Nestlé Nordics – Consumer Hysteria and the Emotional Middle Class
In a recent presentation for Nestlé Nordics about the changing middle-classes, I also explored how seemingly trivial consumer phenomena—such as the Zoégas and Rörstrand “Mon Amie” collaboration—can be understood as expressions of deeper socio-cultural transformations.
Rather than viewing these moments as irrational “hype,” I approach them as indicators of an increasingly affect-driven marketplace, where middle-class consumers seek continuity, identity, and emotional anchoring through brands.
This raises important questions for companies: not only how to generate attention, but how to understand the conditions under which products become culturally charged—and sometimes unexpectedly so.
