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How Micro-Communities Transform Aspiration
The keyword here is not necessarily prestige and exclusivity, but identity and belonging. There’s a pure pleasure in the intimacy of consuming together, along with enjoying status within a community. Thanks to a membership in a community, a hypebeast gets access to new product drops and events. This is the domain of intangibles that most loyalty pr
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
I think it’s the same with social networks like Facebook and Instagram, everything. At the level of scale that they’re at now, the status game and the sense of progression is going to be way different than it was when they were just starting out.
Eugene Wei • Status Games: Engineering Scarcity in a World of Abundance
Along with intangibles like access, experiences, and knowledge, the modern aspiration economy also created a cultural class unto its own. Oriented towards wellness and self-perfecting, this class of self-proclaimed “creatives” (regardless of what they actually do) defies the hierarchy that socially bound the previous generations to their economic s
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
