We at Durée & Company – a Fort Lauderdale- and Aspen-based public relations and marketing agency – predict that 2023 will be the year of the mushroom! From clothing and jewelry to foods and beverages, the use of mushrooms is quite diverse. Not only are mushrooms currently having a moment, but they are at the center of the psychedelics movement helping people across the world experience their medicinal benefits through both macro- and microdosing modalities.
As psychedelics continue to move into mainstream media, there has been more and more attention on “magic mushrooms,” also known as psilocybin. From depression to PTSD to addiction, psychedelic mushrooms are being studied across the world, with researchers hoping to learn more about the various health benefits they possess. In an analysis published in the Journal of the American Medical Association (JAMA) Psychiatry, it is predicted that most states in the United States will legalize psychedelic medicines by 2037.
Although magic mushrooms are commonly known, there is a completely different category of mushrooms that are nonpsychedelic called “functional mushrooms,” which are also making quite a name for themselves. Examples of functional mushrooms include reishi, lion’s mane and cordyceps, all of which are legal for consumption in the United States. The global functional mushroom market size is anticipated to reach $65.8 billion by 2030, according to ReportLinker.
Mushrooms are rich sources of vitamins, antioxidants, oils, hydrocolloids, proteins, terpenoids and other bioactive compounds. Functional mushrooms are often used for regulating mood as well as sleep, boosting digestive health and improving skin radiance. Mixed with smoothies, teas, chocolates, or even taken as tinctures, these healing fungi are easy to integrate into everyday rituals that support healthier lifestyles. With the expansion of product lines, companies are expanding their services to help support the safety of mushrooms. For example, ACS Laboratory, an ISO/IEC 17025:2017 accredited, DEA licensed, and CLIA licensed with the largest state-of-the-art facility in the eastern US, will provide testing for purity for their clients testing functional mushrooms.
With many people shifting to plant-based diets, mushrooms also are incredibly versatile and can be added to food in many ways. Mushrooms are predicted to be a top food trend, especially when it comes to using them as a meat alternative. In 2022, The New York Times named mushrooms the “Ingredient of the Year” and an essential food for the plant-based movement.
Aside from food, mushrooms are breaking into the fashion industry as a leather alternative and appear as themes in both clothing and jewelry. The French luxury design house, Hermès, partnered with the biotechnology company, MycoWorks, to develop a sustainable textile made from mycelium – a leather alternative made from the threadlike roots of mushrooms. Designer Stella McCartney also shared that its summer collection optimistically celebrated fungi with hand-drawn mushroom prints and mycelium leather handbags.
Experts also predict that mushroom décor is going to be a huge trend in 2023. “Mushroom decor certainly has sprung out of this nature-centric motif. The pieces are whimsical and playful, and they feel a little bit fantastical while still also being very earthy and grounded,” Kathy Kuo, interior design expert and the founder of Kathy Kuo Home, told Glamour. Architectural Digest shares 34 mushroom décor items that will turn a home into a fungi fortress here.
There has been a greater amount of educational material on mushrooms. Netflix has multiple documentaries including, “How to Change Your Mind” led by author, psychedelic advocate and series host Michael Pollan, and “Fantastic Fungi” delving into the magical world of fungi. Books are also a great way to learn about the many different types of mushrooms and their benefits including Paul Stamets’ comprehensive boomer field guide, “Psilocybin Mushrooms of the World,” which allows readers to learn more about the psychoactive species that can be found all over the globe.
With a mission to raise awareness and break down the stigma around psychedelic medicines and mental health, Dustin Robinson, founding partner of Mr. Cannabis Law, co-founder of Mr. Psychedelic Law, managing principal of Iter Investments, and co-founder of Nucleus, also started a monthly Psychedelic Series. The Psychedelic Series started at Soho Beach House Miami and has expanded to locations throughout the country including New York, Chicago and California, as well as internationally in London and Amsterdam. Past panelists include NBA champion Lamar Odom, Stanley Cup champion and Wesana CEO Daniel Carcillo, Psilera Bioscience CEO Chris Witowski, PhD, Silo Wellness CEO Douglas K. Gordon, and others.
As experts in emerging markets, Durée & Company is well-appointed to guide businesses in the mushroom and/or psychedelics industries. Our team will put a public relations and marketing plan in place that addresses a brand story, key audiences and viable channels for sharing a message.
About Durée & Company
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of some of the nation’s most elite professional organizations including PR Boutiques International™ (PRBI), The Florida Hemp Council, The Cannabis Marketing Association and is a corporate partner of Cannabis LAB. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.