Navigating Nouveau Nihilism: How Brands Can Thrive in the YOLO Economy
By Claudia Oberlin, Shelley Yang, and Michele Siegel
In this new era of Nouveau Nihilism, brands must adapt to consumers' shifting priorities, balancing immediate gratification with long-term stability to create meaningful connections and drive growth.
Three Key Strategies for Brands:
1
Confidence is in – why financial education is the future
Prudential and McCann New York reframe financial planning as an empowering, proactive approach tied to positive life moments to help consumers navigate their uncertain futures
2
Create and embrace moments of joy
Heinz and Wieden+Kennedy New York celebrate passionate fan stories and transform everyday condiment use into extraordinary experiences full of joyful moments
3
No judgement and a touch of humor
DoorDash and GUT's Self-Love Bouquet campaign demonstrates how brands can promote self-acceptance and empower consumers by challenging societal norms with humor
The "YOLO economy" and "revenge spending" have been media buzzwords for years, but recent findings from the 2024 Ipsos Global Trends reveal a deeper trend we've termed "Nouveau Nihilism." “Nouveau Nihilism” is the prioritization of present enjoyment over future planning, driven by the increasing unattainability of traditional milestones, leading to a “live for today” mentality amid economic uncertainties.
It isn't just about Millennials splurging on avocado toast or Gen Z's TikTok-fueled spending sprees. Rather, it is a complex backlash against the pressures of our social media-obsessed, politically polarized, and economically unequal world.
“Nouveau Nihilism” is a sentiment that has grown not only globally but also in the United States, in agreement with the statement that: "The important thing is to enjoy life today, tomorrow will take care of itself" jumping from 52% in 2013 to 64% in 2024. Gen Z (69%) and Millennials (65%) are at the forefront of this generational shift.
% Agree “The important thing is to enjoy life today, tomorrow will take care of itself”
Source: Ipsos Global Trends 2024; 2024 data from 2/15-4/23/24 of 1,005 adults surveyed in the United States. For full methodology and historical trends details, see www.ipsosglobaltrends.com
When the future seems very uncertain, very unstable, from the present moment, globally or for one's own career and prospects, this leads consumers towards hyperbolic discounting of the future. Since it may be out of reach, people focus on more immediate rewards...
Ipsos and Effie undertook additional research into the drivers of "Nouveau Nihilism" and its specific impact on brands and effective communications with a survey of 750 people in the United States. The study reveals a more nuanced picture, with consumers of all ages attempting to balance immediate wants with future needs, suggesting a pragmatic approach to their perceived uncertain future.
For brands, Nouveau Nihilism presents both challenges and opportunities. While it may drive impulsive purchasing decisions, it also reflects a deep-seated tension between aspirations and reality. As we delve deeper into this trend, we'll explore three strategies for brands to navigate this complex landscape and meet the evolving needs of consumers in this new era of economic uncertainty and shifting priorities.
Strategy #1: Confidence is in – why financial education is the future
Eighty-two percent (82%) of all respondents recognize it is important to save and plan for the future.
When thinking about their financial future, 59% feel they have control over their long-term situation and 55% feel optimistic. Perhaps with the confidence of time on their side, Gen Z (65%) is more likely to indicate they have financial control.
Top 2 Box % Agree Financial Future
I am optimistic about my financial future
I feel like traditional life milestones (home ownership, marriage, starting a family, etc.) are attainable for me
I have control over my long-term financial situation
It is important to save and plan for the future
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
Top 2 Box % Agree Financial Future
I am optimistic about my financial future
I feel like traditional life milestones (home ownership, marriage, starting a family, etc.) are attainable for me
I have control over my long-term financial situation
It is important to save and plan for the future
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
How can brands help consumers feel more optimistic and in control of their finances while supporting them in achieving important life goals?
Data shows consumers are looking for brands to do more of the following:
46%
Provide a sense of comfort and reassurance in the face of an uncertain future
44%
Bring solutions that are concrete and relevant today
43%
Providing a positive future for them to aspire to
42%
Offering products or services that help cope with financial stress and uncertainty
50%
Gen Z consumers (ages 18-27) want brands to address the challenges of achieving traditional milestones, such as homeownership, starting a family or marriage.
