idle gaze 031: selling future aspiration.
The “New You” Business
hbr.org
Cultural, social, and environmental capital rises and falls in value daily. As our values rearrange themselves, so does the business of aspiration.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
There’s a modern phenomenon whereby personal style—on the body, in the home—is understood as a separate track of identity. It’s a mode of expression we’re meant to perfect through mimetic desire and buying the right stuff. I’m thinking, for instance, of dressing like a “coastal grandma,” without otherwise inhabiting the relevant lifestyle choices. ... See more
Haley Nahman • #176: Accounting for taste
Desirability of something is today decoupled from its price, and its access is decoupled from wealth. Instead, it’s coupled with social capital, environmental creds, cultural savviness, a story, belonging, and its transformative potential to make us better humans.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
