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The Evolution of Cozy
Kim Townend x Nextatlas 2024
FREE
This report was done by freelance social listening expert and cultural strategist Kim Townend with the help of Nextatlas data. Building on her previous work around coziness, Kim wanted to investigate the shift from cozy as a seasonal phenomenon every autumn and winter to being a fully-fledged lifestyle that lasts all year round. We hosted a joint webinar together in November 2024 to explain this phenomenon and this is the subsequent report. Using Nextatlas data from our tool Generate Suite, Kim has studied how the current coziness movement is shaping everything from food, fashion and home decor to beauty and gaming.
Key Insights
What’s inside
- Coziness is a cultural response to modern stress, blending emotional safety, self-care, and slower living, appealing to Gen Z and Millennials seeking calm and community.
- Cozy fashion focuses on soft, layered, neutral-toned outfits that combine comfort with luxury, offering a mindful, sensory experience.
- There’s a growing desire for warmth and familiarity in both ambiance and flavor in food, seen in café-inspired home spaces and comforting foods like soups.
- Cozy home design embraces warm minimalism, with earthy tones and natural materials creating peaceful spaces with reading nooks and gentle decor.
- Stress-free, community-focused activities like cozy gaming, crafting, and reading are gaining popularity, with cozy gaming becoming a sought-after genre.
- Multiple business and influencer case studies to show how other brands and creators are utilising coziness
- Colour analysis: what has the pursuit of coziness done to colour palettes?
- Graphs, timelines, data and metrics provided by Exolyt, YouScan Social Listening, Exploding Topics and Nextatlas’ Generate Suite
- 54 pages of in-depth analysis done by Kim