If you’ve ever dropped money on a yoga mat, convinced yourself you were about to become a daily sunrise yoga person, and then let it collect dust under your bed—congrats, you’re a millennial.
Aspirational purchases aren’t just a spending habit; they’re practically a generational rite of passage. We don’t just buy things; we buy the lifestyle we dream of having. It’s the fancy planner that will make you a productivity machine, the high-end cookware for all those gourmet meals you’ll cook instead of Postmating sushi again, or the Peloton that will definitely turn you into an at-home fitness enthusiast.
But why do millennials fall so hard for this? And why do we all have the same graveyard of abandoned, hopeful purchases? Let’s break it down.
The Millennial Lifestyle Obsession: Why We Keep Buying Into Different Identities
It does seem counterintuitive—millennials are known for being socially progressive, valuing diversity, and rejecting rigid societal expectations. Yet, they are also obsessed with curating different lifestyles through aspirational purchases. Why?
1. The Identity Crisis of the “Maybe Someday” Generation
Unlike previous generations who followed a linear life path (school → job → marriage → house → kids), millennials were told they could be anything—which, ironically, has made it harder to settle on one identity. Instead, they dabble in multiple lifestyles, often through consumerism.
- Bought a DSLR? Now you’re a “photographer.”
- Invested in a minimalist aesthetic? Now you’re a “clean girl.”
- Gotten really into skincare? Welcome to “that girl” culture.
According to sociologist Anthony Giddens, the modern self is a reflexive project, constantly being constructed and reconstructed through choices—including what we buy. (Source: Modernity and Self-Identity, 1991) Millennials see personal branding as fluid and explore identities through purchases instead of long-term commitment—which, let’s be honest, is way safer than actually changing your life.
2. Social Media: The Amplifier of Lifestyle Hopping
Before, people might have been inspired by magazines or celebrities. Now? Every curated lifestyle is right in our feeds. One week it’s Cottagecore, the next it’s Y2K nostalgia, and then suddenly everyone’s into van life. The ability to see and try different aesthetics instantly makes aspirational shopping more tempting.
Sociologist Jean Twenge explains:
“Social media doesn’t just expose millennials to trends; it pressures them to participate in those trends to stay socially relevant.” (Source: iGen, 2017)
3. Late-Stage Capitalism & The Mirage of Self-Improvement
Many millennials are financially stuck (student loans, housing crisis, inflation), meaning big life changes (buying a house, traveling the world, switching careers) aren’t realistic. Instead, they consume the illusion of progress—buying symbols of self-improvement rather than achieving it.
- Can’t afford a bigger home? Buy better organization bins.
- Feeling unproductive? Buy a fancy planner instead of addressing burnout.
- Hate your job? Buy an online course you’ll never complete.
Philosopher Slavoj Žižek discusses this phenomenon in consumer culture, where we buy things not to actually use them but to symbolize a change in our lives—whether that change ever happens or not. (Source: The Pervert’s Guide to Ideology, 2012)
4. Millennials Reject Social Norms… But Still Seek Meaning
Millennials are socially liberal, rejecting rigid traditions like gender roles, workaholism, or keeping up with the Joneses—yet they still crave meaning and structure. Since they don’t subscribe to traditional life markers, they instead create their own, often in the form of aestheticized lifestyles.
They may not conform to older societal norms, but they still construct identities through micro-trends, consumer choices, and personal branding—it’s just a different kind of social signaling.
The Top Aspirational Purchases Millennials Keep Falling For
This list is backed by multiple consumer trend reports from Morning Consult, Mintel, and GWI, all of which highlight how millennials prioritize self-improvement and identity-driven purchases.
✅ Fitness Equipment – Yoga mats, dumbbells, expensive gym memberships… all gathering dust. (Source: Mintel Consumer Trends Report, 2023)
✅ Productivity Tools – Planners, fancy note-taking apps, bullet journals that look nice but are completely empty. (Source: GWI Consumer Behavior Analysis, 2022)
✅ Cooking Essentials – Air fryers, $300 blenders, that cookbook you swear you’ll use. (Source: Morning Consult, 2023)
✅ Home Aesthetics – Designer furniture, aesthetic coffee mugs, the perfect cozy reading nook (even if you don’t read). (Source: Retail Touchpoints Report, 2023)
✅ Hobby Investments – DSLR cameras, musical instruments, craft supplies—because one day, you’ll be creative. (Source: Khoros Consumer Trends, 2023)
Confession Time: Here’s What I Bought
Let’s be real—I’ve fallen for plenty of these myself. Here are just a few of my own aspirational purchases, in case you might have better success than I did:
🔥 Stained Glass Look Paint – Because I thought I’d suddenly become a DIY pro. Get it on Amazon 🔥 Needlepoint Kits – Thought I’d take up embroidery. Nope. Get it on Amazon 🔥 Treadmill – I swear, I was going to run every day. Get it on Amazon 🔥 Penguin Clothbound Classics Collection – I own 70% of them because maybe I need to read all the classics. I’ve read none. Get it on Amazon
Sound familiar? Thought so.
What’s the Most Aspirational Purchase You’ve Ever Made?
Let’s be real—everyone has one (or ten). Share your most ridiculous, useless, or actually life-changing aspirational purchases in the comments. Let’s roast ourselves together. 🔥
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