Skip the Product. Sell the Delusion

The psychology behind why we buy things that promise who we could be, not what we actually get – welcome to the delusional economy!

You didn’t buy that £200 productivity course to take notes. You bought it because, for a fleeting moment, it made you believe you were that person: focused, ambitious, unstoppable. Not the one scrolling TikTok at midnight, the one with a calendar, a plan, a vision.

It wasn’t the course. It was the self-belief. It wasn’t the app. It was the illusion of progress. It wasn’t the supplement. It was the fantasy of transformation.

Welcome to the Delusional Economy. And whether you realize it or not, you’re already subscribed.

The Delusional Economy: A Deeper Look

The “Delusional Economy” isn’t just a catchy phrase; it’s a burgeoning market built on the gap between aspiration and action. It thrives on our innate human desire for self-improvement, offering not just products but proxies for progress. In this economy, the value isn’t solely in what a product does, but in the story it tells about who we are, or who we could become. This fuels a cycle where industries flourish, not necessarily because their offerings deliver guaranteed results, but because they expertly tap into our deepest hopes and insecurities, transforming them into lucrative revenue streams. The broader implication is a society where consumption often replaces genuine effort, and the performance of self-improvement becomes more important than the actual transformation.

The Behavioural Science of Delusion

1. Temporal Discounting

People overvalue immediate emotions and undervalue long-term outcomes. The psychological term is temporal discounting, our tendency to prioritize how we feel now over what will actually benefit us in the future. That’s why starting a new habit often feels more rewarding than sticking with it.

Take gym memberships. In the U.S., nearly 40% of all new sign-ups happen in January, right in the middle of the “New Year, New Me” surge. Not because people suddenly discovered a passion for squats, but because they were caught up in the emotion of change, the excitement of buying activewear, the buzz of a clean slate, the brief high of declaring: “This year, I’m going to be different.”

And here’s the kicker: many admitted they didn’t expect to keep going. They knew the motivation was temporary. But they signed up anyway. Because it wasn’t really about fitness. It was about signaling intent. Joining the gym was a symbolic act, proof to themselves (and maybe their Instagram followers) that they were ready to level up. In that moment, the emotional relief of starting outweighed the reality of following through. It wasn’t commitment they craved. It was the instant reward of believing they were becoming someone better. And for many of us, that feeling alone is worth the price.

2. Fantasy Projection

We like to think we’re rational consumers, measured, informed and deliberate. That we buy products and services because they’ll genuinely improve our lives. But that’s not what really drives most decisions.

What truly hooks us is the promise of transformation, the seductive idea of who we could become. We’re not just buying a course, a supplement, or a subscription. We’re buying a version of ourselves we haven’t yet lived.

This is where fantasy projection comes in. Our brains reward us with dopamine, not for achieving something, but simply for imagining that we might. A study in Nature Neuroscience (Sharot et al., 2009) found that people experience pleasure just by anticipating future rewards, even if they never arrive. The brain treats imagined progress almost like real progress.

That’s why:

• Browsing fitness gear feels like training.
• Subscribing to a finance newsletter feels like being responsible.
• Installing a productivity app feels like taking control.

In essence, self-improvement becomes emotional theatre: we feel good for wanting to change, even if we never truly act. Brands understand this, filling their pitches with transformation language: “Unlock your potential.” “Become your best self.” “Start your journey.”

3. Identity Salience: We Buy Who We Want to Be

We like to believe we make decisions based on facts, that we compare features, weigh pros and cons, and act logically. But in reality, we’re not driven by logic. We’re driven by identity.

We don’t buy things for what they do. We buy them for what they say about us. We choose brands, products, and services that reflect the person we aspire to be. This is called identity salience, the psychological principle that our behavior is guided by the identities most important to us in a given moment.

In today’s marketplace, successful brands don’t just align with functionality. They align with aspirational self-image. You’re not just buying protein powder. You’re buying the symbol of discipline, the identity of someone who trains at 6 a.m., meal-preps on Sundays, and never skips leg day.

Same with:

• The Moleskine notebook you never write in; it’s not stationery; it’s the identity of someone thoughtful, creative, intentional.
• The standing desk; it’s not about posture; it signals that you’re someone who optimizes.
• The Tesla; it’s not just a car; it’s the identity of being modern, innovative, and forward-thinking.

How Brands Are Already Converting on This

From Zero Sugar to High Protein

According to Dairy Reporter, the UK protein yogurt market grew by 44% year-on-year in 2023. That’s not just a bump in dairy consumption, it’s a signal. Because this surge isn’t really about nutrition, it’s about aspiration.

