Comfort consumerism

In a world where stress, depression and anxiety are on the rise, hygge can offer small but real comfort to consumers. It also appeals to homebodies on a broader level, particularly the Netflix binge-watching younger generations. One recent study found that 72% of millennials and teens would rather stay in than go out at night.

Despite its popularity, hygge tends to polarize critics, described as “anti-modern” by The Guardian and inferring “complacency and idleness” according to Time Out. To many, hygge suggests an anti-political stance and a means to block out the real world and retreat from engagement with important issues.

The phenomenon is reminiscent of the mindfulness movement, which has helped propel the success of a multitude products that claim to improve our states of mind. In the past year, adult coloring books have become bestsellers and pop-ups such as Department Store for Mind have gained attention.

The conversation around emotional wellbeing is evidently changing. Spotify has partnered with mindfulness platform Headspace to offer a combined subscription package as an attempt to encourage meditation. “With playlists focusing on things like calm, sleep, study and exercise, Spotify Premium perfectly complements Headspace’s guides to training the mind for a healthier, happier life,” said Andy Puddicombe, founder of Headspace, “We’re excited to offer our users access to both services in a simple and convenient way.”