It used to be quite apparent who belonged to the wealthy class. They drove luxury vehicles, sported designer accessories, and their wardrobes were always on-trend, never from discount racks. Wealth was once worn like a badge of pride.
However, times have changed. While some individuals still flaunt their affluence, many in the upper class now choose a more subdued approach to spending. They invest in invisible comforts—organic groceries, yoga sessions, childcare, landscaping, cleaning services, educational tutors, and premium healthcare. This trend is often referred to as “inconspicuous consumption.”
If this lifestyle resonates with you, you might belong to an emerging social group highlighted on NPR’s Hidden Brain. Guest speaker Naomi Hart describes this demographic as the “aspirational class.” This new elite is characterized by high education levels and a commitment to things like breastfeeding and organic food, setting them apart from the more ostentatious wealthy of previous decades.
Interestingly, because this new affluent group doesn’t always accumulate obvious material possessions, they may not fully grasp their advantageous position. Their lifestyle can feel minimalist, almost like a natural choice rather than a privilege. It’s easy to mistake spending on experiences instead of tangible goods as a sign of financial prudence.
I can personally attest to this mindset. My home was immaculate and uncluttered. Our closets had ample space, and our garage comfortably held two vehicles. I prided myself on not being materialistic. Shopping felt unnecessary, and I viewed retail outings merely as errands rather than therapeutic escapes.
Yet, I was compelled to reevaluate my financial habits when a significant life change occurred, prompting a thorough assessment of our family expenses. Despite not indulging in excessive material purchases, I discovered we were dining out frequently, spending upwards of $1,000 a month on meals alone. We had top-tier internet, monthly pest control, a housekeeper, a security system, and multiple streaming services.
It’s humbling to realize I was living a life of privilege while thinking I was simply financially savvy. After all, it’s easy to manage money well when you have resources to draw from. There’s nothing inherently wrong with employing services that simplify life, such as childcare or home maintenance, but it can lead to an illusion of normalcy that overlooks the struggles of others.
As Naomi Hart pointed out during her appearance on Hidden Brain, “Everyone was just doing this, and we didn’t even question it.” What felt typical to me isn’t accessible to everyone. The ability to delegate household tasks has afforded me extra time for self-care and eco-friendly practices, as well as occasional getaways.
Being part of the aspirational class isn’t wrong, but it’s essential to recognize that one’s lifestyle choices are not universal. We should refrain from judging those who may have cluttered homes or who can’t afford help, as many hardworking individuals lack such privileges.
So, if you find yourself among the new wealthy elite, indulging in premium coffee and yoga classes, while maintaining a pristine home that reflects a minimalist aesthetic, take a moment to acknowledge your privilege.
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In summary, I realized that my seemingly simple lifestyle was a byproduct of privilege rather than a reflection of universal norms. It’s crucial to remain aware of this disparity and to appreciate the advantages that allow for such a lifestyle.