Wellness: Why people are turning to the old Scottish habit of 'hurkle-durkling' to finally get good rest
- InsightTrendsWorld
- 1 day ago
- 9 min read
Why it is the topic trending:
Emergence as a Social Media Trend: The obscure Scottish term "hurkle-durkle" has recently gained significant popularity and gone viral, largely due to its rediscovery and promotion on social media platforms like TikTok.
Detailed description: The trend seems to have been ignited by actress Kira Kosarin sharing it as her "word of the day," which then prompted others to share videos of themselves engaging in this behavior, leading to widespread recognition of the term.
Connection to Self-Care and Rest: In a culture often characterized by busyness and productivity pressures, the concept of intentionally lingering in bed and prioritizing rest resonates strongly with individuals seeking to improve their well-being.
Detailed description: The idea of "hurkle-durkling" offers a seemingly guilt-free way to enjoy extra moments of rest, aligning with the growing emphasis on self-care practices.
Distinction from "Bed-Rotting": The article explicitly differentiates "hurkle-durkling" from the more negatively connotated trend of "bed-rotting," framing it as a pleasurable activity aimed at promoting overall well-being rather than a symptom of burnout or fatigue.
Detailed description: This distinction is important in positioning "hurkle-durkling" as a positive and intentional act of self-care, making it more appealing and less stigmatized than simply staying in bed due to exhaustion.
Potential Health Benefits: The article cites a study suggesting that sleeping in a couple of days a week can have significant health benefits, such as reducing the risk of heart attack or stroke, particularly for those who get less than the recommended amount of sleep during the week.
Detailed description: This potential link to improved physical health further validates the practice of "hurkle-durkling" as more than just laziness, contributing to its trending status.
Making Rest More Socially Acceptable: The article suggests that giving rest and self-care a catchy social media name like "hurkle-durkle" can help normalize these activities, which many Americans reportedly feel hesitant to fully embrace without guilt.
Detailed description: The power of social media to make self-care practices more mainstream and acceptable is a significant factor in the popularity of trends like "hurkle-durkling."
Overview:
The article discusses the resurfacing of the old Scottish term "hurkle-durkling," which means to linger in bed long after waking up. This trend gained popularity on TikTok, reportedly starting with actress Kira Kosarin. Unlike the similar term "bed-rotting," which has negative connotations related to burnout, hurkle-durkling is framed as a pleasurable and intentional act of self-care aimed at promoting rest and well-being. The article cites research suggesting that sleeping in can have health benefits, such as reducing the risk of heart attack or stroke. Experts suggest that giving rest a catchy name can make it feel more socially acceptable. While balance is key and excessive inactivity should be avoided, mindful and moderate "hurkle-durkling" is presented as a potentially beneficial practice for rest and rejuvenation.
Detailed Findings:
"Hurkle-durkling" is a Scottish term from the 1800s meaning to linger in bed after waking.
The trend went viral on TikTok, reportedly starting with actress Kira Kosarin.
"Hurkle-durkling" is differentiated from "bed-rotting," with a more positive connotation of intentional rest.
A 2017 study found that sleeping in a couple of days a week can reduce the risk of heart attack or stroke, especially for those getting less than six hours of sleep regularly.
Extra sleep from hitting snooze can increase alertness and boost mood.
Experts warn against making it an everyday practice to avoid responsibilities or feelings.
Moderate and mindful sleeping in on weekends can be rejuvenating.
Giving rest a catchy social media name like "hurkle-durkle" can make it feel more socially acceptable.
Key Takeaway:
"Hurkle-durkling," the Scottish practice of lingering in bed after waking, has become a trending self-care activity on social media, framed as a positive and beneficial way to get extra rest, distinct from the negatively perceived "bed-rotting."
Main Trend:
"The Intentional Pause: Embracing Rest as a Form of Self-Care"
Description of the Trend:
This trend describes a growing cultural shift towards recognizing and prioritizing rest, relaxation, and intentional moments of inactivity as essential components of self-care and overall well-being. In response to increasingly busy and demanding lifestyles, individuals are seeking ways to consciously slow down, disconnect from pressures, and allow their bodies and minds to recover, with practices like "hurkle-durkling" representing a lighthearted manifestation of this broader movement.
What is Consumer Motivation:
Seeking Stress Reduction: Individuals are looking for ways to alleviate the pressures of daily life and reduce stress levels.
Prioritizing Mental and Physical Health: Recognizing the importance of rest for both their mental and physical well-being.
Combating Burnout and Fatigue: Actively trying to prevent or recover from exhaustion.
Desire for Enjoyment and Comfort: Seeking out activities that bring pleasure and relaxation.
Challenging Productivity Norms: Questioning the constant pressure to be busy and productive.
