Fringe Forces Reshaping the Future: Longevity, #NoBuy, and the Rise of Sober Curious

Welcome to The Lunchtime Series with Kevin Britz, where leadership meets insight and future-forward marketing takes center stage. In this powerful final episode for June 2025, Kevin Britz and marketing futurist Craig Page-Lee dive deep into the fringe consumer behavior forces rapidly moving from the edge to the epicenter of modern brand strategy.Together, they unpack: • The Longevity Economy and age-driven innovation • The Gen Z-fueled #NoBuy Movement and the paradox of spending + conscious restraint • The rise of the Sober Curious lifestyle and how it’s disrupting the beverage industry • Emerging Crowdshipping innovations in grocery logistics across developing marketsThis is not just a conversation — it’s a signal broadcast for marketers, brand leaders, and future-thinkers.🔗 Listen. Reflect. Realign.Subscribe and share to ripple these conversations into your world.⸻⏱️ Timestamps00:00 – Intro: Wrapping up June & entering H2 202501:00 – Recap: 5 Key Consumer Behaviors from McKinsey’s “State of the Consumer 2025”04:00 – Fringe Force 1: Longevity & Age-Driven Innovation07:25 – Shifting Perceptions of Aging09:00 – Fringe Force 2: The #NoBuy Movement – Gen Z’s Intentional Pause12:40 – Gen Z: Duality of Conscious Minimalism + Value-Based Splurges15:00 – What Brands Must Do: Design for Duality, Justify Value, Enable Opt-Out17:00 – Fringe Force 3: The Rise of the Sober Curious Movement20:40 – 7 Reasons Gen Z is Reassessing Alcohol25:30 – New Social Rituals, Mental Health Priorities & Biohacking28:40 – Fringe Force 4: Crowdshipping & E-Groceries in Emerging Markets32:30 – The Future of Micro Logistics and Urban Convenience34:10 – 6 Key Trends Every Brand Must Track for the Next Decade36:40 – Final Thoughts: Fringe is Now Center Stage⸻🧠 About This EpisodeThis episode is a pulse check on the next era of consumer consciousness. Craig Page-Lee brings razor-sharp insight into behavioral shifts and their commercial implications, while Kevin Britz grounds the discussion with actionable leadership and transformation wisdom.Together, they map the terrain brands must navigate — or be left behind.⸻🎙️ Host & Guest Info🎤 Host:Kevin BritzExecutive Coach, Leadership Strategist, and Founder of Contagious Identity.Host of The Lunchtime Series, Kevin is a voice for transformation and alignment in the age of AI and evolving human intelligence.Website: www.kevinbritz.comLinkedIn: Kevin Britz🎯 Guest:Craig Page-LeeMarketing & Communications Strategist | Brand FuturistCraig Page-Lee is a returning co-host and marketing authority, known for his ability to decode emerging trends and translate them into brand relevance. His expertise spans consumer psychology, communication strategy, and brand innovation.LinkedIn: Craig Page-Lee⸻🏷️ Tagsconsumer trends, marketing strategy, leadership podcast, Kevin Britz, Craig Page-Lee, longevity economy, sober curious, gen z marketing, #nobuy2025, conscious consumerism, fringe forces, future of branding, the lunchtime series, contagious identity, emerging markets, crowdshipping, e-groceries, sober living, age-driven innovation, brand design, contextual fluidity, ethical AI, marketing podcast, podcast South Africa, Mckinsey consumer trends, modern marketing, high-performance culture, emotional branding