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Why do we keep talking about mindfulness?


Idleness is not just a vacation, an indulgence or a vice; it is as indispensable to the brain as vitamin D is to the body, and deprived of it we suffer a mental affliction as disfiguring as rickets.

-Tim Kreider, The New York Times

You’ve probably noticed that a lot of our recent content and our most recent THINK report focus on mindfulness. If you look back at the content from previous years, you would see similar focus areas. It’s because we want to inform you – marketers, CMOs, product managers – anyone whose efforts will benefit from understanding consumers, and specifically Conscious Consumers – about the trends affecting your target audience.

Helping you understand your consumers, namely Conscious Consumers, and then developing communications that resonate with them and lead them to change behavior is why we’re in business. In this forum, we focus on the insights that can inspire the behavior change.

That’s why it’s important to understand where your customers are mentally. Sure, you may sell a health and beauty product, a financial service, a food, a subscription service, or a number of other things that don’t feel directly related to the idea of mindfulness. BUT, according to our research, mindfulness matters to Conscious Consumers, and therefore, it matters to YOU.

According to Scientific American, mental downtime is required to maintain productivity. What they call “cognitive congestion,” which is basically the mental state we enter when we multi-task, needs an anti-dote: things like sound sleep, unplugging, meditation, yoga and deep breathing. The extreme end of this, a practice that might be pursued by our Torchbearers, is a meditation marathon (in the article, a three-month meditation retreat). For our Moveable Middle, a weekly after-work yoga class might be a more reasonable dose.

The point is, we know that not just Conscious Consumers, but human beings, need what our Disinteresteds probably call “mental breaks” and others might call “opportunities for mindfulness.” They key is to find how your product, service or offering can contribute to assisting Conscious Consumers in their efforts to be more mindful. It might be an indirect link, but we can help you find it and leverage it so that you become a part of helping consumers satisfy their mindfulness needs.

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