As late capitalism runs out of new frontiers and natural resources to plunder in the actually existing world, it will delve further into your emotions and existential anxieties as sites of capital accumulation.— Aimee Terese (@aimeeterese) November 4, 2019
Five years ago I detailed the generational structure of status contests, where Boomers competed over material wealth and careerism, but after they had saturated that niche, the Gen X-ers had to find a new niche to compete within. They chose lifestyle contests instead, which don't require nearly as much money as material possession contests.
In a follow-up post, I detailed the invention of persona contests among the Millennials, who don't even have enough money to properly pursue lifestyle contests. Crafting your persona and projecting it into the public arena for competition only requires time, effort, and enough money for wifi to connect you to social media.
The "currency" of status has gone from material wealth, to lifestyle points, to persona points. But within each niche, most people are hyper-competitive pigs struggling to over-feed themselves at the trough. Within each domain there is an over-production of aspiring elites, leading to maximum chaos and fragmentation.
And within each niche, if you rob the competitor of their "currency," they take that as a mortal threat. Millennials don't care if you take their wealth, since they have none and don't compete over that resource. But if you threatened their persona on social media, let alone got their account suspended, that's the end of the world to them. Banned from competing in the persona-construction status contest.
You can use Google to search this blog for other posts on the topic, using "lifestyle strivers," "persona striving," etc. One of the more original and insightful projects I've undertaken, if I do say so myself.
Each of these qualitative shifts began at the grassroots level among individuals whose overweening ambition required an outlet. It's only after that groundswell that business owners capitalized on the development -- they did not invent the trend and get customers hooked on it. Most professionals and owners are too lazy and incurious to invent anything, they just chase after popular trends for as long as they seem profitable.
What will it take for individuals to dial down their overweening ambition and hyper-competitiveness? Material conditions must get so disastrous, and the fabric of society torn apart, that they realize where the worship of competition leads -- to their own destruction. Only then will they adopt the opposite norms, based on humility and harmony, leading to more egalitarian material outcomes.
Obviously we all wish you could just tell people where it has always led, and will lead again this time, but those words are just pointless speculation to the hyper-competitive striver. They need to get their block knocked off before it feels real to them. See Peter Turchin's work on the dynamics of ideology and material outcomes, linked in the first post above.