A whole new genre of content and creator has moved to the fore: one defined by curating a specific mood or feeling.

The Vibe Economy is premised on connecting people through moods and feelings instead of simple interactions. The driving factors of this system are that culture-is-a-service and people are searching for a sense of community.

Gen Zs and millenials crave belonging, brands-form-identities.

The Vibe Economy profits not on selling products but on selling a starved version of belonging. If brands-form-identities and culture-is-a-product, then brands are not going far enough.