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”.

Staking The Moral High Street

August 30, 2020

“On such fragile foundations are built the first steps towards a more ethical kind of business, and who knows what virtuous circles might result?”

Breathe Easy

August 28, 2020

“Scientific evidence recently emerged that, contrary to earlier beliefs, Covid-19 can be spread by tiny droplets that we breathe out when we respire, called aerosols.”

Why Obesity Needs Weighty Solutions

August 6, 2020

“Economic wellbeing is part of the story, but it is also about finding less stressful lifestyles, in which healthy diet figures as a meaningful measure of success.”

Pulling Together Out Of Lockdown

July 8, 2020

“The industry has every asset needed to be a guiding light in the shift toward personal health priority. Will that become a prevention legacy, a ‘phoenix rising’ from the Covid-19 ashes?”

Opening The Right Doors

July 2, 2020

“Looking at the bigger picture, putting the measures in this order represents a lost opportunity that the pandemic could have offered for a cultural pivot pivot towards getting people more focused on their health, a powerful statement of intent.”

Home (working) Truths

June 26, 2020

“Employment is necessary to fulfil our most basic human needs such as food and shelter. Any significant increase in long-term unemployment will spell a retrograde step for human wellbeing like no other.”

Global Cities In Retreat

June 16, 2020

“All roads lead to a wellbeing anchor, whether that be economic/financial, physical, mental or emotional: all contribute to a progressive and inclusive cosmopolitan world. The answer should not be a choice of one or the other but of a joined up and compassionate solution for society, business and individuals.”

Why You’re More Than A Production Unit

June 6, 2020

“The paradox is that we continue to do this in spite of recognising that striving to become ever-more productive is an intrinsically unhealthy behaviour, leading to stress and too often, a sense of failure.”

Societal Racism Is Damaging To Individual Wellbeing

June 3, 2020

“The same broad-sweeping structural racism that enables police brutality against black Americans is also responsible for higher mortality among black Americans with Covid-19,” Maimuna Majumder, a Harvard epidemiologist working on the Covid-19 response, tells Vox.

Financial Wellbeing – The New ‘Must Have’

May 26, 2020

The take-out from this? Wellbeing cannot exist at a more elevated level without our basic needs being met.

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