Introduction
The idea of this think-piece is to construct a possible framework of where consumerism is heading. The ideas set out here are built on my years of experience in design, retail, photography and more recently my learnings as an investor in macroeconomics, block-chains and technology in general. These essays are a collaboration of my thinking and AI.
Consumerism is undergoing a profound transformation, shifting from a focus on function and experience to Identity Consumption, where people buy not just to own but to define who they are. In a new future world, increasingly dominated by automation and humanoid robots potentially outnumbering humans, authentic human interaction becomes a premium commodity, elevating identity as a form of social capital. As digital noise accelerates, AI emerges as the key to self-actualization, enabling individuals to shed societal conditioning and express their truest selves with precision. This, in turn, creates a feedback loop, where people consume in alignment with their evolving identity, reinforcing their sense of self through curated choices. At the heart of this evolution lies Animora, a conceptual AI platform designed to bridge digital intelligence with human self-discovery, unlocking new levels of identity formation and personal expression. In this future, consumption is no longer just about acquiring goods—it becomes the pathway to becoming the true you. To help frame this as simply as possible, below are the three stages that create the feedback loop that informs and defines the conceptual AI platform.
1. Consumerism is evolving into Identity Consumption – People no longer consume primarily for function or experience, but as a means of shaping and signalling their identity. Consumption becomes an act of self-definition.
2. In a digitized, hyper-noisy world where humanoid robots potentially outnumber humans, human-to-human interaction becomes a premium currency – As automation takes over functional roles, what remains scarce—and therefore valuable—is authentic human presence, making identity and meaningful connection the new social capital.
3. AI unlocks the ability for humans to achieve their truest self—Self-Actualization – By analysing all that we consume, our subconscious preferences, patterns, and suppressed desires, AI can help individuals break free from societal conditioning and craft an identity that is truly their own.
4. This creates a feedback loop into Identity Consumption – As individuals refine and express their most authentic identity, they consume in ways that reinforce and refine that identity, deepening the cycle of self-actualization through curated consumption. The more coherent and intentional one’s brand is, the stronger the engagement magnetism will be, and the higher one’s currency will trade at.
5. Animora is the conceptual AI platform that encapsulates this feedback loop – It acts as a bridge between digital intelligence and human actualisation, using AI to reveal, curate and consume. It amplifies one’s true identity in all aspects of life—fashion, lifestyle, social interactions, and beyond.
Part 1
Consumerism: from Function to Identity
Could it be a fair assessment to describe society at large as a consumerist society? Could we not define our lives as follows: We work to consume, and we consume to give meaning and purpose to life? While this is not the entirety of our existence, I believe a significant proportion of it is shaped by this cycle. If we were to aggregate all of humanity’s purpose and meaning, what percentage would be attributed to consumerist activities? Given that most of the world’s production is dedicated to consumer goods, one could conclude that it must be quite high.
Trying to quantify the exact percentage of humanity’s collective purpose and meaning linked to consumerism is inherently subjective and varies across cultures and individuals. That said, we can examine economic indicators to understand the scale and significance of consumption in global economic activity.
Final consumption expenditure, which includes spending by households, non-profit institutions serving households (NPISHs), and government entities, represents a major share of the world’s Gross Domestic Product (GDP). According to the World Bank, this expenditure accounted for approximately 76% of global GDP in 2023 (DATA.WORLDBANK.ORG).
Focusing specifically on household consumption, data from 146 countries in 2023 indicates that household consumption expenditure averaged about 63% of GDP (THEGLOBALECONOMY.COM).
The manufacturing sector, which produces both consumer and industrial goods, plays a crucial role in global GDP. While precise figures for consumer goods alone are not readily available, the overall manufacturing value added as a percentage of GDP offers insight into the sector’s economic weight (OURWORLDINDATA.ORG).
Although assigning an exact percentage of humanity’s collective purpose to consumerist activities is challenging, economic data suggests that consumption—particularly household consumption—constitutes a substantial portion of global economic activity, averaging around 63% of GDP.
This underscores the immense role that consumption plays in our lives. The stuff we consume holds real meaning for us.
The Psychology of Objects: Semiotics, Memetics, and Advertising – Why Do Objects Hold Meaning
From ancient artifacts to modern fashion, the objects we consume are more than just physical entities—they carry meaning, identity, and cultural significance. The way we perceive and assign value to items is deeply tied to the concepts of semiotics, memetics, and advertising, shaping our relationship with objects and brands on both an emotional and societal level.
