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Conscious living

Updated: Aug 14, 2019

Conscious Living is the third trend theme of the Trend guide MIND SHIFT.

We find ourselves in the middle of a revolution with global challenges. Social and ethical values related to healthcare, global warming and animal welfare are being questioned and are gaining more and more public awareness through the media and internet. The result? They are closer to us than ever before. There is huge awareness of these issues and they do not only challenge us to think differently, but to act differently as well. The concept of ‘sustainability’ is no longer just a ‘green’ issue and a necessary evil. The biggest change in this trend is the growing popular need for conscious consumption among consumers. And the younger the generation – take Generation Z, for example – the more they look for authentic meaning and positive added value in a product or service. What is the provenance of a product, how and from what material is it made? This has become basic information, which has to be transparent and instantly available in brands.


Leah Perry, Spa beauty

These personal and individual motivations create a generation of activists and new communities with associated defined values and beliefs. The consumers themselves want to contribute to resolving these challenges and ultimately, to the creation of the product or service being provided. There is an urgency among businesses and brands to embed corporate and social responsibility in their business strategies. The critical consumer then makes sure that this is actually realised. There is a wave of experimental design, with designers seeking inspiration in natural environments on which humans have left their mark through the ages as a result of their industrial history, including mining. This has generated interesting, new, pale colour palettes through oxidation of metals. These are used in glazes of ceramics and china.


There is also a new source for materials, with an interest in fast-growing materials based on bacteria, algae and other sources.


Melanie Gloeckler, Vortex yarn

Because of the overproduction of plastics, people are being creative in the way they are reusing them, with new prints and patterns being produced as a result of this upcycling.

Moodboard - materials and textures

Oxidised and re-used colours, origin in nature, dusty tones, matte and drye, chalked effect, enlightened with metallic finishes and details.

Credits: @kirstievannoort, @vincenzodecotiis, @fernandolaposse


This persona we call the moralist. Who is this consumer? And how to apply this movement in your brand identity, products and services. Get inspired and find out how this trend movement can impact your business.


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Learn more about attractive conscious, story doing and other inspiring cases in the newest trend guide Mindshift #1.

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