emerging
Muted Desire: Intentional Consumption
Consumers are increasingly prioritizing self-control and intentionality in their consumption habits, moving away from impulsive purchases and embracing avoidance as a status symbol.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
In a shift away from impulsive buying, consumers are embracing self-control and mindful consumption. This trend, termed "Muted Desire," reflects a growing awareness of excess and a desire for more meaningful purchases. As the report states, "In an era marked by a flat and often predictable cultural landscape, consumers are increasingly putting their spontaneous desires on hold."
Context Signals
The rise of 'deinfluencing' on social media platforms.
Increased interest in minimalist lifestyles and decluttering.
Growing popularity of 'portion control' and mindful eating practices.
Edge
Brands can leverage this trend by focusing on quality over quantity, emphasizing the longevity and value of their products.
Subscription services that offer curated experiences and limit choice may become increasingly popular.
The secondhand market and repair services could see a surge in demand as consumers prioritize extending the life of existing possessions.
