Groundedness: Connecting Consumers with Place, People, and Past

Abstract

Our fast-paced world keeps picking up speed, with digitization, globalization and mobility recognized widely as signs of progress and innovation—yet for many there is a growing desire to take a step back, catch their breath and establish some emotional roots for a measure of safety and stability. Consequently, businesses that deliver products and services that address this need to be grounded may have a leg up on the competition, new research shows.