Cultural brain · Identity & Signaling
Anti-Identity Consumption
Rejecting products, brands and trends to signal who you are not — the mainstream, the corporate, the conformist; a mirror-image of identity signalling, and just as marketable.
An everyday example
Paying a premium for the brand that markets itself as anti-brand.
What it can cost you
Defining yourself by opposition, which lets the opposed thing steer you; buying rebellion from a corporation.
Warning signs
- My taste is defined by what I refuse.
- The rebellion has a marketing department.
One thing to do
Ask what you would choose if the mainstream did not exist; if the answer is different, your choice is still theirs.
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