In Forbes: What culture can tell us about new ways of consuming

As the cost-of-living and climate crises continue to reshape human behaviour, brands are being forced to confront a fundamental question: what happens when consumers stop consuming?

In a feature for Forbes, Space Doctors’ Project Director Alex Bee explored this very question — offering a cultural lens on how shifting values, behaviours, and expectations are redefining what it means to grow, thrive, and connect in today’s economy.

From Ownership to Access

The traditional model of business—produce, sell, repeat—is being challenged by a new wave of consumer logic. People are increasingly asking: Do I need to own this? Or just access it?

From second-hand platforms like Vinted to hyperlocal sharing networks and repair services, the value of access, longevity, and community is rising. This isn’t just about sustainability — it’s about smart, emotionally resonant decision-making.

The Rise of the Sharing Mindset

Alex Bee notes that this shift isn’t driven by sacrifice, but by added value. Sharing, renting, and repairing are no longer fringe behaviours — they’re becoming mainstream, especially among younger generations seeking individuality, affordability, and meaning.

This mindset is also a response to broader systemic pressures: climate breakdown, supply chain instability, and declining trust in institutions. People are taking matters into their own hands — and brands need to catch up.

What This Means for Brands

Rather than seeing this shift as a threat, forward-thinking businesses are reframing it as an opportunity. The focus is moving from transaction to relationship—from selling more to serving better.

Brands that embrace this shift are:

• Offering repair, renewal, and reuse services
• Designing products with longevity and modularity in mind
• Building community-led initiatives that foster trust and reciprocity
• Taking responsibility for the full lifecycle of their products

Key Takeaways for Brands

1. Growth needs a new definition. It’s no longer just about quarterly profits — it’s about long-term relevance, resilience, and responsibility.
2. Meaning matters. Consumers are seeking brands that understand their values and offer more than just products — they want purpose, connection, and care.
3. Innovation starts with empathy. By focusing on the real needs behind people’s choices, brands can unlock more creative, culturally attuned solutions.
4. Lead the transition — or be left behind. Whether driven by regulation, climate shocks, or consumer demand, change is coming. Brands that act now will shape the future, not just survive it.

How Space Doctors Helps

At Space Doctors, we use a culture-first approach to help brands navigate these shifts. Through semiotics, cultural insight, and strategic foresight, we help organisations understand where they stand — and where they could go.

Read the full article here:
https://www.forbes.com/sites/christophermarquis/2024/04/09/what-happens-to-modern-business-when-consumers-stop-consuming/?sh=7c227026484f

Want to explore how your brand can thrive in a post-consumption world? Get in touch below.