It’s all about the bling, baby.  Displaying value in some shape or form is existent in many different countries, clubs, tribes, and all socioeconomic classes.  Yet, during times of high unemployment and recession, many companies go into a panic. Not just because people who are unemployed or underpaid will spend less, but because people who can buy may be afraid of showing off.

Recently, I’ve attended a number of insightful lectures from the Luxury Marketing Council.  However, the fear from the many luxury brands present is palpable.  Open up a conversation or ask a panelist some questions and they have been saying things such as, “People don’t want to display their wealth,” “Our Jewelry is too flashy now,” and “I’m afraid the only way we’ll move inventory is to sell at 30% off.”

Yes wealthy individuals and companies are trying to be considerate of their neighbors who are dealing with financial misfortune, but not at the expense of their well protected pride.  And yes, people still want to show off, as long as it generates respect or awe.  Thus, those who have money to spend are still conspicuous, they have just changed how they do so and how much.  Intelligent messaging and marketing are key.  Also, avoid using coupons since coupons can be disastrously addictive.

Some questions and thoughts to consider include: are people now bragging that they saved money by doing or acquiring something that seems frugal (say cooking at home) versus just getting a discount? Do they talk about purchases that contributed a percentage to charity? Or, are they now quiet but still apparent with their purchases, and continue to buy what they want?  It’s human nature to show off some how, some way. It makes us feel good.  If people are scared of getting what they want, give them a good excuse to go get it and help them display acquisitions well to their community!

Karl Marx and other like minded philosophers railed against the evils of the bourgeoisie and the show of their property.  I say, it’s only natural to want to show off, and with any behavior that is natural  to humans (such as eating or sex) it can be evil or wonderfully beneficial to both individuals and communities. Since neither the Bolshevik Revolution nor primal fear can squelch the need to show off, it’s best to channel that urge in the most productive ways possible.  Do you see that Ferrari but don’t have the income to justify it? Then want it so badly that you produce something to make it happen.  Whatever you do, don’t be jealous.  Those who display their wealth well let other people know that valuable rewards are attainable for valuable work.

About The Photograph-Anthropology Exercise: What are the different items this young man is showing off? Why would he be proud of each item? How does his display help him as an individual and how would it help the community? In what way would it be destructive? What items are you proud of and like to share/show?

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