2025/26

Consumer Insight

MINDFUL HEDONISM

In an Ozempic-driven era, the traditional notions of indulgence and satisfaction are being redefined. Satiety no longer equates to fulfillment, as consumers increasingly embrace self-restraint as a form of empowerment. What began as a shift in dietary habits—where cravings are suppressed and hunger becomes an afterthought—has now expanded into a broader cultural transformation, reshaping consumption patterns, social dynamics, and personal identity. The Rise of Intentional Avoidance Beyond food, this mindset is manifesting in fashion, beauty, travel, and lifestyle choices, where excess is consciously rejected in favor of minimalism and mindful consumption. From pared-back aesthetics to quiet luxury, consumers are adopting a restrained approach to self-expression, favoring discreet sophistication over overt opulence. Avoidance as a Status Symbol In a world where abundance has become accessible, the ability to resist excess is emerging as a new form of cultural capital. Consumers now signal their awareness, self-control, and status not through lavish displays of wealth, but through curated choices, selective consumption, and a preference for quality over quantity. Key Trend Manifestations: 🔸 Quiet Luxury & Subtle Branding – Understated, high-quality fashion that whispers rather than shouts. 🔸 Minimalist Aesthetic & Capsule Wardrobes – Thoughtful, long-lasting purchases over seasonal excess. 🔸 Skinimalism & Clean Beauty – A shift from maximalist beauty routines to effortless, ‘barely-there’ refinement. 🔸 Experiential Living Over Materialism – Prioritizing meaningful experiences over unnecessary possessions. 🔸 Mindful Hedonism – A new form of indulgence rooted in wellness, longevity, and self-discipline. This cultural evolution marks a shift from consumption for pleasure to consumption for purpose, where intention, balance, and moderation define the new aspirational lifestyle.

INTRODUCTION

Last year revealed a significant shift in consumer behavior, with individuals exhibiting greater self-control, not only in terms of their physical appetites, but also in their overall consumption patterns. Consumers are not only moving beyond their impulses but also living their reality more prudently, driven by a selective mindset of “red flags” and “respecting boundaries”. This is a scenario where impulses and cravings are put on mute, while intentionality and control are poised to shape consumption patterns and consumer engagement.

Mindful Hedonism is a trend that particularly resonates with Gen Z, followed by the Millennial audience.

The Mindful Hedonism trend, which influences consumption broadly, is manifesting across various domains. Industries such as Food & Beverage, Retail and Media & Entertainment should take particular note.

From “red flagged” to “portion control” and “deinfluencing”, terms emerging in consumer conversations vividly illustrate an audience increasingly focused on moderating their impulses and steering clear of undesirable situations.

KEY INSIGHTS

In a world where appetite-suppressing medications like Ozempic are reshaping consumers’ cravings, food is transcending its traditional role. No longer merely a source of sustenance, food is being reimagined as an element of aesthetics or sensory pleasure. Sensations once confined to the culinary realm —aromas, textures, and visuals — are being ingeniously repurposed in industries like fashion and beauty. Edible-like aromas and visuals evoke the gratification of eating, offering a substitute that feels indulgent and fulfilling. This sensory play blurs the line between tasting and experiencing, allowing consumers to indulge through scent, texture, and sight without a single bite.

Appetite Redirected

Dolce&Gabbana launched its new makeup line with a special ad campaign shot by the iconic American photographer and director Steven Klein. Featuring top model Irina Shayk and actress Jerry Hall, the campaign swirls with symbols, colors, and hidden details, creating a visually intense narrative. Set in a luxurious Italian villa, it follows a mysterious woman's decisive entrance. The ad, set around a meal yet conspicuously lacking food, highlights the surreal, stylized fashion world, focusing attention on the fashion elements and enhancing the overall impact of the scene.

Dolce & Gabbana “Il pranzo”

Nespresso x Jean Imbert

The recently launched Nespresso Advent Calendar features three new evocative flavors co-created with Michelin-starred chef Jean Imbert. Based on an original idea from Jean Imbert, the Almond Croissant Flavor capsules release almond and buttery pastry notes. The Peanut and Roasted Sesame Flavor is a tribute to Imbert’s gastronomic voyages, combining notes of toasted sesame, popcorn, and mixed nuts. Through this food-inspired collaboration, Nespresso blends culinary art with coffee, positioning coffee as an alternative to indulgent treats.

