One of the things I have been thinking about the world around us for over a year now.
The question is who eats first?
Whether you are an animal, a bee or human.
Status roles matter.
We live in a world that attaches value to status.
Who gets to eat first?
Who is the alpha?
Who is in charge?
We see something that has been going on for millennia, it turns out that throughout the animal kingdom including and especially humans, status roles matter.
Status roles drive us. Those that obviously seek status, and those that pretend that they don’t notice it or care..
Just about everything you will ever see in a movie theatre or read about in a novel is about status role.
The movies playing in circuit currently are about status roles, the sitcoms, the TV series we binge on, comedies, thrillers we see today, are all about who is moving up and who is moving down.
But off-course TV is a reflection of what man does, this status roles happens in real life and it doesn’t have much to do with money.
Think about that meditation weekend, nothing but a spirituality weekend, except some people at that weekend are friends with the instructor, so they have a little more status.
Off-course the guest instructor meditation weekend is wearing a special outfit sitting on a special chair, he has a little more status than us.
We attend a conference, and some of the people are friends with the organizer, so they have a little more status.
Tribes, these informal groups of people that we are a part of, demand status roles because it is a form of governance.
We need a manager, to manage the manager who manages the staff. Status roles.
Status is about: who is up and who is down.
Capitalism requires status roles. Because it gets to work even after they have enough.
That the ability to be able to say: “I might not have everything but I have more than you” is buried deep within our culture.
That what we have done is to build layer after layer after layer in commerce, in community, based around our roles, our status, our business cards, our standing in the community, our cars, our phones, our addresses where we stay, schools we went to, it is about status levels.
Those Louis Vitton shoes that she is wearing, that Prada bag, who get’s to sit at the cool table at lunch, who is the captain of the football team or the student council, it’s status level.
We repeatedly look at other people and decide where we stand.
They ask you what do you do for a living so that they can decide the level of status they attach to you.
They ask you which college or university you went to so that they can gauge whether to be associated with you or not.
When I went to University, students like me who came from public schools were subconscious not supposed to hang around students from private schools.
When you enter a restaurant as a customer, status roles are already assigned between you and the waiter. We know is assigned a high level and a lower level.
When we prefer those with light skinned [yellow bones], is all about status roles.
When we prefer to hang out with those who win awards and speak English with a clear accent, is all about status roles.
And what marketers have done, is take advantage of this and run with it.
What politicians have done, is take advantage of this and run with it.
Because we understand that deep down, human beings care about status roles.
School is status roles. Who gets to be the teacher’s favourite? Is it the good looking, always clean student? this is status levels.
How do we treat someone who is wearing a cute outfit versus the one who is not?
How are we looking and juxtaposing who has status and who doesn’t and which status matters?
Marketing is about selling status, it is about sales and profits more than anything else.
We want you to spend.
How about some status?