With unease growing daily due to concerns over political instability, dire warnings of climate change and looming economic uncertainty, consumers are looking for fun and diverting escapes. Millennials and Xennials in particular are increasingly seeking out nostalgic and playful releases from responsibilities. In fact, JWT Intelligence’s SONAR™ research shows that consumers are rebelling against traditional ‘adulthood’ and embracing a more carefree mentality: 52% of Americans aged 20-29 and 47% of those aged 30-45 believe that people never truly become adults.
Brands and bars are catching on, serving up drinks with a side of play. In London, Bompas & Parr invite guests to channel their inner-child at their latest culinary experience, The Lost Lagoon. Created in partnership with Diageo’s Captain Morgan Rum and Scout cocktail bar, the pop-up event takes adventuresome cocktails to a whole new level.