The Era of Showing Off Is Coming to an End: Why People Are Tired of âFake Successâ
Luxury Is Losing Customers
In 2025, the global luxury goods market saw its first-ever decline: âŹ358 billion compared to âŹ369 billion in 2023. From 2022 to 2025, the industry lost about 60 million customers. The share of active luxury buyers in the target audience plummeted from 60% to 40â45%. This is not a social media trend, but a profound cultural shift.
How Social Media Turned Success into a Performance
From 2010 to 2022, Instagram, TikTok, and YouTube built an entire status economy: expensive cars, luxury travel, âCEO mornings at 5 a.m.â Pressure emerged: if you donât showcase your success, itâs as if it doesnât exist. But by 2024, the audience had learned to recognize the charade, and displays of wealth began to provoke not envy, but irritation.
Generation Z refused to play along
Zumers were hit hardest by the culture of ostentatious success. 86% of working members of this generation report burnout, and 68% have taken social media âdetoxes.â
For them, status is no longer a Louis Vuitton bag, but freedom of time, freedom from debt, and the ability to opt out of the rat race. The secondhand market will reach $393 billion by 2030.
People no longer envy the rich, but the free
The major shift of the 2020s: for the first time, people began to envy not the richest, but the most relaxed. Those who can turn off their phones, opt out of the rat race, and avoid turning their lives into content. Society has stopped viewing luxury as proof of happiness.