A 'slow living' era as we crave authentic human connection

By AdNews | 30 January 2024
Credit: Rayson Tan via Unsplash

People are craving authentic human connection in a post-COVID world shaped by advancing technology, according to the findings of a study by VML.

VML's the Future 100: 2024 report, using 9,000 responses from consumers across the world, lays out 100 trends to shape consumer spending over the next year.

The research finds that consumers are in a slow living era, known as The Great Deceleration, slowing down
their lifestyles and opting for a mindful approach to the year ahead.

Advances in technology are ushering in a new reality and prompting people to question what it means to be human.

In this new paradigm, the most successful and fastest growing brands are connected brands, as people seek
emotional engagement with the brands they buy from.

vml jan 2024 study

Data collected in the survey reveals 79% of people believe the role of a brand has changed over the past five years, with the top three roles of brands to "make the world a better place" (40%); "improve people’s health and wellbeing" (38%); and "create
a more positive and helpful future" (32%).

“As 2024 unfolds, an intentional slowdown shifts the pace for people and businesses after years of rapid acceleration. Community and connection at scale are essential to 2024, with 67% of people agreeing that community is more important
than one individual and 76% believe that technology helps bring people together," said Emma Chiu and Marie Stafford, co-authors and Global Intelligence Directors.

"With most consumers looking for surprise, mystery, awe, and wonder in their lives, new experiences that engage a wide spectrum of emotions are in demand. A profound and enriching year awaits.”

But challenges persist:

vml survey jan 2024 challenges

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