The rise of “dupes” – affordable alternatives to popular products – is reshaping consumer behaviour. Unlike counterfeits, dupes make small changes to original designs without copying logos or names, often offering a cheaper option for desired goods. According to RetailOasis strategist Emma Easton, “The rise of dupe culture is driven by the cost-of-living crisis.” Social media has played a key role, with Gen Z consumers proudly sharing savvy financial tips on platforms like TikTok and Instagram. This shift marks the growing popularity of “loud budgeting,” where being financially resourceful is celebrated rather than hidden. Listen to the full interview here.