If we have the choice, we’re not going to settle for companies that remain flagrantly destructive.
That’s thanks to both emerging legislation around ecological impact, such as the European Green Deal, the U.K.’s Plastic Packaging Tax and increasing consumer awareness. It’s critical commercially: Brands that don’t engage with circularity simply won’t have a long-term future. Where do brands come in? They’re engaging with more “spiritual” ideas in ways that range from the playful to the cerebral. This interest in a more intentional and nature-centric approach is reflected in everything from the U.K.’s steep waiting lists for city allotments and the rewilding of our homes and urban environments to the trend of Buddhist symbolism in tattoos and the unwavering appetite for immersive art and design experiences like the Mandala Room at New York’s Rubin Museum. Unlike the Ancient Roman astronomer Ptolemy, we know that the universe does not revolve around us-and there’s a palpable cultural shift that offers some hope that people and brands alike can make positive steps toward a more considered way of life. However, this is just one side of a far broader conversation with the potential to reconceptualize our approach to life, realigning our worldview away from the lens of human need. But today, it can feel as though cultural conversions around “the universe” center on colonial, capitalism-fueled ideals-Elon Musk’s race to Mars, for instance-or individualistic impulses like manifesting or TikTok’s obsession with horoscopes. Looking to the stars for inspiration and hope is a human reflex as old as time. In the midst of existential peril, turning to larger concepts outside of our material reality is a major comfort.
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