Time is valued as more precious than money and is approached with an investment mentality
“Investing time like money ” is the second of three emerging need states at the core of our third meta need “Every Moment Matters” in ConsumerShift.
Time is the precious commodity for these consumers. They feel they have enough money, even if they could use more, and are likely to use their money to buy time. For example, instead of saving money by cutting their own lawn, they see the time involved in this task as more valuable, and will hire it out. In the time-money tradeoff, they increasingly favor saving time.
They pay greater attention to how they are spending their time. If time is more precious than money, and people typically pay attention to how their money is invested, then a similar if not greater commitment should be made with time investment. Sent a meeting request, for example, they will weigh the time costs and benefits. They would not refuse out of laziness or because they would prefer to do nothing, but rather because they see other, more worthwhile uses of that time. They are continuously thinking in terms of options. They have a portfolio of activities waiting for the next available time slot, creating a competitive aspect around which option gets the time. At the same time, they recognize the value of free time, and will be mindful of not falling into the trap of busy-ness.