The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Bridesmaid burnout and home economics.

October 03, 2023

The bridesmaids have had enough!

Glamour magazine’s recent series, We Don’t: The Bridesmaid Burnout, shines a light on the increasingly absurd amount of money and effort required to celebrate a friend’s nuptials. Coming out of the pandemic, a bridal boom magnified all elements of the wedding, from the number of events and outfits to the budget for brides and guests. Now, bridesmaids are pushing back against unprecedented standards, declining invitations, asking up front about costs, or even resigning from the bridesmaid role completely. As the pushback grows stronger, businesses are wise to service the plight of the over-partied. Bachelorette party planning app Bach alleviates some stress, centralizing itineraries, activity bookings, and splitting expenses. While we expect retailers to merchandise affordable bridesmaid dress options, we also see the potential for peer-to-peer rental app Pickle to gain traction in this space.

Community becomes a critical wellness pillar.

With loneliness now a global health epidemic, wellness routines prioritize community-focused endeavors. A recent Business Insider study shows Gen Z is spending more on gym memberships, social clubs, and art classes to make friends and IRL connections. The rise of run clubs and walking clubs speaks to the sentiment, which was particularly present at this year's Berlin marathon, where many met up for post-run brunches, cultural outings, and DJ sets. The community spirit extends to spas, too. Othership just received funding to expand its social bathhouse concept, endorsing emotional wellness with social bath experiences and breathwork programs. Digital behaviors are also shifting to prioritize platforms that offer authentic human connections. Newly launched app Catchup reminds users to check in with friends and loved ones, while existing apps Geneva and Bumble promote friend discovery. While brand community gatherings and IRL meet-ups are a dime a dozen these days, we expect them to shift focus from influencers to real customers.

Bring back Home Ec! Consumers feel unqualified for life.

The meme that Millennials can’t do anything themselves became a harsh reality and renewed interest in basic life skills like sewing, cooking, home upkeep, and taxes. Earlier this year, Reese Witherspoon launched educational program Home Eq[uity], a modern version of home economics. Since then, there’s been a flurry of activity around home ec knowledge. American cookbooks have experienced a TikTok-fueled renaissance, as creators like B. Dylan Hollis sentimentalize deep knowledge of go-to recipes, instead of doing everything on-demand. As consumers look to curb fast fashion and shopping addictions, Atlantic writer Ann Friedman suggests learning some basic sewing skills to change one’s relationship with clothes. With many young people feeling a financial knowledge gap, overwhelmed by the dearth of investment services and advice on social media, fintech company Playbook brings it back to basics, focusing on maximizing tax advantages for increased wealth. Take this as an opportunity to bake the broccoli into the brownie with teach-and-sell marketing strategies.

Vaping enters its villain era.

Though Gen Z gained credit for cutting back on alcohol intake, the CDC reports 1 in 10 are vaping regularly. Like cigarettes, the negative consequences of e-cigarettes have been well known and largely ignored for some time, but as young adults begin to reckon with nicotine addiction, a crackdown is afoot. Many Z’s plan on using Dry January as an opportunity to quit. Meanwhile, Big Vape: The Rise and Fall of Juul, is set to air on Netflix next month, landing the conversation back in the cultural zeitgeist. Aware of the epidemic, beauty veteran Alyson Lord founded Blip, a Gen Z-focused nicotine therapy designed to destigmatize addiction and attract consumers through fun packaging, positioning, and community support. Take note of shifting smoking sentiments and consider how your business can provide support and solutions.

Diamonds go from jewelry box to bathroom cabinet.

The precious gemstone has been used in skincare dating back to Roman times, but recently garnered mainstream attention as a hero ingredient for beauty. Popularized by the likes of Bella Hadid and Victoria Beckham, diamonds offer brightening, exfoliating, and hydrating benefits, with brands like 111skin creating skincare lines around the brilliant stone. Dubbed “the Birkin bag of sunscreen,” Pavise leverages diamonds’ light-diffusing qualities as sun protection without the chemicals or chalky look that can come from zinc-based lotions. As lab-grown diamonds become more affordable, they’ll become a cost-effective alternative for the average consumer and bring a new wave of diamond-infused beauty products.