There’s a new excuse in town.

For years we’ve talked about being too busy or having too many priorities. Well, now we’re talking about too many things coming at us at once. We can’t think; we need to find a place to concentrate. When we don’t, work gets delayed, projects don’t get completed, and we find ourselves wondering why we can’t get anything done.

It was inevitable in a world where the volume is never shut off. We are 24/7-enabled, with messaging included. The downside of that is that we have more trouble shutting out all the inputs in order to find a way to create an output.

What’s more, we’ve been told that multitasking is no longer acceptable behavior. We’re supposed to tackle one thing at a time and give it our all, which means we now have to find a way to be quiet, be productive in that quiet time, and still keep up on the barrage of information so we can be in-the-know.

Here’s what it comes down to: Today’s consumer is looking for two seemingly impossible things: quiet time, and time itself. As time and silence begin to show up as wellness trends, consumers and brands alike are trying to find ways to buy, borrow, and leverage time and silence that aren’t just beneficial to their health, but also to their overall lifestyle.

That should get your attention—not having “time” is now a health issue. So, what do we do to counteract the growing trend? That’s where brands are taking a second look at their offerings.

• Housekeeping services, as well as delivery/takeout services such as UberEats, continue to grow. The likely cause is that consumers are placing a higher value on their time—both for work and for “free time.”
• Resorts and retreat centers are becoming a way to treat yourself well. Spirit Rock Meditation Center in West Marin County, CA, for example, offers “forest bathing,” which combines relaxation, hiking, and contemplation as a new form of stress relief and meditation.
Silence is now considered a luxury, and hotels and resorts are now offering wellness packages that focus on quiet.

Take a moment, turn off the noise, and see how long you can last. Then, start thinking about how your products and services can take this new consumer need and begin to meet it.

Just don’t multi-task while you think.

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