Great, thought provoking read. I’m constantly analyzing the ambivalence of brand culture. I’ve read books, essays, and other articles (likened to yours) that have caused me to actually dislike the usage of the words “brand” and “lifestyle”. Then, putting the two words together is even more disturbing. I often scroll social media and wonder how many brands are truly being purposeful in their businesses or are they trying to people please for the sake of “competing”.