How about a pretty obvious alternative to our HYPERTASKING trend: the need — in between HYPERTASKING — for simplicity, order, and more quality time?
This phenomenon has been dubbed DAILY LUBRICANTS: the fast growing class of products and services that cater to consumers' need for simplicity, and that literally LUBRICATE daily life.
Already a massive hit in the US, REAL SIMPLE magazine delivers its 1.5 million affluent readers (median age 40, median household income USD 90,000) tips and tricks on which products to buy to make their busy lives easier. In the magazine's own words: "While balancing professional, family and community priorities, our readers also recognize the importance of taking care of themselves."
Dutch newspaper deVolkskrant recently introduced a clever Saturday-Plus subscription. 'Plus' subscribers receive the paper version of the daily on Saturdays, while on weekdays they have access to the full digital version. This mirrors the lifestyle of more and more readers: no time to read the paper version from Monday to Friday, because of HYPERTASKING, combined with little desire to leave the home early Saturday mornings to get the still-popular paper weekend edition. Very astute, not just from a publishing approach, but from a behavioral, process, and service angle as well. LUBRICATION in action.
The next logical step is to take this trend to architecture and market housing for these people. This trend is not to be confused with minimalism. These people want quality, reasonably-priced surroundings with the lowest possible maintenance, as they actually may not spent very much time at home. They need a contemporary home that will LUBRICATE their busy lives.
posted by clintor @ 2:53 PM
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