Semiotics, the study of signs and symbols, reveals how products transcend their functional purpose to communicate deeper meanings. A luxury handbag, a sleek sports car, or a minimalist interior design all serve as more than just objects; they become symbols that signal status, personality, or ideology. A Ferrari, for example, is not just a vehicle—it represents success, power, and exclusivity. A thrifted vintage jacket is more than an article of clothing; it embodies individuality, sustainability, and countercultural identity. These meanings are not inherent but socially constructed over time, shaped by brands, media, and cultural narratives. This explains why two identical shirts made from the same material can hold vastly different values—one is simply fabric, while the other is imbued with the prestige of a brand and the identity it represents.
Beyond symbolism, memetics plays a crucial role in spreading meaning. Ideas, styles, and cultural trends move rapidly, often dictated by digital platforms, social media, and internet culture. A brand’s success today depends not only on its product quality but on its ability to embed itself within the collective consciousness. Hype culture exemplifies this phenomenon—brands like Supreme and Balenciaga have mastered memetic marketing by creating limited-edition items that cultivate exclusivity and social status. The objects themselves may have little intrinsic value, but their viral appeal elevates them to sought-after cultural artifacts. The influence of social media has also transformed trend formation. In the past, fashion and product trends trickled down from elite designers, but today, they emerge organically from digital communities. A single aesthetic—whether “Cottagecore,” “Dark Academia,” or “Y2K Fashion”—can dictate the purchasing behaviour of millions overnight, forcing brands to become fluent in internet culture rather than relying on traditional marketing strategies.
If semiotics provides meaning and memetics spreads it, advertising serves as the force that shapes consumer perception and desire. Through psychology, storytelling, and social proof, advertisers craft narratives that elevate products beyond their practical use. Brands do not just sell objects; they sell lifestyles, emotions, and identities. A Chanel perfume ad is not merely about fragrance—it embodies sophistication, seduction, and timeless allure. A Nike campaign is not about sneakers; it represents determination, resilience, and the pursuit of greatness. This strategic storytelling taps into deep-seated psychological needs for belonging, self-expression, and personal transformation, compelling consumers to buy not just for utility, but for identity reinforcement.
In a world where branding, symbolism, and digital virality dictate consumption, objects have become powerful markers of personal and social identity. Every purchase we make reflects who we are—or who we aspire to be—while also signalling our values, whether that be sustainability, exclusivity, luxury, or rebellion. The products we choose define our affiliations, from subcultures to professional groups, shaping how we interact with the material world. Understanding the interplay of semiotics, memetics, and advertising is essential to grasping the forces that drive modern consumerism, as they not only influence our choices but shape the very fabric of our desires.
With this foundation in mind, we can better explore how AI and digital personalisation will further revolutionise self-expression and identity-driven consumerism in the near-future. Fashion consumption, for instance, is not merely about acquiring clothing; it is a powerful form of self-expression, cultural identity, and status signalling. The vast scale of the fashion industry highlights how deeply people attach emotional and social significance to what they wear.
People use fashion to communicate their personality, values, and emotions. A punk rocker in ripped jeans and a leather jacket makes as bold a statement as a business executive in a tailored suit. Entire subcultures—goth, hip-hop, and streetwear—have built identities around clothing choices, reinforcing a sense of belonging and distinction.
Luxury brands like Gucci, Supreme, and Off-White cultivate devoted followings, not merely for their designs but because they serve as cultural symbols of exclusivity and personal branding. High-end fashion thrives on its ability to convey wealth, success, and sophistication. A Chanel handbag or Rolex watch is not just an accessory—it is a status symbol.
Even minimalist fashion embodies exclusivity, with brands like Loro Piana, The Row, and Brunello Cucinelli catering to those who seek understated yet refined luxury. Meanwhile, fast fashion brands such as Zara and Shein make high-fashion aesthetics accessible to the masses.
Fashion also serves as a mirror to political and cultural movements. Slogan T-shirts advocating gender equality emerged with the feminist movement. The Black Lives Matter movement brought greater prominence to African diaspora fashion and “resistance dressing.” Punk fashion in the 1970s became a rebellious counterculture statement. Traditional garments such as the kimono in Japan, the sari in India, and the dashiki in West Africa reinforce cultural identity across generations.
Clothing also plays a psychological role—people engage in “retail therapy” to uplift their mood, enhance their confidence, or commemorate life milestones. Wedding dresses, prom gowns, and bespoke suits symbolize major life events. The power of fashion extends to confidence-building, encapsulated in the phrase “dress for success” and the concept of power dressing in corporate settings.
