Summer Trends: Coming Out of Hibernation

This month, as we move from spring to summer, we’re emerging from a stressful and isolated year. Looking at this moment from the perspective of summer trends, it’s interesting to see what people are gravitating toward as life slowly begins to feel familiar again.

Not surprisingly, one of the biggest trends we see is people looking for connection. People are craving experiences over stuff, prioritizing self-care, and focusing on wellness for their bodies, community, and planet. People don’t want to return to the constant hustle of “the before times.” They want a routine that makes them feel good, not exhausted. They want a life with room for simple pleasures and time for the people they care about.  

How are these urges manifesting in summer trends?

If you’ve tried booking a hotel or beach house lately, you know that it’s a challenge. People are eager to get traveling again. While many economies rely on tourism, the break from it has also benefited some over-touristed environments. Coral is recovering in Hanauma Bay, and the sky over Macchu Pichu is less polluted. Travelers want to return to travel with an eye toward making a lighter impact and stronger connections while there. They want less posing precariously for that Insta-perfect selfie and more striking up conversations with locals.

While it was apparent how much we all missed the most important people in our lives, it was eye-opening how much people also missed casual acquaintances. Micro-interactions help build community, and people have missed them. The barista who remembers your order, the librarian who checks out your book, the people in the office down the hall you sometimes see in the elevator; these small interactions have value. People looking to make connections are eager to get out and gather safely. Outdoor food and drink events are popping up, as well as public art exhibits and performances.

Spa experiences used to focus on pampering and decadence. And while they can still pamper, there is increasing emphasis on wellness and healing. Salt caves, hydrotherapy, and Vichy showers are some of the ways in which spa treatments promote health more than beauty standards. Massages are also important. Touch is healing, especially after periods of isolation.   

What has reemerging been like for you? What experiences are you craving? 

Over on Pinterest, we put together a board of some exciting experiences we’re seeing people enjoy. Be sure to check it out and give us a follow while you’re there. We wrote about these trends and shared a lot of images in our May Trend Letter. Like hearing about trends? Subscribe today and stay in the loop.