Today’s daily life has become synonymous of hurry, so more and more a movement is gaining strength in various scopes, the Slow Movement, which suggests a slowdown in everyday life.

The idea came when Carlo Petrini held a protest against the opening of a McDonald’s restaurant in Rome’s Piazza di Spagna in 1986. In this context came the Slow Food movement, which opposed the Fast Food.

Over time the “Slow” movement was growing and being applied in other areas. Nowadays it goes far beyond slow living and slow food, has turned into a complete lifestyle with the goal of slowing down and generating better quality of life, balance, peace and sustainability.

Today, we can already find many strands of this “Slow” principle, in almost everything we can imagine: slow money, slow education, slow reading, slow design, slow architecture, slow medicine, slow science, slow gardening and even slow religion. The “Slow” movement has been increasingly part of people’s lives.

Jason Drebitko, founder of Slow Living and business management and development consultant for profit and nonprofit organizations in the United States and abroad, said: “Slow Living is as much a lifestyle as it is a philosophy in production and consumer behavior.  In the latter case, purchasing decisions are based on a common sense of brand attributes and values ​​that emphasize quality over quantity, authenticity, and environmental and social responsibilities. “

This new lifestyle is becoming more and more a worldwide trend in many sectors, the suitability of companies and brands is becoming increasingly necessary. Market Research is the right tool to help these companies be prepared and assertive for this new model of consumer behavior.