With the rise of the metaverse and digital fashion, the meaning of clothing has expanded beyond physical reality. People now invest in virtual outfits on platforms like Fortnite, Roblox, and Decentraland, demonstrating that fashion consumption is no longer confined to tangible goods. NFTs and blockchain-based clothing, such as RTFKT Studios’ digital sneakers, highlight how fashion is evolving into a realm of digital and social identity, transcending traditional material boundaries.
Fashion is one of the clearest examples of how humans assign meaning to consumer products. Whether through personal expression, social signalling, cultural identity, or emotional experience, clothing is more than just fabric—it is a reflection of who we are, what we believe, and how we wish to be perceived. The sheer magnitude of the fashion industry, valued at over $1.7 trillion globally, underscores how deeply we embed meaning into what we wear.
But this leads to a bigger question—what will consumerism look like in a new era of AI, automation, and an increasingly digital, online, and on-chain world? What even is consumerism in twenty years? What happens when humanoid robots potentially outnumber humans?
One point remains clear: while fundamental human behaviour is unlikely to change significantly over the next century, the way we consume—and what we consume—certainly will. How do we lean into this change economically? How do we re-imagine the consumer experience? What does a future retail model look like?
The purpose of this think piece is to explore and define the rapidly shifting landscape of consumerism in the near future. Disruption is not looming on the horizon—it is already here, driven by technological advancements at an exponential pace. To survive and thrive in this new era, we must rethink traditional business models, harness innovation, and adapt swiftly. Those who fail to evolve will be left behind—economically speaking, it’s adapt or perish.
From Function to Identity: The Evolution of Fashion Consumption
For much of human history, fashion was driven by necessity. People sought out clothing for its immediate functionality—its ability to provide protection, warmth, and modesty. The earliest garments were selected based on their durability and practicality, with the guiding question being simple: Does it serve its purpose? A sturdy pair of boots shielded against the elements, a well-woven cloak provided insulation, and well-crafted textiles ensured longevity.
As societies advanced and economies flourished, a shift occurred. With essential needs met, people began to look beyond function toward experience. Fashion became a tool for self-expression, with textiles, colors, and silhouettes playing a role in how individuals felt when they adorned themselves. The question evolved: How does it make me feel? Luxurious fabrics, tailored fits, and curated wardrobes became vehicles for confidence, empowerment, and status. Clothing was no longer just about coverage—it was an experience that told a story, evoked emotions, and provided pleasure.
This transition from functional fashion consumption to experiential fashion consumption was not merely a shift in economic behavior but a profound change in the way people engaged with clothing. It signified a deeper search for meaning, a desire to find joy and inspiration in style.
Yet, in today’s hyper-connected, identity-driven world, a third transformation is underway. More than seeking enjoyment or utility, people now dress to express who they are and where they belong.
Enter identity and belonging consumption—a stage where fashion choices are not just about aesthetics or comfort but about representing an individual’s values, beliefs, and affiliations.
This shift is visible everywhere. A designer handbag is not just a luxury item; it is a marker of status and taste. Streetwear brands like Supreme and Off-White are not just clothing labels; they symbolize cultural belonging and exclusivity. Vintage thrifted fashion is not just about sustainability; it’s a rebellion against fast fashion and a statement of individuality. Whether it’s high fashion, techwear, or ethically sourced garments, every choice tells a story. Fashion has become a personal and social language, a way of signaling identity to the world.
As this evolution continues, another crucial layer emerges: the rise of the individual as a brand. In a world increasingly populated by humanoid interactions and AI-driven automation, human-to-human engagement trades as a premium currency. Our personal branding—the way we dress, present ourselves, and communicate visually—becomes not just a form of self-expression but a currency in itself, a means of transaction in both social and professional spaces.
Much like luxury brands carry a premium, so too does the strength of an individual’s personal brand. The clearer, more defined, and more intentional one’s aesthetic and identity, the greater the perceived value of their magnetism for engagement. This concept, engagement magnetism, is already evident in celebrities. While their talent and accomplishments play a role, much of their appeal is tied to their brand projection—the consistent, intentional way they present themselves to the world. A strong, recognisable personal brand creates demand, exclusivity, and influence, setting the individual apart in an increasingly homogenized digital and real-world landscape.
