Fed up with materialism, let down by capitalism, disconnected and discombobulated in their digital lives, consumers are seeking escape from their busy lifestyles and aspiring to a new set of values.
Where once always-on culture was all-pervading, consumers today are seeking digital invisibility. Constant conversation and dialogue is losing its appeal, and in its place, people are yearning for contemplation. From hotels to airports, consumers are looking beyond aesthetics and seeking the sublime.
Meanwhile, they are culling bold brash brands in favour of those that are considerate, quiet and intuitive. The New Sublimity is not about abandoning digital life though. Rather than simply switching off, consumers are mastering a new on-off way of being. As they do, they are becoming digital dieters, mindfulness novices, daydream believers and jolly good fellows.
Click through the sections on this page to see how The New Sublimity trend has been manifest since 2012.