The eight phenomena of mindfulness

Creativiteens are open and want to help shape the world. "Every trend creates a counter-trend. And mindfulness is clearly the biggest counter-trend to digitalization. This not only influences society but also affects companies in particular. A real 'mindshift' is emerging here, which will lead to a new quality of mindfulness in the economy and to completely new consumer worlds," says Harry Gatterer, Managing Director of the Zukunftsinstitut, explaining the significance of the study "The new mindfulness. The mindshift is coming". According to Gatterer, anyone who wants to play a role in the globalized economy must "recognize social changes as early as possible and be able to translate them into the context of their organization". With eight trend phenomena, the study therefore provides a market-oriented basis for recognizing and better understanding the patterns of the emerging "new world".The 8 trend phenomena of the new mindfulness1. free aging - beyond retirement: The cultural mindshift from anti-ageing to pro-ageing has begun, and promises more than just fun-loving consumers. More and more companies are discovering the foresight, composure and social intelligence of free-agers as an important asset in teams.2. postmodern minimalism - about the enough of a new generation: The phenomenon of the new renunciation is part of the growing resonance society. It is a reaction to the wasteful culture of our age. For companies, the question of compatible business models and the needs of postmodern minimalists is becoming increasingly important.3. OMline - Digital enlightenment: The increasing overstimulation caused by digitalization is paving the way for a new sovereignty and sensitivity. The new mindfulness filters out unwelcome commercial noise and resists the blanket digitalization of working environments.4th Generation Global - The new values of young cosmopolitans: The young, highly networked and well-educated Global Generation strives to treat the environment and fellow human beings with respect. Characterized by a search for meaning and ethical conviction, the high potentials place high demands on the world of work, away from the old "faster, higher, further".5 Holistic Health - What comes after the fitness craze and body cult: The concept of health is freeing itself from the obsession with fitness, performance and self-optimization. The new holistic understanding of health asks when, where and how we work and formulates demanding expectations of the social framework.6 Spiritual Leadership - Outer power and inner strength: Mental strength and inner calm are no longer a prerequisite, but are actively and consciously renewed. Meaningfulness, belonging and orientation are the new KPIs for keeping a clear head in the face of increasing complexity.7 Hedonistic ecology - new environmental awareness without self-hatred: Sustainable living is moving away from the idea of doing without. With the help of green innovations, companies can open up completely new market potential and meet the growing demands of high potentials.8. social cocooning - the new homeliness: The longing for light-heartedness, coziness and trust is replacing egocentrism and a culture of going out. A sense of togetherness and feel-good places are coming to the fore. The new campfire mentality is looking for the authentic and down-to-earth in consumer spaces as well as in the work context.A new dimension of needsThe eight trend phenomena are particularly noticeable in changing lifestyles. This typology established by the Zukunftsinstitut makes it possible to identify customers outside the traditional target groups. It reflects the differentiated social needs of the future. "From this, we can derive the quantitative impact of these trends on individual business models. After all, there is socio-demographic data behind every lifestyle. We narrow down very precisely how many people are within a typical lifestyle and what motivates them," explains Lena Papasabbas, head of the study. This allows us to extrapolate from the trend phenomena to a total of 12 mindful lifestyles - such as Creativiteens or Silverpreneurs - Understanding this mindshift is hugely important for marketing and advertising as well as for HR management. The new lifestyles are leading to new consumer behavior and completely different products. They demand a different kind of approach. This is changing the way we communicate and interact with future customers and employees," concludes Papasabbas.