Trumpeting the new Power of Quiet

Melanie Howard
Future Foundation

Organisations ranging from Ikea to airports are striving to fulfil the human need for tranquillity.

The antecedents of one of the Future Foundation's favourite new trends, the Power of Quiet, are various and heavily intertwined, like the roots of a well-established plant that has just bloomed spectacularly after several years without flowers. It counters the growing technology-fanned tensions with a soothing rebalancing of values and perspective. It is a trend that is both new and familiar at the same time, building on deeper human needs with a raft of imaginative commercial developments.

As with many of the trends identified by our nVitro team, we find that there are parallel streams of developing scholarship that further explain its newfound prominence. For example, Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain, which uses established psychological concepts to argue the case that popular culture has become too focused on extrovert behaviours at the expense of the quieter and more thoughtful contribution of the introvert. This is very much in tune with the Power of Quiet, which recognises that in response to the flood of communications and demands on our time, maybe we all have an 'inner introvert' seeking greater space to reflect and contemplate. Brands can play an important role in helping achieve this.