What is Hopecore?

‘Hopecore’ (and the concept of ‘Finding Feeling’) is an emerging narrative, where individuals actively seek joy and positivity in the world around them. 

As a countermeasure to the persistent strain of crisis fatigue, people are choosing to embrace a sense of hope. Despite some tensions between a feeling of nihilism versus anti-nihilism. 

This significant shift in attitude signifies that consumers will seek products, services, and experiences rooted in purpose and emotion. Brands and retailers should emphasise the significance of Hopecore by infusing messages of optimism into narratives, product design, campaigns, and brand communication.