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People Turn To Hobbies To Get A Break From AI
Gettin’ crafty // Illustration by Kate Walker
In our increasingly optimized, automated, tech-driven world, people are rediscovering the joys of an old-fashioned hobby you can do with your hands — and with other people.
Why It Hits: Even as AI seemingly takes over everything, Gen Zers and millennials are looking for ways to log off and indulge in some analog pleasures. A recent Gallup poll found an overall 13% increase since 2002 in people who say hobbies and other recreational activities are extremely or very important in their lives — and a 21% increase among those ages 18 to 35.
Between The Lines: It might seem radical, but there are activities that don’t require a screen.
Diana Lind, an urban policy expert, notes that people are gradually becoming more interested in “productive leisure” — tactile activities like knitting, painting, and calligraphy that require practice and attention.
These hobbies also get people out of the house. Practitioners go to classes, rec centers, or small businesses that offer workshops — places where they can meet a like-minded community (a balm for the loneliness epidemic).
It’s a boon for people who teach these skills. Amid a struggling labor market, having a hobby that can become a viable side hustle can be the difference between paying the bills and going into debt.
Closing Thoughts: Market-research firm IBISWorld estimates that revenue for fabric, craft, and sewing supply stores in the US will grow from $5.3 billion to $5.8 billion by 2030, despite the closure of mega-retailer JoAnn Fabrics. Meanwhile, online hobby and craft supply retailers are expected to see revenues pop from $22.6 billion to $25.1 billion.
Those numbers suggest people are craving a more grounded, handmade experience than what their digital lives offer.
Prediction: Culturally, we may see young people fall into two stark categories — those who spend their weekends unwinding with hobbies and those who voluntarily treat Sunday like the start of the workweek.
Together with Creator.co
From Invisible To Irresistible: How UGC Helped This Brand Pop Off The Shelf
What if the biggest unlock for your CPG brand isn’t a packaging refresh or a promo blitz — but creators telling the story your audience actually wants to hear? That’s exactly what happened when this everyday grocery staple shifted from traditional ads to a creator-led, UGC-powered strategy built for scale.
Instead of pushing polished product shots, the brand activated creators across food, lifestyle, and everyday routines — pairing premium gifting with seasonal moments and culturally relevant hooks. The result wasn’t just content; it was momentum. Snack boards, game-day recipes, self-care rituals, and kitchen-counter creativity started taking over feeds, delivering 560K+ views, 247K reach, 9K likes, 2K saves, and $58K EMV — all from authentic storytelling that felt like discovery, not advertising.
More importantly, it became repeatable. Mid-tier creators expanded visibility. Micro-influencers added warmth and trust. And with Creator.co managing recruitment, briefs, and delivery, the brand built a scalable content engine, everything from 71K-view recipe videos to 600+ saved snack hacks. As one marketing leader put it: “The team is accessible, easy to work with, and provides frequent updates — all our data was right at our fingertips.”
When UGC becomes the heart of your strategy, your product stops blending in and starts belonging in the lives (and carts) of your consumers.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.