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Spotlight On... Societal Changes
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Times Diversity, gender neutrality, mental health, veganism, protecting our planet and gaming are among the key elements driving societal change. PG&H takes a look at what strides the gift industry has taken to reflect these popular culture shifts. Recyclability, climate change, mental health/wellbeing, woke-ness, gender neutral, multi-cultural diversity, rainbow families, veganism, ‘girl boss’ attitudes and gaming... these are just some of the many societal changes that are currently part of our lifestyles, changing the way we think and feel about everyday living. According to Bookspeed’s managing director Lewis Dawson, publishing is always one of the best places to look to see how societies are changing. “We have seen a significant change to the make-up of our bestseller lists over the past few years, with consumers looking for more substantive books on current cultural trends in addition to the more traditional gift books that contain easier or lighter content that was more
dominant a few years ago, such as Ladybird novelty parody books,” comments Lewis. “Broadly, the areas that have proved popular would fall under the categories of inclusivity race, gender, diversity of thought, body types, ways of living etc and sustainability, environmentalism, and specifically, what individuals can do, whether that is reducing one’s own carbon footprint or plastic usage etc.” He continues: “What ties these two strands together is a growing realisation that the world is lacking coherent joined-up political leadership and a common vision for what we think the future should look like. Plus, there is a growing realisation that if we are to create the future that we want to see, we’ve got to roll up our sleeves and do it
Above: A few of the titles from Bookspeed that address today’s societal changes. Left: Gift Republic’s handmade habitat bee hotel. Below: Vegan Zana crossbody bags from Katie Loxton.
ourselves, whether that’s individuals, businesses, communities or coordinated campaigning/collective action. In a very fragmented world, there is a huge opportunity for new ideas of how we exist, or how we are to deal with the huge challenges we face, to emerge, and books have always been the place where new ways of thinking have come from.” Sam Wahid, managing director at Gift Republic, highlights that the company recognises that there is a very strong voice in the world now, and always will be, from all
Playing The Game Calendars too, which are often bought as gifts in the run up to Christmas, are also tapping into societal changes. “Over the past few years we have seen a huge increase in popularity in gaming,” confirms Danilo’s marketing manager Claire Bates. “According to a WGSN report, gaming is no longer just a hobby, it is now emerging as a full blown lifestyle category in its own right, as dedicated and casual gamers buy into accessories and gaming-related products, and brands adapt their offerings to keep up with the growing demand for all things gaming. Total global spending on gaming is now expected to exceed $200bn by 2023, according to Newzoo, and therefore consumer appetite looks set to continue growing.” In line with the trend, Danilo continues to add new gaming titles to its portfolio each year, with its 2022 greeting card and calendar collection featuring Minecraft, Super Mario, Animal Crossing, X Box and many more. Left: Danilo’s calendars for 2022 include Super Mario, reflecting the huge trend for gaming.
Progressive Gifts & Home Worldwide
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