Yes, the Rich Kids of Instagram is a thing. Their popular Tumblr is home to a treasure trove of relentlessly-uploaded lifestyle selfies documenting the joys of being young and loaded: posing on mega yachts, globetrotting on private jets, dishing up footwear porn shot in shoe-closets roomier than where most of us room...to say nothing of pix of tacky piles of cash or jaw-dropping bar bills the size of a small country's GDP.
"And yet," muses The Guardian writer shaking her head at their ostentatious ways, "perhaps this would be a moment to clamber down off my pedestal, because the more deeply you look across the accounts of the showily rich kids, the more you notice how frequently they feel dissatisfied – or rather, #nothappy – with their purchases. Nothing has the air of being enough. Maybe the more you spend, the more cheated you feel – rightly or wrongly." She notes that two largest expenditures in her life were her apartment (or, in UK'ese, flat) and her kitchen. "And I can say that, hands down, those experiences are also numbers one and two in my list of times I’ve felt most dicked around, by the estate agent and the kitchen company respectively," she notes. "I’ve bought things from vending machines with more respect for me than that lot."
And what's so interesting is that this feeling of being dicked around when big-spending is also a thing. "A friend whose job brings him into contact with the super-rich," she continues, "confirmed to me that those with precisely naff all to worry about apparently feel constantly as though they are being poorly served, or insufficiently respected, or ripped off."
Which is, you must agree - once we stop shaking our heads at these spoiled brats - interesting. Especially for brands hoping to funnel some of this rich-kid cash in their direction. "Regardless of whether ethically we agree with the way these people behave online, their social presence has somewhat normalized the way that wealth is actively promoted on social media," observes Luxury Society in musing about what brands should take away from the 2015 Wealth Report. "These kids are on social platforms bragging about luxury brands, which should give brands an insight into where the next generation of Ultra-High Net Worth (UHNW) individuals should perhaps be targeted."
Where? Sounds to me like addressing the dicking-around factor is probably an easy and "cheap" place to start.
- Lesley Scott