Everything you think you know about status is wrong
punctuated Veblen’s thesis with a modern flourish, portraying pursuers of status in the postwar world as suckers whose ego buttons were cannily pressed by Madison Avenue shysters andFor more than a century we’ve lived with these retrograde assumptions of status as something to pillory or shame. Moralizers from John Kenneth Galbraith to Grandma Moses have cast a shadow of disapproval upon the basic human drive for status and its sibling impulse for privilege.
As Dr. Quartz told me: “Our beliefs and behaviour surrounding status have transformed profoundly over the last 25 years.” What this means is that status-seeking is neither a product of vanity nor an artificially created social anxiety. It’s a measurable biological function. “A major barrier to understanding consumption is the idea that our status concerns are artificial, or worse yet, pathological,” Dr. Quartz writes in his book, co-authored with Anette Asp. “This is a historically monumental mistake, one that has resulted in decades of misleading critiques. Once we recognize the biological reality of consumer motives … the prescription to deny them becomes as feasible – and right-minded – as the Victorian demand for chastity.
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