Published 23 February 2024
In this episode, we join Consumer Attitudes trends researcher, Nienke Creemers, and founder of wellness lifestyle brand Thy.self, Chloé Pierre, in discussing the growing appeal of ‘soft living’ – a movement where people seek fulfilment beyond their career and financial accomplishments. Our conversation delves into the origins of this trend, the resistance it encounters from older generations and various communities, and strategies for brands to adapt to consumers' growing interest in adopting a slower-paced lifestyle.
Guests on This Episode
Chloé Pierre is the Black female founder of Thy.self, which she was inspired to launch in October 2018 after struggling to find a space within wellness that resonated with her. Chloé's mission is to make the concept of wellness more approachable and accessible to those its origins are derived from. Chloé started her career working in fashion PR, and over the last decade has expanded her experience into marketing. She’s now a digital marketing consultant for some of the biggest global brands, including Nike Jordan, BBC and H&M.
Nienke Creemers is Stylus’ Consumer Attitudes trends researcher, exploring consumer attitudes and technology trends. Nienke uses her expertise to discover insights that help businesses adapt and thrive in a world where intentional change can make a difference for the better.
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