One of the most pervasive socio-cultural movements currently driving consumer behavior is the trend we’ve dubbed “Simplistic Slowdown.”
After years of tracking this development, LPK Trends has identified the forces behind Simplistic Slowdown, and some consumer packaged goods companies are beginning to understand it to develop trend-forward brands, products, and packaging that resonate with consumers.
Simplistic Slowdown is defined as slowing down and finding fulfillment in time’s woven narrative, where the touch of the hand reminds us of real, honest goodness. As we breathe a cultural sigh, we pursue new paths to meaning and reconsider our way of life. We reconnect with our humanity and each other, and redefine worth and what is truly worthwhile.
To understand fully how we arrived at this particular cultural crossroads, we need to trace the social and cultural path of the recent past. By understanding the broadest implications of the turn of the century and the dominant themes related to the human experience, we can uncover the seeds of the simplicity movement amid the prevalent “cultural high times.”
Returning to our trend archive, we begin by reviewing the trend landscape of 2004. The revelations are the domination of hypersensoriality; obsession with status, luxury, and celebrity; and our immersion into escapist magical realms. Yet, there was a nascent theme that hinted at a different future state in which responsibility, meaning, and more emotive experiences would prevail. As the years progressed, evidence mounted about this movement toward simplicity.
In 2005, we observed a key movement we identified as “Omniscient Nature,” the emergence of a heightened sense of “naturals” that brought themes of transparency, purity, and an awareness of sustainability issues. The year 2006 introduced the “Techno Provocation” movement, which indicated that despite new possibilities wrought by advancements in technology, there is a dark side of information anxiety and over-mediation. “Viva Nirvana” revealed itself in 2007 as the evolution of the health and wellness movement that uncovered an important driver wherein people desire to disconnect from the parts of their lives that create their “dis-ease.” In 2008, we uncovered “Remystification,” the glimmerings of a backlash against transparency and harsh realities manifesting themselves as veiling, encoding, embedding, and a new secrecy.
Simplicity has changed and evolved but in 2008 was lingering in a state that was significant, yet not culturally driving or directional. Consumers were experiencing a cultural tantrum and began to unplug as a reaction to something that metastasized during that year, changing the future of simplicity and consumption as we know it.
Campbell Soup, an iconic brand and the world leader in the soup category, honed in on the Simplistic Slowdown trend with a promotion held during March through June 2009 called Help Grow Your Soup. It offered a limited number of seed packets in exchange for the code on the bottom of a soup can. You can read more about the packaging promotion in the lead article of this issue.
Today, the dramatic downturn of the global economy has accelerated a shift in consumer attitudes and values. Exhausted from this status race, fatigued with techno-addiction, and wary of chaos and corruption, we take a collective sigh and begin our evolution as consumers. We desire to immerse ourselves in stories, authenticity, metaphor, and fantasy. The chapter of conspicuous consumption has concluded. Now, we seek honesty rather than “reality” and transparency, constructing stories with layers of meaning to fulfill our need for fantasy. Importance no longer is placed on consumption of things. More important is the effect that time has on our things. The most valuable luxury is that which cannot be easily replicated, forwarded, downloaded, or zipped. We create collections with connections that craft the tale of our personal narrative.
Several packages have been redesigned based on the Simplistic Slowdown trend. In the food category, Nabisco’s Oreo and Ritz brands have kept their respective brand colors intact and also greatly simplified their packaging. Each letter of the product name is capitalized and encased in a circle that provides impact. Crisp photography of the Oreo cookie and the Ritz crackers adorns the packaging.
Kraft’s latest salad dressings labels also illustrate the Simplistic Slowdown trend. Consistent with the core values of Simplistic Slowdown, the new Kraft labels are printed on clear acetate for a transparent quality, with images of lush, fresh vegetables.
Yogi™ herbal teas are created with 100% natural ingredients and organic green tea. Elements of ayurveda-inspired design, such as Indian motifs, a rich color palette, and calming illustrative product elements, convey a sense of well-being and delight and also a hand-hewn quality.
Finding fulfillment in each other and redefining what is truly meaningful are the core characterizations of the Simplistic Slowdown trend. We’ll continue to see emerging patterns associated with Simplistic Slowdown as we journey through the next five years: retailer consolidation, heightening of private label, declining speed of pipeline innovation, increased focus on transactional spaces or environments for exchange (and designing them), the art of retail, garage start-ups, and maker/Do-It-Yourself culture merging with locality.
-By Valerie Jacobs
Group Director, LPK Trends
The author, Valerie Jacobs, is a seasoned design forecaster whose strategic approach melds research, analysis, and the translation of trend data into actionable strategies as they relate to design, for consumer brand initiatives. She has worked more than 15 years in marketing communications and design
