Maturialism: Short for
“mature materialism," this trend revolves
around consumers’ increasing receptiveness
to products, services and advertising
campaigns which are edgy, controversial and
push social boundaries.
According to Trendwatching.com,
maturialism relates to Baby Boomers’
determination to treat themselves to
high-end goods, services, and
experiences simply because they can
afford them.’ This trend is playing out
through the rise in sales of luxury
apartments, international travel,
designer furniture and appliances,
luxury cars, and motorbikes.
It's not just larger consumer goods
that Baby Boomers are upgrading, but
they are treating themselves to
higher-end cosmetics, food, wine, and,
of course fashion. They are also taking
a step up in quality and price range now
that the children have left home. A
precursor and related consumer trend to
maturialism is known as SKI-ing -
or Spending the Kids’ Inheritance - the
term derived from a popular bumper
The maturialism trend represents
a vital combination of 'mature'
consumers pursuing a seemingly
restrained 'best of the best'
materialism. In other words, they are
driving the trend in ditching mundane
goods and services for more
professional, premium or sassier
versions. From heavy duty power tools to
state-of-the-art cameras to grown-up
ice-cream flavors, and more.
The delights associated with
maturialism are enjoyed on a more
intimate level: the pleasure of
consuming (and sometimes subtly showing
off) premium goods and services, with
the 'professional-grade' or 'mature'
label justifying the purchase of items
that might otherwise have been
The ‘risqué’ part of maturalism makes
for fun material and the trend will
become about more mature, real
conversations with customers. It will be
about educating consumers about the
products and services sold, how to make
the most of them, or about displaying
the same transparency and openness
about a brand's processes and actions as
individual consumers now display about
their own lives.
Another source describes maturialism
as a desire by adults to move beyond the
“dumbed-down" teen/tween culture that
dominates everyday life to pursue a
higher quality of products and services.
By Regina Cooper -
If you are interested in
reading another "ism" term, you may want to
minimalism in fashion.