Hobbies and Interests - UK - February 2020
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Motivations for taking part in hobbies vary by generation. Many older consumers prefer to spend time alone and are driven to enjoy hobbies in order to unwind and relax. Meanwhile, younger consumers perceive hobbies primarily as a skill or knowledgebuilding opportunity, or as a catalyst for socialising.
Consumers are actively seeking ways to increase overall wellbeing, which includes not only physical health, but also emotional and psychological. Brands should tap into the ‘mindfulness’ trend by promoting hobbies and interests as a positive way to switch off in the digital world.
“The power of hobbies to improve mental wellbeing is set to drive growth throughout 2020. Meanwhile, creative hobbies are enjoying a renewed interest from younger crowds as urbanites look to switch off in the digital age and spend quality time with friends.”
– Lauren Ryan, Leisure Analyst
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