Why Everything Looks the Same

How economic globalization, generational transition, and technology converge to flatten the consumer experience

Do you ever get the feeling that everything around you looks the same?

• Interior spaces
• Consumer brands
• Cars
• Restaurant menus
• Apps
• Websites

Across every consumer category, variety and originality have given way to monotony and conformity.

A triple threat of economic globalization, generational transition, and new technology has flattened the aesthetics of our digital and physical lives.

What are the origins of these regressive trends? Why do they matter? And what can founders, marketers, and creators do to stand out amid a sea of sameness?

The “Airbnb-ification” of interior aesthetics

In his 2016 story for The Verge titled “Welcome to Airspace: How Silicon Valley helps spread the same sterile aesthetic across the world,” Kyle Chayka revealed the banal consequences of Airbnb’s rapid rise. Playing on the company’s name, he called the phenomenon AirSpace:

“It’s the realm of coffee…