consumerism begins to show signs of crisis, and what is worse for those who benefit from an attitude that leads to waste and to compulsive buying, the consumption of superfluous and ostentatious starts to be frowned upon. A new culture of austerity grows among young people, who by conviction or by making a virtue of necessity, they think they do not need so many things and avoid buying above a certain price because they consider it immoral. If Greta Thunberg can do without the airplane to travel, how many things we can do without?, wonder. There was a time, not so long ago, that the children were asking for expensive brands. Including children from families that could not afford them. Now, the culture of buy by buy is in question, and something new: the luxury is beginning to be frowned upon even among those who can afford it.

A team from the University of Harvard, directed by Dafna Goor, has put numbers and name to the phenomenon: the syndrome of the consumer imposter. This surprising research published in the Journal of Consumer Research shows that there are increasingly more people that are ashamed of wearing luxury items and even feel annoyed in their presence. The details of the study indicate that the consumption of luxury can be in certain media a double-edged sword: while it may be a sign of status and social success, can also lead to rejection and to generate in the person who exhibits a sense of misrepresentation, lack of authenticity, which ends up undermining its own security. As if he were exhibiting a privilege to abuse.

When so many people what goes wrong, when the surveys of the Peer Review show that anxiety and depression are the most worrisome to 70% of adolescents and under age 24 of united States, to make ostentation of luxury can be seen as a statement of indifference. Towards others and the limited resources of the planet. There are environments, of course, in the that luxury is as unremarkable as breathing. It is taken for granted and form part of the landscape. Among those who travel by private jet, staying in suites of 500 meters, look glasses Chopard and only fit Berluti, not even the echo of these criticisms of the reaches. But the luxury industry can not live only a few minorities increasingly narrow and eccentric. And it seems that the attitude to luxury, and in general, in the face of consumption is changing in the vast middle class and especially among young people, who know that it is all very volatile and they have found that pretending is not going to remove the fear of a future that they perceive uncertain.