# data[].attributes.body
What does it mean 'to promenade' now?
'Promenading' has been massively influenced by Social Media. For a culture that is already obsessed with 'keeping up with the Joneses', this mentality has now spilt over to social media. It's no longer enough to have the biggest house on the block, the newest car, the most expensive watch or the largest designer handbag collection - it's all about sharing the lifestyle to a social media audience. From here, even a social media account is founded on promenading - gaining the most followers, getting the most likes on a post, having content shared by a designer/brand/influencer, or going "viral". As more intimate details of someone's life is shared online and nothing is off limits (shopping trips, holidays, workouts) etc, a more competitive promenading culture has emerged.

Veblen linked conspicuous consumption to wasteful, narcissistic indulgence - some  argue this has been exacerbated and entrenched over the last few decades. What do you think?
Absolutely agree. While the 1800's conspicuous consumption may have been considered narcissistic and wasteful, it was a time where overall less clothing items were owned by individuals as they were all handmade. In an interesting twist, conspicuous consumption in the 1800s allowed a person to express their individuality and wealth with purchasing a luxury item, whereas nowadays consumerism and mass manufacturing means these items that are coveted by people are more common and hold less status.

What do these ideas mean for brands today?
Luxury brands in particular are faced with the threat of brand erosion thanks in large to:
- the desire to appear on social media to appear as though you are living a certain lifestyle even if you can't afford it. People who are trying to fit in are purchasing  designer knock-offs to portray an image of fitting in with a crowd
- whereas one may have previously bought one expensive designer handbag and used it for several seasons, modern day consumerism sees individuals buying a new designer bag every season and reselling old season items. Having designer bags sold through unapproved channels can see anyone own a designer bag, even if it doesn't fit the brands demographic or audience.

NB: apologies for the anonymous post, I tried multiple times but was unable to create an account. Shall keep trying! Jamie-Lee :)

# data[].attributes.body
With the rise of environmental activism, social media influencers, and overall health and wellbeing, I have noticed a large shift in modern day promenading. Consumers have consciously realigned to brands that dare I say are "less superficial" and more pro-active within their sustainability efforts, and are more transparent and authentic within their brand ethics and purpose.

This however creates a new beast within itself, and repeats the vicious cycle of narcissistic and misleading indulgence. Even though the brands that consumers are now gravitating to have a better purpose and place in society, the question I leave with everyone is: Are consumers mainly supporting and boasting about these brands to maintain their level of status, or is it genuine?

# data[].attributes.body
In today's society social media has a massive impact on how we promenade now. I agree with many of the other students posts on here in regards to social media, but wanted to bring up a specific platform which I feel directly impacts my life in terms of what I choose to wear, buy and consume as an individual in todays society.

INSTAGRAM: Instagram is many of the social media platforms that has recently, after a short period of years influenced many people in their consumer behaviour and their own 'branding'. With the rise of individual influencers on social media this has practically allowed any brand (no matter how big or small) to be able to penetrate any market they are in and generate some form of brand/brand awareness. This has therefore made how we 'promenade' today extremely opportunistic and I would also say that the way we brand today is also extremely saturated than it was previously many years ago with less opportunity.

# data[].attributes.body
What does it mean to Promenade now?
Showcasing and creating a person for yourself, especially here in Sydney is evidently of great importance and can be seen on Social Media, conversation, and the flaunting of expensive brands and products.

This can be seen in the cars consumers choose to purchase, whether this be from an actual appreciation of the care or the prestige that comes with a brand is individual person to person, it can be seen in the name brand clothing that can be seen, photos of food & drinks at expensive restaurants on social media. It can also be seen in the eat good, feel good and be good and driven, mentality that has been fuelled by podcasts and mindfulness books, with these quotes and exerts of podcasts displayed on social media to promote how these social media posters view life and its trivial issues.

Social dynamics he identified have been exacerbated and entrenched over the last few decades. What do you think?
It has definitely become more common for people to base their self worth and standing in society based on what they are able to  afford. It has become increasingly more common to see designer handbags, designer clothing and watches on everyday people. It can also be noted that there is a large number of people who are very much indifferent to these brands and may also be advocates for the environment.

