Are You Suffering From Hyper Fatigue? – Two Sides

The latest consumer report from Mintel outlines a new trend that’s encouraging consumers to disconnect from digital, giving print the ideal opportunity to fill the gap.

International market research company Mintel has just released their Global Consumer Trends report, their annual prediction of future consumer behavior and what that means for brands. This highly influential report is pored over by experts and companies in a vast range of sectors, from advertising and marketing agencies to the brands themselves, who are constantly seeking for information and guidance on the future desires and needs of their customers.

This year, the Consumer Trends report outlines five key trends. ‘Me Mentality’ describes the consumer shift from prioritising their communities to focusing on themselves; ‘Power to the People’ is all about consumers playing a direct role in a brand’s success as they express their preferences more; ‘International Localism’ is all about the movement to protect local resources and boost local business; and ‘Intentional Spending’ is an increased consumer focus on value and making smart financial choices.

Disconnect To Reconnect

The fifth trend is ‘Hyper Fatigue’. A consequence of a combination of the pandemic, the rising cost of living, the energy crisis, geopolitical unrest, and the climate crisis, hyper fatigue describes the consumer state of being stretched in many directions while being bombarded with media stories and digital content.

This onslaught of news from a number of different sources combined with the increasing stress of everyday living is having a real impact on consumers, causing uncertainty, stress, financial issues, and major life shifts. A 2022 Mintel survey of internet users aged over 18 found that 49% had experienced stress in the previous 12 months, while 38% had experienced anxiety, 22% mental exhaustion, and 20% burnout.

To counter the increase in negative emotions, the last two years have given many people the chance to re-evaluate their lives and focus on what provides comfort and makes them genuinely happy. This has resulted in an appreciation of the tactile experience and a desire to disconnect and unwind.

“Consumers will find meaning and solace in reconnecting with their surroundings, their communities and themselves,” explains Matthew Crabbe, Director of Mintel Trends, APAC. “In the next five years, expect brands to establish boundaries to bring order to the influx of information and initiatives to enable consumers to form healthy connections with resources in the technology, wellness and leisure spaces.”

How Print Can Help Hyper Fatigue

For brands looking to engage their customers using digital content, the trend of hyper fatigue presents a serious problem. If consumers are becoming immune to the daily bombardment of online messages or switching off altogether, then effective product marketing becomes increasingly challenging. In addition, crucial financial information such as utility bills and bank statements become more easily ignored, compounding the cost of living crisis.

The answer lies in print, which is not only proven to reduce stress levels when read for pleasure (books, magazines, newspapers), but receives more attention than its equivalent digital formats when read as direct mail or door drops. Receiving bills and bank statements rather than digital notifications has also been proven to help people manage their money more effectively and reduce the likelihood of going into debt.

At a time when a series of pressures are being put onto consumers, print provides a simple release valve that brands and organisations can use to reconnect with their customers and take some of the pressure off.

To download the 2023 Mintel Global Consumer Trends report, go to www.mintel.com/consumer-market-news/global-consumer-trends