1. Instagram Made Me Buy It

Ever bought something just because it looked good on Instagram? You are not alone. This is why I now own an overpriced (but ridiculously cute) candle I refuse to light. Welcome to the aesthetic economy, where our spending is not driven by necessity but by visual appeal. In a world dominated by curated feeds and viral trends, aesthetics have become a powerful force in shaping consumer behaviour. In fact, as advertisers, we have to sell visual desirability. Our job as creatives is not just to craft campaigns, it is to make products feel aspirational, shareable and culturally relevant, because in a world where TikTok trends dictate sales, it has to be aesthetic-first. I realised this firsthand while sitting in a café waiting for my cappuccino. When it arrived, topped with perfectly swirled latte art, I instinctively reached for my phone, snapped a picture, and posted it to my Instagram story, because of course, a beautiful coffee deserves a moment in the spotlight. Within minutes, the likes rolled in along with the inevitable question: “Where is this place?” And just like that, I witnessed how aesthetics don’t just influence what we buy; they dictate where we go, what we eat and even how we experience the world around us.

2. The Psychology of Aesthetic Consumerism

Why do we buy things purely for their aesthetic appeal? The answer lies in neuromarketing. Studies show that visually appealing products activate the brain’s reward centre, releasing dopamine – the chemical linked to pleasure and addiction – which taps into our psychology of aspiration. We gravitate towards what aligns with what we idealise – like a minimalist skincare brand promising a ‘clean girl’ aesthetic (another ‘effortless’ morning routine that somehow requires 12 serums and Gua Sha). Social proof amplifies this effect. When we see others showcasing a product online, it triggers our FOMO, making it even more desirable. Colour theory, typography, packaging and that perfectly filtered Instagram feed… All meticulously designed to make us not just want but need. Brands like Miniso thrive on this. I mean, who really needs a pastel stapler? Apparently, all of us.

3. The Stanley Cup – A Case Study in Aesthetic Branding

Take the Stanley Cup phenomenon, which Forbes termed a masterclass in brand hype and cultural momentum: “If we go back to 1994 and ask people what the hottest commodity looks like, the answer wouldn’t resemble a Stanley Cup.” Damn right, because nothing screams progress like a 40-ounce cup with a handle – in cute colours, of course. Originally designed for soldiers (yes, really), the Stanley Cup has now become the status symbol of Gen Z and Millennials. The credit for this goes to Terence Reilly (the man who made Crocs cool again). The Stanley Cup evolved from simple drinkware to the latest ‘It girl’ accessory. The formula? Aesthetic appeal, exclusivity and the power of belonging. The vibrant colours, sleek design and social media buzz turned the Stanley Cup into a personality statement. TikTok did a lot of the heavy lifting, with users flooding the platform with Stanley Tumbler collection hauls and aesthetic unboxings. This shift shows how design, brand storytelling and cultural relevance can turn everyday products into coveted lifestyle statements. As Dr Marcus Collins from the University of Michigan put it, “Brands are not owned by companies. Their meanings are co-created by people. When you invite consumers to co author your narrative, they take you places you never imagined.”

4. The Rise of Aesthtic-Driven Trends

Aesthetic consumerism thrives on elevating everyday products into emotional experiences, creating entire communities around them. As Seth Matlins, Managing Director of the Forbes CMO Network, says, “We all crave connection, a sense of belonging, and cultural relevance.” Even the most pragmatic shoppers find themselves drawn to aesthetic-driven trends. A friend recently admitted, “I thought this wouldn’t apply to me. But now that I think about it, I bought the pink Stanley Cup just because it was cute and trending. It’s the same with the Rhode lip case.”

That’s the aesthetic economy at play. One day you are living peacefully, and the next, you are hunting pistachio-flavoured chocolate online at two a.m. because TikTok said it’s life changing. Consider the viral frenzy around the Fix Chocolate and Pistachio Knafeh bar that went viral in the UAE before taking over the world. Did people love the taste? Sure. But would it have blown up without the glossy, indulgent Instagram shots and aesthetic unboxing videos? Probably not.

5. A Double-Edged Sword

As a creative strategist, I find aesthetic marketing fascinating. The way visuals, storytelling and cultural cues shape consumer behaviour is undeniably compelling (and yes, I too have fallen victim). But here’s the catch: at what point does our love for aesthetics turn into mindless consumption? Fashion follows the same playbook. Social media does not just accelerate trends; it turns them into cultural statements. Look at the revival of farshi shalwars in Pakistan. What started as a grassroots trend soon caught the attention of brands. The result? A traditional garment turned into the season’s hottest must-have, fitting perfectly into the contemporary aesthetic economy. But here’s where it gets messy. The aesthetic economy thrives on disposability. Consumers rush to adopt fleeting microtrends, only to discard them months later. Aesthetic consumption feeds fast fashion’s worst habits, contradicting the sustainability movements we ‘aspirationally’ support.

6. The Pressure to Perform Aesthetically

Beyond tangible products, the aesthetic economy extends to experiences. Whether it’s a luxury spa in Karachi, a getaway to Bali, or a trendy new café, social media fuels the longing for curated moments and share-worthy, ‘Instagrammable’ experiences. Sharing fuels desire, inspiring the next person to follow suit. Every scroll brings another perfectly curated purchase, another dream vacation, another outfit of the day that suddenly makes your wardrobe feel outdated. It’s no surprise that this constant exposure breeds comparison and dissatisfaction. Sure, the aesthetic economy drives sales – but it also fuels an unattainable lifestyle loop. One consumer put it perfectly: “Good design and pretty packaging can totally convince me to buy something I don’t even need. Take Kylie Cosmetics’ Valentine’s collection – I always end up buying it just because of the pink packaging. Or the Valentine’s special from Karachi’s 96nm Coffee, which came with a coffee carrier and red roses. It was everywhere on my feed.”

7. Breaking the Aesthetic Spell

The aesthetic economy thrives on desire, but the real flex? Knowing when to resist. Next time you are about to click ‘add to cart,’ ask yourself: do I actually need this, or am I just under an aesthetic spell? Would I buy this if it wasn’t trending? Does this fit my style, or am I just caught in the hype? Pro tip: Try the 24-hour rule. Wait a full day before making a purchase. If you still want it, go for it. If the excitement fades, congrats – you just dodged an impulse buy. In a world where everything is designed to be desirable, the most timeless aesthetic isn’t in buying more. It’s choosing wisely.

Misha Muttalib is Creative Manager, Bond Advertising.