- Ski Aggu, Ikkimel & Co. Express: "Time to shake things up... and then let's move on to some intimate activities!"
In a world grappling with political disillusionment and looming crises, a new trend is emerging among young people - hedonism. This shift away from personal restraint towards prioritizing pleasure, fun, and self-fulfillment is currently dominating youth culture.
Silke Borgstedt, a sociologist at the Sinus Institute, has confirmed this trend, attributing it to nihilistic tendencies and the loss of faith in a good future. The group of people who belong to hedonists or consumer hedonists is growing, according to Borgstedt.
This hedonistic boom is evident in the music scene, with artists like Zartmann singing about living recklessly and enjoying the last summer, and the musicians Ikkimel and Ski Aggu having a hit song "Germany" where they sing about taking champagne and partying. Zartmann's song "wunderschoen" suggests a connection between the desire for excess, oysters, and cheap flights.
Generation Z particularly likes to show off oysters on Instagram as a treat, reflecting a growing interest in luxury items as status symbols. Luxury brands are once again seeing increasing sales, a testament to this trend.
However, this hedonism is not without its controversies. The glorification of irrationality can sometimes be questionable, even dangerous, as seen in Ski Aggu's song "Palermo". The line between excessive pleasure and reckless behaviour is thin, and it's a line that some artists are pushing.
Streaming services, such as Netflix, offer numerous series that idealize decadence, such as "White Lotus" and "And just like that". These shows, along with digital and pop-cultural platforms like Instagram and TikTok, exaggerate hedonistic behaviour, making it an ideal stage for hedonistic displays.
Despite the increase in hedonistic behaviour, concerns about the climate for young people do not decrease. Instead, they are expressed less in personal restraint and more in a calculated escape from constant worries and crises. Many people this summer have been posting concert clips, pre-party photos, and smoking selfies on Instagram, documenting their hedonistic experiences within a defined framework.
This new wave of hedonism is a reaction to the crises, particularly the COVID-19 pandemic and its aftermath. It's a response to the feeling of being restricted due to financial worries, not lockdowns. Young people are more inclined to do what they can now, out of concern for the next price hike and in light of further wars and crises.
Ski Aggu's self-presentation and music consciously exaggerate a lifestyle, not mirroring reality 1:1, but may also reflect engagement with society and the role of women within it. The desire for experiences increases, and decisions against flying and associated flight shame take a back seat.
In conclusion, hedonism, as a calculated escape from constant worries and crises, is currently a dominant attitude among young people. It's a trend that's being amplified by digital and pop-cultural platforms, and it's a trend that shows no signs of slowing down anytime soon.
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