OVERVIEW
INDULGENCE AS IDENTITY
Indulgence has undergone a transformation. Once seen as an occasional, guilty pleasure, it’s now an everyday expression of who we are. It’s no longer just about reward or escape—it’s intentional, expressive, and deeply tied to personal values and lifestyle choices.
Today, indulgence is a canvas for individuality. From the way we eat and drink to how we care for ourselves, indulgence reflects how we want to be seen and the lives we aspire to live.
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WHAT’S INSIDE?
TRENDS IN INDULGENCE
The evolution of indulgence is opening bold opportunities for brands to connect with consumers on a deeper level. Emerging trends include:
- Messy Extravagance: A rebellion against perfection.
- DIY Delights: Rising costs and a love for personal expression are driving consumers to mix high-end and low-cost elements.
- Nourish Me: The intersection of luxury and wellness.
- Rituals of Identity: Daily routines are being redefined as opportunities for self-expression.
CATEGORY APPLICATIONS
Across industries, indulgence is reshaping what consumers expect from brands:
- Food & Drink: The focus is shifting to reframing indulgence as aspirational and purposeful. Hence, we’re seeing the sophistication of gourmet blended with the accessibility of everyday items.
- Health & Beauty: Consumers are seeking products that are both functional and luxurious. From mood-enhancing beauty items to indulgent skincare, brands have the chance to transform utility into personal luxury.
PROVOCATIONS FOR BRANDS
As indulgence takes on a new meaning, the question for brands is how to stay ahead. Consider these provocations:
- How can you mix high-end with low-brow to create bold, attention-grabbing experiences?
- What does “decadent wellness” look like in your category?
- How can your brand celebrate imperfections in a meaningful way?
Indulgence is no longer about indulgence alone—it’s about identity. Is your brand ready to embrace this shift?