We live our lives today in an always connected, ever-on world. At office while going through some tough discussions we simply open our Facebook application and get lost in checking what our friends are up to. On social occasions, when we want to switch off from banal conversations we open our phones, pretend to be busy and start going through Whatsapp updates. During our morning walks we’d rather not smell the flowers nor observe the potholes but prefer to be blissfully lost in furiously keying in inane messages or having free conversations on Whatsapp.
Our food choices have also moved – not just to fast food but our entire concept of lunch and dinner has changed. Modern always-on lifestyles now come with breakfast on the go, a working lunch on one’s desk gobbled up quickly while staring at the computer screen or answering e-mail. And then comes dinner which is either eaten out or is something prepared by a cook early in the morning and microwaved. Some households even have cooks who come every four days or weekly and cook for an entire week.
But have you noticed something else that is happening. On always-on social media there is a distinct pattern emerging of what people are sharing. Besides the usual jokes and happy anniversary pictures and the mandatory check-ins at first and business class lounges of airports all over the world, there are more and more shares on self-awareness, on self-improvement , on slowing down, on exercising more, on eating right, on desiring less, on calming ourselves and on meditating. As the extent of always-on connectivity keeps accelerating our already fast-paced existence, people increasingly across the world are desiring to actually reflect, to disconnect, to find a purpose and to slow down.
Fast fashion has been a game-changer of our times and brands such as Zara and H&M continue to grow rapidly. Providing seriously affordable styling for mass market consumers, the industry quickly puts new designs at economical prices drawing back customers for repeat purchases. This concept of affordable and disposable fashion also brings with it challenges of pollution and of poor working conditions in underdeveloped countries. Now as a counter to that there is an entire slow fashion movement both in terms of production and retail experience.
Take Officina Slowear from Italy. Contrary to the fast fashion approach, this brand mentions that the Slow in its brand is because “slow” is everything that respects quality, workmanship, people and the environment − more than just a way of thinking about clothing, it is a whole lifestyle choice. The stores of this brand in different places from Tokyo to Mexico City do not look prefabricated but are designed to reflect that mood of that city. And the brand aims to create a home-like space to buy garments where one can pick up a book, listen to music and have a drink in the lounge area. A place to slow down, touch and feel, not rush and buy.
The other issue is the polluting, sweatshop social challenge of disposable fashion. Now brands such as Patagonia have become mainstream with their focus on organic and recycled environmentally-friendly fibres. Patagonia has emerged as a $750-million brand growing at 15 per cent annually. There is a slew of slow fashion brands emerging and mainstreaming ranging from Kowtow of New Zealand to funky sustainability-focused brands such as Toad and Co.
As the fast food category continues to grow with even Indian cuisine restaurants moving to pre-cooked hub-and-spoke models, quick service restaurants and extended franchises there is a whole slow dining category also emerging. Slow Food International is a movement that encourages consumers to slow down and appreciate food once again besides aiming to support local farmers and growers. The overall aim is to prepare and provide food that is good, clean and fair to everyone. Celebrity chef Jamie Oliver is one of the proponents of this Slow Food movement which aims to impart access to healthy and nutritious food to everyone while ensuring that food is created in an eco-sustainable way.
There is immense potential for mainstreaming this concept in India where it has only gathered selective acceptance with restaurants of the ITC Group and some establishments such as The Bohemian, Olive, The Bombay Canteen, and The Table or through Slow Food Farmers’ Market events in Mumbai offering organic fresh fruits and vegetables from farmers across Maharashtra. At present this phenomenon is restricted to premium restaurants and to organised events such as the market. In contrast you walk around just the Central area in Hong Kong and there are slow food, organic, sustainable options such as Mana! offering fast slow food, Life Café and Eat Right. Slow and sustainable food options aplenty!
With eating out or ordering in becoming the norm in terms of eating habits across a rapidly urbanising India, the idea of nutritious, freshly cooked meals prepared from materials that help sustainability holds huge appeal. A branding phenomenon waiting to transition from niche, premium restaurants to mass outlets with affordable price points.
In today’s fast-paced, interconnected world the concept of slowing down and sustainability holds tremendous appeal across diverse categories from fashion to dining, with many global brands already realising the strength of this concept. It’s time for marketers to revisit the 59th Street Bridge Song from Simon and Garfunkel which said, “Slow down you move too fast, You got to make the morning last ...” Embracing the “slowing down” attribute may leave brands and their marketers “feelin’ groovy”.
Nimish Dwivedi is Business Director, Cards and Payments, VP Bank - FE Credit