Waking Up To Woke
To come to terms with woke consumerism, brands need to dig a lot deeper than they are currently doing, argues Afzal Hussain.
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Oh for That Rhode Lip Case!
1. Instagram Made Me Buy ItEver bought somethingjust because it looked goodon Instagram? You are notalone. This is why I now own anoverpriced (but ridiculously cute)candle I refuse to light. Welcome tothe aesthetic economy, where ourspending is not driven by necessitybut by visual appeal. In a worlddominated by curated feeds and viraltrends, aesthetics have become apowerful force in shaping consumerbehaviour. In fact, as advertisers, wehave to sell visual desirability. Ourjob as creatives is not just to craftcampaigns, it is to make productsfeel aspirational, shareable andculturally relevant, because in a worldwhere TikTok trends dictate sales, ithas to be aesthetic-first. I realised thisfirsthand while sitting in a café waitingfor my cappuccino. When it arrived,topped with perfectly swirled latte art,I instinctively reached for my phone,snapped a picture, and posted itto my Instagram story, because ofcourse, a beautiful coffee deservesa moment in the spotlight. Withinminutes, the likes rolled in along withthe inevitable question: “Where is thisplace?” And just like that, I witnessedhow aesthetics don’t just influencewhat we buy; they dictate where wego, what we eat and even how weexperience the world around us.
2. The Psychology of Aesthetic ConsumerismWhy dowe buy things purely for theiraesthetic appeal? The answer liesin neuromarketing. Studies showthat visually appealing productsactivate the brain’s reward centre,releasing dopamine – the chemicallinked to pleasure and addiction –which taps into our psychology ofaspiration. We gravitate towardswhat aligns with what we idealise – like a minimalist skincare brandpromising a ‘clean girl’ aesthetic(another ‘effortless’ morningroutine that somehow requires 12serums and Gua Sha). Social proofamplifies this effect. When we seeothers showcasing a product online,it triggers our FOMO, making iteven more desirable. Colour theory,typography, packaging and thatperfectly filtered Instagram feed…All meticulously designed to makeus not just want but need. Brandslike 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 BrandingTake the Stanley Cupphenomenon, which Forbestermed a masterclass in brand hypeand cultural momentum: “If we goback to 1994 and ask people whatthe hottest commodity looks like,the answer wouldn’t resemble aStanley Cup.” Damn right, becausenothing screams progress like a40-ounce cup with a handle – incute colours, of course.Originally designed for soldiers(yes, really), the Stanley Cup hasnow become the status symbol ofGen Z and Millennials. The creditfor this goes to Terence Reilly (theman who made Crocs cool again).The Stanley Cup evolved fromsimple drinkware to the latest ‘It girl’accessory. The formula? Aestheticappeal, exclusivity and the powerof belonging. The vibrant colours,sleek design and social mediabuzz turned the Stanley Cup intoa personality statement. TikTokdid a lot of the heavy lifting, withusers flooding the platform with Stanley Tumbler collection haulsand aesthetic unboxings. Thisshift shows how design, brandstorytelling and cultural relevancecan turn everyday products intocoveted lifestyle statements. As DrMarcus Collins from the Universityof Michigan put it, “Brands arenot owned by companies. Theirmeanings are co-created by people.When you invite consumers to coauthor your narrative, they take youplaces you never imagined.”
4. The Rise of Aesthtic-Driven Trends
Aesthetic consumerismthrives on elevating everydayproducts into emotional experiences,creating entire communitiesaround them. As Seth Matlins,Managing Director of the ForbesCMO Network, says, “We all craveconnection, a sense of belonging,and cultural relevance.” Even themost pragmatic shoppers findthemselves drawn to aesthetic-driventrends. A friend recently admitted, “Ithought this wouldn’t apply to me. Butnow that I think about it, I bought thepink Stanley Cup just because it wascute and trending. It’s the same withthe Rhode lip case.”
That’s the aesthetic economyat play. One day you are livingpeacefully, and the next, youare hunting pistachio-flavouredchocolate online at two a.m.because TikTok said it’s lifechanging. Consider the viral frenzyaround the Fix Chocolate andPistachio Knafeh bar that went viralin the UAE before taking over theworld. Did people love the taste?Sure. But would it have blown up without the glossy, indulgentInstagram shots and aestheticunboxing videos? Probably not.
