We’re on the precipice of change. Self-Care, Mindfulness, Sustainability, and Minimalism are a few consumer movements reshaping 2021. Now, less is more, slower is faster, and bigger isn’t always better. Like you, many consumers have redefined lifestyle choices. Small steps such as reducing personal possessions, reusing what's available, and buying mindfully (as well as locally) can have big and far-reaching implications on the planet—while adding value to our homes and lives. Yes, the choices you make do make a difference.
The changes people are making are varied. From reducing meat consumption and opting for clean-beauty products to saving energy and ride-sharing, people evaluating all kinds of choices to improve their environmental and social footprint. One area undergoing a lot of change is consumerism—aka shopping. More people are looking for high quality, essential, sustainable, healthy, and clean brands to support their values and lifestyle.
As part of the Sömn movement for sustainable living, we thought it might be interesting to look at some of the emerging trends and the associated lingo. These will almost certainly continue to evolve, but it’s an interesting indicator of how community thinking is shifting.
Hyper Essentialism
At the start of our list, hyper essentialism can best be summarized as focusing on what is necessary. Part of the reason for this is the economic and social toll of COVID. Consequently, many families have reassessed their priorities. Besides consuming less, people have rediscovered the art of slowing down, purchasing essentials—and focusing on the aspects that bring true beauty and meaning to their lives.
Anti-hype
More purchases are now value-driven. Rather than gravitating toward brand names, shoppers are targeting durable, high-quality products that bring them joy. Additionally, consumers are focusing on local businesses that support the community rather than spending money offshore.
Everyday Upgraded
Think of this as the Marie Kondo approach to shopping. People today are apt to splurge on functional everyday products. Examples would include a set of luxurious linen bed sheets, bath towels, or cookware. Maybe it’s time to invest in that cast iron teapot that you always wanted? Moreover, people are starting to look inwards. They are creating small enjoyable daily rituals--baking, sketching, meditation. There seems to be a concentrated effort to unlearn the old lie that idleness is laziness. There can be great joy and purpose in un-productivity.
The Art of Being Alone
Perhaps one of the most important new movements is the cultivation of solitude. Being alone doesn’t necessarily equal loneliness. There is value in taking the time to sift through your thoughts, draw quietly, and come to terms with the day. More people will likely overlook a night out for a chance to soak quietly in a bath, wind down with a face mask and then wrap up in a sumptuous bath towel.
Conclusion - Sustainable Living
It looks like consumers are out to make a difference in 2021. Futerra’s new survey of over 1,000 people in the USA and UK indicated that over 96% believe their actions have a significant impact on the planet. The same survey also showed that 88% o participants are looking towards brands for solutions to live more sustainably in order to curate a more minimalistic healthier lifestyle.
While differentiating between brand claims and choosing companies that live up to their messaging still largely relies on savvy consumerism, it seems a change is coming. As a sustainable Canadian bedding company in Vancouver, we believe it is time.