The "Wow Effect" Is No Longer Enough: How Businesses Can Stay Successful in the Age of Rational Consumption

Source: International Business Times

Olga Osokina Innovator Olga Osokina on how AI has changed the relationship between consumers and brands, why emotional reactions matter, and what makes the Labubu case worth studying. In recent years, the global trend toward conscious consumption has gained momentum. In 2025, its popularity surged—tens of thousands of people joined the No Buy 2025 initiative, aiming to go a year without impulsive or irrational purchases.