with few exceptions, anything that becomes commoditized and ubiquitous - from shoes and clothing to watches and cars - spurs demand for a more scarce and meaning-infused version (often with brand/story and quality driving the premium).

this is now happening to content.

Treatenomics pode ser explorado como metáfora cultural: na crise, as pessoas buscam escapes pequenos e sensoriais (perfume, um café, uma peça de roupa autoral). Isso conecta com sua narrativa de consumo intencional e com os “garimpos e desejos” da sua news.

Brands are turning back to IRL experiences. ABM thinks we’re in the early stages of a return to real-world moments. Not mass events, but the kinds of physical experiences that actually stick with people. That could be a smart creator dinner, a useful activation at a festival, or just something that connects to a moment in people’s lives.

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