5. A Double-Edged SwordAs a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
Ever bought somethingjust because it looked goodon Instagram? You are notalone. This is why I now own anoverpriced (but ridiculously cute)candle I refuse to light. Welcome tothe aesthetic economy, where ourspending is not driven by necessitybut by visual appeal. In a worlddominated by curated feeds and viraltrends, aesthetics have become apowerful force in shaping consumerbehaviour. In fact, as advertisers, wehave to sell visual desirability. Ourjob as creatives is not just to craftcampaigns, it is to make productsfeel aspirational, shareable andculturally relevant, because in a worldwhere TikTok trends dictate sales, ithas to be aesthetic-first. I realised thisfirsthand while sitting in a café waitingfor my cappuccino. When it arrived,topped with perfectly swirled latte art,I instinctively reached for my phone,snapped a picture, and posted itto my Instagram story, because ofcourse, a beautiful coffee deservesa moment in the spotlight. Withinminutes, the likes rolled in along withthe inevitable question: “Where is thisplace?” And just like that, I witnessedhow aesthetics don’t just influencewhat we buy; they dictate where wego, what we eat and even how weexperience the world around us.
2. The Psychology of Aesthetic ConsumerismWhy dowe buy things purely for theiraesthetic appeal? The answer liesin neuromarketing. Studies showthat visually appealing productsactivate the brain’s reward centre,releasing dopamine – the chemicallinked to pleasure and addiction –which taps into our psychology ofaspiration. We gravitate towardswhat aligns with what we idealise – like a minimalist skincare brandpromising a ‘clean girl’ aesthetic(another ‘effortless’ morningroutine that somehow requires 12serums and Gua Sha). Social proofamplifies this effect. When we seeothers showcasing a product online,it triggers our FOMO, making iteven more desirable. Colour theory,typography, packaging and thatperfectly filtered Instagram feed…All meticulously designed to makeus not just want but need. Brandslike 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 BrandingTake the Stanley Cupphenomenon, which Forbestermed a masterclass in brand hypeand cultural momentum: “If we goback to 1994 and ask people whatthe hottest commodity looks like,the answer wouldn’t resemble aStanley Cup.” Damn right, becausenothing screams progress like a40-ounce cup with a handle – incute colours, of course.Originally designed for soldiers(yes, really), the Stanley Cup hasnow become the status symbol ofGen Z and Millennials. The creditfor this goes to Terence Reilly (theman who made Crocs cool again).The Stanley Cup evolved fromsimple drinkware to the latest ‘It girl’accessory. The formula? Aestheticappeal, exclusivity and the powerof belonging. The vibrant colours,sleek design and social mediabuzz turned the Stanley Cup intoa personality statement. TikTokdid a lot of the heavy lifting, withusers flooding the platform with Stanley Tumbler collection haulsand aesthetic unboxings. Thisshift shows how design, brandstorytelling and cultural relevancecan turn everyday products intocoveted lifestyle statements. As DrMarcus Collins from the Universityof Michigan put it, “Brands arenot owned by companies. Theirmeanings are co-created by people.When you invite consumers to coauthor your narrative, they take youplaces you never imagined.”
4. The Rise of Aesthtic-Driven Trends
Aesthetic consumerismthrives on elevating everydayproducts into emotional experiences,creating entire communitiesaround them. As Seth Matlins,Managing Director of the ForbesCMO Network, says, “We all craveconnection, a sense of belonging,and cultural relevance.” Even themost pragmatic shoppers findthemselves drawn to aesthetic-driventrends. A friend recently admitted, “Ithought this wouldn’t apply to me. Butnow that I think about it, I bought thepink Stanley Cup just because it wascute and trending. It’s the same withthe Rhode lip case.”
That’s the aesthetic economyat play. One day you are livingpeacefully, and the next, youare hunting pistachio-flavouredchocolate online at two a.m.because TikTok said it’s lifechanging. Consider the viral frenzyaround the Fix Chocolate andPistachio Knafeh bar that went viralin the UAE before taking over theworld. Did people love the taste?Sure. But would it have blown up without the glossy, indulgentInstagram shots and aestheticunboxing videos? Probably not.