What do these ideas mean for brands today?
Creating a brand that is respected and admired by consumers, that gives consumers a sense of self worth and importance is valuable for creating a strong brand. It can also be noted that creating a brand that is environmentally conscious and high quality is also a good approach and has gained respect in our society.

# data[].attributes.body
There are so many things that come to mind when I think of how people 'promenade' today. As you all have mentioned, social media is a big player in terms of the medium used to convey a certain lifestyle, as it offers the ability to capture moments and show off in real time. As Veblen explains, the preoccupation with status and image is not a new concept, but the way we are exposed to and engaging with seemingly endless content dedicated to proving that you are "living your best life",  I feel as though the concept is exacerbated in today's digital world.
Brands are currently grappling with trying to stand out in such a saturated market while also ensuring their practices and products are ethical and sustainable, as they will be left behind by consumers if not.

# data[].attributes.headline
The origins of branding and how we promenade now: 

# data[].attributes.subject
The origins of branding and how we promenade now: 

# data[].attributes.body
Consumers engage in conspicuous consumption not only in RL but also in the digital world.

Promenading has not really changed since the early days of the so-called leisure class after the industrial revolution, but now, in the digital world, consumers can reach a larger audience of peers in an instant.

Consumers are now able to share their purchases (clothes, cars, etc) and their thoughts (politics, ideas, etc) with a huge amount of people, and that promenading can also be shared over and over. Essentially, the digital world given rise to an excessive promenading.

But can we promenade to excess? What if promenading is for the greater good?

The new digital promenade has given rise to a new way of perceiving and understanding conspicuous consumption. It appears to me it has fostered a growth in altruistic social awareness and a drive to reduce waste. Another student has mentioned that there have always been those consumers who try to avoid waste, but I think the digital world might foster a “considered consumption”

With the digital world, brands have now a greater opportunity to leverage our human narcissistic tendencies to promote themselves, to speak to many more consumers at once and to become part of our cultural conversations about the world and our/their future in it, thus creating positive associations for a brand.

# data[].attributes.body
I agree with a lot of what other students have captured e.g. the impact of social media increasing promenading (egocentric) behaviours. However, I also think there is a flip side to all of that. There is an increasing movement for consumers to align to brands that share their deeper values, be it sustainability or cultural. It forces brands to think beyond just making a trendy product. There are also a lot of people that reject social media, and so brands also need to think beyond that format.

# data[].attributes.body
Today’s promenade is present in every vertical of our lives – it is not just the brands that we showcase on social media, our choice of social media platforms says something about us, as does the device we post from.  Interacting on linkedin via a desktop computer vs TikTok on your iPhone has completely different context, and what we share, the brands we consume, the platforms we interact on says something very real about us to our connections. I

The promenade exits in both the physical and amplification in the digital, and with the advent of the metaverse, the line between the physical and digital will increasingly become hard to distinguish.  We live in such an exciting, connected time, where more than ever we can share our experiences with our friends, family and even unknown people across vast physical distance, at low cost and in real time.  It’s an exciting time for brands too – with the ability to reach more consumers than ever through clever and engaging communications and partnerships.

# data[].attributes.body
Promenading in the modern world differs vastly to the original definition. While consumers are still very keen to show others what they have bought to prove status through consumer goods, this now extends to venues, holiday destinations, restaurants, recreation and hobbies. Promenading today, through social media, offers an extended audience reach and allows individuals to curate their 'best selves'.

To a degree, I agree that promenading today seems to involve an element of narcissistic behaviour, or at least, the need for social endorsement.  Much effort can go in to presenting one's best self - multiple shots, perfect lighting, filters, branded 'props' present the perfect image. This has been entrenched through the rise of social media and even assisted through various apps and platforms.

The rise of personal validation through social media presents brands with an ideal forum for social proofing of products and to target specific demographics through the platforms and channels they are using.

# data[].attributes.body
Modern-day consumers “Promenade” in a multitude of ways, including following key brands on social media, posting images of themselves in their favourite brands in social media platforms, letting friends and family know their brand preferences.

