Hello friends,
This week we’re thinking about how pleasure isn’t just about indulgence anymore. It’s about deeply personal experiences, rebellion, belonging, impact, and comfort.
This month, we’re exploring five big shifts shaping the future of pleasure:
Safe havens of comfort are the new luxury.
Hyper-personalisation is changing pleasure from mass to ‘me.’
Rule-breaking brands are turning rebellion into engagement.
The cultural shift toward building joy-filled communities.
People are done waiting for change—they’re making it happen.
Let’s dive in.
Comfort is the New Luxury
#Zenjoyment #TheComfortZone #PressPause
As the world feels more chaotic, consumers are gravitating toward brands that offer safety, comfort, and restoration.
Spotted this month:
©GeneralMills
Progresso launches Soup Drops, a chicken noodle soup-flavoured hard candy, turning comfort into a pocket-sized ritual.
©Dior
Dior’s luxury wellness retreat at Hôtel du Cap-Eden-Roc fuses high-end fashion with deluxe pampering at $27,000 per stay.
What this means for you:
👉 How might your brand become a haven of comfort in a world of uncertainty?
👉 What everyday rituals can you redesign to create deeper emotional resonance?
The Future is Deeply Personal
#OptiMe #EmpowerDiscovery
Personalization is no longer a bonus—it’s an expectation. With AI powering everything, today’s audience expects on-demand experiences tailored to their exact needs, wants, and whims.
And this goes way beyond seeing our names on chocolate bars and whisky bottles.
Spotted this month:
©MIT
MIT Media Lab’s "Future You" project lets people talk to AI-powered versions of their future selves to make better long-term decisions.
©OtonomusHotel
Otonomus Hotel in Las Vegas is redefining hospitality with AI-powered room configurations, robot butlers, and concierge services that adapt to guests’ habits.
What this means for you:
👉 If your brand isn’t personal, it’s forgettable.
👉 How might you make each experience feel like it was built for one person?
Breaking Rules Builds Desire
#PurposefulTransgression #EuphoriaVille
The boldest brands aren’t just making noise—they’re making statements. Rebellion sells when it’s done with purpose.
Spotted this month:
©M&S
M&S’ cheeky Valentine’s chocolates push the boundaries of suggestive branding, sparking conversation (and controversy).
©LupaPizza
Lupa Pizza’s £100 Hawaiian Pizza dares customers to buy an overpriced pizza—mocking the never-ending debate about pineapple on pizza.
What this means for you:
👉 What’s the boldest move you could make in your category?
👉 What would happen if you actually did it?
The Business of Deep Human Connection
#BeACompanion #Joyning
Despite digital connectivity, people are lonelier than ever. The brands that win today aren’t just selling products—they’re engineering real moments of togetherness.
Spotted this month:
©Nike
Nike’s After Dark Tour transforms women’s running into a nightlife-inspired social movement that blends sport, culture, and belonging.
©Timeleft
Timeleft’s "Wednesday Night Dinners" pre-match strangers over shared meals to spark meaningful friendships.
What this means for you:
👉 How can your brand facilitate deeper connections—not just transactions?
👉 What moments of togetherness can you create that go beyond marketing?
Designing Brands That Make The World Better
#CommunityFirst #WeTopia
People aren’t waiting for change anymore. They’re building it themselves. And brands that don’t participate? They get left behind.
Spotted this month:
©Toyota
Toyota’s Woven City is a living prototype for sustainable, community-designed urban living.
©Costco
Costco is tackling affordable housing by integrating an 800-unit residential complex into one of its LA locations.
What this means for you:
👉 What’s your brand’s role in shaping a better world?
👉 How can you create equity—not just engagement?
Final Takeaway: The Future Belongs to Experimenters
The brands leading tomorrow aren’t waiting for a perfect idea—they’re testing lots of small bets to find their next big success.
Amazon failed at multiple products before becoming a trillion-dollar company.
Brands that test 20+ small bets have an 87% success rate.
Companies that test only a few? Just 27%.
If you’re not experimenting, you’re not innovating.
Experiment with Future Possible®—spotting the signals that reveal what’s next.
👉 What’s your next small bet on the future of pleasure?
Let’s Keep the Conversation Going
Which trend do you see shaping the future of pleasure?
Hit reply, share your thoughts, and I’ll feature the sharpest insights next month.
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Until next time,
Angelique