5. A Double-Edged SwordAs a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
Why dowe buy things purely for theiraesthetic appeal? The answer liesin neuromarketing. Studies showthat visually appealing productsactivate the brain’s reward centre,releasing dopamine – the chemicallinked to pleasure and addiction –which taps into our psychology ofaspiration. We gravitate towardswhat aligns with what we idealise – like a minimalist skincare brandpromising a ‘clean girl’ aesthetic(another ‘effortless’ morningroutine that somehow requires 12serums and Gua Sha). Social proofamplifies this effect. When we seeothers showcasing a product online,it triggers our FOMO, making iteven more desirable. Colour theory,typography, packaging and thatperfectly filtered Instagram feed…All meticulously designed to makeus not just want but need. Brandslike 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 BrandingTake the Stanley Cupphenomenon, which Forbestermed a masterclass in brand hypeand cultural momentum: “If we goback to 1994 and ask people whatthe hottest commodity looks like,the answer wouldn’t resemble aStanley Cup.” Damn right, becausenothing screams progress like a40-ounce cup with a handle – incute colours, of course.Originally designed for soldiers(yes, really), the Stanley Cup hasnow become the status symbol ofGen Z and Millennials. The creditfor this goes to Terence Reilly (theman who made Crocs cool again).The Stanley Cup evolved fromsimple drinkware to the latest ‘It girl’accessory. The formula? Aestheticappeal, exclusivity and the powerof belonging. The vibrant colours,sleek design and social mediabuzz turned the Stanley Cup intoa personality statement. TikTokdid a lot of the heavy lifting, withusers flooding the platform with Stanley Tumbler collection haulsand aesthetic unboxings. Thisshift shows how design, brandstorytelling and cultural relevancecan turn everyday products intocoveted lifestyle statements. As DrMarcus Collins from the Universityof Michigan put it, “Brands arenot owned by companies. Theirmeanings are co-created by people.When you invite consumers to coauthor your narrative, they take youplaces you never imagined.”
4. The Rise of Aesthtic-Driven Trends
Aesthetic consumerismthrives on elevating everydayproducts into emotional experiences,creating entire communitiesaround them. As Seth Matlins,Managing Director of the ForbesCMO Network, says, “We all craveconnection, a sense of belonging,and cultural relevance.” Even themost pragmatic shoppers findthemselves drawn to aesthetic-driventrends. A friend recently admitted, “Ithought this wouldn’t apply to me. Butnow that I think about it, I bought thepink Stanley Cup just because it wascute and trending. It’s the same withthe Rhode lip case.”
That’s the aesthetic economyat play. One day you are livingpeacefully, and the next, youare hunting pistachio-flavouredchocolate online at two a.m.because TikTok said it’s lifechanging. Consider the viral frenzyaround the Fix Chocolate andPistachio Knafeh bar that went viralin the UAE before taking over theworld. Did people love the taste?Sure. But would it have blown up without the glossy, indulgentInstagram shots and aestheticunboxing videos? Probably not.
5. A Double-Edged SwordAs a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
Take the Stanley Cupphenomenon, which Forbestermed a masterclass in brand hypeand cultural momentum: “If we goback to 1994 and ask people whatthe hottest commodity looks like,the answer wouldn’t resemble aStanley Cup.” Damn right, becausenothing screams progress like a40-ounce cup with a handle – incute colours, of course.Originally designed for soldiers(yes, really), the Stanley Cup hasnow become the status symbol ofGen Z and Millennials. The creditfor this goes to Terence Reilly (theman who made Crocs cool again).The Stanley Cup evolved fromsimple drinkware to the latest ‘It girl’accessory. The formula? Aestheticappeal, exclusivity and the powerof belonging. The vibrant colours,sleek design and social mediabuzz turned the Stanley Cup intoa personality statement. TikTokdid a lot of the heavy lifting, withusers flooding the platform with Stanley Tumbler collection haulsand aesthetic unboxings. Thisshift shows how design, brandstorytelling and cultural relevancecan turn everyday products intocoveted lifestyle statements. As DrMarcus Collins from the Universityof Michigan put it, “Brands arenot owned by companies. Theirmeanings are co-created by people.When you invite consumers to coauthor your narrative, they take youplaces you never imagined.”
4. The Rise of Aesthtic-Driven Trends
Aesthetic consumerismthrives on elevating everydayproducts into emotional experiences,creating entire communitiesaround them. As Seth Matlins,Managing Director of the ForbesCMO Network, says, “We all craveconnection, a sense of belonging,and cultural relevance.” Even themost pragmatic shoppers findthemselves drawn to aesthetic-driventrends. A friend recently admitted, “Ithought this wouldn’t apply to me. Butnow that I think about it, I bought thepink Stanley Cup just because it wascute and trending. It’s the same withthe Rhode lip case.”