With the market saturated by quickly-produced, low-quality products designed in a rush to cater to micro-trends, consumer fatigue is putting purchasing desires on hold. Consumption is no longer perceived as an easy source of fulfillment, and even the consumption-fueling influencer landscape is now shifting toward displaying frugality. Brands will need to reevaluate their messaging, moving away from dopamine-driven impulse purchases and taking a stand against the pervasive 'must-have' culture and the consumer fatigue it has caused.

Abundance Fatigue

With its last campaign “Too many” Vinted has confronted viewers with the reality of excessive consumption and their relationship with clothing. Depicting people overwhelmed by their clothing: man runs on a treadmill, dragging behind dozens of sneakers; a woman faces the mirror with a stack of hats on her head, and then ties, glasses, and handbags. Vinted's campaign, "Too Many," cleverly uses exaggerated imagery to make viewers think critically about the sheer volume of items they own.

Feeling “Overwhelmed”

The newly inaugurated flagship store of Marsèll, a distinguished Venetian footwear brand, embodies a minimalist design philosophy that challenges conventional retail environments. The store is organized to minimize the number of products on display. To accommodate Marsèll’s extensive footwear collections without cluttering the space, the store features cleverly integrated storage solutions within each display unit. This approach creates an intriguing sense of a hidden archive, provoking thoughtful and more intentional engagement from visitors.

Marsèll Flagship Store

After a long period of emphasizing the benefits of challenging one's comfort zone, consumers are now prioritizing their personal boundaries first and foremost. They are actively flagging any experience or person to avoid, choosing to prioritize their own comfort and integrity, even at the cost of missing out on potential opportunities. Brands must adapt to new consumer preferences by redefining personalization: not just including desired experiences but also excluding unwanted ones. This approach respects personal boundaries and enhances thoughtful, sensitive engagement.

Boundaries Renaissance

Dating app Hinge has introduced a new feature designed to improve users’ dating adventures by implementing the 'hidden words' safety tool. This feature is intended to assist users in setting boundaries and curbing negative dating patterns on the platform. However, many are using it as a chance to filter out clichéd phrases and overused words that have become all too familiar to singles. The hidden words option aims to prevent dating fatigue by minimizing interactions that might negatively affect users' experiences. Yet, some users are enthusiastically using this tool to root out all beige flags, selecting their hidden words with evident delight.

Hinge: Hidden Likes Feature

Bluesky: Anti-toxicity tools

Social networking startup and decentralized X competitor Bluesky is introducing new features designed to make its platform less toxic and conversations less combative than on its predecessor. The company introduced a handful of anti-abuse features, including the ability to hide replies and a way to detach your original post from someone’s quote post. By allowing users to hide replies and detach their original posts from quote posts, Bluesky is providing tools that empower users to maintain clearer boundaries and protect themselves from potential abuse and unwanted confrontations. These features align with the consumer trend towards safeguarding personal comfort and integrity, even at the potential cost of missing out on broader social interactions.

01- By harnessing the sensory appeal of food — such as its aromas, textures, and visuals — into non-food products and experiences, companies can capture a broader audience seeking new ways to satisfy their senses without actual consumption. 02- In response to the growing consumer fatigue of overconsumption, brands should pivot away from promoting abundance in their communication and retail strategies. 03- Living in an era of personalized content and experiences, from dating apps to streaming platforms, consumers increasingly expect broad customization. Brands should tailor their communications to emphasize respect for consumers' personal limits and allow them to actively shape their interactions.

F&B industry can broaden its influence across various domains by leveraging the phenomenon of synesthesia to integrate its flavors, textures, and aromas into a wider range of consumer experiences.

Recognizing consumer fatigue and designing spaces and product displays that celebrate more intentional and less impulse-driven consumption.

RETAIL

FOOD & BEVERAGE

MEDIA & ENTERTAINMENT

Brands should redefine personalization by concentrating on what consumers explicitly do not want, rather than just what they desire.

Apparel & Clothing

Brands should focus on quality vs Quantity, do not overwhelm them by offering too much, pastel, neutral and minimalist hues will be loved by consumers.

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