6 in 10 Americans started a new hobby during covid, which isn't surprising when you look at historical times of societal turmoil (ie Great Depression, 2008) but what is different is the commitment to continuing these hobbies and continuing to invest in them.

This commitment is due to a shift in the role hobbies are playing in consumer's lives- going from a way to fill a productivity gap to individual passions that help people express themselves and their identity, that serve as self-care or self-investment and that provide a path for consumers to find community.

This behavior looks different across generations and hobbies, but brands have the opportunity to tap into the hobby economy through both creative messaging and media activations in order to resonate more deeply with what their consumers care about. 

Download the report here.

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