During this time, branded bag ownership, expensive watches, or sports cars with famous brands became one of the symbols indicating a person's wealth status. But apparently, the trend is shifting. As quoted from Money.com, Tuesday (7/5/2019) Now, the Superwealthy people prefer to use their money for security and privacy.

One of them is by buying property or home in undetectable locations of Google Street View. A professor of public policy at the University of Southern California Elizabeth Currid-Halkett stated, spending from 1 per cent of U.S. residents entering the superrich category for materialistic products is increasingly diminishing.

Citing data from the United States consumer Phishing Survey, Currid-Halkett said the trend did not only occur among millionaires or billionaire alone, but also the community group he called ' The aspirational class '. "The new Elite strengthens its status by enriching knowledge and building cultural capital.

(They tend to) avoid materialism, and the rich are investing more in the fields of education, retirement, and health, which are immaterial, but the price is many times more expensive than any handbag that can be bought by Middle-income consumers, "Currid-Halkett said. The unstriking consumption is often unnoticed by the middle class, but attention by fellow elites is the thing that makes it very thoughtful. Currid-Halkett describes it as an abbreviation for the elite to "Mark their cultural capital".


This "Reproduce the privileges " in a way that could not show off luxury, he said. He explained that the unstriking consumption in the form of an education or investment of old days was often not noticed by the middle class, but was noticed by fellow elites. According to him, the elites "reproduce the privileges " without showing off the luxury.

By highlighting the knowledge knowledge one can express the cultural capital, as well as give a person the opportunity to climb the social ladder and make connections. "In short, unobtrusive consumption gives social mobility," called him.

While for health, the 2015 Vogue magazine once mentions, health and wellbeing as a symbol of luxury. And in an analysis last year, the Financial Times columnist Simon Kuper writes that the elites are releasing relatively little to the beauty product, but more for sports because of the awareness that the body (like food) should look Natural.

The residents of New York are also willing to pay 900 US dollars per month or equivalent to approximately Rp 12.8 million to become a gym member Eliet Manhattan's Performix House.