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The 2010s were all about lifestyle brands. What’s next?

Loved this informative article on consumerism trends, what we mean by “culture”, and how DTC brands can lead to new understandings of community and identity. “In the 2010s, supply chain innovations opened up lifestyle brands. In the 2020s, innovations in financial mechanisms are opening up space for motivated ideologies, online publics, and shared beliefs,” writes Toby Shorin. “The authenticity-oriented ironic detachment culture that emerged in the early 2000s has given way to a moment when people are really willing to be influenced, willing to engage sincerely, even if it makes people cringe.”

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