Bread Culture

With bread’s return to favor in the wellness world, consumers are ritualizing the baking process as an opportunity to slow down. JWT Intelligence, 28 February 2019, Emily Safian-Demers

Carb’s on the rise?

”“Carb” was a dirty word among the healthy set for a long time. But even with the gluten-free mania that’s sweeping the scene, health-conscious consumers who once scorned carbs are embracing bread as a nutritious option for body and mind. Now, with consumers increasingly seek out non-connected pastimes, the ritualization of baking is being launched into a cultural phenomenon.”

Through the WI Lens

In this piece, JWT Intelligence charts the rising, and perhaps surprising, popularity of baking bread, and sourdough in particular. Some see the making of bread as a therapeutic antidote to the stress of being constantly online; its mindful and deliberate process as a counter to the often mindless and impulsive firing off of posts on social media. And it turns out that baking sourdough has a special cachet among 20-30 year old techies, predominantly male – who would’ve thought it? There are award-winning bakeries, blogs and even a novel and a TV mini-series to support what is rapidly becoming a cultural phenomenon. So what are the take-aways for the wellness sector?

 

  • Once again, this reinforces the truth that wellness doesn’t have to be about luxury – it can be about finding mindfulness in simple, everyday activities.
  • Sourdough baking is a great example of the kind of artisan experiences the tourism industry can offer, and resonates with the popularity of the slow food movement.
  • Artisan bakeries represent a significant business opportunity in their own right, as demand grows for hand-crafted and nutritious product. Not for nothing is bread known as the “staff of life”.

Gut Feelings

April 16, 2019

Could Therapy Be Key To Treating Your IBS? – Huffington Post, 11 April 2019, Natasha Hinde

Radicalise Movement

April 2, 2019

Sitting down for too long may be causing 70,000 UK deaths a year – The Guardian, 26 March 2019, Nicola Davis

Humans Back In Vogue

March 26, 2019

Human Contact Is Now a Luxury Good – New York Times, 23 March 2019, Nellie Bowles

Sickness to Debt to Sickness

March 19, 2019

Americans Are Going Bankrupt From Getting Sick, The Atlantic, 15 March 2019, Olga Khazan

On The Money

March 12, 2019

Why the future of well-being isn’t about money www.weforum.org, 26 Feb 2019, Justin Dupuis

Bread Culture

March 5, 2019

With bread’s return to favor in the wellness world, consumers are ritualizing the baking process as an opportunity to slow down. JWT Intelligence, 28 February 2019, Emily Safian-Demers

Ikea Purity

February 26, 2019

Ikea’s new curtains purify the air inside your house – Fast Company, 20 Feb 2019, Jesus Diaz

Insectogeddon

February 19, 2019

Insectageddon – Politicians are complicit in the killing of our insects – we will be next – Guardian 12 February 2019 – Molly Scott Cato

Goop, Delta, Netflix

February 12, 2019

Goop Enters Netflix Deal: Has Pseudoscience Found A New Platform? Forbes, 9 Feb 2019, Bruce Y. Lee

Race Ready Workplace

February 5, 2019

5 ways work culture will change by 2030, Fast Company, February 4th 2019 Gwen Moran

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