The 'Lindy Effect' is a theory that says the longer things that don't physically wear out (like ideas, brands, or institutions) have been around, the more likely they are to exist for longer.

When consumers think an economic downturn is looming, the 'lipstick index' economic theory argues that sales of more affordable luxury items (such as lipstick) go up.

The origin of chaos theory, colloquially known as the 'butterfly effect'

The theory explains that systems following well-understood physical laws can still produce unpredictable outcomes due to small variations in their initial conditions. Originally identified in weather data, elements of chaos have been observed in stock market fluctuations, cardiac arrhythmias, and the evolution of online social movements.

Friedrich Nietzsche theorized that we will live our lives over and over again: the myth of eternal recurrence

Rather than a theory of physics, the idea is designed as a moral argument. While Nietzsche famously eschewed the Christian afterlife, he wanted to avoid the nihilism that results from no longer having such an ultimate horizon. In a mystical moment, the philosopher came to believe that the fleeting moments of our lives would be repeated, presenting a test: would you want to relive this moment? If not, he would argue, you're not living well.

What is the lipstick index?

The lipstick index is an economic theory that breaks down to this: when consumers think an economic downturn is looming, sales for affordable luxury items (such as lipstick) go up. While it's not an economically proven theory, it's still worth considering. So why do consumers exhibit this behavior? Read more about the lipstick index to find out.

Explaining the 'Costco effect'

The "Costco effect" is a term used to describe how the warehouse chain has perfected the art of the impulse purchase. The strategic layout of the store and product placement encourage shoppers to explore and make impulse purchases after initially getting reeled in by low prices on high-quality goods. Read first-hand accounts from shoppers explaining the spell-like effect in this story.

One theory suggests real estate markets follow a predictable 18-year pattern

The theory dictates that real estate markets tend to experience about 14 years of growth, including a mid-cycle dip, then experience four years of decline. Real estate experts in London discuss the theory in an article.

'Deinfluencing' explained

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

The 'butterfly effect' is the informal name for chaos theory

In mathematics, chaos theory involves complex systems that are highly sensitive to their initial conditions. Originally discovered when analyzing weather data, slight variations in the data input into such systems create drastically different results, despite following known physical laws.

The life of Edward Lorenz, who originally used a seagull in his 'butterfly effect' metaphor

By accidentally finding that rounding one variable to its third decimal place and re-running a weather simulation produced a drastically different two-month forecast, the American mathematician established the field of chaos theory. His paper—"Predictability: Does the Flap of a Butterfly's Wings in Brazil Set off a Tornado in Texas?"—introduced the well-known metaphor for the behavior of chaotic systems. (Some readers may experience a paywall.)

An explanation distinguishing the butterfly effect from causality, necessity, and sufficiency

In pop culture, the analogy has conveyed the impression that the flapping of a butterfly's wings has a cascading effect that directly produces a tornado somewhere else on Earth. However, butterfly-wing flapping alone is insufficient to cause tornadoes, as the complexity of atmospheric systems requires many more conditions to produce them, any of which can be the tipping point to initiate tornadogenesis.

What it means to call something 'Lynchian'

David Lynch was one of American cinema's most influential directors. He brought a singular, unsettling vision to the silver screen. Critics, however, have trouble pinning down what it means when other artists try to recreate that vision. This essay untangles his influence, tracing the word "Lynchian" back to its earliest utterances and attempting to define a notoriously slippery term.

How big brands keep your loyalty

We perceive ourselves as rational decision-makers—but research about our consumption habits suggest we are easily played by clever marketing. Here's how big brands design their branding to keep you coming back.

The ‘three-martini lunch’ was popularized on Madison Avenue

Advertising executives working on Madison Avenue in the 1960s and ’70s popularized the so-called “three-martini lunch” between businesspeople during the work week. Admen of the time supposedly believed alcohol brought more creativity to the second half of their workday. This article explains why three-martini lunches are no longer commonplace.

Inside a company making millions on retro, refurbished technology

Retrospekt is one of the many companies flipping old, fan-favorite technology like Polaroids, cassette tapes, and Tamagotchis. Studies show that nostalgia can make people spend money and is one of the driving forces behind the demand for second-hand gadgets.

Hear Ray Dalio's principles for navigating a changing world order

Dalio argues that there aren't new events in history, per se, and that people are taken by surprise by events because they just haven't happened in their lifetimes—not because they are actually novel.

Nostalgia is a psychological coping mechanism created from bias

Memories are naturally reconstructed during recall, and research has shown a fading effect bias that causes negative ones to fade more quickly, helping us heal. This creates a natural longing for the past, particularly when faced with loneliness, boredom, or challenging moments in the present.

The 1980s neo-pop movement put pop art back in the zeitgeist

Pop art’s legacy is perhaps best exemplified in its longevity. Long after the end of pop art’s classical phase, a neo-pop revival ushered in a new cohort of artists like Murakami, Hirst, and Koons who brought pop once again to the top. To this day, contemporary pop artists—young and seasoned—command high prices on the open market.

Later in life, the clock in Grace Hopper's office ran counterclockwise

Acknowledging that most people have "an enormous tendency to resist change," Hopper's clock served as a reminder for the computer scientist that just because things have been done a certain way does not mean they should forever remain that way: "They love to say, 'We've always done it this way.' I try to fight that." (Some users may experience a paywall.)

