Why Aesthetic Living Is More Than Just Pretty Things
- Amelia Er
- Jan 21
- 6 min read
Ever noticed how life suddenly feels a little better once you get matching cup sets, a cozy blanket, or a few scented candles on the shelf? You’re definitely not the only one. More and more people are gravitating toward things that look and feel good, fueling what many call the rise of “aesthetic living.” From pastel water bottles to minimalist desk setups, the trend is everywhere, and it’s reshaping the way we think about our everyday spaces.
In simple terms, aesthetic living is about making daily life visually and sensorially pleasing. It’s trending not just because it looks nice, but because it lets people, especially Gen Z, express individuality, find community, and create a sense of comfort and control in an otherwise chaotic world. And honestly, I catch myself leaning into it too. There’s something oddly satisfying about having everything look “put together,” even if it’s just the corner of my room or the way my workspace is arranged.
But here’s the big question: do these pretty things actually make us happier, or are we just decorating our lives for the sake of it?
What’s Driving Our Love for Beautiful Things
Because our generation practically lives online, social media has played a major role in the rise of aesthetic living. Beyond that, the desire for personal expression and the popularity of Instagram-worthy spaces have also become key drivers of this trend. Let’s briefly unpack each factor and explore the why behind it.
Social Media Influence
Compared to previous generations, Gen Z grew up with the internet as a constant presence. We’re the first generation to experience social media from our teenage years, allowing it to shape how we see the world, and how we present ourselves in it.
As a result, we’ve become more accustomed to the aesthetic side of life because it’s what we consume daily. From outfit inspiration to desk setups and home décor ideas, these visuals are everywhere online. When everyone around us is curating their lives visually, it naturally influences us to follow suit.
The Desire for Personal Expression
Whether through fashion, home décor, or lifestyle choices, aesthetics have become a powerful way for people to express who they are. Social media provides a space for individuals to showcase their personality, values, and creativity through visuals.
Creating an aesthetic, whether through photography, fashion, or room styling, can also be a form of self-care and self-discovery. As people grow and evolve, their aesthetics often change too, reflecting different phases of life and personal development.
Instagram-worthy Spaces
As aesthetic living continues to gain popularity, brands and businesses have adapted to meet this generation’s visual preferences. From photo booths and Muji-inspired Airbnbs to aesthetically designed cafés, companies are increasingly creating products and spaces that are meant to be seen and shared online.
This shift exists because everyday moments feel more special when they look good. Aesthetics allow people to romanticize daily life, turning even the most routine experiences into something meaningful and enjoyable.
Altogether, these factors have turned aesthetic living into more than just a personal preference. It has become a powerful marketing tool. Brands are no longer just selling products. They are selling a lifestyle that looks good, feels good, and fits seamlessly into our online feeds. Aesthetic elements are now intentionally woven into almost everything being marketed to capture attention in an oversaturated space. And honestly, I’m not immune to it either. There is something about clean visuals and well-designed spaces that instantly draws me in.
How We Live the Aesthetic Life
As aesthetic living continues to grow in popularity, it has gradually made its way into our everyday routines. From interior design and home gadgets to self-care habits, people are increasingly embracing aesthetics as part of daily life. What was once seen as extra or unnecessary is now something many actively seek out. To better understand how this trend shows up in real life, let’s look at how marketers apply aesthetic living and explore a few short case studies of popular apps and brands that embody this lifestyle.
Real-Life Examples of Aesthetic Living
One of the most common places we see aesthetic living in action is on social media, especially on platforms like Instagram and TikTok. Apps like Instagram have become visual-first spaces where clean layouts, cohesive color palettes, and curated feeds are the norm. From influencers sharing their morning routines to cafés designing “photo-friendly” corners, everyday life is increasingly shaped around how good it looks on screen.
Another strong example is Apple AirPods. While wireless earbuds existed before, Apple turned a functional tech accessory into a fashion statement. Their clean, minimal design and sleek white case made them instantly recognizable and visually appealing. People began incorporating AirPods into outfits, showing them off in photos, and even styling them alongside other lifestyle products. Apple’s emphasis on simple, elegant design helped make even a small everyday item feel aesthetic, proving that product visuals can influence how we value and use things in daily life.
Case Study 1: Instagram and the Rise of Curated Daily Life
Instagram wasn’t always about aesthetics, but over time, it evolved into a platform where visual appeal matters. Features like grid layouts, Stories, and Reels encourage users to present their lives in a polished and visually pleasing way. This has influenced how people decorate their rooms, plate their food, and even plan their daily routines. In turn, brands adapt their content to match these expectations, using clean visuals and lifestyle-driven marketing to blend seamlessly into users’ feeds.
Case Study 2: Montigo and Aesthetic Everyday Essentials
Instead of focusing only on functionality, Montigo emphasizes sleek designs, soft colors, and minimal branding. Their bottles are often styled in desk setups, gym bags, or travel photos, making hydration feel aesthetic and aspirational rather than boring. This makes the product not just useful, but also something people want to be seen using. Their marketing focuses on lifestyle imagery rather than hard selling, allowing consumers to imagine the product as part of their own aesthetic routines. This approach turns a simple water bottle into a statement piece, reinforcing how aesthetic living influences even the smallest daily habits.
How Brands Are Using Aesthetic to Connect
From a marketing perspective, aesthetic living allows brands to connect with consumers on a deeper, more emotional level. Through thoughtful visual branding such as clean designs, cohesive colour palettes, and visually pleasing content, brands can instantly communicate who they are and what they stand for. A strong aesthetic makes a brand feel both relatable and aspirational, encouraging consumers to see its products as a natural part of their everyday lives.
To strengthen this connection, many brands turn to experiential campaigns and lifestyle-driven content. Pop-up events, well-designed retail spaces, and carefully curated social media posts don’t just showcase products. They show how those products fit seamlessly into real-life moments. Instead of hard selling, brands focus on inspiration and storytelling, inviting consumers to buy into a lifestyle rather than just a single item.
This approach works because aesthetic consistency plays a major role in building brand loyalty and engagement. When a brand consistently uses the same colours, fonts, layouts, and tone, it becomes instantly recognizable even without a logo. Seeing the same aesthetic across websites, social media, ads, and emails creates a cohesive and intentional experience. Over time, these consistent visuals and moods become tied to certain emotions, whether it’s calm, confidence, excitement, or a sense of luxury. That emotional familiarity is what turns casual audiences into loyal supporters.
Aesthetic living matters today because it helps people bring more intention, comfort, and meaning into their daily lives. In a fast-paced, always-online world, paying attention to how things look and feel allows us to create spaces and routines that feel calm, personal, and emotionally fulfilling. This trend is likely to keep growing, as it reflects a deeper desire for self-expression and mindful living rather than just following surface-level trends.
That said, there’s no need to stress about keeping up with every aesthetic trend. The key is finding your own balance and embracing your personal style in a way that feels authentic to you, not just because everyone else is doing it.
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