What is Driving Trend:
Increased Awareness of Mental Health: Greater understanding of the impact of stress and lack of rest on mental health.
Social Media Influence: Trends like "hurkle-durkling" gain traction and normalize rest.
Cultural Shift Towards Self-Care: A growing emphasis on taking proactive steps to care for oneself.
Recognition of the Importance of Sleep: Increased understanding of the vital role sleep plays in overall health.
What is Motivation Beyond the Trend:
Basic Human Need for Rest: The fundamental requirement for sleep and rest for physical and mental restoration.
Desire for Well-being: The innate human inclination to seek comfort, health, and happiness.
Description of Consumers Article is Referring To:
The article refers to individuals, particularly those active on social media, who are seeking ways to incorporate more rest and self-care into their lives and may feel pressured by societal norms around productivity.
Age: Likely spans various age groups, with younger adults potentially more influenced by social media trends.
Gender: Not specified as a primary differentiating factor.
Income: Not specified as a primary differentiating factor.
Lifestyle: Includes individuals with busy schedules who are looking for ways to de-stress and prioritize their well-being.
Conclusions:
The popularity of "hurkle-durkling" reflects a broader trend of intentionally embracing rest as a valuable form of self-care in response to the pressures of modern life.
Implications for Brands:
Promoting Rest and Relaxation Products: Companies can market products that support rest and relaxation, such as comfortable bedding, sleep aids, and cozy loungewear.
Aligning with Self-Care Messaging: Brands can incorporate themes of rest and well-being into their marketing campaigns.
Creating Content Around the Importance of Rest: Sharing information and resources about the benefits of adequate rest.
Implication for Society:
A potential shift towards a healthier and more balanced approach to work and rest, reducing the stigma around taking time to relax.
Implications for Consumers:
Permission and encouragement to prioritize rest without guilt, potentially leading to improved mental and physical health.
Implication for Future:
We may see a continued emphasis on the importance of rest and the emergence of more creative and socially accepted ways to prioritize relaxation.
Consumer Trend (Name)
"The Recharge Ritual: Finding Joy in Slowing Down"
Consumer Trend (Detailed Description): This trend describes the conscious adoption of practices and rituals aimed at promoting relaxation, rest, and mental rejuvenation, often framed as enjoyable and necessary components of a healthy lifestyle, contrasting with the constant pressure to be productive.
Consumer Sub Trend (Name)
"Viral Wellness: Social Media's Role in Normalizing Self-Care"
Consumer Sub Trend (Detailed Description): This sub-trend highlights the significant influence of social media platforms in popularizing and destigmatizing various self-care practices, making them more mainstream and socially acceptable through relatable content and catchy terminology.
Big Social Trend (Name)
"The Wellbeing Economy: Prioritizing Health and Balance"
Big Social Trend (Detailed Description): Society is increasingly valuing well-being, encompassing physical, mental, and emotional health, and this priority is influencing consumer choices and driving the growth of industries focused on supporting a balanced lifestyle.
Worldwide Social Trend (Name)
"The Global Conversation Around Burnout and Work-Life Balance"
Worldwide Social Trend (Detailed Description): Across the globe, there is a growing dialogue about the challenges of maintaining work-life balance and the prevalence of burnout, leading individuals to seek and embrace strategies for rest and recovery.
Social Drive (Name)
"Seeking Restoration and Joy in a Fast-Paced World"
Social Drive (Detailed Description): The underlying social drive is people's desire to find moments of restoration, joy, and peace in their lives, providing a counterbalance to the demands and pressures of a rapidly paced modern world.
Learnings for Brands to Use in 2025:
Rest is increasingly recognized as an important aspect of self-care.
Detailed description: Align your brand with themes of relaxation and well-being.
Social media plays a significant role in popularizing and normalizing rest.
Detailed description: Engage with trends and conversations around self-care online.
Consumers are looking for permission and validation to prioritize rest.
Detailed description: Frame your products or services as supportive of guilt-free relaxation.
Strategy Recommendations for brands to follow in 2025:
Create marketing campaigns that emphasize the importance of rest and self-care, perhaps even playfully referencing trends like "hurkle-durkling."
Detail description: Position your brand as a supporter of well-being.
Develop products or services that cater to relaxation and improved sleep quality.
Detail description: Offer solutions that help consumers rest and recharge.
Engage with social media conversations around rest and self-care, potentially partnering with influencers who promote these concepts.
