Today’s B2B marketers feel the constant day in, day out pressure to perform. According to a recent study from Workfront, a project management software company, one in four marketing practitioners reported that they routinely feel “overly stressed” or even “stressed to the max” on the job. In addition to the 25% of marketers who said they feel highly stressed, another 72% of respondents reported at least some level of tension at the office.
Marketers are our people, so we are introducing a solution—the first B2B marketing technology Software-as-a-Service adult coloring book.
INSIGHTS ON THE ADULT COLORING BOOK AUDIENCE
But does coloring have any therapeutic value? Experts are surprisingly positive. According to Nielsen Bookscan, in 2015, an estimated 12 million adult coloring books were sold in the U.S. This popular trend is captured on the social platforms Twitter and Pinterest, which both have tweets, profiles and boards devoted to adult coloring books. Searching for hashtags like #AdultColoringBooks, #AdultColoring or #ColoringBooksforAdults yields thousands of results.
According to People Pattern research, nearly 3 out four (73%) of the purchasers of adult coloring books are women.
Although adult coloring books are popular with women of all ages from Millennials to Baby Boomers, our research reveals a significant over-indexing (17.0% vs the Twitter benchmark of 1.2%) with high-achieving professional women ages 45 years and older who reside in progressive urban centers (i.e., Seattle, WA and Los Angeles,CA). Their number one reason stated for coloring was stress relief.
Author: Cherry Adair
The data makes a lot of sense. High-achieving professional women are under a tremendous amount of pressure. They often juggle careers, family responsibilities, civic duties, traffic and more. According to the Mayo Clinic, “Coloring helps you relax, but it also helps you be mindful.” You focus, so you stay in the moment. “One of the concepts that we’re paying attention to nowadays that might be useful for many people is something called mindfulness-based stress reduction, which is a way of kind of turning off the chatter and the noise in the world a little bit and giving your brain a rest.” Mayo Clinic psychiatrist Dr. Sheila Jowsey says being mindful of what you’re doing gives you a break from the day’s busy demands and distressing thoughts. Research shows stress can cause health problems such as body aches, fatigue, sleep problems, anxiety, even depression. Coloring, within this audience segment, is the latest relaxation therapy that supplements traditional hobbies such as reading, watching humorous content and crafting.
PEOPLE WHO ARE COLORISTS
So a fitness model, New York times reporter and a professional bowler walk into bar…here are more people of influence in their respective professions who raised their hands as “colorists”:
Fitness Model: Nicole Mejia
New York Times Reporter: Katie Rosman
Professional Bowler: Shannon O’Keefe
OTHER RECOMMENDATIONS FROM THE #ADULTCOLORINGBOOK AUDIENCE
So if a B2B SaaS Marketing technology software adult coloring book is not niche enough for you, there are a plethora of adult coloring books for pretty much anyone with a niche interest.
A good place to start is to follow the Twitter account @ColourwClaire (yes, with a “u”). Claire “reviews adult coloring books and art materials for authors, illustrators & stationery companies on (her) blog :)” and has created the “Ultimate Beginner’s Guide to Adult Colouring”
If you are ready to relax and get your color on, here are a couple more recommendations from our discovered audience:
Literary agent, Brooks Sherman (@byobrooks) tweeted
Back Street Boys superfan, Denise Z (@denisez26) tweeted
“A Golden Girls coloring book! Awesome!” After blowing its Kickstarter funding goals out of the water, artist Mike Denison (@mikd33) released a coloring book based on the popular TV series The Golden Girls.
CONCLUSION
So maybe, by staying in the moment while you color that Vespanaut, you forget about your marketing content calendar or TPR report and other worries and relax — at least for a while. If you have any other adult coloring book recommendations or want to share your drawings, please feel free to tweet us @PeoplePattern.
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