“What is different today […] is that companies have become much more adept at identifying their top customers and knowing which psychological buttons to push. The goal is to create extravagance and exclusivity for the select few, even if it stirs up resentment elsewhere. In fact, research has shown, a little envy can be good for the bottom line.
“When top-dollar travelers switch planes in Atlanta, New York and other cities, Delta ferries them between terminals in a Porsche, what the airline calls a “surprise-and-delight service.” Last month, Walt Disney World began offering after-hours access to visitors who want to avoid the crowds. In other words, you basically get the Magic Kingdom to yourself.
“When Royal Caribbean ships call at Labadee, the cruise line’s private resort in Haiti, elite guests get their own special beach club away from fellow travelers — an enclave within an enclave.
“We are living much more cloistered lives in terms of class,” said Thomas Sander, who directs a project on civic engagement at the Kennedy School at Harvard. “We are doing a much worse job of living out the egalitarian dream that has been our hallmark.”
“For companies trying to entice moneyed customers, that means identifying and anticipating what they want. “The premium customer doesn’t want to be asked questions,” said Mr. Clarke of PricewaterhouseCoopers. “They don’t want friction. They want things to happen through osmosis.”
“But for people at the lower end of the market, as well as in the middle, plenty of friction remains. The trade-off is that the amount of hassle is precisely calibrated to just how much you are willing to pay.
“At the low end, people’s expectations have fundamentally changed,” Mr. Clarke said. “Because it’s a fraction of the cost, people say, ‘I’m willing to take some discomfort because my wallet is staying full.’”
Text: In an Age of Privilege, Not Everyone Is in the Same Boat, New York Times.
Image: Jan Tichy, Things To Come, 1936-2012. Three-channel digital video projection
Edition of 5. Richard Gray Gallery.