The status in being cheap

I was lucky enough to be exposed to some great South African research on the middle class. The output took the form of hundreds of mini video interviews on various topics. (Unfortunately, I cannot name the research or service provider on here). What fascinated me was how proud people had become of their ability to be frugal and save money. Most of the people interviewed could rattle off price points of daily essentials effortlessly, many still shopped off a neighborhood broadsheet and almost all had a “connection” they knew of that could supply something at lower prices.

A business partner labeled it “anti shining on the ‘Gram”. All of a sudden there seems to be increased swagger in showing off how much you don’t spend and how clever you can be to stretch your budget. Open displays of opulence frowned upon as wasteful and unnecessary expenditure.

Of course this is easy to accept when one considers that many of the middle class are one paycheck away from poverty. However, I have noticed that even those with extremely high levels of income also seem to be proud of their ability not to waste unnecessary resources. I see trends of very well off people choosing local holidays over skiing holidays, choosing to support local public schools over private schools and driving adequate vehicles rather than clamoring for the next upgrade. Even for people that can afford it there seems to be a trend of showing that you are humble and can do without the frills. There is credibility in people not knowing exactly how much you are worth and you living your life like the average Joe from the neighborhood.

The world, therefore, in my opinion is changing slowly in that a way to increase your status in society is not to brag and show off. But rather to be accessible, grateful, humble and dare I say it “average”. People are not impressed by how much money you can earn or spend and at what rate this happens. But rather at how clever you can be in terms of how you use the resources you have under your control.

So to increase your street cred next time, try and find a way you can get the apples of similar quality to Woolies, but at a much lower price. And when you do, please be sure to let me know!