Trends reports on trends delves into a term has come to encompass a dizzying array and growing number of interesting things happening during our evening hours."/>

After Hours

Mollie Partesotti

Just in time for the holidays, we've released the 3rd volume of HH TRENDS.

This issue titled “After Hours” reports on trends to help ready you for all the epic “after hours” to be had over the next few weeks. The term “after hours” traditionally elicited images of cocktail culture and other “adult” things. Today, the term has come to encompass a dizzying array and growing number of interesting things happening during our evening hours.



With the proliferation of easy connectivity, Internet culture, and the endless pursuit of happiness, Americans are evermore diverse with what they do “after hours.” For example, one article dives into the rise of an always-on culture and how; #YOLO (You Only Live Once) and #FOMO (Fear Of Missing Out) are symptoms of this phenomenon. Popularized in songs by Drake and Lil Wayne and cemented by extensive use with social media, YOLO and FOMO have become the unmistakable mottos of today.

Today we are begining to witness several opportunities to countertrend YOLO/FOMO. Brands could embrace and espouse the luxury of enjoying and truly living in the moment. Or there also exists an opportunity for brands to offer limited-edition experiences or products to further heighten the e!ects of YOLO/FOMO. In addition, brands that sell products or services that many would consider to be irresponsible or unconventional now have an opportunity to send a message to consumers that it’s “okay to splurge.”

Enjoy more content in the “After hours” issue by scrolling through the issue online.

Cheers,
Mollie + The Hill Holliday Strategy and Planning Team