New luxury: time to live

How the Zumer Generation is Rethinking Wealth




In a world where speed has become synonymous with success and employment with status, a quiet revolution is taking place. Generation Z, who grew up in the era of digital technology and global crises, is challenging established notions of what it means to live well. They don’t aspire to expensive cars, don’t collect branded bags and aren’t ready to sell the soul behind a corner office with panoramic windows.

Instead, they discovered a new form of luxury: time. Time to read a book in the park on Wednesday morning. Time for a spontaneous trip to the sea. Time to talk to friends without looking at the clock. This is not laziness or irresponsibility – it is a conscious choice to live life to the fullest, not to exist in survival mode.

Rethinking Success: From Ownership to Being

Sociologist Thorstein Veblen, in his theory of conspicuous consumption, described how people buy expensive things to show their social status. But what happens when an entire generation refuses to play the game?

According to Deloitte’s 2023 study, 64 percent of Gen Z members consider work to be just a way to make a living, not a raison d’être. They are willing to earn less if it gives them more free time.


The buzzers understood something fundamental: true wealth is measured not by the number of zeros in a bank account, but by the quality of moments lived. They saw their parents working 12 hours a day to buy a house they only needed to have a place to sleep between shifts.



The psychology of temporary luxury

Neuropsychologists have long known that the human brain is not adapted to constant stress and multitasking. Chronic timelessness leads to burnout, depression and reduced creativity. Zumers intuitively understood this and began practicing what scientists call “temporary abundance.”

Time is the only resource that cannot be bought, saved or returned. It can only be lived. And the buzzers decided to live it well.


Practical Strategies for Temporary Freedom

How can an ordinary person living in a world of rent payments and loans find this new luxury? Zumers have developed several effective strategies:

Lifehacks of temporary luxury
Minimalism as a philosophy: Avoid unnecessary purchases. Every thing in the house takes time to care for, storage space, and mental energy to make decisions.

Digital detox: Set boundaries with technology. An hour without notification becomes an hour of quality life.

Performance: Talk to your employer about a flexible schedule. Research shows that people who work remotely or on flexible schedules are more productive.

Micro-travel: Don't wait for a vacation. Explore the area over the weekend. New experiences do not require large budgets.

Social boundaries: Learn to say no to activities that are not fun. Your time is more expensive than someone else’s expectations.



The economy of time versus the economy of things

The transition to temporary luxury creates a new economic model. Instead of producing more goods, society is investing in services that save time: food delivery, cleaning services, automation of routine tasks.

43%
Buyers prefer shopping experience

67%
Ready to work less for less money

78%
Balance is more important than career growth



Companies are already adapting to this trend. Netflix pays employees for unused vacations, Google provides 20% of working time for personal projects, and startups offer a four-day work week as a competitive advantage.

Impact on society and culture

This shift in values is already changing the urban environment. There are coworking areas with lounge zones, parks with free Wi-Fi, cafes where you can sit all day for one cup of coffee. Cities are beginning to compete not only in the number of jobs but also in the quality of life.



Zoomers bring us back to the realization that life is not a preparation for something bigger, it is the most. Every day, every hour, every minute of mindfulness and presence.

Challenges and obstacles

Of course, the transition to temporary luxury is not without difficulties. Economic inequality means that not everyone has the privilege of choosing time over money. But even in limited circumstances, you can find ways to optimize your time and make it better.

The key is to stop measuring life by external metrics of success and start listening to internal cues of well-being. What really makes you happy? What makes life meaningful? Often the answers to these questions do not require more money, but more time for reflection.

Generation Z doesn't give up on success - it redefines it. They understand that the most expensive thing in the world is time spent on things that are not important. And this is their wisdom that can teach us all to live more consciously and fully.


Perhaps it’s time to ask ourselves, what if true luxury is not something we can afford to buy, but something we can afford not to do? What if wealth is an opportunity to wake up in the morning and decide how to spend the day based not on commitment, but on desire?

The buzzers already know the answer. It remains only to follow their example.

Glossary
Zumers (Generation Z)
People born between 1997 and 2012, raised in the age of the internet and social media, characterized by a pragmatic approach to life and work.

Temporary abundance
A psychological state in which a person feels that they have enough time for important things, which reduces stress and improves quality of life.

Demonstrative consumption
Thorstein Veblen's theory of buying expensive goods to demonstrate social status, not for practical use.

Work-life balance
The balance between professional responsibilities and personal life, allowing a person to develop in both areas without compromising health.

Digital detox
Consciously limiting the use of digital devices and the internet to reduce stress and improve quality of life.

Minimalism
A philosophy of life based on the conscious limitation of material things for the sake of greater freedom and awareness.