Meet the Soft Lifers: Profiling Easy Living Consumers

Published 24 June 2024

Author

8 min read

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.

Jump to section

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.

Jump to section

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.

Jump to section

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

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?

Topics

Children & Youth

Health & Wellness

Sports & Leisure

Work & Education

Financial Services & Fintech

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.

Membership