Brands and products
for a Meaningful Life

NEO -hedonism

Created in collaboration with luxury skiwear brand Perfect Moment, and fronted by Priyanka Chopra, Johnnie Walker Ice Chalet is inspired by ‘Blue Hour’ – the moment between sunset and twilight on the slopes when skiing turns to socialising.

Trend overview

Welcome to pleasure-seeking 2.0 – living your best life collecting experiences that make the soul sing. For gamers it is VR headsets that open their eyes and mind. For foodies, food isn't just fuel, it's a fullon adventure, with people chasing street food treasures. Real excitement is now found by stumbling upon a hidden waterfall during a hike or finding underground music festivals. The common theme is creating “pinch me” memories.

45 %

Millennials and Gen Z consumers will make up 45% of luxury sales by 2025

Source: Statista

62 %

of millennials are likely to spend a little extra to make one moment or day more special or enjoyable

Source: NielsenIQ

81 %

of travellers from Europe, Middle East and Africa will either go on more or the same amount of holidays in 2025 as compared to 2024

Source Marriott

Tracking the trend

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Data shows total conversations and YOY growth rate

Trends in detail

Here is a deeper dive into the data, comparing the volume of conversations, and growth rate of each sub-trend – at both a global and regional level.

Data shows total conversations and YOY growth rate

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Feria Don Julio celebrates “El Grito”

Don Julio reimagined the Fair, one of Mexico’s most traditional events, through its own unique eyes – making “Feria Don Julio”. Throughout Mexico’s “El Grito” (Independence) weekend, Tequila Don Julio also showed up with incredible drink experiences at the on-trade, inspiring cocktails, digital content and a creative stunt with Mexican actress Yalitza Aparicio.

What to look out for in Culture in 2025

Neo-Hedonism is showing rapid growth over the last 12 months. Consumers across all regions are delighting in new, exciting experiences, from using the most up to date gaming technology to exploring the great outdoors. However, most conversations also show that while we want these experiences, we do now live in an environment where consumers are increasingly cautious with what they spend. Therefore, we are looking for experiences that are truly memorable.

01.

Euphoric Escapes

Consumers are looking for experiences and products that create lasting memories and moments of escape. Travellers want to explore vibrant cities and relax at luxury locations, while seasonal events guide people on evenings of exploration.

02.

The Great Outdoors

People are energised by adventure: exploring new destinations and eating local cuisine. Outdoor exploring can range from winter skiing, rock climbing and summer hiking – all with breathtaking views – to camping in the back garden.

03.

Immersive Entertainment

Fans rave about gaming and VR; advancements in 3D rendering and spatial audio make virtual spaces more lifelike. In parallel, real world interactive experiences are transporting people to new environments.

04.

Meaningful Connections

People are seeking a sense of community around shared passions, from music and books to sports and hobbies. They want to build deeper connections, where networking and learning opportunities create lasting bonds.

05.

Flavour Fusion Journeys

Diners are looking for culinary experiences that engage all senses with rich flavours, diverse textures, and enhanced ambience. There’s also growing curiosity into how sensory experiences can be altered by adaptogens and nootropics.