By Rinku Patnaik,
Introduction
Our life has turn into increasingly digitalised to the point exactly where we are constantly connected and perpetually”on”. We are connected by way of cables and a number of gadgets,and Wi-Fisignals are our continual companions.In India, the existing quantity of net customers stands at 696 million and is projected to rise to 974 million by 2025. Most of these persons are accessing the net by way of their smartphones, with the smartphone user base estimated to attain 829 million customers by 2022.
Due to the COVID-19 pandemic,digitallife has been amplified and our connection with technologies is getting pushed to newer extremes and unique territories. As a outcome, persons are recognising that the way they use the net, and social media, is causing feelings of tension and leaving them overwhelmed. With the existing circumstance, this threat threatens us moreas one ought to do anything from property.Concerns about the effect of screen time have been pushed aside to fulfil each day tasks and roles – be it in work, education, entertainment or self-enhancement – and there are more college-age youngsters working with the net today than ever just before.
Overwhelmed was one of the trends that we had observed in the Ipsos Global Trend Survey. It was observed that persons had been hunting at slowing down in life and had been aspiring for a easier life with time for self. Focusing on India, this paper exploresthe many elements of digitalisation and rapid paced life that are engulfing persons emotionally – like how they had been currently overwhelmed pre-COVID and how it has amplified now. We also touch upon the coping mechanisms and suggests to deal with this, highlighting examples of brands which are addressing this precise customer will need.
Digital connectivity is a double-edged sword
Digital connectivity has created it doable to attain everyone at any point of time by way of text messages, phone calls, e-mail, Facebook messages, Tweets and Instagram pictures.We are now living in a planet exactly where one does not have to meet in-individual for years, however we canknow just about every tiny detail about other people by way of social media.
In the existing context of the pandemic, digital connectivity has helped persons across the worldto lead a life seamlessly with out stepping out of their property. People are remaining connected at work, with household and mates, and with the education method. They are obtaining groceries and paying utility bills on the internet.COVID-19 has amplified the reality that persons can function in an just about contactless planet.
Hence, we are connected on a number of levels to several but, at the similar time, disconnected at a human level.As a culture,in India the concentrate is on sharing and caring for every single other and living in a neighborhood. Though the digital planet can bring us with each other, we miss actual life make contact with.The stress to be noticed to be carrying out the appropriate point and not getting left behind has created our lives even more stressful.
On social media, persons look for appreciation and engagement by way of likes and comments. Depending on the audience and the content, algorithms made use of by analytics organizations like Hootsuite, Sprinklr and Simplify360 and so forth.can even guide persons to select the best time and day to post to attain maximum engagement.With the pandemic and social distancing, the loneliness and disconnect has been additional amplified.
Factors impacting mental wellbeing prior to COVID-19
The rapid pace of urban life inspires and gives an escape from the monotony, however at the similar time it comes with its personal set of complications. In India, the migration to cities from smaller towns and rural places has resulted in a more stressful city atmosphere with ever-escalating website traffic congestion and noise and air pollution, which can trigger overall health complications and anxiousness.
In these hectic lives of ours, we are continually focused on meeting our targets and fulfilling our ambitions. People are attempting to maximise life and get the ideal from it in the shortest time.
Interestingly, Ipsos’annual Global Happiness Survey shows a gradual decline in the happiness quotient year-on-year. Compared to 2011, the percentage of these saying they are delighted in 2020 has fallen by 14 points globally. In India, we have noticed a dip by more than 20 points compared to 2011 and an 11-point drop compared to 2019.
For Indians, there could be several things driving this decline in happiness, even even though the financial parameters of the nation do not genuinely reflect a downward trend.Possible things consist of India’s speedy urbanisation more than the final decade, lack of employment possibilities, and escalating issues about the security and safety of ladies.
The effect of the pandemic on mental wellbeing
Findings from theIpsos Global Health Monitor 2020 show that mental overall health remains a crucial overall health concern for the public and is ranked 3rd general just after Coronavirus and Cancer.Interestingly, scores for several illnesses have dropped this year but mental overall health, at an general level, is constant with 2018.
In 2020, 26% across 27 nations say mental overall health is one of the best overall health complications facing persons their nation today (see Figure X under).
