• by Kyle Ranally , Columnist, November 3, 2017

 There are few things more stressful than a rush hour commute. One day, after contorting my body to squeeze into a crowded NYC subway train, I found myself trapped  between a sweaty armpit and a crying baby. After settling into this unideal position, I looked up to see an unsurprising stat on an ad, stating “one-in-four New Yorkers have high blood pressure.”

Crazy commutes aren’t the only thing that gets our blood boiling. In fact, Americans are known for higher anxiety overall, with rates of antidepressant usage in the U.S. being higher than Italy, France, and Chile combined.

But while we’re constantly feeling pressured, we’re also finding new ways to better manage our hectic lifestyles. And marketers can no longer ignore this rise of what we at Mindshare are calling “Mindful Optimization” as more consumers seek serenity and purpose throughout their daily lives. 

Today, about 1 in 7 American workers practice some sort of mindfulness-based activity (e.g. yoga, meditation, etc). And this rise of mindful practice continues to pervade across institutions. From Baltimore to Minneapolis, schools are increasingly adopting meditation in place of detention to help students better manage their anxiety. Police departments are also beginning to create programs to help officers cope with trauma and stress. Recently, the Dallas police instated the “Mindful Badge” program, aiming to create better local communities through mindfulness-based resilience training.

This trend expands outside the office and classroom into the daily lives of consumers. From goat yoga classes to the Japanese art of forest bathing, consumers are trying  many new and creative methods to help relax. They’re taking this mentality with them on vacation too with the rising appeal of silent retreats. These digital detox destinations offer numerous silent activities, including quiet spa treatments and silent group dinners.

And while technology itself is a leading cause for stress and distraction to be sure (on average, people check their phones about 150 times each day according to Nielsen), we’ve also seen how it can help people become more present and relaxed. Just look at the popularity of apps like Calm, which averaged 30,000 new users each day last year, and Headspace, now valued at over $250 million. Another way tech is building a community of mindful consumers is through the rising popularity of autonomous sensory meridian response (ASMR) videos. These videos, which accumulate millions of views on YouTube, feature soothing sounds like soft whispers that cause a tingling sensation for viewers.

On top of that, the mindfulness trend isn’t just about connecting with one’s mind, but also finding ways to improve it. Brain training app Peak was designed by neuroscientists at the University of Cambridge and is described as a “personal trainer for your brain.” With over 15 million downloads, the app offers users games and exercises to sharpen mental agility. There’s also been the rise of nootropics, which are cognitive enhancement pills made popular by the tech community in Silicon Valley. Kole Life Foods has a similar ambition; the drink line, created by a neuropsychiatrist at the University of Maryland, is meant to improve energy and wellness through selective vitamins and minerals.

For marketers, it’s time to think about what mindfulness means for your brand, consumer, and category. Brands can find a new role to play by helping consumers pursue mindful optimization in a wide range of ways.

For example, Saks Fifth Avenue’s Wellery at its Manhattan flagship store offers a salt room for consumers to relax to the tune of birdsongs and gentle piano. Ikea also recently capitalized on this trend by releasing an ASMR video for its back-to-school collection. The 25 minute video features a woman lightly grazing her fingers across bed sheets, shelves, and rugs to highlight the soothing sounds of its furniture.

In addition, as consumers strive for peace in a time of clutter, it’s important to respect their personal space. Consider having breaks in message deployment, so that they can take time for themselves.

Unless you’re a deodorant brand. In that case, get the guy next to me on the train to coat on an extra layer.