Commentary

Seeking Simplification (In Theory, At Least)

In each of the last 36 years, we have begun the analysis of our survey data with a search for trends. What’s up? What’s down? What has changed in Affluent lives, spending patterns, and media habits? 

I’ve detailed several trends in other Engage:Affluent articles, but this month, I’ll focus on one in particular: signs of Affluents increasingly seeking to simplify their lives. Consider these changes in two attitudinal items: 

  • 71% now agree, “I am almost always doing more than one thing at a time,” up from 66% in 2011

  • 55% now agree, “I am trying very hard to simplify my life,” up from 48% in 2011

Our bi-monthly barometer allows us to keep our finger on the pulse of Affluent Americans throughout the year, and also reveals signs of a growing simplification trend. For example, the one conducted during the last two weeks of August 2012 found that 82% agreed, “This summer seemed to go by very quickly,” and a similar number (78%) agreed, “I can’t believe the summer of 2012 is already over.” Nearly half (46%) agree, “The summer of 2012 was exhausting.”

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There’s no question that the pace of life has quickened for many. And that’s not entirely bad. Despite the general disbelief about how quick summer came and went, 66% -- including many who described their summer as exhausting -- agreed “I had a very good summer.”

Certainly there are many contributing factors. Economic anxiety is still pervasive, and the “recovery” that began two-and-a-half years ago still fails to provide comfort and security. Opportunities to disconnect and unplug seem increasingly rare. Technology continues to proliferate: for example, tablet ownership tripled among Affluents from 2011 to 2012, and smartphone ownership rose 20%. And while digital media use has grown dramatically, many metrics of traditional media use remain largely unchanged. Put another way, digital media is largely being used is a supplement to traditional media, not a replacement, meaning that more “media hours” are being squeezed into the same 24-hour days. 

Although many factors contribute to today’s desire for simplification, it is important to remember that it remains very much a desire. An ideal. An aspiration. The data show few signs of simplification-related behaviors. Technology adoption, media use, the hunger for content and connectivity -- all continue to grow. 

Perhaps Affluents simply don’t know how to simplify. Or they may be unwilling to make the associated trade-offs. Perhaps today’s always-on lifestyles simply seem mandatory -- opting out may not seem an option. Probably it’s a combination of all-of-the-above. But the bottom line is clear: there are growing opportunities for products, services and media brands that can help Affluents manage the trade-offs, and achieve the simplification they desire.

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