Pandemic Lens| Hyper-Essentialism

Written by Owen Wright

18 November 2020

In our first post looking at the Conscious Choices trend as part of our Pandemic Lens series, we explored Ethical Shopping. We now take a look at Hyper-Essentialism and what that means for future consumer behaviours.


Many of the things once thought of as essential have very suddenly been deemed legally “non-essential” by both government, society and also by our newly housebound lives. Having been stuck at home for many months, consumers have rediscovered the beauty and art of slowing down. Householders reconsider what is essential in their lives and what brings their life a sense of meaning.


Images left to right: John Forson, Cultiver

Customers who might once have invested a lot of their income on ‘status’ increasing categories like fashion, will instead focus on genuine quality and the joy that products bring them.

Everyday Upgraded

Images left to right: Rosanna Falconer, Bannon Morrissy

Householders will upgrade the things they use often, which make a big difference to their everyday happiness. Families will create smaller, yet more meaningful traditions, finding joy in small daily rituals like dressing the table or lighting a candle.

This trend is very much about the art of doing nothing as we rediscover the joy of idleness. Anti-guilt messaging resonates with customers for whom the cult of being busy is deeply ingrained. Having discovered the power of a slower pace of life, people just aren’t going to be as willing to jump back into the way things were. They’ll be seeking products and messages that reinforce this, that help them indulge in idleness and purposeful un-productivity.

The Art of Solo

Images left to right: Linus Sundahl-Djerf, atarahcrystals

Investing in moments you have to yourself will become more commonplace as consumers decide they don’t need to spend as much on socialising with others. We expect to see householders forgo a night out, opting to upgrade their yoga mats or indulge in a luxurious ritual bath instead.

In our next post within our Pandemic Lens series, we look at Guilt Free Materials and what that means for future consumer behaviours and attitudes.

Our seasonal trend books are seen as an essential tool by some of the world’s best brands and retailers, helping them make sound commercial decisions about how to respond to future change. To receive a free demo of our Autumn Winter 2021/22 Trend Book click ‘download now’ on this post.

Written by Owen Wright

Owen joined the team as Trend Researcher in 2017 and supports the Strategy and Insight team delivering bespoke consultancy to brands and manufacturers. He previously worked as an innovation specialist at Godfrey Syrett. He has a degree in Industrial and Product Design from the University of Teeside.

Overall a great day which involved getting everyone's thoughts, ideas and reservations down on paper. I am looking forward to seeing how this information will be overlaid with the vital trend insights we need to drive new product development and long-term business growth.

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