The biggest trend of the decade is the meta consensus “Save the world”. As an antipole a subtle, sometimes drastic rebellion is developing. The smart neo-rebel protests against popularly-accepted behavior and enjoys being different.

Guerilla consumption versus consumption boredom
Example: Ugliness preferred! A beverage turns beautiful only after shaking.

Product variations and product novelties
In an age of excess supply, product variations and product novelties are used to structure a daily routine which is more diversified.

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