TREND 03
Embracing boredom
Life often feels like a high-speed train – you get on and keep going without having the time to look back. However, more people are stepping away from this relentless 'rat race' mindset, intentionally carving out time to pause and embrace stillness. What was once considered unproductive is now seen as an essential reset - a chance to reconnect with oneself and uncover meaning in the quiet spaces between tasks and daily life.
Boredom, once seen as a negative, is now valued as a catalyst for personal growth. Moments of stillness foster clarity and insight, transforming what felt wasteful into opportunities for introspection, creative growth and renewal. Slowing down and reflecting supports mental and emotional well-being, helping to counteract the effects of overstimulation.
Whether through meditation, mindful moments, or simply doing nothing, these pauses can lead to a state of flow, encouraging deeper focus and self-awareness. In stillness, people find the space to grow, reflect and thrive.
find it important to stand still and take the time to reflect
“I like to take time for myself in my room, resting and catching up on sleep. I feel that doing nothing allows me to think about what I want to achieve in the coming week and unwind before the busy week ahead. It positively impacts my overall well-being, leaving me feeling lighter when the new week begins.”
Female, Gen Z, SG
CASE
IKEA - The sleeper bag
Singapore - Retail
Ikea has recreated its recognisable Frakta carrier bag as a padded shopper called 'Resten', which can be used as a pillow. The bag, created in partnership with Singapore based firm, The Secret Little Agency, provides commuters a moment of respite.
Finding peace and value in moments of idleness resonates particularly strongly with older generations, while Gen Z – raised in an era of constant connectivity – tends to see time as a resource not to be "wasted". For Boomers and Gen X alike, appreciating stillness can be tied to their life stage, where there's less urgency to achieve as they've already navigated key milestones and are more focused on savouring time rather than filling every moment. Moreover, they both grew up in an era with less digital distraction, cultivating patience and a natural affinity for slower, more contemplative activities.
For Gen Z, however, social media and the pressures of a fast-paced, always-on culture create an implicit drive to be constantly productive or visible. This generation is often drawn to the idea of optimising every moment, influenced by the allure of side-hustle culture and a 24/7 feed of others' accomplishments, which makes idleness feel like a missed opportunity. As a result, downtime can feel foreign or even unproductive to them, while older generations see it as a well-deserved retreat – a source of reflection and calm that enriches life.
Gen Z
Gen Y
Gen X
BabyBoomers
% find it important to stand still and take the time to reflect
CASE
Raw-dogging a flight
Global x Travel
'Raw-dogging a flight' embraces a new travel mindset: stripping away distractions to simply exist in the moment. Forget snacks, movies, or music. Instead, focus on the hum of the plane and the seat ahead – finding peace in the monotony. It's boredom redefined.
“We live in a fast-paced society, and we get hyper-stimulated by every source of entertainment or distraction. I use the Pomodoro technique when I work. Basically, every 25 minutes, you take a 5-minute break, and every two hours, you take a 30-minute break. During those breaks, I just try to stand still, literally stare at the wall and do nothing.
I think this is the best way to relax your mind, and so far, it has worked really well for me.”
Male, Gen Z, DE
CASE
A kids book about boredom
US - Leisure
With his book, Kyle Steed, wants to encourage people – and especially children – to embrace boredom as a powerful tool for creativity and self-discovery. This is because some of the best things ever created or discovered happened when someone was bored.
CASE
Burberry - Eberechi Eze not catching fish
UK - Fashion & luxury
In Burberry’s fall campaign ’It’s always Burberry weather’, they celebrate down moments, in between moments, away from action and doing. They include, Eberechi Eze not catching fish, Olivia Coleman counting sheep and Little Simz on a train.
Brand takeaway
What does this mean for brands?
For brands, this shift is a call to cultivate environments, products, and messaging that encourage and celebrate these moments of pause.
By emphasising mindful engagement over sheer productivity or endless consumption, brands can better align with this mindset of intentionality and purpose - for instance, by creating opportunities for consumers to truly savour experiences.