Hello Friends,

Here are this week’s headlines:

PS here’s a look from Angelique on LinkedIn that you don’t need to reinvent the wheel to make an impact, sometimes it’s a simple case of putting on a better show.

George

Is anyone else noticing that everyone seems to be planning for recovery before they even need it?

Not just hangovers or comedowns, but recovery from everything. Work stress, social overwhelm, intense workouts, difficult conversations. You name it, everyone's got their tool: apps, supplements, rituals, routines. They're thinking about how they'll bounce back before they've even engaged.

Shifting from Reactive to Proactive

There is method to the madness though, as rather than just accepting your fate, the shift is to proactive management. People are understanding that to sustain enjoyment, they have to manage their energy, emotions and come-downs before, during, and after.

We've run consumer groups where they talk about this in terms of being "in debt," related to activities such as going too big at the weekend, or simply having a Red Bull, meaning that you’ll need to make it up later and invest in getting back to your best.

A New Status Symbol

This perceived control can become a status symbol aligned with the 'have-it-all' mentality and being the best version of yourself at all times.

People even showcase their recovery routines like they used to show off their nights out. #SundayReset on TikTok is a ritual-turned-trend with 9bn views with users showcasing their end-of-week routines, with soothing aesthetics and serotonin-boosting structure.

This aspirational veneer masks something more urgent, though.

Recovery Acts as Emotional Risk Management

It's less about optimisation than it appears, and more about protection and prevention. It's emotional risk management. It's not "I want to feel better." It's, "I can't afford to feel worse." That's a huge shift in how we think about taking care of ourselves.

The benefit of this planning is that people are thinking long-term, so the cumulative effect of being "good" also allows them to indulge more, be it with a "fridge cigarette" of a Diet Coke, or a night out drinking beers instead of lifting weights.

The Recovery Economy is Booming

Whether driven by aspiration or anxiety, recovery is booming, with categories like hangover recovery alone projected to hit $8.2bn by 2032 (Global Market Insights).

As people continue to invest in managing their entire experience, it’s creating an ecosystem of rituals, products and services designed to repair, reset or regulate the body and mind.

The following signals take a look at the key innovations and innovators within the recovery ecosystem.

Sell the high and the landing.

Every stimulating experience creates a predictable crash, and that's where the opportunities live. People want to feel good AND know they'll be ok afterwards.

Recovery is the peace of mind that makes the high possible, so how might you support your audience pre, during and post their experiences?

Whether it’s soft support through CRM and comms to let them know you care, or if it’s the harder sell of products and experiences that actively repair, reset or regulate the body and mind.

Explore the full journey and find the gaps where you can offer the most help.

They come straight from Future Possible®, the world's only innovation tool that combines consumer foresights, actionable opportunities, and thousands of inspiring signals. It’s a sweet bundle of everything we’re seeing that gets updated weekly, so you can stay inspired and map your next moves for only £95/year.

Sir John Hegarty's post about Cannes last week got us thinking: What ads have really made an impact on us, and which ones have stayed with us long after the campaign has finished?

Apple — The Greatest 2022

Apple's ‘The Greatest’ ad celebrates inclusivity, showcasing how their products empower users in many ways. Beautifully shot, as always by Apple, with no hint of patronisation and genuine use cases. It brings together a powerful message that real design benefits us all.

Dairy Milk — Yes Sir 2014

We've all been there, late nights in the office, fluorescent lights burning into our retinas, yearning for a hint of joy to break the monotony. Enter Dairy Milk, showing us how we should be doing it, embracing wheely chairs, and sharing the joy one bar at a time.

Guinness — Surfer 1999

Does it need a description? Once you've seen it, it's never forgotten, the GOAT of ads.

Snickers — Betty White 2010

How do you take a campaign up a level? Bring in Betty White, that's how. This version of the familiar Snickers format takes the fun up a notch by bringing in the legend and is the cherry on top of the ‘You’re not you when you’re hungry’ series.

Was the '90s the last time culture had a clear and distinct identity? Before algorithms flattened our feeds, sub-cultures blurred into one, and social media vastly expanded our exposure to trends?

The recent Oasis reunion and the band selling over 100,000 merchandise items in 24 hours might be a nostalgia trip for some, but maybe it’s also a cultural reset. Parkas, bucket hats, and bold attitudes return on the streets, not just because they're retro, but because they symbolise a time when subcultures were vibrant and local scenes had character.

If the past was the last time we truly stood out, perhaps revisiting it is the only way to move forward again.