Meet the Soft Lifers: Profiling Easy Living Consumers
People who follow a “soft” lifestyle want routines that minimise everyday stress, prioritise joy and promote wellbeing. To achieve these goals, they’re overhauling their financial, work, health and even leisure routines and behaviours. We outline this emerging mindset and share how brands can support easy-living consumers, both now and in the future.
Choosing Softness: The Consumer Backdrop
Finding Financial Comfort
Work-Life Balancers
Embracing Imperfect Wellbeing
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.
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.
Summary
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. |
Meet the Soft Lifers: Profiling Easy Living Consumers
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.
