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Why We're All In On Pleasure
Because in a world on fire, joy isn’t a luxury—it’s a strategy.
Why We're All In On Pleasure
Hello friends,
This week we’re taking a break from the chaos of headline news to double down on our favourite topic: pleasure. The ultimate compass for what keeps us all getting out of bed in the morning, especially when we’ve got our Pleasure Playlist on. (Be sure to check this out below!)
But before we dive in, we’ve got a pulse check for you to get a sense of what we can feature more of in our weekly updates.
What would you love to see more of? |
We appreciate you taking the time to share your thoughts! Also, if you’d like us to do a deep dive on a specific industry or topic? I’d love to hear from you, just reply to this email and we’ll always get back to you.
Why Pleasure Matters More Than Ever
Throughout human history, change is the only constant but there must be some force guiding us to do more than go with the flow and define our destiny.
From Beethoven to Beyoncé, and from cocktails to cannabis, we all share an innate pursuit of pleasure. It adapts to our desires—whether it’s ice-bracing dips or decadent sips. The quest to stimulate our mind, body, and spirit? Endless.
From gaming to gastronomy and from spiritual enlightenment to superhuman DNA we're continually redefining what it means to live well and prosper.
These shifts continue to drive disruptions across multiple categories and with science and tech breakthroughs unlocking potential new futures at a blistering pace staying relevant has never been more challenging.
But if we take the time to imagine and act on what’s next, we can avoid being disrupted and instead shape the disruptions of tomorrow.
Long story short: the pursuit of pleasure is timeless.
But the ways we seek it? That’s where the opportunity lies.
So, how do we turn this timeless pursuit into a competitive edge for brands?
That’s where we come in.
How We Help Brands Own Pleasure
We’ve tracked thousands of global signals on the shifting states of pleasure and wellbeing to define 8 Future Codes, all creating distinct paths to next-gen pleasure.
THE PLEASURE HUNTING MAP
We use these foresights to help brands uncover the dimensions of pleasure they can own and map bold innovation pathways to bring them to life.
You can schedule a call with us anytime to pick our brains on what we’re seeing round the next corner. Or get direct access to the foresights, 40+ innovation opportunities and thousands of signals by signing up for your free trial to FuturePossible®. It’s a sweet bundle of everything we’re seeing that gets updated weekly, so you can stay inspired and map your next moves.
Here’s four recent signals that are sparking a few thoughts for us today:
 ©TheOrdinary x MSCHF These $3 eggs broke the internet. |  ©Brand’s Own Big fashion is coming for Starbucks. Luxury brands are swapping runways for restaurants, turning cafés into cult outposts of taste, scent, and style. |
 ©Almave Lewis Hamilton’s alcohol-free agave spirit, Almave, is taking the booze out but leaving the craft, ritual, and swagger intact, proving zero-proof doesn’t mean zero presence. |  ©Verdant Health Verdant Health’s vh-01 is a gag-blocking powder designed for real intimacy—not just performance—tapping into a new wave of pleasure products that prioritize comfort and connection. |
Pleasure Playlist
Need a vibe shift? Here’s what’s on repeat for us this month:
We're not here to predict the future. But we’re totally here to help you shape it. And while we’re at it, let’s make it irresistible?
Until next week, here’s your Mighty Question to ponder:
What if your next big move didn’t just meet a need, but created joy?
… Angelique & the Team