Up to speed with slowing down
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Ethics Clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed:
Date: 08/11/19
Rose Tovell N0726294 Future Thinking Report Word count: 3287 02.
05. Introduction 07. Methodology 10. What is slow living? 11. Definition
13. Origins and Evolution 16. Drivers 17. Anxiety 19. Overconsumption 21. Wellness Overload
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Contents 23. Consequences 25. Digital Minimalism 29. Joy of Missing Out 31. Transparent Fashion 35. Productivity and Positivity
42. Conclusion 43. Recommendations 47. Appendix 48. References 54. Bibliography 65. Image References
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A revolution takes place when and only when people can no longer lead their everyday lives. (Lefebvre, 1991)
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Introduction Burnout has become a global epidemic, with unexplained mental health sick days costing the British economy £1.4 billion per year (Walker, 2019). While wellbeing was traditionally linked to wealth and economic progress (Jackson, 2009), there is now an ever-increasing complexity of factors influencing one’s wellbeing. Increasing societal concerns over mental health have triggered a seismic shift towards slowing down in this fast paced and digitally connected world. Despite expressions such as ‘slow and steady wins the race’ being instilled from a young age, contemporary culture is marked by a speed fixation, epitomised by a powerful taboo against slowness (Honoré, 2019). Although rapidity is believed to be a positive characteristic, there are rising concerns over the damage this is having on consumption and mental wellbeing. Thus, as the fast versus slow discussion begins to emerge, a growing number of individuals are espousing a slower and balanced lifestyle. This report will critically investigate the macro trend, slow living, considering its drivers and its impacts on today’s society. Adjustments in consumer values will be examined, including brands’ responses to the established needs. The report will additionally evaluate and reflect on research findings as well as relevant models and theories, whilst taking into account global, social and environmental factors. Conclusive recommendations will subsequently be formed demonstrating the future of slow living.
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Methodology An extensive selection of secondary sources have been collated to gather a broad scope of research to develop cohesive insights into slow living. Both qualitative and quantitative research has been considered to increase validity of the findings. This includes journal articles, books, podcasts, surveys, reports and more. However, as slow living is a moderately subjective term, non-academic sources such as newspaper articles are likely to be personal opinions. Similarly, in qualitative research, bias may skew the results (Chiang, 2011). This limitation has been overcome by looking at academic sources, in particular peer-reviewed journals. The majority of information was assembled from reputable sources, where researchers and publishers were scrutinised to ensure reliability and credibility (Saunders, Lewis and Thornhill, 2009).
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What is slow living? Slow living addresses the desire to lead a holistically balanced lifestyle, emphasising slower considerations of everyday life (Parkins and Craig, 2006). With numerous consumers experiencing burnout as a result of oversaturation, slow living is utilised to encourage deceleration and balance. Lamb (2019) suggests, “in contemporary western society the pace of life is forever speeding up, and this has implications for our physical and mental health.” As a consequence, individuals are opting for a less demanding and more sustainable pace of life (McGregor and Smith, 2019). Modern culture enforces constant stimulation on mindsets through regularly pushing irrelevant information onto consumers, leading to overcapacity (LS:N Global, 2019). Slow living has been suggested by Carl Honoré (2019), author and activist, to be a long-term solution to this ongoing problem. He states, “being slow means doing everything at a measured speed: it means being present, living each moment fully and putting quality before quantity in every aspect of life.” As consumers are increasingly feeling the pressure of the collective burnout, there is a growing desire to replace society’s quick-fix mentality by slowing down, to increase cognitive endurance (McGregor and Smith, 2019).
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There is no one definition that encompasses the slow living concept holistically. HonorĂŠ (2004), Botta (2016), Parkins (2004) and Tam (2008) all express slow living as a conscious decision inducing balance in daily life. The similarities in each of their explanations formed a definition which epitomises slow living in its entirety:
slow living an attentive, balanced and conscious lifestyle which highlights slower approaches to aspects of everyday life
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1986 The slow movement began in Italy with the introduction of slow food by journalist, Carlo Petrini. He claimed processed fast food was damaging the physical landscape through intensive farming, as well as minimising the social aspect of cooking and eating (Dowd, 2016).
