Mindfulness Over Matter

Situated between a tumultuous past and an uncertain future, consumers are increasingly finding solace in the present moment.

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Even with the assistance of Gurus and Curators, the oppressive pace of modern times can still leave consumers reeling. In response, many folks are stepping back and taking a minute to take in their lives more thoroughly. And when you stop and think about it… well, stopping and thinking about things is exactly what it means to be mindful, a mindset that’s becoming increasingly pervasive among American consumers. Now, we’re not saying there’s going to be an explosive prevalence of Buddhist meditation. We’re talking about the more psychologically oriented idea of focusing attention on the present moment, rather than dwelling on the past or obsessing over the future. It’s about consideration. It’s about taking a deep breath. It’s about “the pause.” And it’s the philosophical underpinning for attitudes affecting food, consumption, exercise, and living better in a world gone speed-crazy.

market manifestations

• More Mindful Mobile: Just like last year’s Primitive Simplicity, this trend isn’t anti-technology, as consumers often turn to apps to assist them in being more mindful. Considering that the Jews have a couple thousand years of practice when it comes to mindfully pausing on the Sabbath, we shouldn’t be too surprised at the success of the Sabbath Manifesto app, which helps Jews and Gentiles alike temporarily unplug in a manner that won’t irritate their always-on peers. Even technologies that thrive on instantaneousness can benefit from building in intentionally slow options, like the way Postagram enables Instagram users to turn their photos into physical postcards and mail them right through the app.
• Considered Concessions: It’s hard to imagine a more representative sample of American preferences than the concession stands at your typical NFL stadium, filled with huge hot dogs, giant slices of pizza, organic snacks, gluten-free foods… wait, what? Yep, football fans in Philadelphia, Baltimore, New York, Green Bay, and elsewhere can now enjoy more mindful food options when they’re not screaming bloody murder at opposing teams. The same goes for fast food restaurants, Vegas resorts, and… err… Black Metal-themed cooking shows, proving quite definitively that it’s not only Yoga Moms driving this trend.

implications

A major piece of Mindfulness over Matter grows out of 2010’s Ubiquitous Connoisseurship, in which brands found themselves selling to the best-informed shoppers in history. Naturally, if shoppers are being more careful and considered in their consumption, more complex attributes regarding sustainability, anti-obsolescence, and purpose can become particularly powerful competitive advantages. Many marketers might feel like this is a stretch for their brands, but closer consideration may uncover some unexpected opportunities. For many consumers, the mindful moment is closely aligned with more family time, so brands that can bring households together over shared meals, shared entertainment, or shared travel experiences can play a meaningful role in consumers’ most tranquil moments. The startling serenity of the “mindful pause” is, in its own way, a remarkably effective tactic for cutting through the clutter. If your brand sells refreshment, relaxation, escape, or anything accompanied by a slow, considered ritual, you’re properly positioned to deliver these moments of solace to consumers who will be grateful for the relief.