Too much, all the time: women are overstimulated - and brands need to pay attention

There’s a low hum in the background of women’s lives right now — and it’s getting louder. The phone pings. The 23 open tabs. The endless list of shows to watch, books to read and podcasts to listen to while hitting your 10k steps. The supplements you're supposed to be taking. The constant stream of news you’re meant to stay across and analyse critically, so you can form your own opinion. The pressure to be informed, productive, rested, hydrated and strong... it's relentless.

For many millennial and Gen Z women, life has become a constant stream of inputs. And it’s  not just tiring, it’s  overstimulating.  We’re  living in an era of information and cognitive overload. So,  what happens when a generation raised to "have it all " starts burning and opting out? And what does it mean for brands trying to reach them? 

Overstimulated, Overwhelmed, and Over It

Overstimulation isn’t just about being busy—it’s about never being able to switch off. And for women, who already feel society expects them to meet impossible standards, this state is omnipresent. Wherever she looks, she’s surrounded, no, flooded by experts. As soon as the algorithm detects her interest in something, it overserves her content to the point of saturation. She ends up with too much information, some of it false, much of it contradictory. And in this noise, she just wants someone to tell her what’s truly best.

Here’s the kicker: in her overstimulated state, she doesn’t even feel like she knows what is  best for her anymore.

Seeking Sanctuary

So where is she finding a safe space? Well, if in doubt retreat. The retreat industry is booming as women look to take refuge from their everyday to address a life stage or emotional hurdle in more sanctuary like surroundings.  There is a retreat for everything: longevity, sleep, sexual health, hormone testing, DNA testing, wearables, biometrics.

Take Paco da Glória, a majestic 18th-century manor in northern Portugal, now home to grief retreats led by owner and death doula Rebecca Illing. This is more than just self-care. It’s part of a booming emotional healing economy, where women feel safer solving problems with trained professionals than with the people closest to them. These highly personalised escapes speak volumes about what women are looking for from brands: not more noise, but tailored, meaningful experiences.

 Nostalgia as a Coping Mechanism

If the present is too much, escape into the past. Nostalgia isn’t new, we know it provides comfort and a sense of belonging. But for millennial and Gen Z women, the nostalgia cycle is spinning faster than ever. Right now, even 2014 feels nostalgic. So much has happened in the past decade that even relatively recent pop culture moments feel distant. The Gavin & Stacey Christmas special aired just five years ago, yet it already feels retro. Nostalgia is everywhere - beauty, fashion, home décor - but especially in culture.

On August 8, Freaky Friday 2  will hit the screens. Clueless  are back in musical form. Oasis are touring. Mariah Carey and the Sugababes are headlining Brighton Pride. The list goes on.

These moments create a feeling of comfort and belonging. When brands tap into nostalgia responsibly, they help women forge deeper, more rooted relationships with themselves, the world, and yes, your brand.

Connection over Noise

At Think Stylist, we don’t just acknowledge this overstimulated era, we explore the why  behind it. Through ongoing dialogue with millennial and Gen Z women, trend mapping, and cultural decoding, we examine how overstimulation is shaping women’s emotional landscapes and how brands can respond with relevance, not just more noise.

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