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Insights in youth Offered by trendwolves A glimpse into the future

The end of the competition-collaboration contest

Human beings are naturally competitive. Individuals as well as organisations battle with one another, whether it is over territory, leadership, resources, well-being, friends, recognition, social status and so forth. Competition arises when two parties want something and don’t feel like sharing. That said, the rules of the game in our social-economic system have changed over the past couple of years. The rise of peer-to-peer businesses and the many examples of sometimes rather offhand collaborations, illustrate how joining forces become a win-win situation for all parties involved. And in today’s times, the technological scope has only made it easier to organise collaborations.

This trend becomes significantly visible in the area of recreational sports. Unassailably, taking part and participating has become more important than actually winning. Youngsters are done with cocky, complacent attitudes, both off and on the sports field. Although self-quantification and sharing these data on social media became mildly popular for a while, it never turned into a smash hit.

The Color Run (a 5 km paint race, during which runners are showered with coloured powder) doesn’t account winners nor does it grant prizes. It’s all about fun. The main principle of Tough Mudder (a series of hardcore 16-19 km obstacle race) revolves around teamwork and camaraderie. Participants must commit to helping others complete the course, putting teammates before themselves.

"We don’t run for medals, times or personal bests. We run for ourselves and for the crew." - Charlie Dark, RunDemCrew

✍Note for the future

Fun is a powerful driving force. A generation that will playfully work its way to the top is bound to assert itself firmly in the labour market. Today, companies would do best to try and identify staff that could act as a link between the different mindsets. According to our estimates, in the next few years we will observe an increasing gap between generations. Internal links can unite them, thus combining what’s cool with what is relevant. And, most importantly, in a fun environment. A colourful place, where there’s room for noise and for quiet, for greenery and for instant play.

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Insights in youth Offered by trendwolves A glimpse into the future

This consumer trend is one of the Trendwolves trends, approved by people that know best. We partner up with brands and organisations and help them to connect with youngsters and stay future-proof. Whether you are seeking answers or just feel like saying ‘hi’, push the button to contact us.

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Insights in youth Offered by trendwolves A glimpse into the future

This content is powered by Trendwolves, a trends and marketing agency, inspired by youth culture. For more information or claims for infliction of emotional distress, drop us a line at info@trendwolves.com☎️✉.

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What this trend is about...

The ideology of laughter, fun and play

Young people are all about enjoying life. Facilitated and stimulated by the Internet, they consciously take time off to have a good time. Although they are ambitious and feel that the pressure is on, they are also very aware that the pursuit to success shouldn’t come at any price, particularly since they’ve witnessed –often at first hand- the toll it has taken on their parents as well as other generations before them. For many young people today, having fun outweighs the desire to win. Specifically on the web, humour is all-pervasive. While the masters in self-mockery are considered the new heroes, joy is increasing in power. Humour and play are gaining more ground and form a fertile outlet for self-expression, and a key ingredient for communication.

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Lolology is only one chapter of our European Youth Trendreport. To know the trends that will be relevant for the next 5 years, push the button.

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