In the first few weeks or months of a new year, it’s often difficult to escape conversations about new year resolutions or general commitments to turn over a new leaf come spring. But this year we noticed something different: people pushing back against this kind of pressure; the sense that it’s setting oneself up to fail; that it can feel like a weight to carry. Instead, we hear people choosing to have good intentions. We’ve noticed a similar change in language and attitude when people of all ages talk about their lives generally. About taking things slowly; being kind to oneself; trying to be healthier, not healthy; being stronger not skinnier. It’s also evident in the mental health movement moving from the margins to the mainstream and the growing conversations about digital overwhelm and how that stands in the way of self care.
This gentler, kinder approach to our own lives makes sense at a time when there are a lot of things in the world that feel a little bleak and out of control. People don’t want challenging personal goals when paying for their next energy bill already feels like a challenge.
The concept of kindness varies across cultures, of course. The Danish philosophy of Hygge and Swedish Lagom have become well known globally as maxims for (respectively) ‘taking time away from the daily rush to be together with people you care about – or even by yourself – to relax and enjoy life’s quieter pleasures[1], and living a balanced, moderately paced, low-fuss life. In East Asian cultures, there’s a fascinating tension between a high achievement culture and the growing movement advocating for self compassion. In these more collectivist cultures, kindness often extends from the self to community care, the belief being that being kind to oneself enables greater capacity to serve others.
We increasingly see this more balanced approach in the world of brands too. Cadbury has always been about generosity, so by implication also kindness, and has addressed this brilliantly particularly with their Garage ad. And Dove of course is a long running advocate of self-compassion. But it’s notable that other brands have softened their approach, too. For example, check out how Belstaff (known for its high-performance, traditionally very ‘masculine’ vibe) has recently introduced themes aligning with notions of self-kindness and personal well-being, with relaxing music and images of shells collected during me-time walks on the beach. https://www.instagram.com/reel/DGTSfU8vGQA/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The fact that so many people have moved away from Twitter / X also exemplifies this. Whilst there may be other reasons for this shift from the platform too, there’s no doubt that people felt it had become too aggressive, unkind and thoughtless with issues like trolling and toxicity making it a difficult space that many are no longer prepared to tolerate. Instead, people are turning to Substack for more thoughtful, long-form content where they feel more connected to the writers and creators and experience a supportive and community minded space to share views. And look at the success of Ted Lasso for an example of our desire to see kindness in our entertainment choices, too.
We think this is a narrative that will last and that a slight shift in a brand’s language (verbal and visual) and tone of voice can enable people to relate to a more balanced and kinder approach to self. Companies like Ikea do this, with their campaigns showing families navigating life’s imperfections with humour and patience, creating a comforting, non-judgmental space. And Strava celebrates the ‘everyday athlete’ and their small achievements; the people who run, cycle or walk for the joy of it, not just to nail their personal bests.
Research has shown that kindness can foster trust, fuel learning and innovation, promote high quality service and brand loyalty and improve business performance[2], so it’s a valuable concept to be thinking about.
Key ways brands can approach this include messaging. language (verbal and visual) and tone of voice. For example:
- Taking an approach of involvement and having a go, not striving for perfection
- Encouraging breaks and rest as well as hard work
- Celebrating small achievements
- Advocating (and modelling) being more thoughtful
- Using gentler, more inclusive and reassuring language both verbally and visually
- Championing designs that are more comfortable or more caring
- Collaborations that feel more realistic
- Where appropriate, providing support rather than pressure
- Ensuring employees are treated well and with respect
Some might look at a list like this and think it’s too ‘soft’. That successful brands are more ‘definite’, hard-hitting and impactful. We’d argue that there is scope here for more meaningful impact, because when you truly answer a fundamental need / tension, it connects with people on a deeper, more meaningful level . And in a way that sticks.
A note of caution, however: just as people push back against ‘green washing’,
there is a risk of perceived ‘kindness washing’ when it’s not authentic and not backed by a meaningful brand role. It’s important to ensure you ‘walk the talk’.
When brands get it right, they manage to convey a kindness to self message without appearing soft or saccharine, or just jumping on the bandwagon.
In a world of conflict and challenge we’re hearing more and more about people looking for compassion, empathy, and inclusivity. Brands supporting a ‘be kind to self’ mentality help to answer this need, giving them the opportunity to build deeper, more lasting connections.
For a free brainstorm on what this could mean for your brand(s), email: catherine@lucidpeople.com
[1] Definition of Hygge from the official website of Denmark https://denmark.dk/people-and-culture/hygge
Catherine is a Lucid Associate and our lead on digital methods. She is an insightful, sharp thinker who loves to help transform brands with fresh thinking. Catherine began her career in insight at TNS and Team Research Consultancy before moving into planning at Euro RSCG Wnek Gosper and strategy at retail consultancy 20/20. She then returned to insight, working independently and with Lucid, then as Insight Director at Brand Dynamics, before re-joining Lucid.