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Will “eat the rich” and “normcore” be the creative trends of the decade? | #PurposeMonth

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Rich people are the worst, right? That’s something 99% of us can probably agree on. Wealth disparity is at an all-time high and it’s only getting worse. Indeed, the pandemic seems to have catalysed the yawning chasm between the haves and the have nots, to the extent that the richest 1% have claimed twice as much wealth as the rest of the world combined over the last two years.

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Now, we could waffle on all day about the pros and cons of wealth distribution, but this is not The Economist. What I’m interest in, however, is how this pervasive “Survival of the Richest” landscape and the resentment and rage it’s cultivated has impacted the creative industries; a sector that is (let’s be honest here) traditionally upper and middle class.  

Eating the rich in public

The growing sentiment of resentment towards the ultra-wealthy and their disproportionate share of resources and power has been reflected in popular culture in recent years through slogans like "eat the rich". This sentiment has spilled over into entertainment in a massive way in television and cinema.

From “The White Lotus”, “Succession” and “The Menu” to “Infinity Pool” and “Triangle of Sadness”, we’ve been inundated with media indulging in our opinions of how the rich are squandering their often inherited spoils. The fact that all the above have been wildly critically acclaimed just goes to show what a rich vein of creative potential this white-hot anger represents.

It’s a creative seam of inspiration that’s also been mined liberally by adland, with many marketers deciding to lean into the anti-wealth and pro-authenticity angle. Take the wonderful Burger King “Non Artificial Mexico” campaign from last year, for example. On the surface it was meant to underline how the chain used “real ingredients”, but it ended up feeling more about the people – real people – their customers. Because do you really think Jeff Bezos eats Burger King?

Are you normcore?

The creative sector is always more powerful when it’s reflecting reality and the reality for the vast majority of us right now is more like Skid Row than Rodeo Drive. This has led to a definite rise in ‘normcore’ statements and activations.

Cannes Lions last year gave us a sneak peak of what’s to come. A post-bourgeoisie playbook for the 99% and  an entirely new and very gritty brand voice we haven’t seen before. Garbage collectors eating hamburgers, Vienna’s museums on OnlyFans, sport retailers partnering with inmates, a subway operator handing out Hemp Tickets. Numerous initiatives breaking laws and many of them coming away with Grands Prix prizes.

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The fact is people are no longer in thrall to the rich and the powerful because they’ve seen behind the curtain and watched the wizard pulling the strings in real-time. Social media, for all of its faults, has allowed us to see these people for what they really are and, as a result, you get Elon Musk being booed for ten minutes straight as a Dave Chappelle gig.

There’s a reason that BeReal is the fastest growing social media platform – people want authenticity and immediacy, not a millionaire showing off.

Let them eat cake

Or course, there are inherent limitations to the "eat the rich" sentiment as a political or social movement. It’s been around since the days of The French Revolution, after all. While it can be a powerful symbol of resistance and protest, it does not offer concrete solutions to the problem of wealth inequality. It holds up a mirror, yes, and it offers a platform, but it’s ultimately just screaming into the void.

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So, will "eat the rich" be the pervasive creative trend of the next decade? It is difficult to say for certain, as trends in popular culture are often unpredictable and can be influenced by a wide range of factors. However, the sentiment of economic resentment and anger towards the ultra-wealthy is unlikely to disappear anytime soon.

Ultimately, it’s just a reminder of the importance of social and economic justice, and the need to address the root causes of wealth inequality in our society. While it may not be the solution to this complex problem, it can serve as a rallying cry for those who believe in a fairer and more equitable world and who better to rally the peasants than us creatives?

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