The meaning of “Conspicuous Consumption” has been diluted with such a broad array of high-profile, global brands available at consumers fingertips. The impact of the Covid-19 virus has resulted in consumers changing the way they look at high end brands.  High end brands are also reverse engineering their premium products by undertaking category analysis to introduce new ranges to capture sales in the lower parts of the brand diamond.

Brands need to help to create authenticity with consumers to encourage conversion, as consumers have a broad range of global information available at their fingertips at any time of the day to help them make learned decisions.

# data[].attributes.body
While social gatherings and physical events allow people to maintain the traditional sense of promenading, social media has undoubtedly taken over as the main form of ‘promenading’ in today’s society. Instagram, Facebook, Tik Toc etc… have given individuals the opportunity to show more of what they have on a more regular basis to an ever-growing audience as their followers increase.

Today’s world of fast fashion and overindulgence highlights Veblen’s views on conspicuous consumption as being ‘wasteful’ and ‘narcissistic indulgence’. Keeping up with trends and being ahead of the curve is somewhat of a competition today. The world of the ‘influencer’ has taken ‘promenading’ to a new level where individuals can not only show what they have but can be rewarded by those very brands with more products.

Brands today are often caught between two places, profits, and sustainability. Social media and online influencers provide many brands with an opportunity to target more people with more of their products as they look to increase sales and profits. However, there is a shift among consumers and sustainability is very much a core issue for many. Brands that look to be less wasteful and more sustainable may see the benefit in the long run and be more aligned to those who have the same thinking about conspicuous consumption as Veblen.

# data[].attributes.headline
Social media is the modern day digital promenade 

# data[].attributes.subject
Social media is the modern day digital promenade 

# data[].attributes.body
In todays digital world, social media in particular Tic Toc is the height of promenade.

Becoming an influencer is now sadly recognised as an actual job. Influencers or those wanting to become influencers use conspicuous consumption to promote brands they purchase to tempt others to do the same in exchange for 'likes' once they have successfully engaged with that audience, cementing their chances of either becoming an influencer or gaining payment for sponsored posts once they've had the success of a brand/s asking them to promote their products and services.

Brands themselves are left with no choice but to consider social media in their marketing strategies to gain the reach their competitors are getting due to the highly engaged audiences using these platforms to make purchase decisions.

# data[].attributes.body
'Promenading' has grown to a new level in the modern world. We go out into society and show off the car, clothes, shoes, bag, haircut, and phone we can afford. We also 'promenade' online, posting endless new outfits, experiences, holidays and purchases across social media. On LinkedIn, we share our ideas and professional achievements. We even share our workouts, something we have the luxury of time to do, and the disposable income to spend on expensive classes, memberships or equipment.

In today's world of mass consumption and our constant exposure to promotion of further consumption, it is easy for this to become wasteful and indulgent. But at the same time it is difficult to resist when we are surrounded by this social dynamic. Brands are aware of the constant internal battle of wanting the best and not being wasteful, and work to break down these barriers to consumption.

# data[].attributes.headline
Social Media is the essence of 'Promenading' 

# data[].attributes.subject
Social Media is the essence of 'Promenading' 

# data[].attributes.body
Every expensive meal, every moment of a trip to Italy, a car purchase, a new pair of sunnies. Accomplishments and celebrations are thinly veiled promenading and social media is purpose built to enable this.

# data[].attributes.body
Nowadays promenading can be seen everywhere. It still exists in the traditional sense, from the clothes people wear to they gym to celebrity fashion statements at the Met Gala. In the online space social media has taken the place of “A stroll down Embankment” – with people crafting digital selves, whereby they develop a sense of self through creating an impression to showcase to others. This will vary from platform to platform. For instance, platforms like Instagram are geared to people representing their ideal self visually, whereas platforms like LinkedIn showcase thought leadership, which too is based on the idea that educated thought is desirable (and historically only the rich could afford this).

Promenading and conspicuous consumption are as alive today as ever. Humans (and animals) have always competed over scares resources that provide us with an evolutionary and ecological advantage. With the rise of commerce people had disposable incomes and the scare resource of money became a social indicator of status. This has only increased in recent years as the internet has mean an exponential growth in audience (and positive reinforcement) for those who are “promenading”. Brands are an important way of indicating that a person has money, and for people to identify with others in their tribe, who share similar ideals.