2004 Carl Honoré released ‘In Praise of Slowness’, explaining society’s speed obsession and the compulsion to hurry. He described the world as a place of things to do, experience and consume, examining how contemporary lifestyles prompt consumers to be unnecessarily precipitous (Honoré, 2004).
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(Figure 1)
1999 The slow city movement originated in Italy improving the quality of life in cities by slowing down the flow of life and traffic congestion. Cittaslow was established to support local communities, applying the concepts of ecogastronomy in everyday life (Cittaslow, 2019).
2019 Economic, social and environmental issues encourage more attentive lifestyles (Judge, 2010; Taylor, 2008; Suzuki & McConnel, 1997). Consumers are requiring a permanent solution to being mentally and physically exhausted and are beginning to recognise the benefits of decelerating.
Origins & Evolution Although slow living is a relatively modernistic notion, addressing the origins demonstrates the progression of the trend (Figure 1). Since the slow movement began in 1986 and HonorÊ’s epiphany in 2004, consumers are progressively instituting the concepts into their daily lives. Within 33 years, the slow food global movement has encompassed over 160 countries (Slow Food, 2019), indicating the potential slow living has to continue evolving.
The Diffusions of Innovation theory (Rogers, 2003) places slow living between the Innovators and Early Adopters stage of the adoption curve. At present, only a small percentage of the population implement slow living into their lifestyles, perhaps due to social systems stereotyping speed as a sign of success and slowness as a sign of failure (In Praise of Slowness, 2005). However, the Innovators and Early Adopters are taking risks to challenge social norms, allowing slow living to gain mainstream traction amongst consumers and brands.
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Drivers Drivers Drivers Drivers Drivers Drivers 16.
Anxiety According to World Economic Forum (2019), 1 in 25 of the world’s population is suffering with an anxiety-related disorder at present. This could be stimulated by the cumulative pressures millennials and generation Z’s encounter, causing an arduous burden of expectation. McGregor and Smith (2019) suggest there is an assumption that these individuals “must be able to achieve in all facets of their lives, including their career, social sphere and family”, instigating a potentially unstable state of mind (Jones and Park, 2018). Maslow’s (1943) theory of human motivations displays how safety needs are fundamental in achieving self-actualisation. Safety needs encompass a healthy lifestyle, physically and mentally, as well as freedom from fear (Poston, 2009). This implies those struggling with anxiety are unable to fulfil this need due to having an unbalanced lifestyle, preventing them from being the best version of themselves. Additionally, Parkins (2004) proposes anxiety is a result of the everaccelerating culture, where time-management and punctuality are being sacrificed. As consumers are feeling anxious to sustain life in this technology-driven world, an upsurge of controlled mindfulness is transpiring to emphasise the present moment, inner thoughts and emotions (Cheung and Ng, 2019). Although mindfulness may be a potential solution to combat anxiety, finding time to escape the 21st century may actually be “a challenge in itself” (Hosie, 2017).
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4%
suffer with an anxietyrelated disorder globally
World Economic Forum, 2019
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66%
of the UK view climate change as a major threat
Pew Research Center, 2019
Overconsumption With 66% of UK citizens seeing global climate change as a major threat to the nation (Pew Research Center, 2019), it is becoming vital for consumers to initiate slower approaches to purchasing behaviour in order to save resources and reduce waste (Botta, 2016). Society is progressively educated on the implications of climate change due to magnified media coverage and notable weather conditions (Patil, 2019). Equally, youth activist, Greta Thunberg, and socio-political movements are contributing to the amplified awareness of climate change mitigation. UN Secretary General, Ban Ki-moon (2015) claims, “we are the first generation that can end poverty. We are also the last generation that can slow global warming before it is too late.” (Youth Envoy, 2015). This confirms actions need to materialise in order to immobilise the impacts. However, debates surrounding the extent to which governments are contributing to changes is causing protests such as the Extinction Rebellion, who declared the government has “failed to protect us” (Extinction Rebellion, 2019). 19.
