Finding beauty in boredom

2019 was officially the year of ‘burnout’ – defined as an official medical condition by WHO in May of last year – we had reached what we believed at the time to be a significant period of political, social and economic uncertainty.

This uncertainty has only been accelerated by the catalyst of Covid-19 and the re-shaping of society as we know it.

All over the world, we have been told to stay home and socially isolate prompting an intensified period of reflection for many. Amid the anxiety and chaos of our current situation, many are re-evaluating what makes us happy.

With this new appreciation, will we emerge into a new world as creatures who want enjoyment over improvement?

A newfound love for lazy…

With socialising out the window and JOMO (the Joy-Of-Missing-Out) becoming normalised, consumers are turning to at home self-care to replace their busy social lives.

Bath time, for example, is experiencing a renaissance; Lush, baron of the bath bomb, have recognised this, celebrating diverse bathing rituals across the world with their We the Bathers campaign.

Bored in the house, in the house bored

With always on, always scrolling, always busy lives, consumers have become suspicious and wary of downtime. Amid this fearful period which has given us permission to press pause, there is now a new found appreciation for boredom.

Brands should prepare for the rise of ‘the hobby’ as people begin to recognise the benefits of mindless activity. Sales of boardgames and jigsaw puzzles, for example, saw a rise of 240% in the first week of the coronavirus lockdown. (https://www.theguardian.com/business/2020/apr/01/sales-of-board-games-and-jigsaws-soar-during-coronavirus-lockdown)

Future Thinking

So, when faced with a new normal post Covid-19, how will we press play on this newfound love for self-care?

In the coming years we may see the decline of hustle culture as ‘doing nothing’ becomes the new status symbol. Brands should consider a celebration of solitude, helping to continue to alleviate guilt around self-care and leisure time.