economic upheaval that
expressed locally. closed out the last decade.
Yet, in order to understand the global trends, it’s important to see how these
changes are being expressed locally. Trends with Benefits examines how trends
are expressed locally in Ireland. For every insight we give you, we also give you
an example of how this exists on the ground so you can better communicate
with the market you’re in.
Trends with Benefits will be released every quarter to help your brand
stay to stay relevant and to provide context, insight and inspiration
for future campaigns.
Niamh Clohosey
niamh@verve.ie
ISSUE ONE | FEBRUARY 2020
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 04
Health and leisure start to
meet in the middle with
new wellness trends
Companies like Echelon boutique cycling Irish Male Hair Salon Menspire are Newly opened The Space Between
welcome a new trend of luxury fitness owning a space within male fitness, is a part design-led yoga studio,
‘Fizzical’ classes combine a workout image/style, wellbeing part art gallery and part event space.
with Prosecco as a group afterwards. and mental health.
@echelon.ie @menspireireland @the_spacebetween
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 05
Sleep is a ‘health time bomb’
and companies try to alleviate
stress of modern work life
As sleep deficiency is declared a
public health problem in America,
Ireland is starting to make sleep a
major health priority too.
As companies in Ireland move towards
more flexible working hours and the
government introduces the ‘Right to
Disconnect Law’, how can brands help
consumers to balance their
wellbeing in modern life?
Pop & Rest is a wellbeing and travel Molson Coors in Ireland have introduced
startup with two branches offering ‘Life-leave’ – two weeks leave to
recently offering private napping and do their ‘life admin’.
meditation pods in the centre of London.
@popnrest
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 06
Gen Z, ‘Gig Culture’
and non-linear routes
to success
https://medium.com/authority-magazine/are-you-ready-for-the-hybrid-career-phenomena-999ef1debf61
Ireland has the highest level
https://www2.deloitte.com/us/en/insights/focus/human-capital-trends.html
of 3rd level degrees in Europe.
Grade inflation means it’s increasingly
hard for those competing for jobs.
With the rise of AI – ’soft-skills’, nixer
projects & bespoke paths to success
are becoming more common.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 07
Irish government
New Ireland is facing a
considers ban on
cosmetic surgery more extreme relationship
for those under 18
with body image
Instagram and shows like Love Island
have created a spike in extreme body
modification, such as; ‘Tweakment
Surgery’, steroid use and strict
nutritional plans for teens.
X10
Steroid use in Ireland
has increased ten-fold
since 2015 according
to HPRA
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 08
Irish rewilding
gardens and living
Dutch landscape designer
Piet Oudolf has inspired a
in ‘Jungalows’
trend for more natural
looking prairie gardens. Greater consciousness around
of letting Irish gardens grow wild
to support biodiversity.
@theirishflowerfarmer
Health conscious millennials filling
house with plants in city to give
feeling of outdoors - the Jungalow.
Make your event more @urbanjungleblog
sustainable with locally
grown flowers.
3 bee species have become extinct Are there vacant areas of
in Ireland in last 80 years... when was your office space that can
the last time you saw a butterfly? be a ‘re-wilded’ space?
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 09
The Irish are still drinking,
@thevirginmarybar but they’re more discerning
about what and why
Sales of low / no alcohol rose by over
60% in 2019 with trend predicted to grow
in 2020. ‘Second hand-drinking’ and
being wasted is no longer a good look.
According to CSO average per adult
alcohol consumption has fallen by 23.2%
in Ireland since 2001. But consumers are
still drinking –they look for quality over
quantity, choosing more premium drinks
with gin and whiskey continuing to rise.
Bord Bia have reported that provenance
and suitability continue to play a role in
Drinks Ireland predicts that shift to home-grown brands.
‘cocktail escapism’ and
‘around the globe’ are
two big trends to watch
in 2020.
TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 10
Bosca Beatha
the nomadic Irish sauna combines
pampering with the outdoors. Doctors give ‘nature
prescriptions’ to patients
with chronic illnesses
Research shows that we need to
get 120 minutes of ‘the outdoors’
per week to combat the effects
of desk life.
Psychoterratic
Climate Anxiety & a feeling
of disconnect from nature
Brand suggestion: For example “Biophilia Tours” in the
Watch out for activities such Botanic Gardens.
as ‘rambling’, ‘beach foraging’
and time in ‘healing forests’.TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 11
@thetrailblazery Filling the vaccum
that religion has
left behind
Choirs in the UK are rising in As religion loses stronghold in Ireland,
UK as people want to feel a something needs to take its place for
sense of shared community both individuals and communities; sport,
New Spiritualism
which has died in other ways. wellness/gym culture, celebrity culture.
We’ve seen a rise in ‘New Spiritualism’
Astrology apps on the rise - and use of astrology apps, crystals etc as
Co-Star has been downloaded Irish find meaning in post Catholic society
3m times since 2017. e.g. Moon Medicine Academy.
@costarastrology With a call for yoga to be added to
the school curriculum in Ireland and
a move to secularise schools -
Ireland’s values are rapidly changing.TRENDS WITH BENEFITS | HEALTH & LIFESTYLE 13
Art being used more to reclaim
public space and give a fresh
voice to old experiences
Subset’s well publicised Battle with Dublin
City Council to save street art murals
generated a lot of discussion about
Underthings are an improv duo who put A Playful City is an not-for-profit, running stifling art in Dublin’s public spaces.
a comedic twist on cultural events - such projects that make Irish cities a more #greyareaproject
as comedy art tours. “engaging and inclusive” place
for communities to live.
@underthingsimprov555
@dublin_a_playful_city
Drag & Draw Life drawing class with Drag
Queens which helps to refresh the activity
and challenge stereotypes.
Waterford Walls Project is an
@draganddraw international street art festival –
actively embracing street art & turning
Waterford into outdoor gallery.
@waterfordwallsTRENDS 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
@giveusthenightTRENDS 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.comTRENDS 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”
@mangoxmathmanTRENDS 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 @weareleboomTRENDS 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_heronTRENDS 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_calkitchenTRENDS 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.locoTRENDS 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 FounderTRENDS 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 @steviegraingerIn 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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