爱你老己，当奋斗叙事失效，一场向内生长的万亿经济悄然开启

Core Viewpoint - The emergence of the phrase "love you, old self" reflects a significant shift in collective sentiment among the younger generation, moving from a narrative of striving for success to one of self-acceptance and care [4][20]. Group 1: Evolution of Self-Love - The phrase "love you, old self" is a rephrasing of a line from the game "League of Legends," transforming self-love from a narcissistic act into a warm, equal dialogue with oneself [2][3]. - This new concept signifies a departure from the previous narrative of self-reward through consumption, which was based on the belief that hard work would yield success [5][6]. - The current sentiment indicates that despite efforts, success is no longer a guaranteed outcome, leading to a need for self-care rather than self-reward [7][8]. Group 2: The "Old Self" Economy - The "old self" economy represents a shift towards a consumption model focused on self-care and emotional well-being, rather than external validation [9][10]. - Consumers are increasingly spending on experiences and products that provide immediate comfort and joy, such as mindfulness apps, relaxation tools, and personal hobbies [9][12]. - This new consumption logic emphasizes the importance of the present self, moving away from the previous focus on future aspirations and societal comparisons [10][18]. Group 3: Structural Changes in Consumption - The traditional consumption model was driven by external validation and social comparison, often leading to anxiety [11][12]. - The "old self" economy flips this model, focusing on internal needs and self-care, where purchases are made for personal satisfaction rather than social status [12][13]. - There is a growing trend towards valuing experiences over material possessions, with consumers seeking products that enhance their emotional state rather than fulfill functional needs [14][16]. Group 4: Future Market Implications - The future consumer market is likely to prioritize stability and self-acceptance over anxiety and competition, reflecting a collective awakening to the importance of the present self [20][21]. - Brands will need to adapt by embracing the realities of everyday life rather than promoting unattainable ideals of success [21][22]. - This shift suggests a potential decline in marketing strategies that induce anxiety, favoring those that provide comfort and emotional support [21][22].