VML study says ‘slow living’ lifestyle is set to shape year ahead

By our African Marketing Confederation News Team | 2024

Bewildering growth of tech and desire for human connection is leading people to slow down and opt for a more mindful lifestyle.

In a post-Covid world that is being shaped by a bewildering amount of technology, people are craving authentic human connection more than ever before. 


The insight is from VML’s newly released ‘The Future 100: 2024’ report, which lays out 100 consumer trends set to shape consumer spending over the next year. 


It finds that people are in their ‘slow-living’ era being called The Great Deceleration; slowing down their lifestyles and opting for a mindful approach to the year ahead. 


In this new paradigm, the most successful and fastest-growing brands are connected ones, as people seek emotional engagement with the brands they buy from. 


The researchers say 79% of people believe the role of brands has changed over the past five years, with the top three roles being to ‘make the world a better place’ (40%); ‘improve people’s health and wellbeing’ (38%); and ‘create a more positive and helpful future’ (32%). 

Photo by RF Studio from Pexels


As 2024 unfolds and new consumer trends come to the fore, an intentional slowdown shifts the pace for people and businesses after years of rapid acceleration. 


We are craving passion and togetherness 


“With humans craving passion and togetherness – particularly as we see AI becoming more and more mainstream – the time is right for brands to tap into this shift, and use technology to connect with humans on a deeper level as they opt for a more mindful approach for the year ahead,” says Naomi Troni, Global Chief Marketing Officer at VML. 


Add report co-authors Emma Chiu and Marie Stafford: “Community and connection at scale are essential to 2024, with 67% of people agreeing that community is more important than one individual, and 76% believing that technology helps bring people together.  


“With most consumers looking for surprise, mystery, awe and wonder in their lives, new experiences that engage a wide spectrum of emotions are in demand. A profound and enriching year awaits!” 


You can find out more about the study, and VML’s views on the consumer trends likely to shape 2024, here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.