"These days, nobody seems to like elites. In movies and pop culture, they're cutthroat villains that people love to see destroy each other. They're what make The White Lotus, Triangle of Sadness, Knives Out, Succession, and The Menu so hate-watchable. And as new movie Send Help continues to defy box office expectations, its anti-elite plot deserves some of the credit."
"This reputation should be enough to make any brand avoid anything that might be seen as elite. Yet our love/hate relationship with elitism and luxury remain one of our culture's most paradoxical obsessions. We hate elitism yet always strive for it. It's embedded in the social influencers we follow, the music, movies and TV shows we support, fashion, politics, food and everything in-between."
Elites are portrayed as cutthroat villains in movies and pop culture, driving fascination with anti-elite narratives. Political campaigns use anti-elite rhetoric while often invoking candidates' elite symbols like wealth and business success. Elites are perceived as out of touch due to privileged and sheltered life experiences that produce a sense of superiority. Brands frequently avoid overtly elite positioning because of negative perceptions, even as consumers continue to aspire to elitism and luxury. Cultural consumption across influencers, entertainment, fashion, and food reflects simultaneous rejection and desire for elitism. Economic turbulence heightens the tension and personal preferences may reveal how the tension operates.
Read at Fortune
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