How self-image and emotional identity became central forces in modern consumer culture
Walk across campus and familiar images repeat: the beige tote bag, the soft pastel Stanley cup, the glossy lip finish, the puffer jacket, and the strawberry iced matcha. These objects appear so consistently that they form a recognizable visual language. They are not only functional items. They signal identity and subtle forms of belonging. The rise of "vibes" as a basis for consumption reflects a shift toward self-construction through objects. Aesthetics now operate as a form of identity signalling in everyday life.
This shift runs deeper than passing trend cycles. Research shows that many consumers now purchase to express who they are, or who they want to be. McKinsey (2022) reports that 64 percent of Gen Z consumers choose brands based on value alignment, even when similar products cost less or function the same. Identity has become a driving economic force. This is what scholars describe as the aesthetic economy: an environment in which people buy based on emotional resonance, visual meaning, and symbolic value as much as function. A candle is not only a scent. A tote bag is not only a bag. The product matters, but the feeling it conveys and the status it signals often matter more. This pattern is especially visible in feminine-coded aesthetic culture. Styles labelled "clean girl," "soft life," or "coquette" are often discussed as trends, yet they function more as identity frameworks. They communicate emotional qualities such as calmness, softness, or romantic sensitivity. Cultural theorist Rosalind Gill describes this as identity stylization, which is the shaping of one’s sense of self through atmosphere, aesthetics, and curated presentation.
Brands have adapted accordingly. The Business of Fashion and McKinsey State of Fashion Report (2023) notes that emotional and aesthetic branding now influences purchasing decisions in beauty, accessories, and lifestyle goods. When many products perform similarly, the differentiator becomes the personality and lifestyle a brand appears to express. Social media accelerates this. Everyday objects such as a desk setup, a morning drink, or a bookshelf now function as forms of self-introduction. NielsenIQ (2023) found that 79% of Gen Z evaluate and value a brand’s visual aesthetic when assessing trust. Style and authenticity have become closely linked.
It is important to recognize the cultural influence of feminine aesthetics in shaping this landscape. Soft palettes, warm tones, narrative-based marketing, and emotional nuance were once dismissed as frivolous, yet they now define mainstream branding strategy. However, a distinction matters. Aesthetic choices can be grounding when they align with genuine identity. They become draining when they are used to perform or compensate for something unresolved. A visually pleasing morning routine does not guarantee emotional clarity. A curated bookshelf does not ensure intellectual depth. Aesthetic expression is supportive only when it reflects an internal truth.
A useful question to return to is:
Am I choosing this because it feels like me, or because I want to be seen a certain way?
The aesthetic economy signals a shift in how value is assigned. Products now act as tools of self-definition as much as objects of utility. Brands, objects, and visual cues function as identity markers that shape how individuals present themselves and how they wish to be perceived. This creates opportunities for brands, but it also places responsibility on consumers to remain aware of their motivations.
As aesthetic consumption continues to influence markets and marketing strategy, the most lasting advantage for both individuals and businesses will come from prioritizing authenticity and intention over surface-level performance. In an economy where meaning and emotion carry economic weight, clarity of identity remains the most valuable asset.
Works cited
Brown, S. (1993). Postmodern marketing? European Journal of Marketing, 27(4), 19–34.
https://ssrn.com/abstract=2016082
Coggins, Becca, et al. “State of the Consumer 2025: When Disruption Becomes Permanent.” McKinsey & Company, McKinsey & Company, 9 June 2025, www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-consumer.
NielsenIQ. (2023). Consumer outlook 2023: The unsettled state of global consumers.https://nielseniq.com/global/en/insights/analysis/2023/tl-consumer-outlook-2023-the-unsettled-state-of-global-consumers/