Global trade quietly hedges away from the dollar.

• Central banks have diversified reserves away from the dollar for over two decades.
• Commonly tracked via IMF COFER data — pin the current share before launch.

Consumers reward brands for saying you don't need this.

• Began as a TikTok backlash to overconsumption.
• Maturing into a durable expectation of brand restraint rather than a viral moment.