There are two times of the year when consumers rethink their lives: January and December. If in the first month of the year 80% of consumers abandon their resolutions in 30 days – according to Forbes – September appears as the month of the intentional living. Stay with us and find out the keys for your brand to go beyond its purpose to help your consumers carry out new intentions. Let’s get started.
INTENTIONALISM. THE WORD OF THE MOMENT
With a mindset focused on giving meaning to their lives, Generation Z has brought into vogue the word intentional living, understood as living life with intent without worrying about the future. A concept revisited from the famous book “The Secret” where it was explained to us that, with the law of attraction, we were able to materialize our desires through positive thoughts. 16 years later, the hashtag #manifestation has more than 18 million views on TikTok. It is the desire for intentionality that leads us in September to prioritize self-care, health and relationships as the fundamental pillars for well-being.
TIME, MORE IMPORTANT THAN EVER
After the pandemia, the perception of time has changed making consumers more conscious – and more demanding – of it. Being late is obsolete, since no one knows if they will be able to make it up. Forget about the pressure to make every moment unique, 2 new forms of pleasure appear in the present, the now and the after in the intentional living.
ENJOY NOW, THE AFTERWARDS
Rather than projecting what might happen, planning a vacation, for example, has proven to give the same pleasure to the brain as being there and experiencing it firsthand. That’s why companies in the restoration or hospitality industry can play with expectation by anticipating their customers with possible services they can perform once they get there.
ROMANTICIZE YOUR LIFE
Adding romance to the now is a major trend at TikTok encourages consumers to appreciate small pleasures. Rather than accumulating new items, it’s about vaunting moments like a ray of sunshine over a cup of coffee or neatly folded laundry. At a time when consumers are cutting back on purchases, reconnecting with them on a more personal level by reminding them of the things that make them happy can be a good indirect way to sell your products.
THE POWER OF RITUALS
Rituals such as the preparation of products like cocoa or tea are all the rage. The sequencing of movements to achieve a result leads to a moment of peace and concentration that more and more restaurants and tea shops are specializing in. Mixing, smelling and tasting are actions that embellish tradition, something that young people seek to incorporate into their daily lives.
The same happens in the beauty sector. Concern for personal care extends to the environment, seeking in ancestral remedies the naturalness that is lacking in today’s products. The link with tradition and nature gives way to well-intentioned products such as packs with mantras and claims that guarantee to be “infused with intention”.
As we can see, it is not enough for our brand to shout from the rooftops what its purpose is to the world. It is about carrying precisely that purpose with as much intention as possible in the interactions it carries out. This is the only way for the consumer to see how their routine is romanticized, their time is valued and respected, and they can savor it with the brand through rituals that bring them the pleasure for the intentional living they are looking for. And you, what intention do you want to give to your products or services? We are eager to know!