What’s “calmtainment?” It’s on Wunderman Thompson Agency’s list of trends that will define 2021. Calmtainment is entertainment that helps people to relax and feel calm.
Life is returning to some kind of normal this summer. Many of my friends are going back to their offices, and social calendars are filling up quickly. Yet I also see that many people enjoyed aspects of the sheltering-in-place days: family dinners, reduced social demands, no business travel and so on. The question of “What am I going to keep doing from the pandemic days?” is on many minds.
Likewise, because of the stress of those days, the business of mindfulness expanded dramatically during the 2020 pandemic year. For example, the app “Calm,” which I recommend, was valued at $2 billion in December 2020.
A demand for calmtainment is in the air. It’s perhaps also a reaction to doom scrolling and ultraviolent and/or fast-paced video games, movies and television. To meet that demand, the entertainment industry is creating “unique, immersive experiences,” as Wunderman Thompson says.
This includes Netflix’s “Headspace Guide to Meditation” and the Autonomous Sensory Meridian Response (ASMR) videos. ASMR videos feature someone whispering or tapping to give the viewer a sensation of brain tingling. This promotes relaxation and has attracted millions of followers on social networks.
Calmtainment doesn’t have to come in video or audio formats. Mindful Magazine’s August 2021 issue notes that LEGO has released an adult line described as “therapeutic, immersive and relaxing.” Other ideas include playing with Play-Doh, jigsaw puzzles and adult coloring books. You can turn nearly any play experience into Calmtainment if you slow it down, bring in Christian mindfulness and keep it quiet.
What kind of calmtainment do you enjoy?