Now or Never

Consumers are embracing a carefree attitude of living for the moment due to the unpredictable future and repeated crises. Brands are facilitating this behavior by offering BNPL options and promoting indulgence and pleasure-seeking. This "Now or Never" attitude aims to reclaim happiness in the face of modern stress. Meanwhile, weariness about the future is prompting some consumers to take comfort in the past, hence the rising appeal of nostalgia and “fauxstalgia” – yearning for a time in the past that one hasn’t actually experienced oneself, which partly explains the appeal of all things Y2k on TikTok.