on average, we have 16 waking hours per day. according to media futurist richard notarianni, our number of connected hours has now tipped to 12:07 hours each day. (Every minute 300 million hours of video are uploaded, each day 5 billion videos are watched, and 90 percent of content living on the internet today has been created since 2016.)
and unsurprisingly, consumers are expressing a desire to turn off.
“for years the narrative has been more and bigger,” says notarianni, emphasizing how “americans are consuming against the future, spurred on by advertising pushing an agenda of abundance.”
but as we have sought to acquire more things and consume more content, research has shown we’ve become increasingly anxious and unhappy. now, happiness research and positive psychology tell us that simplicity and connection are the way.
according to a study published in the journal of positive psychology, practicing the mantra “less is more” can improve happiness and overall life satisfaction.
in this climate of overstimulation and distrust in the media, business groups like wbcsd are starting to seize the opportunity to change the narrative from the post-war fantasies of a big house with a big car in the driveway to dreams of smaller houses and smaller cars — full of happy people having fun.