If you've been on TikTok lately, you've definitely seen La Bubus. Those collectible plushies have replaced Dubai chocolate as the instant cultural reference for micro-trends. But here's the thing—La Bubus, $19 strawberries, $20 smoothies, and $300 Le Creuset pots aren't random phenomena. They're symptoms of something much bigger: what Igor calls the Aspiration Cascade.

Remember when the path was clear? Get the job, buy the house, buy the car, and signal your status through big purchases. But when 50% of Gen Z still depends on their parents for monthly support, and homeownership feels like a fantasy, what happens to our aspirations? They don't disappear—they compress.

In this episode, Igor introduces the Aspiration Cascade Framework—a systematic way to understand how blocked macro-aspirations (houses, cars, extended vacations) cascade down into midi-luxuries (fancy travel, designer subscriptions), then micro-luxuries (Aesop soap, fancy danishes), and finally nano-moments (TikTok scrolling, collectible dopamine hits).

The framework reveals why:

You'll spend €300 on a French pot but can't imagine buying a house
Morning coffee rituals involve €18 beans and precision scales
People collect blind box toys and document the unboxing
"Little treats culture" isn't frivolous—it's how we preserve aspiration under economic pressure

This isn't about judging consumer choices. It's about understanding the systematic forces—economic barriers, attention fragmentation, social sharing imperatives—that reshape how we dream, spend, and signal who we are.

Chapter Markers:

00:00 Introduction: Little Treats Culture
03:29 Rich in Cash Flow, Poor in Assets
09:00 The Aspiration Cascades Framework
12:12 Why Aspirations Compress
18:31 How Brands Engineer the Cascade
23:54 Dopamine Culture's Role
29:47 The Four Levels Explained
36:53 Closing Thoughts

Links:

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You can also watch this episode on Youtube⁠

Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.

Follow the Rabbit is hosted by Igor Schwarzmann & Johannes Kleske

Find out more about ⁠⁠Igor Schwarzmann⁠⁠

Find out moire about ⁠⁠Johannes Kleske⁠⁠

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