Ever since Covid-19 first struck, whether by force or by choice, the pandemic led many to stop, breathe and rest. This reset is causing people to redefine their priorities, needs and lifestyle choices around the products they consume. The truth is that this shift in trends will rebuild business practices in the upcoming years.
It goes without saying that the pandemic has caused people to struggle to find a work-life balance. In fact, the average work day for remote workers has increased by 2.5 hours, according to data from remote network company NordVPN Teams. According to another global survey carried out by the entity “Harvard Business Review”, 89% of the workers interviewed said that their work life was getting worse. On the other hand, only 21% rated their well-being as “good”, and a mere 2% rated it as “excellent”. This will lead to the emergence of a new culture: the culture of rest.
Brands must find ways to overcome this new scenario, because otherwise they will lose both consumers and employees. According to the trend forecasting company WSGN, resting and self-care will be two of the key future drivers that redefine the way we do business. At PointBleu Design, we are here to tell you why understanding this rest-centred trend is essential to your brand’s success.
The Need for Rest
People are beginning to understand what self-care means and how it can be beneficial. Brands must not only find ways to embrace this movement, but also invest time creating products and services that fit into this new reality. They need to understand that consumers are tired and that they need a break.
In fact, according to experts, we have just entered a whole new ball game, as resting and relaxation culture is in full swing. In the near future, sleep and rest will no longer be seen as a sign of laziness, but instead as a sign of productivity. The Revolution in Rest will reshape the way brands do business.
For instance, PepsiCo has launched “Driftwell”, a new relaxation beverage to reach this target audience. In order to promote the drink, PepsiCo launched a social media campaign that interrupted the end-of-day screen time of viewers and encouraged them to adopt healthier bedtime routines.
Brands need to step up their game and offer new ways for consumers to reduce their stress and anxiety levels, such as mindfulness or yoga. Look at the partnership between traffic app Waze and mindfulness app Headspace, who collaborated to offer drivers the ability to choose from a range of ‘moods’ that can reduce their stress levels.
The pandemic has changed the way people spend their time. Digital Wellness has become a huge trend, as the right to Digital Detox becomes one of the utmost importance. People will focus more on real life and put a greater effort into reducing the time they spend online. There is also a rise in treatment facilities for digital addiction. In a recent future-focused youth survey by Dazed, just 9% of Gen Zers said they want to stay on social media.
All in all, time will become a luxury key factor in tomorrow’s business ecosystem. We strongly recommend you- as a brand- find ways to adapt to this new scenario. Keep listening to your customers and offering functional products and services, and stay mindful of how you can bring ease and meaning to their lives.
Are you willing to create products that are aligned with the revolution in rest?
At Pointbleu Design, we look forward to hearing from you.