Core Insights - The article discusses the shift in consumer mindset from valuing "usefulness" to embracing "uselessness" as a significant factor in purchasing decisions, particularly among younger generations [1][2][6][15] - It emphasizes that the concept of "useless" products can hold substantial emotional and narrative value, which resonates more with today's consumers [6][12][13] Group 1: Consumer Behavior - Older generations tend to evaluate products based on their functional utility, while younger consumers prioritize emotional and symbolic meanings [1][6] - The willingness of consumers to pay a premium for "useless" items, such as collectibles, indicates a deeper psychological need for identity and meaning [2][4][10] - The article highlights that today's youth, having not experienced material scarcity, seek higher-level pursuits in their consumption habits [6][12] Group 2: Marketing and Design Philosophy - The concept of "emptiness" or "space" in design allows for greater consumer engagement and interpretation, moving beyond mere functionality [7][9] - Effective marketing should focus on the narrative and emotional resonance of products rather than just their features and benefits [12][13] - The transition from a focus on functional value to meaning-driven value represents a significant shift in the marketplace, suggesting that brands need to adapt their strategies accordingly [15]