Modern business increasingly shifts from "owning things" to "managing states of being." We no longer just buy products; we buy relief from routine, social pressure and loneliness. Time has become the most valuable resource, and emotional comfort the main measure of quality of life. Here are several popular services of the 21st century.
Cat sitters and dog walkers: buying peace of mind
The dog-walking industry has become a global market worth billions. Its psychological foundation is relieving owners’ guilt. By hiring a dog walker, they buy not only physical activity for the pet but also their own mental calm. Apps like Wag! or Rover monetize trust and empathy, letting owners see the walk route in real time. The service of cat sitters is also spreading rapidly.
Professional cuddlers: business built on shortage of warmth
In the context of an “epidemic of loneliness,” therapeutic cuddling have become a sought-after service. Clients pay for an hour of platonic physical contact to reduce stress and get a dose of oxytocin. Professional cuddlers create a safe space for those who lack human warmth in a digital world. This is a business based on the most basic — but often scarce — need for support and acceptance.
Line standers: selling time to impatient people
Line-standing services thrive in big cities ahead of new gadget launches, theater premieres or trips to government offices. People are willing to pay hundreds of dollars to avoid spending hours in dull queues. Indeed, if a client’s hourly work is worth far more than a stander’s, the deal is economically sensible. This is a business of impatience and status, where one person’s time is converted into another’s comfort, turning boredom into paid labor.
Renting friends and relatives: managing one’s image
In Japan, the Enkatsu industry lets you rent someone to act as a friend, a wedding companion or even a parent for an important conversation. The service is popular among people afraid of social judgment or keen to meet social expectations. If someone has nobody to go with to a party, they simply hire actors. This business is based on a “social facade,” where authenticity is replaced by professional role-playing to help the client save face in difficult situations.
Professional apologizers: outsourcing conflicts
In some regions (particularly in Asia), specialized agencies handle apologies on a client’s behalf. If a person feels guilty but fears confrontation or can’t find the right words, they hire a professional. The specialist knows how to ease the injured party’s anger and resolve the dispute without unnecessary emotion. This is a business of tact and conflict avoidance, where a communications expert becomes a shield between two sides.
Professional organizers: decluttering method
Professional organizers help people get rid of excess items and structure their living space. The psychological aspect is fighting cognitive overload. In a world of overconsumption, some people literally drown in belongings, which triggers anxiety. The specialist acts as an “external brain,” helping decide what to keep and what to discard. This is a business of ordering chaos, where the client pays for mental clarity and the aesthetic pleasure of a clean space.
Ghostwriters for dating apps
Writing profiles and texting on dating apps for clients is a fast-growing service. The fear of rejection caused by a bad joke or an inability to present oneself prevents people from showcasing their positive traits. A professional analyzes the psychology of potential partners and creates the client’s “ideal digital persona.” This is a business of delegating first impressions, where an expert helps overcome the barrier of social loneliness by turning personal charisma (or its absence) into a polished marketing product.