The term “luxury beliefs” was popularized by social psychologist Rob Henderson in a 2019 article called Luxury beliefs’ are the latest status symbol for rich Americans. The concept highlights how individuals may adopt certain beliefs or behaviors not for their intrinsic value or personal conviction, but as a means to signal their social status or moral superiority within a particular social group.
Luxury beliefs refer to ideas or attitudes that are adopted and publicly expressed by individuals, not necessarily because they reflect their genuine values or priorities, but rather because they convey a sense of social status or virtue. These beliefs often involve certain lifestyle choices, political views, or cultural preferences that are associated with affluence and sophistication.
Some examples of luxury beliefs include environmentalism and sustainability, political correctness, dietary choices, and educational choices. While genuine concern about the abovementioned situations exists, individuals may adopt certain beliefs more for their social signaling benefits than for their intrinsic value or personal conviction.
According to Rob Henderson, there is a drawback to Luxury Beliefs. This drawback is that these beliefs are purely status signaling stated by affluent people, who do not enforce these beliefs into their own lives but rather impose them onto less privileged ones. Therefore, according to the author, these beliefs confer status to the rich and take a toll on the lower class.
Let’s talk about environmentalism and sustainability, for example, air travel. In the last few years there has been protest regarding climate change, paying close attention to air traveling as burning fossil fuels for aviation contributes to global warming. However, this previous statement has not stopped people from traveling around the world. Traveling is seen by many, around the world, as a marker of status and success.
Tourism is a valuable market for any country. Since traveling signals status and success, most people don’t want to be left behind. People want to travel, and it is usually one of the most popular New Year’s resolutions for many, whether they can afford it or not. However, tourism is responsible for about 8% of the world’s carbon emissions. Various activities contribute to tourism’s carbon footprint, from air traveling to souvenirs and lodging. The USA is one of the top countries contributing to this footprint. People travel for tourism, academic exchanges, conferences, or sports events, every year.
Even though people are proud to protest to “save” the planet for new generations, in practice they don’t contribute that much to that “rescuing.” Social media is full of pictures of people’s traveling feats, the places or countries they have visited, international conferences or events they have attended, or the mountains they have climbed. This contradiction between what is being said and what is done is starting to be known as climate hypocrisy.
Let’s take another example of luxury beliefs: dietary choices. Let’s talk about a controversial one, veganism or plant-based diets. People become vegans for many reasons: ethical, religious, or health. There isn’t anything wrong with plant-based diets. People can do whatever they want. However, thinking that becoming vegan is easy or that this lifestyle is for everyone is unrealistic. Some people may need animal protein.
First of all, becoming vegan requires careful consideration. Certain supplements need to accompany plant-based diets like vitamin B12, and iodine, among others. Also, people on a plant-based diet must watch their calcium and iron levels carefully. Consequently, veganism is not for everyone as stated by Dr. Giles Yeo, a British -American biologist. In Dr. Yeo’s words, “Plant-based diets are for the privileged ones who can choose to do so”. People living paycheck to paycheck cannot afford to have a plant-based diet. Their main concern is to make ends meet and to provide food (any food) to their family. So, making people feel bad about not following a plant-based diet or trying to force people (through social shaming) into veganism is harmful.
The problem with luxury beliefs not reflecting genuine values or priorities is that they widen the gap between social classes. It reinforces the existence of hierarchies, evidencing the divisions between those who can afford to adopt these beliefs and those who can’t. Therefore, making social stratification more pronounced.
As mentioned previously, the adoption of luxury beliefs raises questions about the authenticity of social activism. Although some individuals genuinely advocate for positive change, others simply engage in virtue signaling. Therefore, the paradox of luxury beliefs lies in the potential diversion of resources and attention from more pressing social issues. While attention is directed toward signaling virtue, addressing the root causes of societal problems may take a back seat, which raises concerns about the effectiveness of collective efforts in creating meaningful change.
Luxury beliefs represent a complex phenomenon that reflects societal values and aspirations. While they provide a means of signaling status and belonging, they also pose challenges to genuine societal progress. Navigating this paradox requires a collective effort to promote authenticity, critical thinking, and a commitment to addressing the root causes of societal issues. Ultimately, society must balance individual expression and collective responsibility to build a more equitable and inclusive future.
We must be consistent with our beliefs and values, so people trust us and are willing to work together. Otherwise, there won’t be actual changes to tackle meaningful social issues that affect everyone. Trust must be built, trust must be gained. People should back up their talking with their actions. After all, as the African Proverb states, “Beware of the naked man who offers you clothes.”
References
- Henderson, R. (2019). ’Luxury beliefs’ are the latest status symbol for rich Americans”. New York Post, 433-444.
- Higham, J., & Font, X. (2020). Decarbonising academia: Confronting our climate hypocrisy. Journal of Sustainable Tourism, 28(1), 1-9.
- Yeo, T. E. D. (2014). Negotiating virtue and vice: Articulations of lay conceptions of health and sustainability in social media conversations around natural beverages. Environmental Communication, 8(1), 39-57.