While this provides opportunities for brands to build loyal communities, they do need to take care that people value their BRAND, not just the wealth it represents. This became apparent earlier this year when a number or Russian influencers began cutting up brands that boycotted the country due to the Ukraine war. In a sense these people were still trying to showcase wealth, but by devaluing the brand rather than identifying with it.

# data[].attributes.body
I went researching the meaning of Promenade on Google and I could not find anything relatable to our definition of "proving we have made it" it rather defines it as a nice stroll or a walk in a luisure sense. So I am making a connection with the word promenade and how it falls within the catagory of luisure having disposable income to go on hollidays, buy clothes, gifts and just spend.

Now thatg I have explored this concept, I can say from my observation and experience as a milenial that in today's world promenade still exists, and has always existed. It is just expressed differently dependong on the era. In the 1800's it was about show and tell in person who as "made it" as part of a status quo and fitting in, or should I say standing out by showing their  friends and family the use of their disposable income by consuming materilistic things but also leuisre was seen as luxury.

Today this is expressed online. It is not only about materlistic things and showing friends and family about "making it" with the expansion of our digital world at our finger tips we can now show the WORLD. It is not only about a $5000 Gucci bag but also how many followers one has on their social media platform, it is about how likeable or popular someone is, how much influence that person has in the digital world. This is the new promenade. It is about being a personal brand, how do we brand ourselfs online as well in the real world by having sufficient disposable income to travel and buy luxury products. The concept of promenade has diversified and expanded, entertwinded between real life and digital, how do we make these two worlds work together. The main focus is digital and if we MAKE IT digitally then all else falls into place.

# data[].attributes.body
Social media is the new 'promenade' in the online world.  It has been demonstrated that using social media encourages "conspicuous consumption," since followers are more likely to purchase the good or service that brands or influencers are promoting. We still have a real-life promenade as of today with being able to go to shops, venues etc.

I think that as production times for things have been shorter over the previous few decades, "conspicuous consumption" has increased. To keep customers buying the newest product, several brands have chosen to use influencers to boost sales, however this only works with particular brands in my opinion.

As a result, brands have the chance to sway customers and alter their behaviour online.

# data[].attributes.body
I consider the ‘promenade’ still happens in the public spaces, whether at the shopping centre, pub, club, office, or gym. A public place that would help socialisation. At the same time, social media is the new ‘promenade’ in the digital world. Instagram is the perfect example of an app that shows ‘your world’ your best self, where you have been, what you’re eating, what fantastic holiday you’re having, etc. It has been shown that through social media, the ‘conspicuous consumption’ increases as followers tend to buy the product or service promoted by brands or influencers.

I believe the ‘conspicuous consumption’ has increased in the last few decades as the production time of goods has decreased. Some brands have opted for ‘planned obsolesce’ to keep consumers buying the latest product. Another phenomenon is fast fashion and disposable goods that are becoming more popular and consumed.

This means brands have the opportunity to influence consumers and change their behaviour. Some brands are shifting their vision, embracing sustainability, and trying to elongate the product life cycle, for example, offering free repairs and patching instead of getting a new one.

# data[].attributes.body
Pre-social media, the opportunity to promenade would be at planned events or gatherings with your social circle; in the physical world. This still happens today but in the last decade online social sharing platforms (Facebook, Instagram, Pinterest, TikTok, Snapchat etc) have enabled the individual to curate their image and amplified the reach and frequency of promenading to an ever-expanding network of people.

Current social dynamics have highlighted Veblen’s concept of conspicuous consumption. It is evident with brands that use influencers to encourage sales. Fast-fashion brands use the medium to connect with and entice customers to buy more garments than they need. These consumer brands use social platforms to reach likely purchasers to drive profit.

One could argue that many of the items we buy in developed economies are indulgent and wasteful. The rapid increase in consumerism due to social media is prevalent, however more consumers are becoming aware of its negative impact and the brands that acknowledge this will be better placed with those that hold the same views identified in Veblen’s concept of conspicuous consumption.

# data[].attributes.body
We all like to show and tell! There seems to be a level of judgement were people feel they need to keep up with society, maintain a certain status otherwise you are less than.

