Despite having a world of digital connections at our fingertips, many people report feeling less socially connected than ever. The constant stream and performance of online interactions can fall short of the sense of belonging, enjoyment, and authenticity that face-to-face, sensory-based experiences can offer.
In response, today’s consumers are increasingly seeking opportunities to reconnect — not just with others, but with the aspects of themselves that foster joy and individuality. This cultural shift has given rise to several notable trends, including the resurgence of local bookstores as community gathering places, “kidulting” experiences that capture the carefree spirit of childhood, and the use of fragrance as a means of self-expression.
In this installment of CO— Trend Watch, Editorial Director, Copy & Production, Ciara McGibbon sat down with Editorial Director, Features, Barbara Thau to explore these trends and the opportunities they present for entrepreneurs in any industry.
Bookstores are back, and they’re powered by community and BookTok
Once considered on the decline in the age of Amazon, brick-and-mortar bookstores are enjoying a renaissance. Not only are superstores like Barnes & Noble reclaiming their foothold, but local indie bookstores are increasingly popping up and drawing in customers.
“Bookstores are having a revival … because of this absolute appetite and craving for community and IRL (in real life) experiences,” said Thau.
Thau pointed to how small booksellers are building vibrant communities through in-person events like wine tastings and pet rescues, while tapping into online platforms like TikTok and Instagram to drive traffic.
At Lovestruck Books in Massachusetts, for instance, curated displays inspired by viral BookTok videos are translating directly into sales. The force behind this success, according to Thau, is a growing consumer appetite for authentic, user-generated content rather than brand-led advertising.
Key small business takeaway
No matter your industry, creating a sense of community around your brand and leveraging social proof can be powerful tools for growth.
“Corporate-fed marketing does not carry the same weight these days as peer-to-peer recommendations,” noted Thau.
[Read more: Bookstores Tap Indie Vibe, Personalization, and Social Media to Romance Reading For Today’s Consumers]
Corporate-fed marketing does not carry the same weight these days as peer-to-peer recommendations.Barbara Thau, Editorial Director, Features, CO—
‘Kidulting’ is redefining play and fueling billions in revenue
Another trend tapping into nostalgia and social connection is “kidulting,” referring to the growing number of adults embracing play as a form of self-care. From building LEGO sets to booking stays at hotels with interactive, screen-free “playrooms,” grown-ups are embracing experiences that once belonged to childhood—and it’s become a multibillion-dollar movement.
LEGO reported that its adult customer base has evolved over time and is continuing to grow. Meanwhile, experiential spaces like the Luxor Hotel’s Play Playground are using movement-based games and activities to attract hundreds of thousands of visitors.
Key small business takeaway
Whether you sell toys or tech, embedding nostalgia, playfulness, and sensory engagement into your offerings can deepen customer loyalty and differentiate your brand.
“However you inject fun into a buying [or] service experience, there is the opportunity for brand loyalty … and return visits,” Thau said.
[Read more: The Rise of 'Kidulting': How Fun and Games for Grownups Are Driving the Profitability of Play]
Gen Z and men are driving a fragrance boom rooted in self expression and affordable luxury
Fragrance has emerged as the fastest-growing category in the beauty industry, largely thanks to Gen Z. Some younger consumers are experimenting with “fragrance wardrobes” and layering scents to suit different moods, while others are trading up from aftershave to premium scents.
Key small business takeaway
For small businesses, this trend is an invitation to tap into the power of “affordable luxury.” Whether you’re in retail, food, or services, offering small, special-feeling upgrades can appeal to customers, especially in an economic climate where high-ticket “non-essentials” may feel out of reach.
“Even in difficult economic times, we all need a little something special or the little feeling of a treat,” said Thau. “Any business can tap into … [giving] a little bit of an extra.”
[Read more: Scents of Change: Generation Z and Men Drive Fragrance Boom]
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
