Just a few days after finishing my entry on convenience consumption I read in The Atlantic a great article by Virginia Postrel on what she termed “inconspicuous consumption.” She explores the works of several economists who show that spending on visible consumption goes up as neighborhood income goes down. In other words, people in poor neighborhoods are more likely to buy flashy cars and watches than people in wealthy neighborhoods.
Postrel notes that when Veblen was writing in 1899, America was a much poorer country than it is now, so the wealthy wanted to show off. But now, the wealthy have already established themselves, so it’s the better off among the poor who engage in the most conspicuous consumption. She quotes Euromonitor:
“Bling rules in emerging economies still eager to travel the status-through-product consumption road….[but] bling isn’t enough for growing numbers of consumers in developed economies.”
This plays right into my thesis of convenience consumption. The upper class no longer needs to display its wealth, so it displays its importance, as measured by convenience. Gaudy bling has been left to the hoi polloi while the upper class focuses on Fiji water and packaged meals from Whole Foods.