2016 was all about Danish Hygge and 2017 is set to be all about the Swedish lifestyle trend, Lagom, meaning ‘just the right amount’. The craving for Scandinavian living is clearly growing year on year.
New research reveals the Nordic lifestyle traits and traditions that could be next on the trendspotting agenda.
The trend-gods have decided we’ve grown too comfortable in our cocoon of knitted blankets and should now be reigning in our indulgences, swapping them for a more modest and sustainable way of life.
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There has been a steady rise in Scandinavian-related search terms over the past six months. With the growing narrative around Lagom, it is predicted that green living will grow even more integrated into our daily rituals. Making money go further will also be key to a healthy lagom lifestyle, meaning shopping habits will alter and people will invest in timeless purchases, over mass produced items. The focus will be more about the experience rather than new possessions.
It is also predicted that people across the globe will begin to embrace outdoor activities and mindfulness even more to enhance their everyday lives.
The last six months has seen a gradual increase in the number of UK searches for Lagom. In the last three months, the word had been tweeted over 13,500 times. But this is set to grow, in similar nature to Danish Hygge which people went crazy for in 2016 – reaching over one million worldwide Google searches over 12 months.
So what else could we learn from Scandinavia?
- Mysa (pronounced like MEE-sah) = Recharging
The concept of coming home after a long day and recharging, Mysa can be practised alone, with one person or a group. The idea encompasses everything from relaxation, hanging out, being comfortable, having a good time, being content and living in the moment.
- Famntag Natur = Embrace Nature
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In Sweden, there is an intimate connection to nature through being active outdoors, eating fresh food and also making a point of exercising in the cold winter months. It has great health benefits as cold weather burns more calories, strengthens circulation to your heart and lungs as well as helping to prevent SAD (Seasonal Affective Disorder).
- Fika = The Swedish Coffee Break
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Drink coffee and host more parties – it’s that simple. Fika is so much more than just a coffee break, it’s more about the socialising and connecting to people around you. Scandinavians are extremely hospitable and it is a big part of tradition to invite groups of friends over for dinner rather than going out.
- Tila = Space
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Let’s give each other more space! There are over 650 people living in every square mile in the UK and only around 45 in Finland. Now, wouldn’t that be lovely?