Navigating Nouveau Nihilism: Consumer Perspectives

This chapter examines the rising trend of nouveau nihilism among consumers, particularly how younger generations cope with economic uncertainty and shifting aspirations. It emphasizes the challenges brands face in fostering trust and connection while addressing consumers' growing demand for relevant and empathetic engagement. Practical strategies for brands are discussed, focusing on genuine connections and proactive support in financial education to meet the evolving needs of today's shoppers.