New-Era Anti-Consumerism: What Brands Need to Know

Published 03 July 2023

Author

8 min read

Growing mistrust in governments – driven by economic anxiety and slow climate action – is leading people to embrace anti-consumerist sentiments. While some note the flaws of overconsumption on TikTok, others adopt frugal-seeming behaviours and reconceptualise the meaning of success away from monetary gain. We explore the drivers behind this rising consumer scepticism and how brands can react.

Anti-Materialist Mindsets

Frameworks for Neo-Productive Societies

The Post-Consumerism Purchase Paradox

As we note in 10 Youth Trends to Watch 2023, some young people are increasingly attracted to less materialistic mindsets and socialism, whether or not they’re acting on those beliefs. For some, this shift is due to climate priorities; for others, it’s a rejection of inflation-era corporate greed.

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Economists and governments are exploring what success looks like when released from never-ending growth and constantly increasing profits. Enter concepts such as degrowth and doughnut economics. These once-fringe frameworks are coming to mainstream attention as tools to help governments, companies and communities shape healthier, fairer and more prosperous futures.

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Despite interest in anti-consumerism, people continue to spend for pleasure. They’re embracing second-hand shopping, de-influencing (telling their followers which products to avoid) and imitation products (affordable ‘dupes’) over authentic items. Although these habits are positioned as a backlash against big business, they also underline the enduring appeal of material culture.

New-Era Anti-Consumerism: What Brands Need to Know

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Topics

Cities & Neighbourhoods

Cost of Living

Ethics

Health & Wellness

Work & Education

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