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

Loved this meaty essay about trends in consumerism, what we mean by “culture,” and how DTC brands led to a new understanding of community and identity. “In the 2010s, supply chain innovation opened up lifestyle brands. In the 2020s, financial mechanism innovation is opening up the space for incentivized 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 moment where people are genuinely open to being influenced, open to sincerely participating, even if it’s cringe.”

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