Perspectives on capital,
consumer, and culture.

Everyday Life: Reframing How Consumer Private Equity Should Think About Value.

Consumer as private equity has framed it for four decades is not where durable value is created. Everyday Life is.

Most private equity firms mean product categories when they say consumer. We do not invest in consumer. We invest in Everyday Life, the products, brands, and experiences embedded in daily rhythms, behavioral defaults, and identity formation. This piece defines the three conditions that make a brand an Everyday Life brand, explains why the traditional PE playbook systematically destroys value in this category, and lays out the operator model, return profile, and exclusions that follow from the frame.