Not My Monkey

What is The Vibe Economy?

The vibe economy refers to the emphasis of consumerism on aesthetics, emotions, and cultural trends, overshadowing traditional economic indicators such as monetary value. The emphasis on product features is shifted to how it makes the consumer feel, in an attempt to connect with consumers.

A prime example is an influencer becoming viral on a social media platform by promoting their personal aesthetic. However, brands can also jump on this trend by offering products that fit certain aesthetics and thus promoting such aesthetics to reach their target audience.

Amplification of Sustainability

The increased interest in the vibe economy can serve as a platform for promoting sustainability. The vibe economy can help reshape the cultural narrative around sustainability, making it aspirational, creative, and community-driven. The emotional appeal of sustainability, framed through clean aesthetics, calming routines, or Earth-toned visuals, can encourage consumers to adopt eco-friendlier lifestyles.

Conflicts in The Vibe Economy

The focus on individual choices can divert attention from the need for systemic change in industries and policies, making it a green-washing exercise for companies. Furthermore, greenwashing thrives in aesthetic environments. A brand can appear eco-conscious simply by using earthy colours, minimalist packaging, or buzzwords like “sustainable,” “natural,” or “ethical.” But behind the scenes, their production practices may still be exploitative or environmentally damaging. The vibe economy can therefore mask unsustainable practices under a curated image. Finally, many consumers now feel the need to replace perfectly functional items with more “sustainable” alternatives (new bamboo cutlery, reusable aesthetic water bottles, or biodegradable phone cases). While these products may be less harmful in isolation, the broader issue remains: consumption is still consumption. If sustainability becomes just another shopping trend, we risk reinforcing the very habits we seek to change.

Rethinking The Vibe Economy

To truly align the vibe economy with sustainability, we need to move beyond current value systems and make sure the following narratives are in place:

• Educate, not just aestheticise: influencers and brands should pair their visual storytelling with honest conversations about the complexities of sustainability
• Shift from products to practices: emphasise habits over constant product promotion.
• Hold brands accountable: encourage consumers to look beyond the brand’s image and ask: what are their actual environmental and labour practices?

Ultimately, the vibe economy holds the power to normalise and elevate sustainable living, but only if we critically engage with the way it’s being used. When sustainability is not just a vibe but a value it becomes more than a trend.