Young consumers are increasingly turning to in-person micro-communities as they prioritize real-life connections over traditional social spaces following the pandemic. Jasmine Douglas's initiatives illustrate this shift, starting with Babes on Waves for women of colour in creative industries. She further expanded her impact with the Busy Babes wellness club, organizing various meetups and retreats. The rising popularity of online subcultures transitioning into physical gatherings highlights a growing desire for curated experiences, moving beyond conventional venues. This cultural shift offers brands a unique chance to engage with young audiences in meaningful ways.
In 2020, young entrepreneur Jasmine Douglas started Babes on Waves, a digital networking space for women of colour navigating the creative industries during lockdown.
In 2024, she launched social wellness club Busy Babes, a new arm to her business that organises wellness meetups "for busy babes", including international retreats and sauna and ice bath socials.
From run clubs and reading groups to sober socials and ceramics collectives, micro-communities are increasingly gathering offline, transforming shared interests into shared experiences for consumers.
Rather than defaulting to traditional third spaces like cafés, gyms or bars, Gen Z and millennial consumers are gravitating towards more curated forms of gathering since the pandemic.
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