The new, subtle ways the rich signal their wealth

Whereas today, while that aspect of it might still be present, status is more about showing off your creativity and your cleverness, your eye and your discernment.

Brands targeting high-net-worth individuals need to reposition around work-of-the-human-hands artistry and excellence versus the wannabe-rich, in-your-face communication codes.

Class is decoupled from money: inexpensive goods and activities – like wearing clothes made of recycled materials, meditation, or having plant-based diet, are modern status symbols.