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”.

Pluses (and minuses) Of Positive Thinking

November 10, 2020

What this article goes on to explain is how positive thinking – described here as ‘thriving’ – can counter the effects that come from the negativity outlined above, from reduced memory to diminished performance. Based on studying people in a series of organisations in different industries, one of the authors has found that people who attain this state are more resilient, experience less burnout, and are more confident in their ability to take control of a situation

Working With Nature

November 10, 2020

“Behind the jargon what this is really about is how we address the challenge of biodiversity under threat, move away from fossil materials like plastic and concrete, and use nature in a sustainable way, all of which could be summed up by “living in harmony with nature”.”

Resetting Company Culture

October 12, 2020

“In the new ‘consensual contract’ between employer and worker, what’s required is a commitment from the employer to safeguard the wellbeing of their people, and a commitment in return from employees to take personal responsibility for their performance of their job.”

Countering Loneliness

October 3, 2020

“Could loneliness not only be damaging our mental and physical health but also be making the world a more aggressive, angry place? And if so, what are the implications for a cohesive society and democracy?”

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.”

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