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The Marketing of Luxury
From a nation that once defined itself purely in terms of achievement and
today is preoccupied with affluence to the point of worshipping it, the
efficiencies of how supply chains operate, retailers market, and credit
companies extend ever-higher limits to consumers for a price all underscore
and strengthen a fascinating dynamic happening today. Consumers for the
first time get a chance to completely accessorize not only their clothing,
but their entire lives, and houses have become one of the most visible of
accessories. The recent sub-prime mortgage bubble is a case in point. As
people judge each other not on their principles but their purchases, there
is inevitable "bottoming out" of just where every person is in the context
of the social fabric that gets weaved from affluence being held higher than
altruism, achievement, or effort. For many the sacrifices made by parents
and even during their own lives lead to purchasing becoming the antidote to
feeling "not good enough" because of thousands of reasons. We have become
a nation however unwilling to wait; we want it all now, even if it comes at
30% interest on a credit card. Paradoxically however the greatest
satisfaction doesn't come from buying more and more, stuffing bigger homes
with more purchases. It comes from being free enough to give away time,
give away money, give of ourselves. James Twitchell is correct; the
greatest true luxuries are time and philanthropy. The dilemma is when do
these two greatest luxuries begin to become part of the accessories of the
successful life as projected to others? Only the wealthiest appear free
enough from what others think of their apparent wealth or lack of it to
embrace time and giving as personal assets, albeit ones inconspicuous. The
paradox of how conspicuous consumption defines personalization isn't easily
answered, yet in the end, can only be answered by ourselves. True wealth
isn't about accessorizing our lives, even with a 10,000 square foot
mansion; it is about giving part of our lives away to enrich others.
Affluence is an affectation; time and giving need to be aspirations.
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