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Nonsense routine: Routine trackers and constant productivity blur the line between organisation and obsession.

Trend 04

Nonsense routine

Nonsense routine

Routine trackers and constant productivity blur the line between organisation and obsession.

Trend axes

  • Cronopathy
  • Comesticorexy
  • Automated living
  • Management addicts

Some figures

33.7bn

Downloads that the Utility and Productivity app segment, the category with the highest projected growth, is expected to reach, according to a study by data.ai.

7bn

Billion views of the hashtag #ProductivityTips on TikTok, a trend that has seen a notable rise in content about productivity and personal development routines.

€185

Average annual spending on perfume and cosmetics in Spain, the highest figure to date, according to the National Association of Perfumery and Cosmetics (STANPA).

35%

Percentage of minors in Spain who receive advertising for cosmetics and beauty products, and up to 14% for aesthetic procedures, according to the Digital_FIT report by UNIR and Fundación Mapfre.

Life by spreadsheet

Society lives immersed in a planning sheet. Every moment is measured, optimised and scheduled in detail. Consumers have embraced the cult of productivity with such fervour that any moment of pause seems to feel like a betrayal.

Longed-for free time, traditionally a synonym of enjoyment and spontaneity, has become a struggle against endless lists of tasks, goals and KPIs, and not only professional ones. The pressure to fill every minute with “useful” activities has even turned leisure time into opportunities to maximise performance, making hobbies almost indistinguishable from daily obligations.

So hobbies are commodified, breaks are scheduled and even intimate personal relationships are planned, leaving little room for improvisation and genuine enjoyment.

People are slaves to their own hyper-organised routines, where every activity must have a clear and measurable purpose to really count. We also feel obliged to plan, assess and record every experience, becoming constant judges of our own lives.

A hyperproductivity that, at toxic levels, can take its toll and cause a mental overload that shows up as anxiety, stress and exhaustion.

Today, the truly subversive thing is not managing to do more in less time, but abandoning the calendar and setting the to-do list aside, even for a moment. Enjoying time without feeling that every second must pay off is perhaps the greatest act of rebellion in this society addicted to optimisation.

Cases

01 / 05

Zorraquino spotlights

  1. 01

    Society is trapped in a culture of hyperproductivity and self-control, in which every aspect of life, from work to leisure, is strictly planned and optimised, limiting spontaneity and genuine enjoyment.

  2. 02

    Moments of rest and self-care practices have become utilitarian activities, focused on maximising performance and reaching ideal standards of optimisation.

  3. 03

    The influence of social media and standards of success and beauty perpetuate constant self-assessment and a search for validation, making people submit to unattainable expectations.

Zorraquino playlist

  • MaquíllateNancys Rubias · 2005
  • CalendarioLeño · 1980
  • MaquillajeGrupo Infantil Quita y Pon · 2011

More on the trend

References

Pages 116–150 of the report

Datawarfare: The excessive use of data pits people against tech companies in the debate between information and privacy.

Next trend · 05

Datawarfare