The 2010s were about lifestyle brands. What’s next?
Loved this meaty essay on consumerism trends, what we mean by “culture” and how DTC brands have led to a new understanding of community and identity. “In the 2010s, innovation in the supply chain drove lifestyle brands. In the 2020s, the innovation of financial mechanisms opens up the space for fostered ideologies, networked audiences and beliefs in co-ownership,” writes Toby Shorin. “The authenticity-driven culture of ironic detachment, so present in the early 2000s, has given way to a moment when people are genuinely open to influence, open to genuine participation, even as it cringes.”