Hosting is having a moment, and it’s here to stay

December has landed and that means we’ve entered serious hosting season. Spontaneous stops for mulled wine with your neighbours. Big group chat plans that actually turn into dinners out. Finally getting the chance to meet up with remote-working colleagues. It’s a busy time.

Keep it simple.

But something bigger is happening too: hosting is trending. Everywhere I look, brands are throwing gorgeous dinners, cosy workshops, little “come hang out with us” moments — and people are loving it.

As someone who spends a lot of time thinking about marketing that actually builds relationships (not just clicks), this is a trend that’s sticking around. Bringing people together in real life — to share food, chat, and feel connected — feels more important than ever. And honestly? It works. It turns “audiences” into actual humans you know and appreciate.

Finger dipping — yes or no?

As a brand founder or marketer you’re likely often thinking,“We should get some of our most loyal customers and collaborators together at some point…” But then it gets busy. And suddenly it’s April and the closest thing to a brand gathering was that one chaotic team lunch.

So here’s my gentle encouragement: this is the year to plan just one thing. Nothing wild. Nothing that requires a clipboard or a bar tab that causes palpitations. Just a real-life get-together that feels like your brand… and gives your community a chance to feel part of it too. A breakfast. A supper club. An afternoon tea. A workshop. Whatever feels like you.

All in the presentation.

And yes — if there happens to be an unnecessarily indulgent cake involved (because those are also having a serious moment too), then even better. 

Here’s to more hosting in the new year — the kind that feels warm and genuine and more than a tiny bit delicious.

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