NEXT UP ISSUE 4: The Push-Pull of Self-Preservation vs Exposure
NEXT UP ISSUE 5: Value & Consumption
NEXT UP ISSUE 5: Value & Consumption
When everything is engineered for ease, exposure and endless choice, value itself is being rewritten. The same consumers who once equated abundance with success are now seeking control through curation – buying fewer, better and more meaningful things.
This month, Next Up dives into people’s changing ideas of value and consumption, from phygital ownership to lo-fi luxury redefining what it means to “own” something.
THE BIG PATTERN: CURATED CONSUMPTION
In a world that endlessly pushes people to buy more, consumers are doing the opposite – editing, filtering and curating their consumption. They are redefining value both physically and digitally, measuring not by how much they own, but by how intentionally they choose.
- VALUE OF TANGIBILITY
We previously talked about tactile ownership making a comeback, but the next frontier is phygital products getting increasingly accessible, especially in sportswear. Buyers don’t just purchase an item, they gain a traceable asset, community access and choice.
- VALUE OF TIMELESSNESS
According to Vogue, 87% of those surveyed in China prioritized timelessness over trendiness. Lo-fi luxury is not just about spending less, but spending with clarity.
- VALUE OF DISCERNMENT
De-influencing has evolved from rejection to creation. What started as “don’t buy this” has now become “make your own version”. Gen Zs are active curators, vetting, remixing, and forming their own opinions rather than accepting what algorithms serve up. Discernment has now become a flex in a feed of sameness.
BUT IT’S NEVER JUST ONE THING…
Even as people curate, they still crave convenience.
- MASS/VIRAL TRENDS REMAIN POWERFUL
We see consumers still defaulting to frictionless platforms for daily needs – they simply want smarter convenience (bundled value, fewer steps, ethical delivery). In this case, time is currency and saving effort and time becomes luxury.
- ALGORITHMIC CAPTURE
While consumers crave agency, they are also trapped in algorithmic loops. “Smart curation” tools (Spotify blends, TikTok filters, Pinterest saves) let them feel in control within systems.
YOUR MOVE, BRANDS
Curated consumption isn’t about people consuming less; it’s about consuming with more intent. To stay relevant, brands must shift from selling to enabling, helping people choose, not chase.
- Designing for depth, not noise
- Consumers want to feel like they are playing an active role. Build discovery journeys that feel serendipitous, not targeted, giving people the thrill of finding something and curating their own experiences.
- Curate with, not for
- Recognise early adopters and community moderators as your co-curators. Let fans shape how your brand shows up, especially in niche or fandom spaces.
- Tap into the feel-good economy
- People now measure value in emotional ROI – calm, joy, pride, connection. Design experiences that leave them feeling better than when they arrived.
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