Conspicuous consumption

Refers to the act of consuming specific products or services to showcase or enhance one’s social status. This behavior was first theorized around the turn of the 20th century by sociologist Thorstein Veblen. In today’s context, it is more prevalent than ever, with many choosing luxury brands that are recognized beyond their target audience as symbols of status and wealth. This type of consumption heavily relies on brand awareness—how consumers distinguish a brand’s unique qualities. It is the opposite of the concept of quiet luxury, which is identifiable only by connoisseurs—those in the know.