Choosing Softness: The Consumer Backdrop

We’ve been tracking the rising interest in less-pressured lifestyles since our 2020 report Beyond Burnout. In 2024, people are proactively crafting low-key routines before they tip into burnout. These routines take aim at common stressors (money, work, health) and are leading many to redefine what a good life means on their own terms.

Finding Financial Comfort

As consumers aim to reduce stress, they’re also striving to mitigate financial pressures. For some, this means spending without thinking about saving for the future. For others, it entails taking steps to live within their means. To reduce costs and add to discretionary wallets, some are moving away from expensive cities to places with slower, more affordable lifestyles.

Work-Life Balancers

Some people are pushing back on work culture that prioritises intense productivity and long hours – which many believe reaps few rewards. These individuals actively protect their work-life balance. They avoid going beyond their job description and disconnect completely after their working day ends.

Embracing Imperfect Wellbeing

To add joy and ease to health routines, many consumers are opting for simplified wellbeing practices. Instead of building impressive health routines, they choose health-promoting behaviours they personally enjoy that don’t increase stress. Cue intuitive exercise routines, like stretching and bed yoga, informal therapy sessions and rest-promoting sleeping events.