The feeling of getting overwhelmed is not restricted to a specific lifestage. With the advancement of technologies, we encounter solutions that may perhaps be created to make our life easier but not every person adapts with ease.The older generation can struggle to hold up with the younger generation. There is tension in just about every type be it in theworkplace, relationships, educationor social media. Ipsos’ Global Health Monitor also highlights that mental overall health seems to be a more prominent problem for younger persons (31% of below-35s vs. 26% aged 35-49 and 21% aged 50-74) and there is a gender skew towards ladies who are most likely to highlight mental overall health as a crucial problem (31% vs. 22% of males).
In the existing context, when mobility is restricted, there are unique elements generating unique groups of persons really feel overwhelmed. For instance, youngsters are caught in a vacuum of attempting to adjust to on the internet/distance studying and getting isolated from their mates. For working adults, there are economic worries about jobs and revenue, with the lack of certainty about what lies ahead adding to their anxiousness.Meanwhile, senior citizens with the adherence to social distancing and restricted mobility due to getting in the vulnerable segment has additional added to feelings of loneliness.
As per NIMHANS, 1 in 5 adolescents endure from some mental overall health concerns in India. More frequently, a pre-COVID report from the World Health Organisation discovered that 7.3% Indians endure from mental overall health concerns and this is anticipated to go up to 20% in the next couple of years. In addition, the WHO suggests that, by 2030, depression will be the single most significant lead to of ill health7.
Bigger (or more) is not necessarily improved any longer
With a current ASSOCHAM surveyin India displaying that up to 50% of corporate staff really feel the tension, it is no surprise that taking a sabbatical in the initial years of corporate life – ortaking a break to adhere to a passion or do a thing meaningful – is a expanding trend that young persons are adopting to handle the complexities of life.
We are also seeing a shift towards a want for curated facts. Usage of apps like Inshorts, a news app that presents the newest news from a number of sources in a quick 60 words or much less format, is gaining recognition amongst Indians. Mindfulness and meditation apps are also seeing a surge in demand and are aimed at assisting boost concentrate and patience when decreasing tension and anxiousness.
However, it is paradoxical that persons who seek a break from lengthy screen hours are logging in each day on their gadgets to discover concentrate and relaxation. But the planet has changed, we are living in uncommon instances, and persons are adopting virtual guided meditation methods to discover tranquillity. This is also reflected in Ipsos’Global Happiness Survey 2020, with overall health and wellbeing the quantity one issue for happiness, whiletime spent on social media ranks lowest – each globally and in India.
Indians have realised the worth of theage-old practice of yoga and its rewards for each physical and mental alertness. This is additional popularised by the Indian Prime Minister positioning yoga as a universal exercising by way of the campaign of ‘hum fit toh India fit’.There is also the resurgence of analog games like Jenga, Scrabble and mah-jongg.
The trend of slowing down emerged a tiny earlier in the created planet, and life in several Indian cities is now equivalent. The hectic pace and tension of city life, and the emergence of nuclear households in India, additional adds to the each day tension. Indians are consciously taking methods to slow down and handle life effectively.
In the final couple of years, Marie Kondo’s philosophy of de-cluttering has gained widespread recognition, so considerably so that Netflix capitalised on it. It advocates minimalism – curating our properties and maintaining only the things that ‘spark joy’ and add worth to our lives.
Slowing down does not imply carrying out anything at a slow pace. Rather, it is about prioritising and realizing which circumstance needs persons to rush.This is set to turn into even more prominent provided the pace at which we lead our lives is not sustainable. We will see persons embracing good quality more than quantity and enjoying a slower, easier and happier life by de-cluttering each mentally as nicely as physically.This is once more reflected in the World Mental Health Day 2019 study, exactly where a majority persons in all nations like India (64%) say mental and physical overall health is equally crucial.
How are marketers in specific sectors capitalising on this trend of slowing down?
*Meditation apps like ‘calm’, ‘headspace’ and ‘tide’ market mindfulness and can aid persons attain calmer days and improved sleep.While meditation is not a novel notion in India – our nation is recognized to be an institution of spiritual living – these apps make it uncomplicated to study and ideal the ability. Importantly, some of these apps have decontextualized meditation to match in with modern day, busy lives generating it attainable for more persons. Like the international development of this sector, India is seeing more downloads and usage of meditation apps.
