The motto of our time is, “Live fast, buy faster.” Anywhere we go, anywhere we look, there are exciting offers: sales, discounts, new releases, limited editions. Brands are doing anything they can in order to sell more, and sell faster. And it’s surprising for them to see some kind of resistance. The society that is used to just consuming things has started to rebel against the idea of constant shopping. A total simplification is coming, in contrast to mass consumption: in things, food, clothes, and even life goals.