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The Sociology of Business
I created a new publication: The Sociology of Business.
It is a global sociological journey about the new forms of social, cultural, and environmental capital and how they change business.
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I will analyze how what consumers value and how transforms brand communication, strategy and execution, and business growth.
What consumers value, and how they distinguish themselves from others and convey their status makes the modern aspiration economy. In contrast to the traditional aspiration economy, where consumers collect commodities, Instagram followers, airline miles, and busy back-to-back schedules, in the modern aspiration economy consumers collect cultural, social, and environmental knowledge. Not long ago, wearing real fur was a signal of wealth and status. Now, it’s a signal of ignorance. In contrast, fake fur is inexpensive, but it displays status lended by knowledge about climate crisis and importance of sustainability. Thanks to luxury rental and resale services, these day anyone can walk around in a Gucci belt. But not everyone knows…
