Flimsy whimsy

We live in an anxiety-inducing world. 

Whether it’s that there are more things to worry us, or simply more knowledge of the things that worry us, existence can sometimes feel like a lot.

There are copious attempts to mitigate or distract from this reality. We’ve tried moves offline, apps to build niche communities online, drugs, and maxxing everything. And now, we have whimsy.

The idea of inserting playful little moments into everyday life is taking off. 

Liz Plank, a podcaster in Los Angeles, saw her mood improve when she went to bed in her ‘whimsy pyjamas’ (cream ruffled tank top and shorts, in case you were wondering). She also recommends eating a croissant, which is less whimsy and more just good sense.

Digital creator Sarah De Leeuw received a homemade magic wand with a built-in credit card and went on a shopping spree.

Brands are, obviously, following suit, with Aesop and McDonald’s centring whimsy for their Valentine’s Day activations. Not sure how playful you can be with Big Mac sauce dripping down your hands, but give it a go, we guess.

This isn’t just a series of random examples. There’s data and everything. Hinge has seen a 75% increase in users mentioning the word “whimsy” in their profile prompts. Etsy said searches for “whimsy-related items” were up 50%.

People are obviously trying to be lighter and more authentic, and good on them. It beats being ground down by the incessant challenge of, well, everything.

But they’re also demanding it from others. And that’s where whimsy gets flimsy. Because when you’re asking for it, it’s no longer spontaneous. It’s also much less likely to be playful or light. It becomes yet another role to perform.

Do what you gotta do to get through the day. If that involves stacking up moments of fun and joy, all the better. But rather than demand it from others, perhaps we’d all be better enabling it. Croissants for all.