Joyful
Futures
In a world defined by pressure,
uncertainty and constant noise,
joy has become one of the most powerful forces in culture and in marketing.
Joyful Futures explores why audiences are actively seeking moments of escape, play and positivity and how this shift is reshaping behaviour, creativity and brand expectations.
From the rise of treat culture and escapism to the pushback against algorithmic sameness, this report unpacks the key drivers behind the growing demand for joy and the trends set to define what comes next.
For brands, this isn’t just
a cultural shift. It’s a creative and commercial opportunity.
British adults believe GPs should offer ‘prescriptions’ for play
0
%
Gen Z buy themselves a small treat at least once a week
0
%
trillion expected size of ‘escapism economy’ by 2028.
£
0
Download the report to understand how to show up in ways that connect, resonate and deliver real impact.
