From Practicality to Publicity: The Rise of Viral Luxury

Viral luxury is reshaping our world, one social media post at a time.

8/5/20244 min read

In recent years, a noticeable shift has been unfolding. More and more, people are buying items not for their practicality but for prestige. Social media has become a key player in this transformation, turning private luxuries into public spectacles where the value of experiences and products often hinges on likes and shares rather than their inherent usefulness. This shift in how we assign value has reshaped our collective mindset, altering our perceptions of what truly matters.

I’ve personally witnessed this shift in my own circles. Take, for example, the phenomenon of "viral luxury." A simple accessory—a handbag or a pair of shoes—can suddenly become the must-have item of the moment, not because of its practicality, but because a celebrity or influencer was spotted with it. Overnight, the item's social media fame eclipses its actual function. This isn't just about consumer choices; it's a reflection of a deeper cultural change where visibility is now prized over functionality.

Companies have quickly caught onto this trend, increasingly designing products with the primary goal of captivating the social media audience. This shift has sparked a surge in creative aesthetics, but it often comes at a cost: the quality and sustainability of products are sometimes compromised. Resources that could be invested in durability and efficiency are instead funneled into creating something that looks good in a photo, slowing progress in areas that genuinely matter.

This emphasis on aesthetics leads many to choose products that don't genuinely fulfill their needs, opting instead for items that bolster their social image. I find it ironic that despite centuries of advancements aimed at improving human happiness, this trend seems to be leaving us less satisfied. Living in Hong Kong, I've seen this trend play out in real-time, watching as our collective progress is compromised by the relentless pursuit of social media validation.

Studies back up these observations. One study highlights the rise of conspicuous consumption, where people buy goods not for their practical use but to display wealth and status. For example, a survey by Deloitte found that 60% of millennials are influenced by social media when making purchasing decisions. This shift is especially clear in the fashion industry. Items can become highly sought after simply because they’re visible on platforms like Instagram and TikTok. The viral nature of these platforms spreads trends rapidly, often creating a cycle of fleeting popularity for various products.

The tech industry offers another example of this phenomenon. Gadgets and devices often gain popularity, not because of innovative features or superior performance, but because they’re associated with influential figures. A report by GlobalWebIndex reveals that 42% of internet users have purchased a product after seeing it used by influencers. This demonstrates the powerful impact social media personalities have on consumer choices, often shifting the market toward items that prioritize appearance over functionality.

Yet, the environmental impact of this trend cannot be ignored. The emphasis on short-term aesthetics has led to a surge in disposable products, contributing to the growing problem of electronic waste. In 2019, the United Nations reported that the world generated 53.6 million metric tons of e-waste, with this number expected to rise. The frequent upgrades and replacements prompted by social media trends are partly to blame, highlighting a disconnect between consumer behavior and environmental sustainability.

The cultural shift toward visibility has also changed how companies design and market their products. Brands now invest heavily in creating visually appealing packaging and viral advertising campaigns, often collaborating with social media influencers to boost a product's popularity. While this strategy can yield short-term gains, it often detracts from investments in product innovation and long-term sustainability.

The fashion industry is a prime example. Fast fashion has exploded, with items designed to capitalize on current trends. These products are often made quickly and cheaply, raising concerns about labor conditions and environmental impact. According to a report by the Ellen MacArthur Foundation, the equivalent of one garbage truck of textiles is landfilled or burned every second. This statistic highlights the unsustainable nature of fast fashion, driven by the desire to keep up with rapidly changing trends.

This focus on aesthetics and social media visibility has another consequence: consumer satisfaction. While trendy items might offer a temporary boost in self-esteem, this satisfaction is often fleeting. Studies show that the pursuit of material possessions can decrease overall well-being. Research published in the Journal of Consumer Research, for example, found that materialistic values are linked to lower levels of life satisfaction and higher levels of anxiety.

This trend extends beyond physical products. Experiences, too, are increasingly curated for social media. Vacations, dining experiences, and even personal milestones are often shared online, with their value being measured by likes and comments. I’ve noticed this trend in my own social media feed—posts that seem more about the performance than the experience itself. This has led to "performative consumption," where people engage in activities mainly to share them on social media. A survey by Eventbrite found that 48% of millennials would spend money on experiences just to share them online.

The impact of this trend on mental health is significant. The pressure to maintain a certain image and keep up with ever-changing trends can lead to feelings of inadequacy and dissatisfaction. Constant exposure to curated images of others’ lives fuels social comparison, making these feelings worse. A study by the Royal Society for Public Health found that social media use is linked to increased rates of anxiety, depression, and poor sleep.

The growing trend of valuing items and experiences for their social media appeal rather than their practical use reflects a deeper cultural shift. This change has significant implications for consumer behavior, environmental sustainability, and mental health. As companies continue to cater to the demand for viral luxury, we must consider the long-term impact of this trend on our well-being. Living in Hong Kong, I’ve seen firsthand the prevalence of this phenomenon and its effects on individuals and society. The challenge lies in finding a balance between the desire for social validation and the pursuit of genuine fulfillment.