*Gyms are no longer onlysolely about creating muscle or losing fat – they also concentrate on holistic fitness routines which address each physical and mental requires. Mind.Fit, the yoga chain from Cult.Fit,markets itself on getting a spot to de-tension and discover a connection in between thoughts and body to attain general wellness targets. In the absence of access to gyms for physical exercising, the ‘mind fit’ equivalent has gained enormous recognition as it makes it possible for persons to inculcate into their routine when getting at property. This sector has noticed a sharp spike throughout the pandemic exactly where persons across age-groups handle tension, feelings and anxiousness by way of these on the internet classes. Providers supply an array of possibilities to select from, from practice seated meditation to Zazen to chanting mantras to box breathing and visualisation. We have also noticed the rise of many Wellness Television channels, with content specially made for the wellbeing of viewers.
*Wellness tourismis on the rise. Holiday and travel providers are competing to provide the ideal untainted getaway spot and no-agenda holidays. During the pandemic, resorts have positioned themselves on ‘wellbeing’ by way of many activities.
* Spas and detox centres are mushrooming across town classes in India, advertising approaches to loosen up and boost mental wellbeing.We are also seeing the emergence of luxury higher-finish spas like Ananda Resorts advertising the mixture of ancient Ayurveda and yoga with modern day
How are marketers in specific sectors capitalising on this trend of slowing down?
*Meditation apps like ‘calm’, ‘headspace’ and ‘tide’ market mindfulness and can aid persons attain calmer days and improved sleep.While meditation is not a novel notion in India – our nation is recognized to be an institution of spiritual living – these apps make it uncomplicated to study and ideal the ability. Importantly, some of these apps have decontextualized meditation to match in with modern day, busy lives generating it attainable for more persons. Like the international development of this sector, India is seeing more downloads and usage of meditation apps.
*Gyms are no longer onlysolely about creating muscle or losing fat – they also concentrate on holistic fitness routines which address each physical and mental requires. Mind.Fit, the yoga chain from Cult.Fit,markets itself on getting a spot to de-tension and discover a connection in between thoughts and body to attain general wellness targets. In the absence of access to gyms for physical exercising, the ‘mind fit’ equivalent has gained enormous recognition as it makes it possible for persons to inculcate into their routine when getting at property. This sector has noticed a sharp spike throughout the pandemic exactly where persons across age-groups handle tension, feelings and anxiousness by way of these on the internet classes. Providers supply an array of possibilities to select from, from practice seated meditation to Zazen to chanting mantras to box breathing and visualisation. We have also noticed the rise of many Wellness Television channels, with content specially made for the wellbeing of viewers.
*Wellness tourismis on the rise. Holiday and travel providers are competing to provide the ideal untainted getaway spot and no-agenda holidays. During the pandemic, resorts have positioned themselves on ‘wellbeing’ by way of many activities.
*Spas and detox centres are mushrooming across town classes in India, advertising approaches to loosen up and boost mental wellbeing.We are also seeing the emergence of luxury higher-finish spas like Ananda Resorts advertising the mixture of ancient Ayurveda and yoga with modern day therapies in the organic Himalayan locales. With the restrictions at present imposed due to pandemic, customers are waiting for these to open.
*Wearables that monitor each day methods and remind persons to take a walking break are more well-liked than ever.
* Simplified fooddevicessuch as Vitamix and Instant pot are a expanding cooking trend, assisting persons to stay away from chaos in the kitchen.
*Cafes and restaurantsare encouragingconversations in between prospects by way of a no-phone policy,whereby they supply a discount on the bill if every person on a table surrenders their phone for the duration of their take a look at.
*Ayurveda formulation capsulesthat aid calm down, like Dabur Stresscom, are some of the new launches.
*Awareness of mental wellbeing. Brands areconsciously speaking about mental wellbeing either by way of supplying platformsthat supply curated content created to handle moods, such as My Happiness, or campaigns that concentrate on mental wellbeing, such as Future Generali’s ‘health inside out’ campaign.
(The author is Chief Client Officer, Ipsos India. The report is for informational purposes only. Please seek advice from professionals and healthcare experts just before beginning any therapy or medication. Views expressed are private and do not reflect the official position or policy of the TheSpuzz Online.)