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@article{188939,
        author = {Vedanteshwari Rawal},
        title = {From Midnight to Morning: How Brands Are Rebranding Social Life Through Wellness, Movement, and Sober Experiences},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {3705-3707},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=188939},
        abstract = {Social life is changing fundamentally. Through wellness-driven, sober, and community-focused experiences, activities that once flourished under neon lights and late-night indulgence are now finding expression under sunrise skies. This cultural change is a reflection of shifting consumer values that place a higher priority on genuine social connection, physical well-being, and mental health than excess and intoxication. This redefining of leisure and pleasure is exemplified by the rising popularity of run clubs, coffee raves, sober dance events, and mindfulness gatherings.
This study looks at how companies have identified this change and strategically rebranded social life. The study examines how modern marketing strategies prioritize identity formation, emotional wellbeing, and collective experience over conventional ideas of escapism using case studies of Nike Run Club, Morning Gloryville, and Blue Tokai Coffee. The research reveals that wellness has become a new status symbol, community has become a form of brand currency, and sobriety is increasingly positioned as aspirational through qualitative analysis of brand campaigns, social media engagement, and existing literature.
The study contends that this phenomenon reflects a wider cultural reorientation in which self-alignment, discipline, and authenticity serve as indicators of social capital rather than just a shift in marketing strategies. Although concerns about exclusivity and performative self-care are raised by the commercialization of wellness, the study comes to the conclusion that brands based on real community-building can produce significant value. In the end, the transition from nightlife to "dawn life" represents a reinterpretation of social culture in general, with brands having a significant influence on how modern consumers interact, celebrate, and fit in.},
        keywords = {},
        month = {December},
        }