What Nouveau Nihilism can teach brands about indulgence and consumer motivations

When the world around us seems negative and out of our control, will consumers plan for the future? Or will they say, “To hell with it, let’s live for today”?

When we published our Ipsos Global Trends in September, the trend that sparked the most debate centred on ‘Nouveau Nihilism’. Or the sentiment that it’s better to live for today because tomorrow will take care of itself – or because tomorrow is doomed.

It comes to life in many ways — splurging on a luxury purchase rather than setting money aside for a house, or indulging in a decadent meal rather than worrying about the impact on our wallets or waistlines. In one sense this can be freeing, but long-term we’re also worried about the far-ranging impacts, after all, what happens if none of us save for retirement or invest in our future health?

From ‘nouveau nihilism’ to ‘splintered societies’: Study identifies global trends for brandsThus far we haven’t seen many brands lean into the Nouveau Nihilism trend explicitly. Language around splurging and treating is couched within seasonal messaging, and brands haven’t come right out and said what many are thinking. Imagine how irresponsible it would sound if they did: “The world is on fire, don’t bother saving for the future, blow it all on a luxury vacation today!”

A campaign by Expedia earlier this year came close, aiming to bring “bucket list” moments like seeing the Northern Lights to everyone. And, of course, many of the credit card issuer campaigns hint at this ethos even if they don’t say it outright, such as American Express touting the luxury travel benefits its Platinum cards afford, or the classic MasterCard “Priceless” campaigns.

Unpacking the trend

But how do we know that Nouveau Nihilism is a trend? It’s a triangulation, where we look at change from multiple levels.

At the micro level, we look for signals of how a trend is manifesting in culture or consumer behaviour. In this case, we’ve seen an increasing use of ‘buy now, pay later’ options amongst younger generations for a much larger array of categories, including groceries and other essentials.

More recently, Ipsos research reveals that “doom spending” is a popular trend among Britons, with 49% admitting to purchasing small treats more frequently when feeling down. This behaviour is even more pronounced among the 18–34 demographic, with two-thirds (67%) agreeing that they find themselves purchasing little treats for themselves more often when they’re feeling sad.

At the macro level, we look at this in a broader context: how are consumers responding to the way the world is changing around them? One macro force is climate change, and our 2024 study revealed that 77% of citizens globally agree that “we are heading for environmental disaster unless we change our habits quickly”, a measure that’s gone up consistently since we started measuring it a decade ago.

But there’s also a broadening realisation that government regulation, industry action and recycling infrastructure matter just as much as our individual actions, which can leave one feeling disillusioned and frustrated.

It’s this very disillusionment that we see reflected in Gen Z, and perhaps why Nouveau Nihilism resonates so strongly with them. We found that 64% of Gen Z agree that “I live for today because tomorrow is uncertain”. But it’s more than the climate crisis causing that uncertainty; the economy plays a large role in driving this trend as well.

Clear generational divide emerging in attitudes to inclusivity, survey showsGen Z are frustrated by the rising cost of living — as we all are — but they’re at a critical point in their lives where they feel milestones are out of reach. They’ve been sold this dream of success, but they’re worried they may never be able to buy a house, raise a family, or find a good job despite having gone to university.

If that wasn’t enough, we can’t forget that the pandemic happened at a crucial time during Gen Z’s formative years, a lesson in the fragility of life that will shape their worldview for decades.

Many are asking why they should spend all their time striving, is “live to work” really the best way to spend the rest of your waking life, especially when the rewards are out of reach?

I think of Gen Z’s response to these forces not as shirking responsibility, but having a very clear-eyed view of the systemic nature of these challenges. From this standpoint, their response sounds very rational. Why plan for the future? Why not just live for today?

A time for indulgence?

Regardless of one’s age, from a mental health standpoint there’s a case to be made for letting go, being a little less restrictive, enjoying today and experiencing life. In the post-pandemic era, we’ve embraced mental health as part of our holistic health – and part of seeking that balance has allowed for indulgence.

Certainly indulgence can be a short-term boon for brands, and I’ll be the first to admit that chocolates and wine are my go-to soothing mechanisms more often than yoga or gardening. But that can also be a dangerous path, for individuals and for society as a whole.

We can’t just eat sweets all day and not expect long-term health consequences. And, in the same way, we can’t splurge and not suffer negative financial impact in the future.

The role of brands

What role do brands have to play in this trend though? And what responsibility do they have – if any – to help consumers navigate these dimensions?

First, brands can certainly look for opportunities on the hedonistic side of the equation. What role do your products and services play in serving those indulgent needs, whether it’s disconnecting from stressors or finding a moment of pleasure and joy. Everything from ice cream to movies can play that role of checking out, unwinding and indulging, depending on the moment.

Meaning that deeply understanding the occasions, moments and motivations for your category is increasingly critical, and future-proofing them is fast becoming the standard.

Brands should take more interest in bridging societal divisions, report suggestsAt the same time, think about what your brand’s responsibility and mission mean for watching out for the future of stakeholders along the entire value chain, from consumers’ future selves to the long-term financial and environmental impacts of today’s decisions. What is the right balance between indulging today versus planning for the future, and how can we help people navigate that?

Playing the long game means making the right decisions for your brand, your consumers and society as a whole — while figuring out how we can all have a little fun in the process.

Jennifer Bender is an associate partner at Ipsos Strategy3. As the head of our global practice on trends and foresight, she drives the development of methodologies to help clients anticipate and grow from change, and co-authors the annual Ipsos Global Trends study.