The Sum of Small Things: A Theory of the Aspirational Class

In his 1957 book, The Hidden Persuaders, Vance Packard argued that the rush of consumer goods meant advertisers, marketers, and promoters needed to create consumer desire, perpetuating a cycle of

Today’s aspirational class prizes ideas, cultural and social awareness, and the acquisition of knowledge in forming ideas and making choices ranging from their careers to the type of sliced bread they purchase at the grocery store.

The ostensible democratization of consumerism obfuscated inequality and essentially lulled society into thinking everyone had a slice of the pie and would mask real issues of wealth disparity.

Much of leisure, for the aspirational class, has become productive.

Rather, the aspirational class is formed through a collective consciousness upheld by specific values and acquired knowledge and the rarified social and cultural processes necessary to acquire them.

Today, material goods are plentiful but their ability to reveal or enable social mobility is increasingly limited. There is no longer a dominant leisure class; in its place the aspirational class is rewriting the patterns of consumption while simultaneously disengaging in conventional material conspicuous consumption.

Aspirational class leisure, whether reading the Economist, listening to NPR, or taking a yoga class, is imbued with knowledge and productivity in the same spirit as work.

While their symbolic position sometimes manifests itself through material goods, mostly they reveal their class position through cultural signifiers that convey their acquisition of knowledge and value system—dinner

In short, this new cultural and social formation is elite by virtue of the material and symbolic trappings required to be a member, but ultimately those who are members of this new cultural and social formation aspire to be their version of better humans in all aspects of their lives, with their economic position taking a back seat.