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Opinion – society’s perception of wealth is shifting

The cost of living isn’t letting up, despite inflation tapering off. With everything more expensive than it’s ever been, young people are learning to value – and strive for – different things in life. 

To say that the global economy has shifted drastically over the last few years would be an understatement.

Consumers are paying far more for essential items that are worse in quality than they’ve ever been, despite reports that inflation is ‘cooling off’. For many, the concept of disposable income seems like a luxury, with the cost of transportation, food, and housing stripping us of almost all of our monthly earnings.

Meanwhile, the term ‘rich’ has become convoluted. Britain’s richest 10% don’t believe they’re wealthy, despite being in, well, the top 10 percent. The list of global billionaires and their individual wealth continues to grow year-on-year. The UN says that 71 percent of people around the globe live where wealth disparity is getting worse, not better.

Yet large sums of money are being flung around in non-traditional ways. Think crypto, the influencer market, and the rise of digital content creation. As a result, society’s concept of wealth – how we should go about getting it and how we spend it – has changed significantly.

So what does it mean to be ‘well-off’ these days? Is a bussdown Rolex in your closet and a Lamborghini in the garage? Is it being able to pay the bills with no stress, going on a number of holidays a year, and having more than 2.4 kids? Is it having the privilege of a higher education?

Rather than assessing what wealth means today from a purely economic standpoint, we should look at wealth-signalling – the values and lifestyle habits that indicate wealth – to understand how things are transforming.

Fashion and trends

We need to talk about logomania, which has tapered off significantly in recent years.

Widespread affinity for wearing luxury brand insignia across t-shirts, jackets, and handbags has historically edged its way back into fashion during eras of excess. General economic stability welcomes people to be open with their ability to afford expensive things, because money is flowing efficiently across communities.

It makes sense then, that logomania surged in the 80s, again in the late 90s, and more recently throughout the 2010s, when luxury items became one of the most posted products on social media platforms like Instagram.

Things change when financial crashes or global catastrophes occur, though. Flaunting wealth during times of hardship suddenly becomes distasteful. No one cares about your Dior bag when there’s a pandemic happening outside.

Fashion experts point to 2020 as a turning point. Pandemic inflation that hasn’t weaned has caused a revival in ‘quiet luxury,’ or rather, purchases from expensive brands devoid of visible logos on their merchandise. A few examples include The Row, Phoebe Philo, and Loro Piana.

For most, it will seem unfathomable to purchase an £11,000 jacket from one of these brands. But these items continue flying off the shelves, making it clear that people are still participating in wealth-signalling through fashion, only in a different form.

‘The Row is cosseting, luscious and expensive. Its clients seem to experience no price sensitivity at all,’ Alison Loehnis, president of Net-a-Porter and Mr Porter, told the Financial Times last year.

The world of high fashion has once again returned to an insider’s club that welcomes the few who can afford it (or those who aspire to it), sending subtle signals that only those with a trained eye can see.

To anyone else, that £11k coat might just look like it’s from Zara. If you know, you know.

Health is wealth

Maintaining a balanced mental and physical wellbeing has never been as valued as it is today, particularly amongst ultra-health-conscious Gen Z.

Given most of us have sedentary office jobs, staying fit will require some sort of gym membership, most of which have gone up in price. Most people are opting for outdoor exercise – long walks, hikes, and cycling – to eliminate extra monthly costs.

Still, young people have never felt more pressured to have the physique of influencers they see online. We often forget that personal trainers, gym memberships, and classes are often sponsored gifts or heavily discounted, which can cosplay as financial wealth online, but is really just abundance.

Physical health also requires regular access to nutritious meals, which are three times more expensive than processed foods in the UK and twice as expensive in the US. For many, having a meal that helps, not hurts their health is no longer a matter of willpower, it’s a financial decision. As many as 1 in 8 households are skipping meals altogether to cope with the cost-of-living.

Getting timely help with health problems is also a massive privilege. In the US, seeing a doctor requires having robust health insurance and, often, the ability to take time off work to attend appointments.

The same goes for regular dental visits, something virtually impossible to accomplish in the UK due to long waiting times, unless you can afford to go the private route.

Accessing decent mental health resources presents another obstacle. Therapists cost upwards of £80 per session, making talking to professionals about personal concerns out of the question. Free mental health services are available in the UK, but regularly come with long waiting times.

In this way, being in good overall health today is a privilege for people in the vast majority of the world. I’m not saying this is right. I’m merely pointing out the irony of being told the ‘world is the best it’s ever been’ while maintaining personal wellbeing is still so difficult for many.

These days, good health truly is wealth.

Acquiring material assets

It’s hard to even talk about the debate around homeownership without feeling like I’m reiterating tons of material I’ve read on our own website or countless others in recent times, but here we go.

While homeownership has always been considered a major milestone achievement, it has never felt so out of reach for those willing to engage in all the right steps to get there.

Today, even considering buying a home is an indicator of some form of wealth, especially if no major sacrifices have been made along the way. While some young people are living with their parents later into their 20s in order save up, others are being gifted early inheritance to pay for their deposits.

The vast majority are stuck in overpriced shared houses well into their 30s, asking themselves how others are managing to secure mortgage deals already. It’s clear that was once considered a normal progression into adult life is now considered to be an anomaly.

Many Gen Z and Millennials who feel they won’t be able to afford to buy their own homes will be forced to redefine what success and wealth looks like to them in the future.

Cultural and social wealth

Finally, there’s a lot to be said about how much young people are beginning to value cultural and social wealth.

In a time when amassing assets and savings has never been more difficult, we’re turning to our community for support.

There’s been tons of talk recently about reviving ‘third places’ and their importance for the social development of young people. We’re realising that we need free spaces to connect and interact with others in order to survive a world that seems fixed against us.

Rather than portraying a fake life on social media – albeit, a large portion of people still do – more and more young people report a desire to build a community offline. It makes sense that book clubs, running clubs, and even supper clubs are back on the rise.

This, in itself, is the silver lining. While disparity has never been so severe – and indeed serious change is needed – young people are at least looking for ways to get through it.

More than ever, that involves redefining traditional concepts of what it means to be ‘wealthy’.

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