02/22/2026
Over the past few years, I’ve noticed something interesting...and I bet you have too.
Ads feel different.
Commercials feel more pointed.
Social media posts feel oddly specific.
Sometimes a brand message resonates deeply… and sometimes it makes you think wait, who is this even for?
A lot of people describe this as brands becoming “political.”
But from a marketing perspective, that’s not exactly what’s happening.
Marketing didn’t suddenly get louder.
It got more precise.
We’ve moved from mass messaging to micro-audiences. Companies now understand exactly who buys from them, who recommends them, and who doesn’t - and they speak directly to those groups. So when something feels misaligned, it often just means you’re not the audience they’re prioritizing in that moment.
And that shift changes something bigger than advertising.
It changes how we spend.
One of the ideas I explore in my newest blog is this:
When you spend money, you’re not just buying a product.
You’re reinforcing a supply chain, leadership decisions, labor practices, and values; whether you intend to or not.
Over the past year I’ve noticed myself naturally shifting.
Less convenience shopping.
More local stores.
More pauses before clicking “buy now.”
Not perfectly. Not rigidly. Just more aware.
Because mindfulness doesn’t only live in meditation or yoga...sometimes it lives in the checkout line.
If this resonates (or challenges you a little), I’d love for you to read the full piece - and maybe even audit three brands you regularly buy from.
You might be surprised by what you find.
👉 https://meghaskell.com/blog/mindful-spending-is-the-new-mindfulness-practice
And tell me: have you changed where you shop in the past few years?
Brand messaging feels more personal, and sometimes political. Learn how hyper-targeted marketing reshaped consumer power and why mindful spending matters.
