The only thing that stays consistent with our rebrands is our obsession with material consumption
With the start of the new year, there has been no shortage of rebrand videos, posts, and articles proliferating our feeds. Even as trends change, lifestyles evolve, and our sociopolitical climate goes awry, you can always expect a slew of “how to rebrand yourself” videos to greet the front page of various social media platforms.
The Aestheticism of It All
Oftentimes, as a result of the visual, compressed nature of social media, people in these videos end up compartmentalising their lifestyle, habits, and identities into a palatable aesthetic for others to see. For example, to turn into a ‘clean girl,’ you should buy the latest Diptyque perfume and overhaul your entire aesthetic to only include neutrals. To turn yourself into a ‘thought daughter,’ you must be seen with Penguin Blacks and a Louise Carmen leather journal. To become a ‘Pilates princess,’ you must wear matching sets and eat avocado toast every morning. Of course, these social media posts almost never explicitly state that you must purchase these products to build your new identity. However, the association between products and the corresponding identity remains strong; it is difficult to resist the idea that what stands between you and your dream identity is not luck, hard work, or discipline, but rather a product you can buy on Amazon. The new, rebranded identity morphs into a performance rather than insight into how you have improved your life for the better.
Additionally, since algorithms prioritise only the most beautiful and aesthetic of posts, creators are further incentivised to focus on the visual aspects of their newfound identities. As a result, even the most well-intentioned of creators may contribute to this connection between consumption and the rebranding of your identity.
What I find particularly interesting about this phenomenon is that, once the novelty of the new year fades, a wave of criticism about that year’s new trending rebrand inevitably follows. We saw this with the ‘clean girl’ aesthetic, where people began criticising it for being Eurocentric and obsessed with expensive brands. This occurred again with the ‘thought daughter’ aesthetic, as people began pointing out that purchasing or reading that many books is an unachievable goal for most individuals. Though most of the criticisms are mainly focused on the overconsumption and financial constraints associated with such identities, the general public slowly forgets about them over time. Eventually, a new identity to rebrand into emerges, and this cycle persists.
Moving Into the New Year
I suspect that this pattern is driven by the fact that most people do not stop and wonder whether the new and trendy identity aligns with their personal values. Buying ten Penguin Blacks will not make you a reader if you do not value reading; similarly, buying matching athletic wear will not make you fit if you do not value fitness. However, because rebrands are framed online as product-first, it is easy to blame the objects you purchase when you fail to live up to your rebrand, rather than confronting the idea that you may have never valued the ethos of the rebrand in the first place. While many critiques of such rebrands are valid, they often remain reactive rather than grounded in a sustained anti-consumerist stance, allowing the next trendy rebrand to seamlessly take its place by the following new year.
I predict that we will soon see this cycle again. Since the start of 2026, people on social media platforms have been posting about reducing their screentime in favour of going analog, whether it be in their music, hobbies, or other entertainment. This is often framed through phrases such as “reclaiming my brain” or “taking back my attention,” a rebrand that is likely a metaphorical middle finger to the increasing presence of Big Tech in our everyday lives.
Though in theory this change could yield many positives, it is hard not to notice the wave of overconsumption that has been promoted for the sake of going analog. I’ve heard of people buying fifty CDs at once or purchasing an excess number of physical books. However, as discussed earlier, objects do not make a person, and those enamoured by the idea of an analog rebrand without questioning /why/ they would like to do so will find themselves surrounded by meaningless items by the end of 2026.
Am I Just Doomed to Fail at the Hands of the Overconsumption Overlords?
Despite my reservations, I maintain that wanting to improve your life or shift your identity is not inherently negative. Improving yourself should be an intentional practice—one that is focused on your everyday habits and actions.
Personally, I am a very pro-analog person, despite being very frugal and minimalistic. If you are looking for ways to ease into your analog rebrand without overconsuming, here are some things I practice in my daily life to help:
- Get a library card: A Toronto Public Library (TPL) card is free for all Toronto residents. It is also one of the most extensive urban library systems in the world! You can easily request for books to be sent to your closest TPL for convenient pick up. The best part is, if you decide that you hate a book, you can return it with no financial guilt! Since 2024, I have saved over 1000 dollars from borrowing books (though I definitely indulge in a limited-edition printing from my favorite authors several times a year).
- See what items you already have at home: If you are anything like me, you probably have a ton of craft supplies and hobby-items already in your home. Before buying anything new, see what analog activities you can do with those items first.
- Invest in quality pieces: Avoiding overconsumption does not mean that you do not buy anything at all. Instead, it means mindfully purchasing items that you know you will get a lot of use from. For example, to support my writing and journaling hobby, I invested in a Traveler’s Company journal in 2022. It’s super high quality with replaceable inserts, making it a great investment for my lifestyle!
There are so many ways to build new habits and cultivate a lifestyle that suits your values that involve minimal consumption. This is particularly true in Toronto, a city with an endless amount of community centres, free resources, and free events. With the new year, I hope that we can all take the time to reflect on the reasons behind our new resolutions, and find a path forward that embraces your values and pushes you towards happiness!