Detail description: Connect with consumers where they are discussing these trends.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
"The Intentional Pause," exemplified by the viral "hurkle-durkling" trend, showcases a growing movement towards embracing rest as a valued and socially acceptable form of self-care in response to the demands of modern life.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
To benefit from "The Intentional Pause: Embracing Rest as a Form of Self-Care" trend in 2025, brands and companies should align their messaging and offerings with the growing recognition of rest as a vital aspect of well-being, creating products, services, and marketing campaigns that encourage and support consumers in prioritizing relaxation and intentional moments of inactivity without guilt. This can be achieved by:
Developing Products That Enhance Rest and Relaxation: This could include comfortable bedding, sleep technology, relaxation apps, cozy loungewear, or products that promote a calming environment.
Crafting Marketing Campaigns That Normalize and Celebrate Rest: Use messaging that emphasizes the importance of rest for overall health and well-being, potentially incorporating lighthearted references to trends like "hurkle-durkling" to make the concept more approachable.
Partnering with Influencers and Promoting Content Focused on Self-Care: Collaborate with individuals and platforms that advocate for healthy lifestyles and prioritize rest, sharing educational and encouraging content.
Creating Workplace Cultures That Value Rest and Prevent Burnout: For companies, this could involve encouraging employees to take breaks, promoting healthy work-life balance, and destigmatizing the need for rest.
Final Note:
Core Trend: The Intentional Pause: Embracing Rest as a Form of Self-Care
Detailed Description: People are consciously making time to rest for their well-being.
Core Strategy: Develop Rest-Enhancing Products, Create Self-Care Focused Marketing, Partner with Wellness Influencers
Detailed Description: Make things that help people relax and sleep, create ads that talk about taking care of yourself, work with people online who promote wellness.
Core Industry Trend: The Growth of the Wellbeing Economy
Detailed Description: Industries focused on health and balance are expanding.
Core Consumer Motivation: Seeking Restoration and Joy in a Fast-Paced World
Detailed Description: People want to feel refreshed and happy in their busy lives.
Final Conclusion: In 2025, as the importance of rest continues to be recognized and embraced, brands that thoughtfully align with this trend by offering supportive products, normalizing messages, and engaging with relevant conversations will resonate with consumers seeking to prioritize their well-being.
Core Trend Detailed: The Intentional Pause: Embracing Rest as a Form of Self-Care
Description: This core trend reflects a growing recognition and prioritization of rest, relaxation, and deliberate moments of inactivity as essential elements of overall well-being and self-care. In a society often characterized by constant activity and productivity demands, individuals are consciously seeking ways to slow down, disconnect, and allow their bodies and minds to rejuvenate. This involves the intentional scheduling of downtime, embracing practices that promote relaxation, and recognizing the value of rest as a proactive measure for physical and mental health rather than just a response to exhaustion.
Key Characteristics of the Trend (summary):
Prioritization of Downtime: Intentionally setting aside time for rest and relaxation.
Mindful Inactivity: Engaging in rest practices with awareness and purpose.
Recognition of Rest as Essential: Viewing rest as a vital component of health and well-being.
Seeking Balance: Aiming for a healthier balance between activity and rest in daily life.
Challenging Productivity Culture: Questioning the societal pressure to be constantly busy and productive.
Market and Cultural Signals Supporting the Trend (summary):
Popularity of "Hurkle-Durkling": The viral trend highlights the desire for guilt-free rest.
Distinction from "Bed-Rotting": Emphasizes the intentional and positive nature of this trend.
Increased Awareness of Mental Health: Growing understanding of the importance of rest for mental well-being.
Growth of Self-Care Practices: A broader cultural movement towards prioritizing self-care activities.
Social Media Normalization: Platforms like TikTok are making rest more socially acceptable.
How the Trend Is Changing Consumer Behavior (summary):
Scheduling Rest and Relaxation: Intentionally blocking out time in their schedules for downtime.
Seeking Products and Services that Support Rest: Purchasing items like comfortable bedding, relaxation aids, and wellness apps.
Feeling Less Guilty About Resting: Embracing moments of inactivity without feeling unproductive.
Discussing Rest and Self-Care Openly: Sharing their rest practices and experiences on social media.
Valuing Experiences that Promote Relaxation: Choosing vacations and activities focused on rest and rejuvenation.
Implications Across the Ecosystem (summary):
For Wellness Industry: Increased demand for products and services related to sleep, relaxation, and stress reduction.
For Employers: Growing recognition of the importance of employee well-being and the need to encourage rest.
For Content Creators: Opportunity to share information and inspiration related to rest and self-care.
For Consumers: Greater permission and resources to prioritize their rest and well-being.
Strategic Forecast: The "Intentional Pause" trend is expected to continue its growth as awareness of the importance of rest for overall health and well-being increases. Individuals will likely continue to seek out and adopt practices and products that support their desire for a more balanced and restful life.
Final Thought: In a world that often glorifies busyness, the growing embrace of intentional rest signifies a positive shift towards recognizing the fundamental importance of slowing down, allowing ourselves to recover, and prioritizing our well-being.
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