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New Occasions

The Day Breaker movement born in New York (where else?) four years ago is slowly appearing in France – it took a long time to cross the Atlantic… Day Breaker? This sort of concept is typical of our time. It consists in an early morning gathering on Fridays (so it’s easier to recover…) to share a moment around several activities.

So from 6 to 7am, there are “well-being” and physical activities (yoga, aerobics, afro dance…) and from 7 to 9am it’s party time, sprinkled with performances by acrobats, dancers and brass bands. These events take place every six weeks and are aimed at 25-35 year olds, curious, creative, enthusiast, very active and incidentally keen for networking. For this generation, “before work” activities are a way to take control over their day and to show their difference – what they mean is: “While others are sleeping, we are living…“ Unlimited organic juices and power breakfasts… The exact opposite of a night party where alcohol is a social binder…

This initiative could quite understandably surprise those over forty. Right, but it’s also very relevant to the values of our time, with its combination of festive friendliness and new-age thematics, imagined to satisfy a strong community desire. Couldn’t we find in this movement tracks to invent tomorrow’s consumption? A consumption thought as a succession of occasions marked by the desire to belong. Consumption is an experience to live and to share. An emotional and festive consumption. It’s a way of giving consumption a new attractiveness and a new reason to be, at a time when new generations (and not only them) are questioning its meaning.

Brunches, aperitifs and Black Fridays are perfect examples of hybrid gatherings. The next challenge for brands is to use their stores and their client data to create unprecedented meetings… And to choose the right time…

So What ?

All the brands have to create a sense of community for their clients. Choosing the right time is a good start...

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