That’s the aesthetic economyat play. One day you are livingpeacefully, and the next, youare hunting pistachio-flavouredchocolate online at two a.m.because TikTok said it’s lifechanging. Consider the viral frenzyaround the Fix Chocolate andPistachio Knafeh bar that went viralin the UAE before taking over theworld. Did people love the taste?Sure. But would it have blown up without the glossy, indulgentInstagram shots and aestheticunboxing videos? Probably not.
5. A Double-Edged SwordAs a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
Aesthetic consumerismthrives on elevating everydayproducts into emotional experiences,creating entire communitiesaround them. As Seth Matlins,Managing Director of the ForbesCMO Network, says, “We all craveconnection, a sense of belonging,and cultural relevance.” Even themost pragmatic shoppers findthemselves drawn to aesthetic-driventrends. A friend recently admitted, “Ithought this wouldn’t apply to me. Butnow that I think about it, I bought thepink Stanley Cup just because it wascute and trending. It’s the same withthe Rhode lip case.”
That’s the aesthetic economyat play. One day you are livingpeacefully, and the next, youare hunting pistachio-flavouredchocolate online at two a.m.because TikTok said it’s lifechanging. Consider the viral frenzyaround the Fix Chocolate andPistachio Knafeh bar that went viralin the UAE before taking over theworld. Did people love the taste?Sure. But would it have blown up without the glossy, indulgentInstagram shots and aestheticunboxing videos? Probably not.
5. A Double-Edged SwordAs a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
As a creative strategist, I findaesthetic marketing fascinating. Theway visuals, storytelling and culturalcues shape consumer behaviouris undeniably compelling (and yes,I too have fallen victim). But here’sthe catch: at what point does ourlove for aesthetics turn into mindlessconsumption? Fashion follows thesame playbook. Social media doesnot just accelerate trends; it turnsthem into cultural statements. Lookat the revival of farshi shalwarsin Pakistan. What started as agrassroots trend soon caught theattention of brands. The result? Atraditional garment turned into theseason’s hottest must-have, fittingperfectly into the contemporaryaesthetic economy. But here’s whereit gets messy. The aesthetic economythrives on disposability. Consumersrush to adopt fleeting microtrends,only to discard them months later.Aesthetic consumption feeds fastfashion’s worst habits, contradictingthe sustainability movements we‘aspirationally’ support.
6. The Pressure to Perform AestheticallyBeyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
Beyond tangibleproducts, the aesthetic economyextends to experiences. Whetherit’s a luxury spa in Karachi, agetaway to Bali, or a trendy newcafé, social media fuels thelonging for curated moments andshare-worthy, ‘Instagrammable’experiences. Sharing fuels desire,inspiring the next person to followsuit. Every scroll brings anotherperfectly curated purchase, anotherdream vacation, another outfitof the day that suddenly makesyour wardrobe feel outdated. It’sno surprise that this constantexposure breeds comparison anddissatisfaction. Sure, the aestheticeconomy drives sales – but it alsofuels an unattainable lifestyle loop.One consumer put it perfectly:“Good design and pretty packagingcan totally convince me to buysomething I don’t even need.Take Kylie Cosmetics’ Valentine’scollection – I always end up buying itjust because of the pink packaging.Or the Valentine’s special fromKarachi’s 96nm Coffee, which camewith a coffee carrier and red roses. Itwas everywhere on my feed.”
7. Breaking the Aesthetic SpellThe aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.
Read Comments
Related Stories
The aesthetic economythrives on desire, but the real flex?Knowing when to resist. Next timeyou are about to click ‘add to cart,’ask yourself: do I actually needthis, or am I just under an aestheticspell? Would I buy this if it wasn’ttrending? Does this fit my style, oram I just caught in the hype? Protip: Try the 24-hour rule. Wait a fullday before making a purchase.If you still want it, go for it. If theexcitement fades, congrats – youjust dodged an impulse buy. In aworld where everything is designedto be desirable, the most timelessaesthetic isn’t in buying more. It’schoosing wisely.
Misha Muttalib is Creative Manager,Bond Advertising.