From New York to Tokyo, from Marrakech to Melbourne, the way people spend money is quietly changing. No longer focused on material shopping or chasing forms, global consumers now prioritize spending on what brings real life value: A memorable concert, a class to help change jobs, a group trip with old friends, or simply a happy afternoon with the community. After the global shock called COVID-19 and in the context of economic uncertainty, people do not stop spending money - but spend in another way: Concisely, clearly, worth it.
Live fast, live happily but not live in a hurry
In the US, tickets for famous tours by famous singers Taylor Swift, Beyonce or Harry Styles are usually sold out in a few minutes. According to the Washington Post, spending on live entertainment has increased sharply in 2023, despite inflation. Lisa Hernandez, a marketing employee at Chicago, said she flew to New York to see Beyonce overnight: I had spent money on those things. But after a few years of being stuck, I don't want to miss anything anymore".
In the UK, a survey conducted by Barclays shows that people reduce their spending on fashion and daily meals but increase it sharply for tourism, concerts and community events. Hannah, 43, living in Manchester, took her whole family to see the musical "Mamma Mia!" and described it as the happiest night of the year. The fee for that evening was many times more than the three new dresses, she told The Guardian.
In China, weekend trips, high-speed travel (3 cities in 4 days), are popular with young people. Yuan Xin, 29, a teacher in Guangzhou, told Reuters that she often book high-speed train tickets to neighboring provinces every short vacation. Im not on vacation, I need a move. I want to see a new scene, a new person, and live faster".
Not only young people, but also the elderly are spending money in a new way. Ms. Nora Kaplan, 67, living in Florida (USA) and her group of retirees regularly organize train trips around the US. "We are not buying new handbags anymore. We buy time together, she said in an interview with AFP.
In Morocco, after a major earthquake in 2023, a wave of domestic tourism emerged with the slogan: "Travel to support". People in big cities like Casablanca flock to the mountains to relax, consume and support the local community. Amina, 27, said: "I spend money to live and if I can help others from there, it will be even more worth it".
buy skills, buy memories, buy proactive health
In many places, people do not spend money to own, but to become. Learning a new skill, trying a new hobby, investing in physical fitness - all are becoming new destinations for personal cash flow.
In Tokyo, Ms. Mayumi, an accountant in her 40s, signed up for an evening pottery class after work. I used to think I didnt have croissants, but then I discovered that it was something that calmed me down and satisfied me every week. On Japanese social networks, keywords related to adult classes have increased sharply, including making underparts, watercolor painting, photography, hand-embroidered.
In Seoul, Jeong Hoon, a final year student majoring in IT, told BBC that he spent money on extra Spanish to prepare for his work abroad. I spend money on something that makes me closer to my dream. Just don't give me anything that makes me Stand still."
In Thailand, a group of women over 30 named The Makers shared on CNN that they organize a new experience every weekend: Making coffee, cooking, making candles, traditional dances... Instead of buying things, we buy souvenirs, they said.
In Melbourne, Australia, many parents have switched from studying more Math - Physics - Chemistry to registering for their children to learn life skills: Growing vegetables, cooking, repairing bicycles. Rachel, a mother of two, told The Guardian: I want my children to learn how to live before learning how to take the exam.
In Brazil, young people of African, Portuguese or indigenous origin are participating in the trend of "root-connected tourism". They went back to their ancestral homeland, lived for a few weeks, learned ancient languages, and made traditional dishes. I pay to know where I come from, Joao, a 28-year-old designer, told BBC.
Meanwhile, the personal health sector also witnessed a new wave of spending - towards proactiveness and efficiency. No longer a quiet spa or gentle health spa, but boxing, cycling, running, community sports competitions. Clara, a creative director in Singapore, told the New York Times: I used to spend thousands of dollars a month on cosmetics and branded goods. Now I sweat with friends, drink smoothies and feel healthy and beautiful from the inside.
In Jakarta, Indonesia, running communities are spreading, with sales of sneakers, health monitoring watches and drinks recovering. Consumers here do not come to sports for show, but for the joy of connection. I find running 5km with a group of friends more useful than going to a bar, a member shared.
Expenditures are a new investment
It can be seen that global consumers are quietly building a new lifestyle through each spend. Not wasteful, but not strict with yourself. Don't delay what makes them happy. Do not wave your hands at things that do not leave memories.
They spend money to make ends meet - there is no surplus, no shortage. To live healthy, live happily, live cohesively. Every concert ticket, every group trip, every short class is an investment: Not for property, but for a better version of yourself.
From crowded concerts, to ceramic classrooms in a small street, from group trips to strange highlands to morning runs, the way people around the world spend money is saying one thing: They don't buy things, they buy experiences. Not storing, but connecting. Not wasteful but not hesitant enough to ignore the things that make you happy and healthy.
A new generation of consumers - multi-class, multi-age - is simultaneously choosing to spend differently. Do not announce noisy, do not follow temporary trends, but quietly adjust the priority order: Memories before material things, skills before brands, health before appearance, presence before ownership.
They don't spend money to show, but to feel. Not to own more, but to expand life in a more profound way. And in that world, spending is no longer a financial act but a way of life.
