The Adnostic

I was watching this PopTech video of David Rakoff doing a reading on happiness, luxury, what money can and cannot buy, and how times have changed. He's not a scientist, he's a humorist; but he's exceptionally insightful and a great storyteller.

It reminded me a lot of the concept of Stealth Wealth, or the Anti-Bling movement. This is a collective action where either A) we hide the fact that we have spent a lot of money on something (i.e. painting over or antiquing a new expensive street bicycle for your daily commute) or B) spending a lot of money on something that appears simple, rustic, or simply not immediately recognizable to our peers, but that we know to be of exceptional quality and or history (i.e. buying a rustic piece of furniture designed by Noguchi). It is a 180 from where we were a few years ago and much more reflective of more somber times.

Not long ago when credit was near free and consumption was king, conspicuous consumption was the norm. Buying and displaying luxury name brands not only was a show of taste, but also a announcement of your disposable income. It was and "this is an obviously expensive item and I was able to purchase it" type of statement. It was also a very New Money type of attitude.

Now luxury is almost about being part of a secret club, and as I've mentioned before, secret clubs can be very powerful. Buying and using these items says that you know something very few other people do. By wearing and using these items in public you send the signal of your personal taste not to everyone, but only those that recognize the item. You share a common bond of rare knowledge with someone who would otherwise be a stranger. These is a form of consumption that has the potential to make us unique or interesting.

Another aspect is the desire for simplicity. Lives have become so complicated that people almost wish to regress in their view of luxury. It is no longer about more features, or ingredients, or flare, but about finding items offer simple solutions, are pure and of indisputable quality, or offer a sense of minimalism. This goes hand in hand with a lot of green gestures such as buying organic food or following the design edict of purchasing less, but better.

So the next tie you market a luxury product or service, think about whether or not you are offering a form a simplicity (Apple iPhone - one device, many functions, intuitive UI) a form of identity (TOMS Shoes - buy one, give one to a needy child; you are a charitable person), or bling.