Now, in a traditional consumer soci

Now, in a traditional consumer society, where consumption is one of the leading (if not the leading) indicators of success, those who consume the most (and especially those who consume the rarest and most expensive), will typically also attain the highest status. This is why brands have, for decades, gladly provided people with goods, services and experiences that help them (boldly or subtly) impress their peers and help alleviate their anxieties about how they're perceived by others.