Welcome to the world of cosy counterculture.
We live in a time where everything seems to be getting faster, smarter, and more competitive. AI is transforming industries at breakneck speed; algorithms are shaping culture, and even relaxation increasingly feels like something that needs to be optimised. Running is about Strava scores, cooking is about Instagram worthy plates, and reading is about Goodreads challenges. Even our hobbies have become performance metrics.
That is exactly why consumers are seeking the opposite: spaces where nothing is required of them. And the signs are everywhere. From the explosive growth of cosy gaming and romantasy novels to the resurgence of vinyl records and the popularity of adult LEGO sets. Not driven by nostalgia, but by a desire for comfort, predictability, and accessible joy. Consumers are consciously creating their own refuges. Small worlds where not everything has to be shared, measured, or optimised. A movement that is becoming increasingly visible and may best be described as cosy counterculture.
And brands? They are largely missing it.
Brands are still building for the hype
Much of brand communication still revolves around hype, launches and viral moments. Everything needs to be faster, bigger, and more visible. We build for the inhale: that brief spike of attention when something drops. But we forget to build for the exhale. For the moments when people crave calm, familiarity, and reliability.
While everyone is fighting for attention, an opportunity is emerging for brands that understand how to stay relevant without constantly demanding the spotlight. Brands that are willing to be present without always asking for something in return. Brands that support comfort instead of interrupting it.
Relevance without the noise
Think of a streaming service that does not constantly push new content during a comfort rewatch session. A brand that supports a cosy gaming stream without plastering logos everywhere. Or a newsletter that delivers genuine value without aggressive calls to action. Perhaps brands should behave less like entertainers constantly demanding attention and more like that one friend who is always there when you need them, without the drama.
This requires a different perspective on brand building. Less focused on capturing attention at all costs and more focused on consistent presence. Less emphasis on performance alone and more emphasis on emotional relevance. Because in a world that is becoming increasingly busy and noisy, calmness may be the most powerful differentiator of all.
By Sanne Klink, Creative Specialist at Serviceplan Amsterdam
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