Reading or hearing the trend reports for 2024 doesn’t exactly inspire joy. Things aren’t getting better: war, a hardened society, inflation, and climate change will continue to dominate this year.How are people coping with this unrest and stress? During the 2008 financial crisis, escapism provided temporary relief. Now, it seems we are seeking small moments of happiness to briefly escape from our worries.
In The Guardian’s "Shift Happens" study from summer 2023, 71% of respondents indicated that finding joy and happiness in everyday moments is crucial for managing stress and living well. These moments of happiness are often found in simple activities, such as taking a proper tea break, going for a walk, listening to a podcast, attending live events, doing something kind for others, or enjoying a Friday night “fakeaway” (a homemade meal mimicking takeout).
Glimmers and Urban Fishing
A related phenomenon is the rise of “glimmers.” This social media trend focuses on appreciating small moments of joy and calm. In a world full of triggers, people are now seeking glimmers—posts that soothe rather than agitate. These can easily be found on Instagram and TikTok under hashtags like #glimmers or #glimmers_of_hope. Similarly, the #romanticizeyourlife trend encourages people to infuse ordinary tasks with a touch of romance and significance.
Some emerging trends also fit this narrative, such as urban fishing. Once considered a pastime of the rural middle class, fishing is becoming popular among urban youth. Casting a line into city canals and park ponds offers a way to enhance mental health through relaxation and connection with nature—even in the middle of the city.
Crocheting, Knitting, and the Rise of the Kidult
Crocheting and knitting are gaining traction among younger people, driven by a desire for slow fashion (more sustainable clothing) but also by an increased focus on mental well-being. The repetitive rhythm of these activities is said to have therapeutic effects. Interestingly, more boys are picking up the hobby too. A few years ago, hobbies often turned into side hustles, with creators making money from their craft. Now, a clear countertrend has emerged: people are returning to hobbies purely for relaxation.
This aligns with the rise of “kidults,” adults who use play and toys traditionally associated with children to unwind and find moments of happiness. For example, “kidulting” has transformed sand tables into artistic therapy tools.
Sad Music
How are brands responding to this trend? In summer 2023, Spotify observed that Gen Z is more drawn to sad music than any other generation. They created the Bummer Summer playlist to help listeners cope with summer blues. While this may seem more like a micro-moment of sadness than happiness, music psychologist Michael Bonshor notes that sad music can help us release, express, channel, or cleanse our emotions—ultimately serving our happiness.
McDonald’s in Chile took a different approach with their A Second of Happiness campaign, placing cameras on delivery crew caps to capture real micro-moments of joy. The resulting outdoor campaign featured authentic photos of people smiling, anticipating their next happiness moment.
Albert Heijn, a major Dutch supermarket chain, seems poised to make happiness moments a theme in 2024. During a recent event, marketing director Johan van der Zanden noted that societal uncertainty and tension are driving Dutch consumers to seek these moments of joy. Products like edible glitter spray, “golden pearls,” and golden cotton candy from last Christmas were designed to tap into this need.
Embracing Small Joys in a Heavy WorldIf big happiness feels out of reach, look for it in the small things. Whether it’s something that makes you smile or feel good, recognize it as a “glimmer” and romanticize that moment. It truly helps lighten the weight of the world.
In The Guardian’s "Shift Happens" study from summer 2023, 71% of respondents indicated that finding joy and happiness in everyday moments is crucial for managing stress and living well. These moments of happiness are often found in simple activities, such as taking a proper tea break, going for a walk, listening to a podcast, attending live events, doing something kind for others, or enjoying a Friday night “fakeaway” (a homemade meal mimicking takeout).
Glimmers and Urban Fishing
A related phenomenon is the rise of “glimmers.” This social media trend focuses on appreciating small moments of joy and calm. In a world full of triggers, people are now seeking glimmers—posts that soothe rather than agitate. These can easily be found on Instagram and TikTok under hashtags like #glimmers or #glimmers_of_hope. Similarly, the #romanticizeyourlife trend encourages people to infuse ordinary tasks with a touch of romance and significance.
Some emerging trends also fit this narrative, such as urban fishing. Once considered a pastime of the rural middle class, fishing is becoming popular among urban youth. Casting a line into city canals and park ponds offers a way to enhance mental health through relaxation and connection with nature—even in the middle of the city.
Crocheting, Knitting, and the Rise of the Kidult
Crocheting and knitting are gaining traction among younger people, driven by a desire for slow fashion (more sustainable clothing) but also by an increased focus on mental well-being. The repetitive rhythm of these activities is said to have therapeutic effects. Interestingly, more boys are picking up the hobby too. A few years ago, hobbies often turned into side hustles, with creators making money from their craft. Now, a clear countertrend has emerged: people are returning to hobbies purely for relaxation.
This aligns with the rise of “kidults,” adults who use play and toys traditionally associated with children to unwind and find moments of happiness. For example, “kidulting” has transformed sand tables into artistic therapy tools.
Sad Music
How are brands responding to this trend? In summer 2023, Spotify observed that Gen Z is more drawn to sad music than any other generation. They created the Bummer Summer playlist to help listeners cope with summer blues. While this may seem more like a micro-moment of sadness than happiness, music psychologist Michael Bonshor notes that sad music can help us release, express, channel, or cleanse our emotions—ultimately serving our happiness.
McDonald’s in Chile took a different approach with their A Second of Happiness campaign, placing cameras on delivery crew caps to capture real micro-moments of joy. The resulting outdoor campaign featured authentic photos of people smiling, anticipating their next happiness moment.
Albert Heijn, a major Dutch supermarket chain, seems poised to make happiness moments a theme in 2024. During a recent event, marketing director Johan van der Zanden noted that societal uncertainty and tension are driving Dutch consumers to seek these moments of joy. Products like edible glitter spray, “golden pearls,” and golden cotton candy from last Christmas were designed to tap into this need.
Embracing Small Joys in a Heavy WorldIf big happiness feels out of reach, look for it in the small things. Whether it’s something that makes you smile or feel good, recognize it as a “glimmer” and romanticize that moment. It truly helps lighten the weight of the world.
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