While there is a long way to go – I feel a corner may be turned, as people are shopping more ethically and the second-hand economy is growing, people are not wanting to be so wasteful anymore and can see what it is doing to the environment.

We will promenade these second-hand purchases too – show our friends online – what we are doing to save the world. I think brands will need to show their ethical and sustainability side to be able to continue exist into the future.

More generally however, as more brands are online and there is more competition, they will need to differentiate themselves to stand out from the rest.

# data[].attributes.body
“Promenading” today takes a few different forms. One being ‘in real life’,  such as at shopping malls or centralised shopping areas (think high-street), or being seen at certain venues like cafes, restaurants or bars. The choice of location will be determined by age and socioeconomic group. In both instances you can display your ‘best self’ through the choice of location, the clothes you are wearing and the accessories you carry. In the case of shopping, you are making an extra statement by carrying labelled shopping bags that tell other people where you have spent your money.

Social media has become another way to promenade, posting photos of yourself with branded clothes, cars, makeup, and accessories (not necessarily high-end). Again your age group will influence the platform you choose, Boomers and Gen X on Facebook, Gen X and Millenials on Instagram, Millennials and Gen Z on TikTok.

I agree with Veblen in some ways. I think for a portion of society consumption is a choice, whether conscious or not, that is harmful and destructive to both the individual and the world they inhabit. I don’t believe it is limited to a particular demographic, whether that be generation or socioeconomic, I think it transcends age, wealth and education. Some people choose to make ‘wasteful’ or unsustainable purchases and some people choose to make sustainable purchases across all demographics. I also don’t think one is inherently ‘better’ than the other, there are many shades of grey to these sorts of choices.

If we think about ‘wasteful, narcissistic indulgence’ we are drawn to the idea of someone making purchases for their own selfish gain, it implies they are doing so to garner attention from others, perhaps though this person is fulfilling a need they can not have met in other ways. In which case, is it narcissistic or is it human vulnerability?

An example of wasteful consumption is the current trend of ‘Shein haul’ that is prominent on TikTok and to a lesser extent Instagram with content creators. It is well known that Shein operates in unethical and environmentally damaging ways, but for a content creator who is trying to make a name for themselves, increase their engagement and potentially make an income stream (to support themselves and possibly their family), the environmental and ethical practices of Shein may not be at the top of mind. Not everything is as black and white as Veblen would have us believe.

What do these ideas mean for brands today?

The old marketing adage of know your market and meet them where they are still applies.

# data[].attributes.body
Every aspect of ones life now is showcased online through social media, however it is usually only the best side we show.

Consumerism has developed to 'Keeping up with the Joneses' and we go into debt to make it happen. Brands also have a part to play in this. The old saying 'they don't make them like they used to' is so true. Some items are not built to last, on purpose. Companies want us to use and finish/dispose of a product so we can buy the next one. We then show our new toys off to our audiences online. The circle of life and hence the rise of ethical brands.

# data[].attributes.body
The rise of the internet and social media has vastly changed the promenade landscape. Before the internet took off, one might organise a family gathering or reunion of old friends to show off their latest prestige purchase. Without drilling too deeply into consumer personas and how these determine the types of products or ideas consumers use to demonstrate their 'best self', the generational divide is the simplest way to look at it.

We know Gen Z highly values socially conscious causes and this informs their purchasing. This is why we're more likely to see Gen Z post on social media platforms such as Instagram and TikTok with reusable products such as KeepCups or FrankGreen than the plastic Starbucks cup previously flaunted online by Gen Y/Millenials.

For Baby Boomers, a purchase of a luxury vehicle would warrant a post on Facebook as the channel where most of their counterparts participate. They may also draw on pre-internet activities such as get-togethers and events to promenade amongst their peers.

Wasteful indulgence may begin to be a thing of a past with younger generations focusing on sustainability, however, social media continues to exacerbate the desire to show off your 'best self'.

For businesses, this means that in order to stay relevant in the online world, their brand must align with the values of their target market over time. Once-popular brand American Apparel experienced a fast decline due to a series of blunders including sexual misconduct allegations and provocative advertising featuring models who appeared to look like children. It's no wonder this brand quickly fell off the radar given the human rights values their target market in Gen Z hold close.