Updated: November 9, 2020
Originally Published: May 17, 2019
In the past, the wealthy had no trouble showcasing their affluence. They drove luxury cars, adorned themselves with designer accessories, and filled their closets with the latest fashion trends. Wealth was worn like a badge of honor, visible for all to see.
However, times have changed. While some still flaunt their riches, an increasing number of affluent individuals now prefer a more understated approach to spending. This “inconspicuous consumption” focuses on investing in services and experiences—think organic groceries, yoga lessons, nannies, and premium healthcare—rather than flashy items.
This shift has given rise to what NPR’s Hidden Brain calls the “aspirational class,” a group characterized by high education levels and a focus on lifestyle choices such as breastfeeding and organic diets. But this new elite often overlooks how fortunate they are, mistakenly believing their minimalist lifestyle is the norm. In reality, many of their choices are made possible by their financial means, leading to a false sense of simplicity.
I can relate to this perspective. My home was orderly and uncluttered; I took pride in keeping my spaces minimalistic. I didn’t indulge in shopping for pleasure or crave the latest sales. I had convinced myself that I was financially savvy. But when a significant change occurred, I reviewed my family’s finances and discovered the truth.
While I may not have amassed physical possessions, our dining expenses alone exceeded $1,000 a month. We subscribed to premium internet services, employed a housekeeper, and enjoyed multiple streaming platforms. I realized with embarrassment that I was a privileged individual masquerading as someone who was simply frugal. After all, it’s easy to be good with money when you have a considerable amount to begin with.
There’s nothing wrong with my lifestyle choices, such as hiring help for household tasks or enjoying a top-tier healthcare plan. However, I had failed to acknowledge that my seemingly simple life was a direct result of my financial resources. I needed to confront my privilege.
Elizabeth Currid-Halkett’s remarks on Hidden Brain resonated with me: “…everyone was just doing this, and we didn’t even question it.” I realized that what felt normal to me is not accessible for many others. The ability to outsource daily responsibilities allows for greater self-care and leisure time, which not everyone enjoys.
Being part of the aspirational class is not inherently negative. Everyone has the right to shape their life as they see fit, provided it doesn’t harm others. Yet, it’s crucial to avoid equating one’s lifestyle with the standard or judging those who struggle with their own circumstances. Many hardworking individuals lack access to the conveniences I often took for granted.
So, if you find yourself among this new elite, sipping overpriced lattes and hiring cleaners while maintaining a picture-perfect home, remember to take a moment to acknowledge your privilege. I certainly did.
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Summary:
This article discusses the shift in how the wealthy display their affluence, focusing on the emergence of the “aspirational class.” The author reflects on her own lifestyle and the realization of her financial privilege, highlighting the importance of recognizing the differences in accessibility to resources and the danger of assuming one’s way of life is the norm.