Thanks so much for sharing, this is absolutely fascinating! I have also been seeing this theme increasingly show up in very unlikely briefs. Concept bureau wrote about this through a slightly different lens but rooted in similar observations around the rising sense of nihilism / hopelessness and how consumers are responding by focusing on what they can control - themselves (i.e personal growth / self mastery). They referred to it as ‘conspicuous commitment’ being the next status symbol, a move away from values, experiences, and commodities). Like what you’ve said about performance, this is just another performance - the performance of ‘doing the work’. https://conceptbureau.com/conspicuous-commitment-is-the-next-era-of-status/

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