You’re Not ‘Rebranding’, You’re Falling For Capitalism

The 2026 New Year 'rebrand' trend claims to be for growth but often results in burnout. We live in an online culture obsessed with self optimization and productivity. Whether it's vision boards and rebrand TikToks or wellness marketing and gym culture, personal change has quietly turned into another form of consumerism. In this video, we're breaking down why treating yourself like a brand is not the path to self improvement and how real growth can happen without buying a new version of yourself.


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Timestamps:
0:00 intro
1:46 new years traditions
3:04 the concept of a rebrand
7:22 when identity became a brand
10:06 the capitalism of it all
12:03 healthy intention & goal setting
14:20 start now, not next year

video researched and co-written by briana morales
ig, substack & tiktok: @oatbasedbeverage

#imurgency #genz #rebrand #productivity