The 2010s were all about lifestyle brands. And after?
I loved this meaty essay on consumer trends, what we mean by “culture,” and how DTC brands have led to a new understanding of community and identity. “In the 2010s, supply chain innovation opened up lifestyle brands. In the 2020s, innovation in financial mechanisms opens space for incited ideologies, networked publics, and co-owned faiths,” writes Toby Shorin. “The authenticity-driven culture of ironic detachment so present in the early 2000s has given way to a time when people are genuinely open to influence, open to sincere participation, even if it cringes. .”