46%
Provide a sense of comfort and reassurance in the face of an uncertain future
44%
Bring solutions that are concrete and relevant today
43%
Providing a positive future for them to aspire to
42%
Offering products or services that help cope with financial stress and uncertainty
50%
Gen Z consumers (ages 18-27) want brands to address the challenges of achieving traditional milestones, such as homeownership, starting a family or marriage.
How can brands respond?
Here are some ideas for brands to develop insights around how to help consumers with their financial future:
Provide financial education
Offer resources to help people make informed decisions about their spending. Empower them to feel confident in their choices by creating interactive tools or workshops to improve financial literacy.
Build good spending habits
Offer products that encourage responsible financial behavior. Give people a way to feel like they’re in control of their life by creating apps or programs that track and reward positive spending patterns.
Frame products as investments
Position certain purchases as investments in personal growth and long-term benefits. Demonstrate how current spending can lead to future financial stability.
Provide financial education
Offer resources to help people make informed decisions about their spending. Empower them to feel confident in their choices by creating interactive tools or workshops to improve financial literacy.
Build good spending habits
Offer products that encourage responsible financial behavior. Give people a way to feel like they’re in control of their life by creating apps or programs that track and reward positive spending patterns.
Frame products as investments
Position certain purchases as investments in personal growth and long-term benefits. Demonstrate how current spending can lead to future financial stability.
Strategy #2: Create and embrace moments of joy
Three in four respondents (76%) agree that small treats are a form of self-care and 62% have recently treated themselves to small luxuries despite their cost. However, when indulging in larger experiences, Gen Z (58%) and Millennials (60%) were more likely than Gen X (44%) and Boomers (37%) to have made these purchases recently.
Top 2 Box % Agree Moments of Joy and Indulgences
Small treats are a form of self-care for me
I have recently treated myself to small luxuries (like a fancy coffee, chocolates, etc.) despite their cost
I have recently indulged in an experience (like a vacation, live event, or restaurant meal) despite its cost
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
Top 2 Box % Agree Moments of Joy and Indulgences
Small treats are a form of self-care for me
I have recently treated myself to small luxuries (like a fancy coffee, chocolates, etc.) despite their cost
I have recently indulged in an experience (like a vacation, live event, or restaurant meal) despite its cost
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
How are consumers looking for brands to create and celebrate these moments of joy?
Data shows Americans are looking for brands to do more of the following:
38%
Showcasing how the brand can help create meaningful moments in the present
35%
Highlight how products or services can provide moments of joy in daily life
33%
Understand and cater to their desire for small indulgences
40%
Gen Z consumers (ages 18 to 27) want brands to understand and cater to their desire for small indulgences
38%
Showcasing how the brand can help create meaningful moments in the present
35%
Highlight how products or services can provide moments of joy in daily life
33%
Understand and cater to their desire for small indulgences
40%
Gen Z consumers (ages 18 to 27) want brands to understand and cater to their desire for small indulgences
How can brands respond?
Here are some ideas for brands to develop insights around how to help consumers with their financial future:
Tailored experiences and unique products
For larger experiences, create exclusive products or partner with companies to offer unique, branded adventures. For smaller moments, introduce limited-time flavors or personalized versions of everyday products to build excitement and indulgence. Offer unexpected and personalized delights in the customer journey.
Amplify joy through empathetic storytelling
Create emotionally resonant campaigns that reflect consumers' real-life experiences as Ipsos’s Misfits research shows that empathy drives effectiveness. Showcase authentic customer stories and user-generated content demonstrating how brand can uplift and provide respite from everyday life. By focusing on empathy and authenticity, brands can create powerful connections that celebrate the joy their products bring to consumers' lives.
Create community for shared experiences
Foster a sense of community by facilitating brand-related group activities and creating platforms for customers to share their experiences.
Immersive escapism
Virtual reality, pop-up installations, or emotive branded content can transport consumers to joyful experiences. Incorporate playfulness in design and leverage nostalgia to communicate positive emotions.
