Rise: New Hedonism

Ignore the rumours: hedonism is alive and well. Join Crowd DNA associate director Berny McManus at our next Rise breakfast session in London, as we explore the changing dynamics of having fun – and why we’re all still party people at heart...

Date: July 11

Time: 8.15-9am

Location: Crowd DNA, 5 Lux Building, 2-4 Hoxton Square, London, N1 6NU

Hedonistic pursuits – you know, the ones driven by pleasure and indulgence – have traditionally been grouped as facets of ‘letting go’. Drink, drugs, sex and other forms of escapism have always dominated. But what happens when you add wellness, environmental concerns and other topically 2019 themes into the mix? 

According to the ONS, Gen Z in the UK are consuming 20 per cent less alcohol than their millennial counterparts drank at their age. Similarly, the portion of young Americans reporting having had no sex in the past year more than doubled between 2008 and 2018. The rise of Generation Sensible, who are more interested in mindfulness than MDMA, is fuelling a growing consensus that hedonism is dying. 

But can we ever reach a point in culture where pleasure takes a permanent backseat? 

Join us on Thursday July 11, as we redefine hedonism, our host Berny taking us on a journey through scenes of the past (from 90s rave culture up to the yoga enthusiasts of today); before diving into the new hedonistic occasions of 2019. 

Using a unique need states model, we’ll share a revamped definition of hedonism – demonstrating that the fundamental human desire to let off a little steam still prevails. And, naturally, what this means for brands – from shaping comms to products to experiences.

For coffee, croissants and hedonistic insights, please fill out this form or contact rise@crowdDNA.com. And feel free to pass this invite on to any party people who might also be interested.