What does Hygge, Popeye’s chicken sandwich and the color blue have in common?

In short, comfort. Whether it’s the grueling polarizing political climate, the endless buzz of tech always pressing for our attention or our own personal life commitments tugging at us in all directions, we seem to be increasingly living in a constant state of anxiety and it’s only natural that we’re craving comfort.

According to Google Search data for 2019, Americans were more likely to be cooking up a Shepherd’s pie or indulging their sweet tooth with a homey snickerdoodle cookie rather than the Instagram-famous Unicorn cake which topped last year’s trending search spot. Speaking of comfort foods, after selling out in just two weeks, Popeye’s now famous chicken sandwich was brought back in the Fall to amazing success.

Why the bend toward comfort foods in 2019? It’s possible that these trending searches for folksy foods are driven by a culture increasingly hungry for an anxiety antidote, a bite of hygge, if you will.

The Pantone Color Institute would agree. They announced recently that the color for 2020 is the classic blue. You don’t need to know much about color theory to know blue = comfort. Pantone settled on a shade that offers “reassurance, confidence and connection that people may be searching for in an uncertain global miliu.” 

Specially in uncertain times when it feels like things are always changing and nothing is ever certain, how can we offer our consumers more comfort?

How can brands balance the need to provide new and exciting experiences/innovation while also making them feel comforting and familiar?

 

 Sources:

https://www.cnn.com/style/article/pantone-color-classic-blue-2020/index.html

https://www.forbes.com/sites/eveturowpaul/2019/12/13/googles-year-in-search-reveals-2019-as-the-year-of-comfort-foods/#4e6709002be5