We all need a little more play (looking at you, brands)

Play isn’t just for fun. For kids, it develops their imagination, dexterity, cognitive and emotional strength. It even helps with healthy brain development. Adults also enjoy these benefits, along with stress relief, increased energy and enhanced ability to think creatively. With all the value that play provides, it’s a shame that our world has only gotten more structured, more packed with stuff we have to get done and places we need to be.

Americans are missing out on chances to play, choosing to focus on work instead. In 2019, 768 million days of paid time off went unused, with over half of Americans not using all their paid vacation time. Even when they are on vacation, 70% are still checking in on their workplace occasionally. 

This meme says it all - us Americans are attached to work and resisting the urge to play.

Europeans' out of offices are like "I will not be working until 18 September. All emails will be automatically deleted."

Americans: "I am in the hospital. Email responses may be delayed by up to 30 mins. Sorry for the inconvenience! If urgent, please reach me in the ER at..."

— Leanna Orr (@LeannaO) July 10, 2020

When we think about the last year, many of us have started to reassess what we spend time on and what we care about. While our culture has historically focused on achievement over enjoyment, we may see a pivot toward getting back to doing things that bring us joy. Whether it’s play, meditation, exercise or just a nap on the couch, taking a break can actually work to our benefit.

I personally have enjoyed getting a run or walk in during the day to break up my time. I feel energized, refreshed and more able to focus for the rest of the day.

Brands can bring value to consumers who are looking for ways to indulge in a little fun, a moment of calm or even a break. When Calm gave us a moment to breathe during the 2020 election, and EXTRA Gum celebrated our eventual moment of pandemic freedom, these brands filled the void that existed - whether it was a break from stress or excitement for the end of the pandemic.

So besides just copying Calm and EXTRA Gum, what should brands do?

Those in charge of brands should realize that your consumers have been going through a lot. So when you are taking up another :15, :30 or even :06 seconds of their day, are you providing enjoyment? Are you making them laugh, breathe a sigh of relief or even just a slight chuckle?

If not, maybe you should. Maybe you should think about what you can do for consumers, not what consumers can do for you. Because we all could use a little more play in our lives.

Sources:

https://pediatrics.aappublications.org/content/119/1/182#:~:text=THE%20BENEFITS%20OF%20PLAY,important%20to%20healthy%20brain%20development.&text=It%20is%20through%20play%20that,in%20the%20world%20around%20them 

https://www.helpguide.org/articles/mental-health/benefits-of-play-for-adults.htm

https://www.washingtonpost.com/travel/2019/08/28/what-does-america-have-against-vacation/