A comprehensive look at slow living as a digital marketing trend to be aware of

1. SLOW LIVING &
DIGITAL MINIMILISM
Slow Living:
An ironic plot
twist in rapidly
growing digital
marketing trends
Sandi Merritt

2. Highlights and Insights
Today’s consumer is
increasingly
adopting the view
that less is more
Eliminate non essentials
Use technology purposefully/for
wellness
Use time intentionally
Pace yourself - Be in the moment
Definition of slow living in a virtual world:

3. Slow living is intentionally
building a more balanced,
healthier, happier, and more
fulfilling relationship with
our technology use
My
time
is
mine
JOMO
The joy of missing out. A trend that
demonstrates how younger
consumers are shifting priorities
FOMO
The fear of missing out socially and
digitally is being replaced by

4. The Stats
The slow living”
trend has been
growing since
2010 and
exponentially on
YouTube since
Covid 19 hit
INCREASE IN VIEWS OF
VIDEOS WITH “SLOW
LIVING” IN THE TITLE IN
2020 COMPARED TO 2019
4x

5. Mar 2020 June 2020 Oct 2020 Dec 2020
100
75
50
25
0
Views of
videos with
"slow living" in
the title
Views indexed with 100 as
peak of trend - YouTube Data,
Global, Jan-Dec 2020.

6. BRANDS CAN ENCOURAGE MILLENNIALS
TO TAKE CARE OF THEIR
WELLBEING IN CREATIVE WAYS
Millenials
and Mental
Wellness
Millennials are 62% more likely than other
generations to report that they’ve sought
virtual therapy options like Talkspace

7. Simply put, a life lived intentionally
Busyness is no longer
a status symbol
The slow living movement resonates with so
many because people are tired of rushing
through their lives.The pamdemic has made
us take stock of how we use our time and
also understand how limited that time can
be. People want a sense of purpose and
control back in their daily lives

8. GOLDEN RULE:
Know thy customer
Slow Content - Focus on quality
of content not quantity
Align data with customer persona
Focus content on consumer
needs not internal pressures
Position products as selfcare
tools used for "me" time
Create community
How can digital
marketers respond?

9. MINDLESS SCROLLING
is a waste of time
People want to consume quality
content that delivers value and
connects their identity to the purpose
of your brand. Creating deep
connections with the audience is
essential therefore, it requires
listening, planning, research,
revision, creativity, and inspiration.
Slow Content

10. Data
drives
connections
Connect Data
with Customer
Personas
It is essential to thoughtfully
evaluate your data points to be
able to to connect insights to
customer personas. This in turn
will ensure you are marketing to
the right people and not just
because of an internal promotion.
Targeted content marketing
creates less noise and more value.

11. Use your brand's voice
to communicate value,
connect your consumers
as a community and
position your products as
tools used for self care -
even everyday products
can serve as self care

12. Brands that
understand
#slowliving
STARBUCKS:
#DELIGHTFULLYCHILL
#HAPPYPLACEFOUND
AMY POEHLER SHOWS
BENEFITS OF SAYING
‘NO’ IN NEW PURE
LEAF CAMPAIGN
TARGET: WHAT YOU
VALUE SHOULDN'T
COST MORE

13. The Consequences of Being too Noisy
With the rise of social media sabbaticals
habit tracking apps like Stayfree and unplugging
on the rise - marketers need to make sure they
are not contributing to digital noise which is
increasingly being muted with an unfollow. Try
instead to listen and provide value

14. Oh The Irony
WHILE DIGITAL TECHNOLOGY AND
BIG DATA SPEED AHEAD - MANY
CONSUMERS ARE ASKING MARKETERS
TO SLOW DOWN - SO DON'T BE TOO
BUSY TO LISTEN - OR YOUR MESSAGE
WILL BE LOST IN A SEA OF NOISE
Final Words

15. Works Cited
Barsegyan, Oganes Vagramovich. “5 Digital Marketing Trends In 2021.” Forbes, 10 Feb. 2021,
www.forbes.com/sites/forbesagencycouncil/2021/02/12/5-digital-marketing-trends-in-2021/?sh=63dc9a314072.
Blakeborough, Jane. “Consumer Trend: Slow Living, The Backlash Against Speed.” Trend-Monitor, 26 Nov. 2019,
trend-monitor.co.uk/consumer-trend-slow-living.
deBara, Deanna. “What Is Slow Living, and Why Is Everyone Suddenly Using This Term?” Martha Stewart, 17 Aug. 2020,
www.marthastewart.com/2224818/slow-living-lifestyle.
Kowalski, Kyle. “Digital Minimalism Defined & 10 Digital Declutter Tips.” Sloww, 15 Oct. 2019, www.sloww.co/digital-
minimalism.
“Marketing to Millenials” Canada January 2021.” Www.Mintel.Com, Jan. 2021, www.mintel.com.
Rebecca. “The Top 17 Apps for Minimalists.” Minimalism Made Simple, 4 Jan. 2021,
www.minimalismmadesimple.com/home/top-minimalist-apps.
“Starbucks Coffee Company.” Starbucks, www.starbucks.ca. Accessed 6 July 2021.
Swant, Marty. “Amy Poehler Shows Benefits Of Saying ‘No’ In New Pure Leaf Campaign.” Forbes, 26 Feb. 2020,
www.forbes.com/sites/martyswant/2020/02/26/in-a-new-pure-leaf-campaign-amy-poehler-wants-to-free-people-to-say-no-
more-often/?sh=6aad41313b20.
Zeitoune, Roya, and Nicolas Szmidt. “‘Slow Living’: The New Fast-Rising Consumer Trend.” Think with Google, 25 Mar. 2021,
www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-trends/covid-slow-living-trend.