The Daily - June 10,2022 - 68

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F R O M T H E F L O O R
Quentin Humphrey,
WGSN youth and
culture strategist
and being awed gets you happier,
makes you more engaged, " Q said.
A study by Stanford University
also found that the experience of
awe slows down people's perception
of time. " With awe, time
seems to slow down. You're so
inspired, you take a moment and
take it all in, " Q said. This allows
people to feel as if they're more in
control of their time, allows them
to refocus-not multitask-and
put more time and effort into the
things they care about most.
The good news is that it doesn't
Awe Yeah
To help customers weather these trying times, youth culture strategist
Q wants brands to bring a sense of wonder. By Stephanie Wilson
THE FIRST THING YOU NEED TO
know about Q is that he's a memory
maker. Full name Quentin
Humphrey, Q is the strategist
for youth culture and insight for
WGSN, the world's leading consumer
trend forecaster, and he's
at the Show to encourage brands
to help customers experience
moments of awe-even micro
moments, which can have positive
impacts on a macro level.
" Simply put, awe is the feeling of
wonder we feel when we encounter
something powerful-something
that excites us and scares us at
the same time, " Q said during his
presentation Thursday morning
at the Camp's Future Consumer
2024 event. " Awe is about wonder.
68
And for many of us, for the past
two years we haven't been awed by
many things. Maybe disappointed,
maybe frightened, maybe scared.
But not curious and inspired and a
little frightened at the same time. "
That magical mixture of sentiments-wonder
and fear-is
what makes awe a tool for human
survival. " In 2024, awe will be
the great connector in a time of
fragmentation, " Q said. " For future
growth, it's necessary to be awed,
to be inspired. It's necessary to
be connected. Awe helps the self
shrink as the world expands. "
Research also points to awe
making people feel more empathy
and less anxiety, and daily awe
experiences have been found to
/ OUTDOOR RETAILER SUMMER 2022
reduce depression. " These moments
of awe can range from time
spent in nature, known as an awe
walk-that was me this morning as
I walked here from my hotel, a nice
five-minute awe walk-to listening
to new music. Basically, engaging
in something that will make you
feel a little bit surprised, " Q said.
According to one study, awe-inducing
events may be one of the
fastest and most powerful methods
of personal change and growth.
Research from scientists in Germany
found that experiences of
awe can also inspire decreased
activity in the brain's default mode
network. This means that people
have lower levels of stress when
they experience awe. " Being excited
take a whole lot for humans to be
awed. " People typically feel small
during experiences of awe: watching
the sunset, watching it rise.
Gazing at the night sky. Something
that truly inspires you. "
That magical mixture of sentiments
is what Q suggests outdoor
brands are uniquely positioned to
inspire in consumers as we move
toward whatever's next. This is the
key takeaway for outdoor brands
from Q's presentation: Consumers
are interested in creating lasting
moments and experiencing things
that inspire awe. These moments
don't have to be monumental, they
can be as simple as taking a mindful
awe walk through a park to
reconnect with the nature around
them.
" I think for a lot of us, there
hasn't been a lot of memory-making
in the last two years, just a lot
of tragic moments that we'd like to
forget, " Q said. " So as we look forward
to 2024, the memory makers
are going to take very intentional
steps to create a lifestyle that
allows them to create moments
worth remembering-and worth
highlighting in their content. "
LAUREN DANILEK

The Daily - June 10,2022

Table of Contents for the Digital Edition of The Daily - June 10,2022

The Daily - June 10,2022 - CT1
The Daily - June 10,2022 - CT2
The Daily - June 10,2022 - Cover1
The Daily - June 10,2022 - Cover2
The Daily - June 10,2022 - 1
The Daily - June 10,2022 - 2
The Daily - June 10,2022 - 3
The Daily - June 10,2022 - 4
The Daily - June 10,2022 - 5
The Daily - June 10,2022 - 6
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The Daily - June 10,2022 - 63
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The Daily - June 10,2022 - 65
The Daily - June 10,2022 - 66
The Daily - June 10,2022 - 67
The Daily - June 10,2022 - 68
The Daily - June 10,2022 - 69
The Daily - June 10,2022 - 70
The Daily - June 10,2022 - 71
The Daily - June 10,2022 - 72
The Daily - June 10,2022 - Cover3
The Daily - June 10,2022 - Cover4
The Daily - June 10,2022 - CT3
The Daily - June 10,2022 - CT4
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
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https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06022020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
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