" ` THE FUTURE OF COMFORT | Haines McGregor


When the status quo is increasingly uncomfortable consumers look to brands to provide a sense of light relief. Products and services that empower a sense of balance, freedom and fun that can help lift mood and spark joy.

No longer does a sense of reassurance mean doubling down on the mundane. Consumers are looking for an emotional anchor in their day-to-day that helps them feel good, where the uncertainty of the future makes way to pleasure in the present moment.

From unexpected creativity to comforting classics, reassuring rituals or new-age nostalgia, it’s about finding what gives us a sense of comfort in the here and now.


Dive into the deck to explore the ‘roots and shoots’ of comfort, how brands are positioning themselves and how this space is evolving.

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