September: harvest time and new trends
Autumn is in the air. September brings with it harvest time, the warm colors of falling leaves, and a whole new energy. It’s no coincidence that it’s often called the “new January”: it’s the month of fresh starts, back to school, back to work after the summer holidays, and, almost instinctively, the return of good habits: sports, gym, and a new routine.
But September is not only about going back to “routine habits”: it’s also a time for discoveries, experiences, and new trends to embrace.
From cities to vineyards
Among the new appealing habits, we find vineyard aperitifs and local festivals. Opportunities that bring together conviviality, culture, and experiential tourism.
Data are clear: wine tourism reached a value of 95.88 billion dollars in 2024, with an expected annual growth of +13%. A booming phenomenon: by 2035 it is estimated to reach 358.6 billion dollars*. It’s not just about wine or tradition: it’s a trend that reflects the growing need for leisure.
More and more unplugged escapes
In a fast-changing world, pausing has become a mantra. Taking part in a local fair or sipping a glass of wine at sunset among the vines means slowing down, living an authentic moment, and taking care of oneself.
These micro-trips, often just a weekend long, turn into cultural and emotional experiences, capable of recharging your batteries and creating lasting memories. It’s no surprise, then, that autumn tourism is steadily growing; this trend reflects the need to ‘unplug’ and reconnect with nature in a new and authentic way. Not by chance, the topic digital detox ideas on Pinterest has increased by +72%** in recent months.
From FOMO to JOMO
Until recently, FOMO (Fear of Missing Out) prevailed, forcing us to stay ‘hyper-connected,’ burdened by the fear of missing something. Today, however, there is a paradigm shift: JOMO (Joy of Missing Out) dominates, since the real desire is to enjoy the little things and let ourselves be carried away by the moment. In fact, the tendency to put aside the phone during leisure time in order to fully live the experience is on the rise, with a +22%*** increase among younger generations.
Settembre non è solo il mese della vendemmia, ma anche quello delle nuove opportunità. È il momento giusto per i brand di riposizionarsi, rinnovarsi e dialogare con un pubblico sempre più attento al valore delle esperienze.Settembre non è solo il mese della vendemmia, ma anche quello delle nuove opportunità. È il momento giusto per i brand di riposizionarsi, rinnovarsi e dialogare con un pubblico sempre più attento al valore delle esperienze.
What about brands?
The trend is clear: more and more people are seeking engaging experiences. And brands have the perfect opportunity to position themselves in this scenario.
Don’t get caught off guard! Here are some winning strategies:
- integrate seasonal interests into your content with consistency and relevance;
-offer immersive content that inspires your audience;
-align your strategy with the interests and needs of your target.
Settembre non è solo il mese della vendemmia, ma anche quello delle nuove opportunità. È il momento giusto per i brand di riposizionarsi, rinnovarsi e dialogare con un pubblico sempre più attento al valore delle esperienze.
Do you really know how to engage your community?