Products like Danone HiPRO, Snickers Protein, Mars Protein, and Milk Pro aren’t competing solely on taste or macros. They’re selling a story, a vision of who you could become if you just choose the right snack. What hooks the consumer isn’t primarily the nutritional label. It’s the promise of transformation.

Every bottle, every bar whispers something deeper: “You’re not just fueling your body. You’re choosing control. Strength. Discipline.” “You’re not eating. You’re evolving.” The packaging still touts the usual buzzwords: High protein. Low sugar. Functional. But that’s not what solely drives the sale. It’s the narrative, the belief that this small choice is part of a bigger identity shift. And that’s powerful. Because in today’s culture, food isn’t just fuel. It’s a marker of identity.

Choosing protein yogurt over regular yogurt isn’t just a health decision. It’s casting a vote for your future self, the fitter, leaner, more self-regulated version of you. Behavioural economists call this symbolic consumption: using products not for what they do, but for what they represent. You’re not snacking. You’re becoming the kind of person who snacks like someone who cares.

Nootropics & Biohacking: The Illusion of Optimization

From AlphaBrain to Magic Mind, the biohacking shelf is packed with supplements promising cognitive upgrades, focus, and clarity. But most don’t outperform a strong coffee, and the science is shaky at best. So why do people keep buying them? Because they feel like progress.

Popping a capsule or sipping a nootropic tonic creates the illusion of control, of operating on a higher level. It’s not about actual productivity. It’s about performing intelligence, where the ritual itself becomes the perceived result. You’re not truly hacking your brain. You’re buying the feeling that you could, and that’s enough.

Apparel

The UK’s youngest billionaire isn’t a tech genius or finance prodigy. He’s Ben Francis, founder of Gymshark, currently Europe’s most culturally dominant fitness apparel brand.

While Gymshark does offer functional fitness gear, its core appeal isn’t just about performance. What it primarily sells is belonging. Gymshark is a tribe. And to join, all you need is a matching set and maybe a bit of body dysmorphia. Scroll their feed: chiselled abs, gym bros with Greek-god symmetry, women with sculpted glutes and confidence cranked to 100.

These aren’t just models. They’re aspirational avatars, projections of the bodies we think we should have. And for a moment, when you wear Gymshark, you’re not just wearing leggings or a stringer tank. You’re buying into the illusion that you’re one of them. Not because you trained like them, but because you look the part. And in the performance of fitness, that’s half the battle.

However, the Data Doesn’t Lie

• 52% of those who register for a MOOC (Massive Open Online Course) never start the course. (Science)
• 50% of gym memberships go unused after 6 months. (Mirrors Delivered)
• Only 18% of cosmetic advertising claims are backed by scientific evidence (Medical Press)
• In 2023, the European fitness market generated €31.8 billion in revenue, marking a 14% year-over-year increase, with total membership reaching 67.6 million, up 7.5% from the previous year (Deloitte)

People aren’t paying for results. They’re paying for the hope that they might become someone else.

What Does Delusional Economy Tell Us About Us?

Humans don’t buy products. They buy stories about who they could be, if only they tried one more thing. And as long as marketers sell more than just functionality, as long as they tap into the hope that a product can lead to something bigger, to a better, sharper, more elevated version of ourselves, the tangible results won’t be the deciding factor.

Because people don’t choose based on features. They choose based on who they believe they might become. That belief, that spark of transformation, is more powerful than any proof point. It’s not about what the product does. It’s about what it represents.

Navigating the Delusional Economy

For consumers, understanding the “Delusional Economy” is the first step towards more conscious choices. Before purchasing, ask yourself: Am I buying this for what it does, or for what it represents? Is this a genuine step towards my goal, or merely a symbolic act? While the initial spark of motivation from a new purchase can be powerful, true transformation ultimately requires consistent action, not just aspirational consumption.

For marketers, this insight is a double-edged sword. While tapping into aspiration is clearly effective, building truly sustainable brands might also involve bridging the gap between the promise and the delivery, fostering genuine engagement and long-term results alongside the initial allure of transformation. The most successful brands of the future may be those that not only sell the dream but also genuinely help their customers achieve it.

About The Author

Fuelled by curiosity and a passion for big ideas, Giacomo Tarabelli earned a BBA in London with a focus on Entrepreneurship, followed by a Master’s in International Management from Luiss. Throughout the academic journey, collaborations included global leaders such as Meta, Hermès, and Coca-Cola HBC.

The professional path began in Strategic Marketing at Human Centric G, under the mentorship of Professor Matteo Rinaldi, evolving into a consultancy role across diverse industries. Experience ranges from crafting marketing strategies for FMCG giants like Carlsberg to supporting the growth of family-owned aviation companies such as Tecnam.

Guided by Einstein’s philosophy, “I am neither clever nor especially gifted. I am only very, very curious.”

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