Smith (1993) understandably recognised consumption increases in parallel with population growth. The UK population has grown year-on-year since 1982 (Office for National Statistics, 2019), meaning consumption has multiplied correspondingly. The phenomenon of human overconsumption has become a major threat to the survival of all species on the planet (Davis, Arnocky and Stroink, 2019; Redclift, 1996). This means people are initiating slower approaches to consumer behaviour in order to save resources and reduce waste. However, for the majority, concepts of slowing down are relatively alien to western thinking (Botta, 2016), as capitalist mindsets do not recognise the limitations of overconsumption (Meadows, Randers and Behrens 1972). In response to this, Taylor (2008) suggests a point has been reached where slowing down and reconstructing reality is the only way forward. Thus, for this ideation to transpire, consumers will make conscious decisions to evaluate their habits and the impacts they have on the environment.
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Wellness Overload Since the 1980’s, the wellness movement has gained momentum with support from medical, academic and corporate worlds (Global Wellness Institute, 2019). However, in recent years the health and wellness industry has exceeded its evolutions, leading to an abundance of products and an overwhelming sense for consumers. Apptopia figures reveal the number of selfcare apps available doubled between 2014 and 2018 to almost 3,500 in total (The Future Laboratory, 2019). While it could be argued that this is simply offering wellness for the masses (McGregor and Smith, 2019), some say the copious number of self-care apps is distressing and evokes feelings of “giddiness” (Ruiz, 2018). Bhagwandas (2019) describes this as a “spiritual overload” – when the pursuit of ultimate wellness becomes stressful and counterintuitive. Ironically, this suggests wellness today has forfeited its positive attributes, instead generating feelings of pressure, defeat and insecurity. 21.
Social media equally contributes to the wellness overload. Although individuals are aspiring to be the most optimised versions of themselves, many are struggling to attain this goal due to comparisons on social media (Walker and Buchanan, 2015). Nuffield Health (2019) disclose 22% of surveyed 18–35-year olds feel pressure to look a certain way after seeing fitness influencer’s gym photos on social media. In response, consumers are overworking their bodies to achieve their fitness targets. Research by Kresser (2019), suggests exercising excessively “can take the participant to a state of physical exhaustion on a regular basis”, which is detrimental to mental health. Because of this, people are beginning to avoid the fads of the wellness industry and turn their attention to slower and less demanding approaches to health and fitness.
22%
of 18-35’s feel pressure to look a certain way
Pew Research Center, 2019
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nces Consequences Cons nces Consequences Cons nces Consequences Cons 23.
Society today is an advocate of speed: it is short on quality with no compromise on quantity (Williams, 2015). The ‘living in the moment’ aphorism is encouraging societal shifts attributable to changes in consumer values and needs (Dragt, 2019). Slow living is impacting across several industries, with brands beginning to manifest and respond to the trend.
s s s 24.
Digital Minimalism MacKay (2019) alludes living in a digital decade has meant the exceptional ability to connect with others globally has been replaced by mindless over-use and abuse. He suggests, “we engage with a sense of addiction, rather than intention.” Additionally, a recent report by Ofcom (2018) found that over 50% of respondents frequently allow their devices to disrupt in-person conversations with loved ones. In response, slow living has led to an era of digital minimalism; those who are recognising the damaging effects of constant connectivity are adopting more conscious approaches to digital interactions (Slow Living LDN, 2019). The concept of digital minimalism focuses on how technology can enhance one’s values, whilst rejecting the addictive nature of devices and the attention economy (Newport, 2019). A subject of slow living perceives human attention as a scarce commodity, thus digital minimalism helps regain control of clear, calm and focused attention. 25.
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We engage with a sense of addiction, rather than intention. (MacKay, 2019)
26.
Slow Games This deliberate approach is becoming ever more apparent. For example, Slow Games from Ishac Bertran is a low frequency video game that solely allows users to make one move per day (Bertran, 2016). It employs slow movement philosophies to gaming, challenging both memory, and the ability to engage in a slow-pace and long-lasting environment (Dickinson, 2017). This defies the instilled consumer expectation that technology should immediately respond to requests, by critically testing user’s patience.