Strategy #3: No judgement and a touch of humor
There’s a tension between societal expectations and personal desires, especially among younger consumers.
While many feel judged for their spending, there's a widespread belief that small indulgences are justifiable, suggesting a collective shift towards valuing present enjoyment. Gen Z (56%) feels the most judged for their spending habits, followed by Millennials (41%). However, across all generations, a strong majority (70%) agree that they deserve small indulgences without needing to justify them.
Top 2 Box % Agree The Push and Pull of Judgment
I feel like people judge me for my spending habits
I feel I deserve small indulgences and don't need to justify them to myself
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
Top 2 Box % Agree The Push and Pull of Judgment
I feel like people judge me for my spending habits
I feel I deserve small indulgences and don't need to justify them to myself
Source: Ipsos FastFacts study fielded Dec. 20, 2024, among 750 U.S. adults 18-65
How can brands support a judgment-free life?
Data shows consumers are looking for brands to do more of the following:
41%
Acknowledging the anxiety and uncertainty about the future in their messaging
40%
Using humor to make the disconnect between aspirations and reality more bearable
How can brands respond?
Brands can connect with consumers on an emotional level while still encouraging responsible behavior, striking a balance between living for today and planning for tomorrow.
Embrace humor
Acknowledge financial anxieties in messaging with a light-hearted touch. Use relatable humor to address the gap between aspirations and reality.
Create inclusive, judgment-free marketing
Show diverse lifestyles and spending habits to normalize different approaches. Communicate transparent values that promote inclusivity.
Mindfulness and well-being integration
Incorporate mindfulness elements into your product experience. Frame purchases as investments in well-being and stress relief, reducing guilt associated with "treating yourself."
Highlight value and quality
Emphasize how quality purchases can be smart long-term decisions.
Summary
While there is a strong desire to embrace the present, consumers are not entirely abandoning thoughts of the future. Instead, they are seeking a balance between immediate gratification and long-term stability. This presents a unique opportunity for brands to connect with consumers in meaningful ways.
The three strategies we've outlined provide a roadmap for brands to navigate this new landscape:
1
Building financial confidence through education
2
Creating and embracing moments of joy
3
Adopting a non-judgmental approach with a touch of humor
Successful brands will be those that can navigate this complex landscape, offering products and services that provide immediate gratification, while also addressing long-term concerns. The key lies in understanding that Nouveau Nihilism isn't about giving up on the future, but rather about finding joy and meaning in an uncertain present.
About Ipsos
Ipsos is one of the largest market research companies in the world, present in 90 markets and employing 18,000+ researchers. Our Ipsos Creative Excellence team expertly partners with our clients through the creative development journey – from upstream insight generation that fuels creative briefs to optimization and post-launch learnings that drive future impact.
Our focus is on guidance that nurtures and optimizes the creativity that is essential to success. We work with 75% of the top 200 national advertisers and we are proud to closely partner with Effie in our shared commitment to drive marketing effectiveness through insights. For more details, visit Ipsos.com
About Effie
Effie leads, inspires and champions the practice and practitioners of marketing effectiveness globally. We work across 125 markets to deliver smart leadership, applicable insights, and the largest, most prestigious marketing effectiveness awards in the world. Winning an Effie has been a globally recognized symbol of outstanding achievement for over 50 years.
We recognize the most effective brands, marketers, and agencies globally, regionally, and locally through our coveted effectiveness rankings, the Effie Index. Our ambition is to equip marketers everywhere with the tools, knowledge, and inspiration they need to succeed. For more details, visit Effie.org
Get in Touch
Claudia Oberlin
SVP, US Creative Excellence Claudia.Oberlin@ipsos.com
Claudia Oberlin is an expert in advertising, market research, and marketing, with 20 years of global experience crafting influential campaigns, including 25 Super Bowl ads, by bringing in the voice of the consumer. Claudia's expertise in communication development and positive change informs her clients' creative strategies, driven by her passion for elevating creative work based on evidence-based truth.