LSD fueled a countercultural movement before evolving into a potential therapeutic

As the use of recreational psychedelics became common, authorities were quick to claim LSD had lasting adverse effects, criminalizing the drug and halting scientific study for decades. Over time, LSD's reputation shifted from a potential source of enlightenment to a dangerous drug that could dim a person's future, and back to a possible therapeutic compound.

The quest to find natural ways to extend lifespan

Tales of searching for the Fountain of Youth persist. Our modern-day version is marked by promises of pharmaceutical miracles and a proliferation of viral "biohacking" routines. One doctor’s quest to unlock the keys to longevity stimulated much of this renewed fervor, though his ideas are often taken out of context.

Network effects are the economic term for a good or service's popularity

When goods or services become especially popular, firms that provide that good or service become dominant in the market—which can ultimately lead to a monopoly.

Nostalgia is a psychological coping mechanism that can help combat loneliness—but it's created from bias

Researchers have observed that though nostalgia can help counteract feelings of loneliness, our memories of the past are somewhat rose colored. Negative emotions seem to fade faster than positive ones, a phenomenon that they suggest may be a psychological coping mechanism so that memories don't hurt every time they're recalled. (Some users may experience a paywall.)

Can humans delay or reverse old age?

We're not sure yet. Researchers at the University of California San Francisco are studying why some conditions and behaviors, such as low-oxygen environments and exercise, benefit the aging process, hoping to reveal potential health applications. Some of this research focuses on klotho, a naturally occurring age-regulating hormone named after the Greek Fate Clotho. Animal studies on klotho brain injections found subjects had improved memory recall and age-related degeneration resistance.

Hear history nerd Ray Dalio talk about making decisions during times of uncertainty

For Dalio, history is the best teacher. Dalio emphasizes relying on and respecting the past as a framework for the future, so that during unsettling times, people still make good decisions.

'The urge to explore has propelled evolution since the first water creatures reconnoitered the land. Like all living systems, cultures cannot remain static; they evolve or decline. They explore or expire.'

- Astronaut Buzz Aldrin (1930-present)

Environment and genetics explain why animals have widely different lifespans

Both environmental conditions and genetic factors shape how long various animals live. For some creatures, colder conditions allow for less energy use and slower aging. Larger animals have fewer predators. While humans don't live the longest, we are a rare species that successfully lengthened its average lifespan over time.

How does the cocktail party effect work?

In the 1950s, British cognitive scientist Colin Cherry started to explore how we could focus our hearing on one single source, even in a noisy environment. This video animation explains the phenomenon known as the cocktail effect and how selective hearing works. Discover how our brain is on the lookout for important or personally relevant information, even as we are occupied in other discussions.

The case for optimism

Author, editor, and thinker Kevin Kelly makes an argument for optimism. Not only as a personal philosophy, but as a moral obligation, focusing on the need for optimism in overcoming challenges. Drawing examples ranging back to the Wright brothers,...

Extending the worldwide lifespan by one healthy year is worth $38T

This econometric study attempts to estimate the economic value of increasing the global healthy lifespan by one year—and to answer the question of whether it is better to extend lifespans or slow the rate of healthy aging.

Widespread use of LSD sparked a counter-cultural artistic movement in the 1960s

The trippy visuals often associated with LSD flourished in the 1960s as the drug became more widespread. Psychedelic design, defined by its undulating text and graphics, ultimately grew beyond just visuals, spawning psychedelia, a term that includes art, music, and cultural experiences based on psychedelic experiences.

Some art critics believe that Liminalism, a form of art exploring the uncanny yet familiar, defines our present moment

While analyzing images of abandoned malls or empty hallways, art historians and critics argue that this style captures the feelings of this moment in time. Liminalism, they propose, expresses prominent themes in our age like anonymity, alienation, and anxiety.

The formula behind super agers—those possessing health and cognitive skills of people decades younger

A study of about 1,400 super agers did not identify any underlying genetic mechanism for longevity. While researchers instead emphasized that sustainable habits involving positive social connections, sleep, mood, diet, exercise, and personal fulfillment help reduce long-term risks, there is no one-size-fits-all formula for everyone.

How psychedelics can potentially reinvent learning

Critical periods, discovered in the early 20th century, describe a period when someone is incredibly sensitive to their environment, and any information learned can stick with them for life. Some researchers argue these states can be "reopened" via psychedelics, which put the mind into a malleable state that can potentially be used to treat conditions ranging from lazy eyes to PTSD.

The 'dupe' economy is fueled by the youthful thrill of thrift

Historically, you don't want people to know you have a knock-off luxury item. But today's younger generations are embracing the "dupe" economy, an open celebration of luxury knock-off items where consumers are proud to pay less for something roughly equivalent to premium brand offerings.

Why grunge fashion lasted longer than its music

Although grunge musicians largely resisted the fashion world's overtures, the style associated with grunge—thrifted shirts, combat boots, loose-fitting flannels—continues to appear on runways and in photo shoots, with fashion icons like Rihanna, Miley Cyrus, and Gigi Hadid often sporting the look.