New-Era Anti-Consumerism: What Brands Need to Know
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.
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.
Summary
Anti-Materialist Mindsets | 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. |
Frameworks for Neo-Productive Societies | 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. |
The Post-Consumerism Purchase Paradox | 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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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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