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Hold Also addressing the neoteric desire for digital minimalism is the Nordic app, Hold, which tracks smartphone usage. It encourages students to resist looking at their devices by rewarding points redeemable at restaurants, retailers and more (Cope, 2019). This helps consumers focus their attention on aspects of life such as study, rather than utilising technology as part of a mindless routine. However, Noor (2018) argues that Hold contradicts the values of digital minimalism as it is an app only available on online devices; does this merely promote the original problem of being digitally dependant?
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Joy of Missing Out While FOMO, or the ‘fear of missing out’, is a phenomenon that many millennials experience on a daily basis, there is a recent discovery that JOMO, or the ‘joy of missing out’, is becoming considerably more commonplace (Barr, 2019). JOMO encourages participants to live a life that is sustainable for both themselves and the planet (Brinkmann, 2019). Linking to the concept of digital minimalism, Fuller (2018) suggests JOMO involves consumers embracing tech-free time to unfollow individuals who trigger FOMO or cause any form of negativity. Today, being bored is deemed as being lazy – but research by Elpidorou (2014) has shown this is not necessarily accurate. He suggests that without boredom, “one would remain trapped in unfulfilling situations, and miss out on many emotionally, cognitively, and socially rewarding experiences.” This shows that having the ability to say ‘no’ in response to JOMO could, in fact, spark creative thinking, and hinder society from becoming complacent (WGSN Vision Team, 2016).
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Domino’s Pizza The latest advertising campaign from Domino’s Pizza subverted the fear of missing out for the joy of missing out. The campaign named ‘The Official Food of JOMO’ antidotes the obligation to be busy all the time, by exulting how a night in with Domino’s is a comfortable and active choice (McCarthy, 2019). With major brands commending this idea, as well as 78% of UK millennials actively engaging in JOMO (O’Malley, 2019), it seems this newfound consumer need for slowness is more than just a fad.
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Transparent Fashion
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Living in a modern world that offers an abundance of choice and convenience means consumers have access to an infinite amount of low-priced, fast fashion (Kowalski, 2019). Aligned with a growing consumer desire for slow living, a countercultural movement of slow fashion is occurring. Slow fashion opposes the current societal norms that suggests ‘more is more’ and ‘faster is better’, by encouraging consumers to buy higher quality garments, less often (Hill, 2018). As millennials will be the group to experience the repercussions of fast fashion in the future, they are most likely to implement the principles of slow fashion into their lifestyles. The movement is urging a radical paradigm shift to transform how garments are produced, sold, consumed and disposed (Fashion Revolution, 2019). Transparency is becoming a crucial deciding factor for conscious consumers, requiring brands to share their policies publicly. However, this is leading to a rise in greenwashing; fast fashion brand, H&M, has recently been exposed for not paying their supplier factory workers a living wage, despite claiming to be committed to sustainable and ethical practises (Slater, 2019). 32.
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Balodana With a vision to combat rising consumer concerns regarding overconsumption, new start-up brand, Balodana, aims to make slow fashion more accessible to all. Founder Dana Todd was introduced to the idea of slow fashion after becoming frustrated with low quality clothing and inconsistent sizing, primarily sold by fast fashion brands (Davies, 2019). The online marketplace allows shoppers to order custom-made and tailored clothing, with a promise to abide by a sustainable supply chain model (Balodana, 2019). Unlike mass produced fast fashion, Balodana’s made-to-order garments prohibit unsold clothing from ending up in landfill, which can have damaging environmental implications. Conversely, it must be considered that Balodana charges $115 on average per garment (Balodana, 2019). This causes debates over whether slow fashion is accessible to all or a hierarchal luxury? Bragoli (2018) states, “while consumers feel a moral duty to support ethical brands in light of the polluting effects of fast fashion, the expensive price tag acts as a profound deterrent.� This suggests the high price point of authentic slow fashion excludes a large demographic, isolating the sustainable market and reducing its potential impact. On the other hand, it must also be considered that the cost of producing an environmentally friendly product with ethical disciplines will be substantially higher. 34.
