In an era of almost constant “disruption” both socially and politically, it’s always interesting to hear the perspectives of people who devote their energies to thinking about the “larger implications.”
Author and MarComm über-thought leader Gord Hotchkiss is one of those individuals whose writings about the intersection of technology and human behavior are invariably interesting and thought-provoking.
His latest theory is no exception.
In a recent column published in MediaPost, Hotchkiss posits that the social status hierarchy of people may be moving away from “conspicuous consumption” and more towards the notion of “time” as the status symbol.
“‘More stuff’ has been how we’ve determined social status for hundreds of years. In sociology, it’s called conspicuous consumption — a term coined by sociologist Thorstein Veblen. It’s a signaling strategy that evolved in humans over our recorded history.
The more stuff we had — and the less we had to do to get that stuff — the more status we had. Just over 100 years ago, Veblen called those who significantly fulfilled these criteria the Leisure Class.”
Looking at how social dynamics and social status are playing out today — at least in North America — Hotchkiss paints picture that is quite different from before:
“A recent study seems to indicate that we now associate ‘busy-ness’ with status. Here, it’s time, not stuff, that is the scarce commodity. Social status signaling is more apt to involve complaining about how we never go on a vacation than about our ‘summer on the continent.'”
Interestingly, the very same research methodology that uncovered this set of attitudes in the United States was conducted in Italy as well. And there, the findings were exactly the opposite.
Perhaps it shouldn’t surprise us that in Italy, every employee is entitled to at least 32 days of PTO per year, whereas in the United States the minimum number of legally required paid holidays is … zero.
Looked at from another perspective, perhaps today’s social status indicators in North America are merely the Protestant Work Ethic in action, but updated to the 21st century.
Either way, the residents of Italy probably see it as a heck of a way to live …