In the past, it was easy to spot wealth from a distance. Affluent individuals flaunted their riches with luxury cars, designer accessories, and wardrobes that never strayed from the latest trends. Wealth was essentially worn like a badge of honor.
However, times have changed. While some still opt for ostentatious displays of affluence, a growing number of the upper class has adopted a more subdued approach to spending. This new elite prefers investing in experiences and services—think organic groceries, yoga sessions, childcare, home maintenance, and premium health care—rather than showcasing their wealth through material goods. This phenomenon is known as “inconspicuous consumption.”
If this lifestyle resonates with you, you might belong to a group recently highlighted on NPR’s Hidden Brain. Sociologist Clara Jennings describes this demographic as the “aspirational class,” distinguished by their education and lifestyle choices. They prioritize things like breastfeeding and organic food, contrasting sharply with the flashy spending habits of the upper class from previous decades.
Interestingly, many in this aspirational class may not fully grasp the advantages they enjoy, as their lifestyle can appear minimalist and straightforward. It feels like a simple shift in spending habits, where experiences take precedence over possessions. This mindset can lead to a lack of awareness about the privilege that enables such a lifestyle.
I can personally relate to this mindset. My home was remarkably tidy—closets half-empty, a spacious garage, and drawers with room to spare. I prided myself on being frugal, not realizing that my definition of “minimalism” was built on a foundation of financial freedom. When I took a closer look at my family’s finances after a significant life change, the reality hit me. We were dining out multiple times a week, racking up over $1,000 a month on meals alone. Our utilities included high-speed Internet, pest control services, and a housekeeper.
It’s a bit embarrassing to admit, but I was a person of means who believed I was merely thrifty. It’s easy to be good with money when you have it to manage.
There’s nothing inherently wrong with enjoying a comfortable lifestyle, whether it involves outsourcing home maintenance, hiring a nanny, or having a premium health plan. However, it’s crucial to recognize that my seemingly simple life was actually a privilege. I needed to confront my financial advantages.
Listening to Clara Jennings on Hidden Brain, I realized how many of us unconsciously accept our bubble of privilege. The activities I viewed as standard, like attending Mommy and Me classes or reading to children from day one, aren’t universally accessible. The ability to delegate chores and responsibilities grants me the freedom to prioritize self-care and eco-conscious living—luxuries that not everyone can afford.
Being part of the aspirational class is not inherently problematic; we all have the right to shape our lives in ways that feel right to us. Still, it’s vital not to assume that our experiences reflect the norm or judge others who may not have the same resources. Many hardworking individuals face barriers that prevent them from enjoying the conveniences I take for granted.
If you find yourself among the new affluent elite, indulging in overpriced lattes and weekly cleaning services while maintaining a meticulously organized home, it may be time for a moment of reflection on your privilege. I certainly did.
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In summary, it’s essential to recognize and acknowledge the privileges that come with our lifestyles, especially when they allow for a seemingly effortless existence.
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