All Hail Hydration

Call it “water cult” or “hydrohomies,” but we’ve all seen the simple act of drinking water become a prevalent cultural fixation. Maybe it’s due to its universal principality in an increasingly polarized world, but hydration innovation has become a collective focus, from clout-chasing TikTokers to major CPG product developments. So, our cultural strategists got together to discuss all things hydrating and refreshing during our latest Culture Rx Briefing, where we focus on the culture of health of wellness: Hydration Innovation.

“What we know about COVID and TikTok is that accessibility, really, was trending and communal togetherness was also trending. So, water and hydration is something that relates to millions of people who are stuck in their homes” Hanna Jerome, Senior Cultural Strategist at sparks & honey, shared during Thursday’s briefing. The wellness check culture of monitoring each other’s hydration acted as a “virtual hug” to those socially suffering from the pandemic. 

But, hydration is also about equity, as 2.2 billion people are still in need of access to safe, clean drinking water. As the developed world delights in ACV hydration jerky and doggie electrolyte supplements, critical movements in water equity and infrastructural development are of the utmost necessity to aiding in global health crises. So, as much as water is central to our collective wellbeing, intersectional perspective is central to discussions on hydration.

Watch the Full Culture Briefing below:

Watch live Culture Briefings every Tuesday, Wednesday, and Thursday at 12 pm ET on the sparks & honey LinkedIn page.