Playful Rebellion: Time to Take Silliness Seriously

The ’chicken jockey’ experience, which involves moviegoers around the world erupting into chaos during a scene in A Minecraft Movie has stirred much debate online in recent weeks. Whilst some deem this disruptive behaviour unacceptable, others, including the film’s director, are celebrating the cultural moment which sees young viewers throwing popcorn and erupting into cheers.   

Families are moving away from rigid labels and embracing the complexities of being human. Our Big Picture 2027 macro trend, Playful Rebellion, sees a shift towards authenticity, allowing families to connect on a deeper level. 

Safe rule-breaking, through pranks, mischief, and silliness is celebrated as a powerful tool for emotional growth. Integrating creativity into all aspects of play and education becomes essential, offering opportunities for self-expression and exploration. 

Here, we preview our most recent Big Picture 2027 deep dive report, Playful Rebellion – Nurturing Mischief: 2027. Exploring the themes and case studies set to inform the baby, kids and family life industries in the coming years. 

Playful Rebellion – Nurturing Mischief: 2027 

Silliness, often dismissed as childish, frivolous or trivial, is increasingly recognised as a powerful catalyst for emotional growth. 

In 2026, we highlighted the importance of playfulness and humour as important drivers for families looking for light relief in difficult times. Looking ahead to 2027, these themes are expected to evolve, with silliness and mischief providing a foundation for families to foster creativity, curiosity, connection and emotional resilience. 

This shift coincides with a growing collective of families, creatives, child experts and educators leading a ‘playful rebellion’ to deviate away from established norms, standards, and expectations. With this comes an interrogation of ‘rigid labels’ and the constraints they may impose on childhood and beyond. 

Playfulness and humour are important drivers for families looking for light relief in difficult times. Looking ahead to 2027, silliness and mischief are key themes, providing a foundation for families to foster creativity, curiosity, connection and emotional resilience.  

Want to know how the idea of good-natured mischief is set to inspire design in the coming years? Or how the shift towards embracing what makes us hilariously human will influence messaging and narrative? Our Playful Rebellion report series is for you.

Access all 2027 topic deep dives with a premium My TrendBible subscription. 

• Evolving Identities – Ritual Connection: 2027
  Available now 

• Accelerated Youth – Informed Futures: 2027
  Report coming July 2025 

• Care Culture – The Fourth Trimester: 2027
  Report Coming September 2025