During the pandemic, young Europeans took up at-home creative hobbies—whether it was air-dry clay, adult colouring books, or cross-stitching. These so-called “granny hobbies” became cool again, but not just for making something cute for TikTok. The trend was really about self-soothing and self-expression during an uncertain time. And unlike other lockdown fads, their love for hands-on creativity didn’tdisappear once restrictions were lifted. If anything, it’s evolved. Instead of crafting solo in their bedrooms, young people in Western Europe are looking for creative spaces outside the home. They’re signing up for ceramic classes in Berlin, joining life-drawing sessions in London, and attending knitting circles and community darkrooms in Madrid, where they can connect with like-minded individuals, develop their skills, and find connection through their favorite hobbies. YPulse knows that even now, plenty of young Europeans still struggle with making new friends and feeling rooted in their communities, so this desire for artistic third space isn’t just a fleeting DIY trend. For brands, it’s important to understand why creativity is resurfacing...
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