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How Micro-Communities Transform Aspiration
The Next Great Consumer Companies Won’t Be Exclusive Clubs. They Will Be Inclusive Cults.
Laura Chaumedium.com
Many might think of exclusivity as the main product here, but the true product is the people. As a feature, exclusivity ensures a certain shared value system, attractiveness level, and often homogeneity of those people, and that’s what consumers are willing to pay for.
Laura Chau • The Next Great Consumer Companies Won’t Be Exclusive Clubs. They Will Be Inclusive Cults.
Membership is also a vehicle of the modern aspiration economy. It represents a shift from doing things for the benefit of others (conspicuous consumption), to a value model where we invest in things that benefit ourselves: access, knowledge, information, experience, privacy, belonging, self-actualization.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Modern aspiration economy is anchored not in accumulation and display of possessions or even experiences, but of social capital, environmental credits, and cultural savviness (Currid-Halkett, 2017; Eckhardt, 2020).
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
