What The Future

LEISURE

Leisure

In What the Future: Leisure, experts explain how Americans spend their time off the clock — and where leisure will go in the years to come.

Americans need a break. But can we take it?

Today, taking it easy is easier said than done. Is a more relaxed future feasible? What the Future editor Matt Carmichael explains how brands and institutions could shape the future of free...

Shifts: Hybrid living, screen life and living for today

Ipsos Strategy3’s Trevor Sudano considers how shifting work routines, new entertainment platforms, and midcentury malaise could influence the future of leisure.

Our obsession with being busy is killing leisure time. How brands can help

Do Americans need to free up their free time? Professor Selin Malkoc explains how productivity mindsets shape (and constrain) leisure time.

Why the future of travel will be more streamlined and more personal

A new generation of Americans is traveling — and their expectations are shifting along with their itineraries. Hilton’s Jess Petitt, who is senior VP, commercial strategy, insights and anal...

Where influential top earners favor experiences over spending

Would you rather hit the mall or the beach? Ipsos Global Influentials’ Ashley Henry explains how high earners around the world weigh experiences versus retail.

Why Gen Z holds the key to future travel spending growth

Is Gen Z’s heightened interest in travel a short-term spike or a lasting shift? The answer will matter for brands and businesses across a range of industries, says Michael Nevski, director ...

Why all brands need to care about a financial services revolution

Credit cards rewards have a strong influence on how Americans finance their leisure time. That means regulatory shifts could affect just about every business that processes transactions, sa...

How TV, our favorite hobby, is evolving for advertisers

Americans still spend much of their leisure time in front of screens — but which ones? Media analyst and professor Amanda Lotz examines shifts in the leisure landscape and how brands can ad...

How experimental art is reaching young audiences in new ways

New polling from Ipsos suggests that young audiences are particularly interested in multimedia art. Ipsos’ Annaleise Azvedo Lohr explains why that matters.