Soft living is a rejection of hustle culture, a mode of existence that glorifies overwork, productivity, and constant striving. For years, the mantra of “rise and grind” dominated cultural narratives, particularly among Millennials who embraced side hustles, entrepreneurship, and the pressure to succeed at any cost. But Gen Z, the generation born roughly between 1997 and 2012, has grown up with a front-row seat to the consequences of burnout, anxiety, and disillusionment. For them, soft living is a response to the overwhelming demands of a hyper-connected world that often prioritizes productivity over personal well-being.
Soft living doesn’t imply laziness or lack of ambition. Instead, it is rooted in intentionality. This lifestyle prioritizes balance, self-care, mindfulness, and a deep sense of purpose. It involves slowing down to savor life’s moments, rather than rushing through them in pursuit of external validation. This shift is not merely anecdotal. A 2022 study by Deloitte found that 46% of Gen Z respondents ranked mental health and work-life balance as their top concerns, far outstripping traditional markers of success like career progression or financial gain.
But why is this happening now? Gen Z has come of age in a world of uncertainty—growing economic inequality, the climate crisis, a global pandemic, and the erosion of work-life boundaries with remote work. Faced with these pressures, this generation is crafting a new narrative around success that centers on quality of life over quantity of achievements.
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Soft living is deeply intertwined with the concepts of wellness and mindfulness, both of which have exploded in popularity in recent years. But while Millennials might have led the wellness boom (spending billions on yoga, meditation apps, and organic diets), Gen Z’s approach to wellness is more holistic, focusing on mental, emotional, and social well-being just as much as physical health.
This generation understands wellness as an all-encompassing state that requires alignment between mind, body, and environment. According to a 2023 McKinsey report, Gen Z is more likely than older generations to prioritize mental health, with nearly half reporting regular feelings of anxiety and stress. Their inclination toward wellness is not merely a lifestyle trend but a necessity for survival in a world that often feels overwhelming. As a result, practices like meditation, journaling, and mindfulness have become mainstream among this cohort, and they expect brands to support these values.
Take, for instance, brands like Headspace and Calm, two leaders in the mindfulness space. These companies have thrived by offering tools for mental well-being, aligning their messaging with the values of rest, reflection, and emotional health. Calm’s tagline, “Take a deep breath,” captures the essence of the soft living ethos, promoting pause and presence in a world of constant acceleration.
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The soft living trend can be traced back to the 1980s, when it was created as an antidote to the frenetic pace of modern life. Initially focused on slow food—emphasizing the joy of eating locally, sustainably, and mindfully—it has since expanded into a broader lifestyle trend that values quality over quantity and depth over speed. At its core, the slow movement invites people to savor life’s moments rather than rush through them.
For brands, there are valuable lessons to be learned from this ethos, especially in terms of creating long-term relationships with consumers by promoting mindfulness, sustainability, and well-being.
Gen Z is wary of overconsumption and is gravitating toward brands that prioritize mindful consumerism. This generation’s preference for thrifted clothing, second-hand shopping apps like Depop, and repair services reflects a rejection of fast fashion’s wasteful practices. Brands that embrace circular economy principles, such as Eileen Fisher—which offers take-back programs to recycle old garments—demonstrate how to build meaningful relationships through responsible business practices.
This shift toward mindful consumerism also extends to industries beyond fashion. The rise of wellness products that emphasize quality ingredients, sustainable packaging, and ethical sourcing shows how companies can align their values with Gen Z’s demand for transparency and social responsibility. Take Blume, a wellness and self-care brand focused on clean, sustainable supplement products designed to prioritize physical and mental well-being. Their emphasis on self-care rituals and mindfulness taps into the soft living movement’s core values, making them a favorite among Gen Z consumers.
Gen Z’s rejection of hustle culture calls for brands to promote balance, both in their workplace cultures and in their consumer messaging. Companies that position themselves as advocates for well-being will likely build stronger connections with this generation. A great example of this is Aerie, a lifestyle and intimate apparel brand that promotes body positivity, mental health, and self-care.
Aerie's #AerieREAL campaign highlights the importance of embracing imperfections and encourages consumers to feel comfortable in their own skin. Their campaigns, which avoid airbrushing or unrealistic beauty standards, align with the soft living philosophy that values authenticity and self-acceptance. Brands that support balance and well-being—whether through their marketing messages, products, or internal practices—are the ones that will win the loyalty of Gen Z.
Gen Z craves authenticity and transparency in the brands they support. In an age of social media, where corporate facades are quickly seen through, companies that foster real emotional connections with consumers will stand out.
An excellent example of this is Ben & Jerry’s, a brand that has built its identity around social justice and environmental activism. Ben & Jerry’s doesn’t shy away from taking bold stances on political issues, from climate change to racial equality, and their activism is more than just marketing—it’s deeply embedded in the company’s DNA. This kind of alignment with social causes resonates deeply with Gen Z, who value authenticity and purpose in their consumer choices.
Brands can cultivate this kind of emotional connection by being transparent about their values and mission, and by aligning themselves with causes that genuinely matter to them and their audience. Emotional resonance is key for building long-term loyalty, particularly in a market where consumers are looking for brands that reflect their own beliefs and ideals.
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Gen Z’s obsession with soft living represents a significant cultural shift that challenges the dominant narratives of hustle culture, overconsumption, and hyper-productivity. As this generation continues to shape the future of consumption, brands that embrace the values of balance, mindfulness, sustainability, and authenticity will thrive. By aligning with the principles of the slow movement, brands can cultivate deeper emotional connections with consumers and contribute positively to the well-being of both people and the planet.
The rise of soft living isn’t just a passing trend—it’s a reflection of a fundamental change in how we approach life, work, and the world around us. For brands, the opportunity is clear: adopt these values, and you’ll resonate with a generation that values meaning and purpose above all else.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
Gen Z’s obsession with soft living represents a significant cultural shift that challenges the dominant narratives of hustle culture, overconsumption, and hyper-productivity. As this generation continues to shape the future of consumption, brands that embrace the values of balance, mindfulness, sustainability, and authenticity will thrive. By aligning with the principles of the slow movement, brands can cultivate deeper emotional connections with consumers and contribute positively to the well-being of both people and the planet.
The rise of soft living isn’t just a passing trend—it’s a reflection of a fundamental change in how we approach life, work, and the world around us. For brands, the opportunity is clear: adopt these values, and you’ll resonate with a generation that values meaning and purpose above all else.
We have full documentation for this accordion component here. You can use it to edit this component —or to build your own accessible accordion from scratch.
