The answer lies in three main factors: global stress, nostalgia, and the aesthetic pressure of social media.

We are living in a time of uncertainties – whether it’s climate crises or a constant feeling of burnout – and comfort has become a tangible escape, a way to create small refuges in the chaos. Products that evoke simpler times, such as handmade sweaters or rocking chairs, have immense emotional power. And, of course, social media drives this quest for aesthetics: who hasn’t come across an image of a room lit by soft lights, with cozy blankets, and a welcoming atmosphere? This search is not only about creating the perfect environment for ourselves but also about showing that we belong to this wellness aesthetic.

Although the comfort economy has its critics – many arguing that it favors a more elitist layer of society – the trend seems more like a response to the pursuit of balance and well-being.

There is a famous writer named Alain de Botton who argues in his work The Architecture of Happiness that the environment around us shapes our emotional well-being. Thus, investing in comfort is, ultimately, investing in ourselves. And if we invest in comfort, perhaps it’s because, in the end, investing in a cozy environment is actually a way of investing in ourselves.

The future of this quest for coziness seems even more connected to the impact of technology. The next phase of the comfort economy? Perhaps a fusion between technology and coziness, with smart homes that adjust the temperature based on your mood. Meanwhile, we continue to seek our small pieces of comfort – a hot tea, dim lighting, a sofa that hugs us. After all, in an unpredictable world, comfort is one of the few luxuries that some people can still control.