Productivity & Positivity There is an assumed correlation between speed and productivity. However, this is often contradicted by many who increasingly feel they are accomplishing less and deriving minimised satisfaction from tasks (Parkins and Craig, 2006). In addition, Chang and Groeneveld (2018) discovered that, “those who slow down eventually go deeper and faster into achieving their objectives, as well as using less energy.� This shows that decelerating can help overcome the complex pressures of a changing world. 35.
Slow Education Modern workplaces and educational services have adopted this ethos by encouraging employees and students to decelerate. Despite British children being amid the most heavily tested in the world, Wilby (2019) suggests students are poorly prepared to be able to deal with the challenges of the 21st century and the workplace. Slow education allows children to have time for discussion, reflection and in-depth learning at a critical age (Innova, 2015), reducing their risk of mental health problems. Littletown Primary School in Devon announced they would be “swapping homework for 20 minutes of reading per day” (Boyd, 2018) to heighten pupil’s imagination and captivation for literacy. Headteacher David Perkins alleged the implementation of this eased stress levels of both students and teachers due to a reduced workload (Cross, 2018).
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Besides productivity, research from Dahlgaard (2019) shows that slow living strengthens mental positivity, reducing the degree to which anxiety and stress is experienced. Furthermore, Honoré (2004) proposes that “shifting the mind into lower gear can bring better mental and physical health, inner calm and enhanced concentration.” Until recently, silence has been a marker of luxury, but design is converting to emptiness, creating room for individuals to reflect on their thoughts and feelings.
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Shifting the mind into lower gear can bring better mental and physical health, inner calm and enhanced concentration.
(Honoré, 2019)
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Silent Café The Silent Café pop-up space in London is dedicated to mindful contemplation, where guests spend time savouring the aromas of locally sourced food and drink in silence (Silent Café, 2019). Founder Tom Corser states, “there are limited places in the city where you are guaranteed calm – I wanted to bring the sanctuary of a library into a coffee house” (Fletcher, 2019). This allows guests to be free of their overloaded minds, leading to the potential of a more positive mindset.
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Google: A Space For Being Moving from physical to digital, Google’s ‘A Space For Being’ in April 2019 used responsive technology to facilitate personalised communications. The installation in Milan explored how neuroaesthetics could be used to demonstrate physiological responses to interior design. Visitors to the space had their heart rate, temperature and breathing monitored to identify the room they felt most at ease in based on their neurological reactions (Keh, 2019). From the results, Google was able to conclude how people could advance their wellbeing on a subconscious level without being influenced by external factors (McGregor and Smith, 2019). These ideas have the potential to be integrated across multiple industries such as healthcare. This could also be utilised to combat anxieties by manipulating designs to make consumers feel comfortable and relieved. 39.
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Conclusion This report has demonstrated how slow living is accelerating with rising prominence, owing to significant shifts in newly established consumer needs. As citizens continue to immerse themselves in day-to-day busy schedules, they are left with inadequate time for their always-on minds to rest. This is essentially driving the countermovement of slow living, promoting a more holistic way of life. The rising anxiety epidemic catalysed by environmental and social trepidations means brands are increasingly challenged to be more considerate of the planet and consumer wellbeing. Front-runner brands adopting the trend are signifying the longevity in slow living, disputing claims that it is more of a short-term fad. However, marketing professor Giana Eckhardt alleges, “slowing down is the new status symbol. Many people are overworked and timepoor, and only a lucky few can afford to decelerate properly (LS:N Global, 2019). Thus, as slow living gradually epitomises today’s society, will it create a social divide, or is it a lifestyle that can truly be implemented by all?
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Recommendations 01. Meditative Spaces As consumers’ digital lives speed up and time feels increasingly scarce, there is a greater demand for offline spaces where they are able to think, pause, and ponder.
02. Workplace Pressures In the high-speed workplace, employees are under pressure to think quickly and act on reaction, rather than reflection. Keeping the mind consistently active can have adverse effects on productivity – is slowing down in fact the best way to speed up?
03. Greenwashing Ends Here Consumers are beginning to see straight through greenwashing strategies, meaning they are demanding greater transparency and integrity from brands. With rising anxiety around climate change and political distrust, this will become an essential.
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Appendix
Figure 1 Tovell, R., 2019. Slow Living Evolution [timeline]. Date created: Nov 6 2019
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