Aurö
is gaining popularity, particularly among design enthusiasts, wellness enthusiasts and sustainability enthusiasts. It is sometimes referred to as a global mindstyle, which is a way of living or the way people would like to live as opposed to what they would like to purchase. However, going international is dangerous in terms of authenticity - brands tend to water their values to enable them to fit bigger segments. Will Aurö remain thoughtful as it continues to grow big or will it become mainstream and lose the richness of philosophy? Are there any differences between how people in other parts have received Aurö or is the message better received in certain cultures?
