people who live in highly unequal societies are more likely to shop for luxury brands than people who live in more equal societies.21 We keep buying more stuff in order to feel better about ourselves, but it never works because the benchmark against which we measure the good life is pushed perpetually out of reach by the rich (and, these days, by social media influencers). We find ourselves spinning in place on an exhausting treadmill of needless over-consumption.
