Alternate Vision

With an increasing number of consumers in the developed and developing world having access to a larger disposable income, we seem to be entering a new paradigm of global consumption. Trendwatching has branded this MASS CLASS, referring to the millions of global consumers looking for the next best deal - "a democratization of luxury". Here is a term that puts an average shopper in Austria, Shanghai and the U.S on the same playing field. More on the "Mass Class" generation that has come to replace the global middle class here.

With this desire for outstanding quality goods and services, comes a greater desire for exlusivity and status - a need for respect and privilege for which humans will go above and beyond to achieve. This 'exclusivity of the masses' is coined "Massclusivity" - a buzzword that describes the inherent need in this consumption driven society to gain access to privileges and stand out from the masses. (the sort of thing that broadens the disparity between haves and have-nots, if you ask me). "MASSCLUSIVITY is NOT about exclusively opening up Harrods or Macy’s late Sunday night for a Hollywood super-celeb looking for a last-minute party dress, but rather about setting up special in-store coffee lounges or luxurious fitting rooms for members only. "

The perfect example of this is Privatair with their 'no coach' flights in Europe.


And finally, your last lesson for the day. GRAVANITY - an entire industry catering to the obsession of ordinary citizens wanting to leave ‘something’ behind in print, audio or imagery, preferably in the public domain.