The ripple effect beyond the cart: Connection over Conglomerates

In a world where convenience reigns and algorithms seem to know us better than the people around us, it’s easy to default to the brands that dominate our feeds. They're the names we see on every ad, every influencer, and every gym floor — not necessarily because they’re better, but because they’re louder.

But volume doesn’t equal value.
And visibility doesn’t mean they see you.

Behind the marketing machines of mass-market brands lies something we rarely acknowledge: most of what feels like connection is just strategy. Automated emails. Scripted replies. Product recommendations that mimic care. But it’s all just data-driven influence, crafted to make you feel seen — so they can sell you more.

People Are Craving More — and Rightfully So

A 2022 Deloitte study revealed that nearly 75% of Gen Z and Millennial consumers prefer to buy from brands that reflect their personal values. But there’s a gap — between what we want and what we reach for.
We crave authenticity, but we’re served automation.
We crave meaning, but we’re offered marketing.

We're living in a time that rewards speed, spend, volume, and faceless transactions. But there is something Big Brands can't manufacture... intentional connection. 

The Power in your Choice

You have a powerful choice when it comes to the Connection and Support you give. And the power is that  it's not just a purchase.
Because there’s a ripple effect.

Let's use Rue as an example:
When you buy from Rue, you aren't just buying activewear, you are supporting:

• Local photographers, creatives, designers, and stylists who help bring Rue to life

• Sustainable suppliers who care as deeply as we do about how things are made
  

• A brand that chooses quality over quantity, and people over profit

It feels good knowing your purchase isn’t padding a corporate budget — it’s backing something that matters.

Why We Do Things Differently

This brand wasn’t built to ride the same wave as the other brands. It was built with people in mind — for purpose, for connection, and for something more meaningful.

We will always choose our network of  local creatives and small businesses whose talents Rue gets to support, because of your orders.
Every purchase helps me collaborate with photographers, designers, and creatives who align with Rue’s values;
It's a ripple effect of supporting not just one, but many.

And for Rue? Well, there is something special about buying from a small brand with a dream...
You know that every piece is designed with intention, 
Each order is personally packed with care, 
Every message is read
Every comment is loved
Every tag is valued more than you'd realise
and most importantly, every name is more than an order number, its remembered, because I know that person had every option in the world… and you chose Rue.

That will never go unnoticed. And will always be celebrated.

Remember this:
You have the power to choose something real.