As the world moves further into a space where identity is not just about expression but about value and trade, individuals will find that their brand is a form of currency they exchange—whether for attention, collaboration, professional opportunities, or social capital. The stronger and more distinct the brand, the higher the premium and greater the trade. Engagement magnetism is not limited to traditional celebrities; it applies to influencers, thought leaders, and even everyday individuals seeking to establish themselves in their respective spaces. In an era where authenticity and uniqueness are prized, those who cultivate a strong personal brand will hold a premium in both digital and real-world interactions. In this framework the overarching principle is: The more coherent and intentional one’s brand is, the stronger the engagement magnetism will be, and the higher one’s currency will trade at.
This is where the next frontier of innovation lies. In an era where human self-expression is paramount, people are searching for ways to refine, articulate, and broadcast their identities with confidence. The question that now drives fashion consumption is not just How does it make me feel? but Does this align with who I am? and Does it connect me with my tribe?
For individuals navigating their self-image and for brands looking to create deeper connections, the opportunity is clear and vast.
Designing Systems for Deep Self-Actualisation
The human desire for self-expression is innate, yet most people struggle to fully realise and project their true identity. Social conditioning and preference falsification—the tendency to conceal one’s true beliefs, tastes, or desires in response to societal pressure—often distort self-perception. People frequently adopt externally imposed identities, conforming to trends, social expectations, or cultural norms rather than embracing their authentic inclinations. Over time, this suppression creates a disconnect between one’s inner self and the way they present themselves to the world, leading to a life shaped by external validation rather than true self-actualisation.
At its core, this challenge is not just about taste or style—it is about identity suppression. Many individuals unknowingly operate within a framework of cultural expectations, social hierarchies, and market-driven aesthetics, making decisions that do not truly reflect their inner world. The brands they wear, the music they listen to, the art they consume, the places they travel to—all of these choices are often filtered through the lens of what is socially acceptable, aspirational, or convenient, rather than what deeply resonates with them. True self-expression becomes diluted, fragmented, and in many cases, entirely unrealised.
How can we design systems that empower people to fully actualise, express, and embody their deep, and often hidden unrealised identity?
The answer lies in an AI-driven, individualised system capable of recognising visual and cultural patterns at a depth beyond human intuition. By analysing a person’s preferences—both explicit and subconscious—this system curates a cohesive, highly personalised projection of their true self. It transforms abstract self-awareness into concrete, tangible expressions across fashion, interior design, music, art, cuisine, literature, travel, and social dynamics, allowing individuals to live as the most realised version of themselves—free from external constraints.
This system does not simply recommend isolated products or experiences; it harmonises multiple domains of identity expression in a way that traditional professionals cannot. In the real world, individuals often turn to personal stylists to refine their wardrobe, interior designers to shape their living spaces, and music curators or DJs to introduce them to sounds that match their taste. They consult art advisors and gallery curators to develop their aesthetic sensibilities, personal chefs or food consultants to align their dining experiences with their values, and literary experts to help them discover books that resonate with their intellectual and emotional inclinations. For travel and cultural immersion, luxury travel concierges provide curated experiences, while elite social networking services help them find communities that reflect their aspirations.
While these professional services offer valuable expertise, they operate in silos, disconnected from one another and limited by subjective human intuition. A stylist does not necessarily understand how a person’s music preferences influence their fashion choices. A chef does not typically consider how an individual’s artistic taste might shape their ideal dining experience. Human professionals, by nature, lack the ability to synthesise these diverse aspects of identity into a singular, interconnected vision.
This AI system changes that. By continuously learning from an individual’s evolving tastes, experiences, and subconscious inclinations, it creates a dynamic, ever-adapting model of their identity, fine-tuning its recommendations to ensure the highest level of alignment between self-perception and external expression. It bridges the gap between the fragmented services of the physical world and the limitless possibilities of a truly personalised identity ecosystem. More than just helping individuals break free from external conditioning, it confronts and deconstructs preference falsification itself, offering a space where people can explore and express their true aesthetic, cultural, and lifestyle preferences without fear of judgment or societal constraint.
Essentially, this AI acts as a mirror to one’s unrealised identity, unveiling not just who they are but who they have the potential to become. It provides the tools, guidance, and curated pathways to help them embody that identity in every aspect of their life—through their aesthetic choices, cultural engagements, social affiliations, and personal environment. It is not just a system of curation; it is a system of self-actualisation, surpassing traditional professional services by offering a fully integrated, deeply personal roadmap to becoming one’s most authentic self.
Welcome to the new world of identity consumption—where self-expression is no longer dictated by trends but by the individual’s deepest truth.
Thoughts by Aron Hosie