As one year draws to an end, it is natural in our industry to postulate upon what we believe will be the major trend to take hold in the next 12 months.
Given the disruption experienced this year, and the enforced slowing down almost everyone has had to do, we predict that the trend of slow living will really come into its own this year.
In one or way or another, even inadvertently, we all embraced slow living in some way this year, even if it was forced upon us. 2020 reignited our love for, and respect of, the simple things in life. So, as we progress through this year, we can look back at what we enjoyed most in 2020 (it wasn’t all bad!) – keeping our lives more grounded and continuing to enjoy the simple pleasures long after lockdowns and tier systems become a thing of the past.
What is slow living?
Slow living is about enjoying a simpler world, with more meaning and connection to the spaces in which we live.
We’re talking walks in the countryside, mindfulness, afternoons spent reading, long brunches, lazy afternoons, celebrating craftsmanship, supporting independent businesses, and all lovely things like that!
Our fast-paced society, along with advances in technology and our increasingly digital lifestyles, can make it hard for us to switch off, with the unrelenting pace of day-to-day life often demanding too much from us. Fortunately, wellbeing and mental health are finally receiving the attention they deserve, and the concept of slow living is an extension of that.
Slow living means taking a more leisurely pace, taking stock and savouring the simple things in life. It also means an increased mindfulness of the impact of our actions on our planet. Further reflection upon that gives us an increased awareness of our actions on our lives and health. All encouraging us to slow down.
This became all the more prominent last year when the things that kept our calendars busy, and our lives hectic, suddenly got cancelled. We all had a lot more time on our hands.
What does slow living mean for brands?
The slow living trend brings with it huge opportunities for brands. Particularly those in the home, garden and sustainable lifestyle sectors (which bodes very well for our clients!).
#theartofslowliving has 3.4 million posts on Instagram so the potential is massive.
In a quest to quieten the noise, consumers are streamlining the amount of brands that they are engaging with. This means that means brands must work harder for their content to be more engaging.
Consumers are looking for a way to enjoy simple pleasures and savour the moment. We’re talking aesthetically pleasing Instagram grids, wholesome and authentic newsletter content, inspirational blog posts and streamlined product offerings. Not hard sales pushes and cold corporate messaging. Advertising needs to be softer and social media needs to promote a sense of community.
Brands now need to embrace simplicity in their messaging and visuals, helping people to find calm while making the most of their free time and bringing a sense of peace to their lives. They can be the brand that brings joy.
Previously brands have spent time chasing customers with a grab them all attitude. However, it’s no longer a case of who shouts loudest wins. Instead, those that succeed are those that are slowing down, focusing on building relationships and enhancing the customer experience by giving them value and respect.
The popularity of slow living is also creating more opportunities for media consumption and therefore more ways for brands to reach customers. People are taking time out to enjoy media more, and magazines subscription numbers are rising.
Our homes have become our refuge so people have discovered the pleasure of settling down on a Sunday morning, lighting a candle and flicking through their favourite magazine, browsing their now go-to blog or listening to motivational podcasts.
As we look ahead to 2021 and all that may lie in store for us, the reset button that was 2020 has made us reflect upon what is important – health, relationships, security. Enjoyment of simple pleasures and the art of slow living are the result of people having the chance to take a step back from their hectic lives and realise what they have often taken for granted, but have been too busy to notice. Here’s to a slow 2021….
