[Pulcinella]

It is at least the end game for marketing and advertising. E.g. Red Bull marketing wants to sell you the feelings of a life style, not a caffeinated beverage.

It’s definitely been around for a long time for some companies (I think auto manufacturers have been trying to sell cars = personal freedom and status as long as the car has existed) and you could argue that governments and religions have been doing it all of history, but I do agree that a lot more companies have been doing it the past several decades. Every damn podcast ad has to be about how a razor, mattress, or pair of underwear is a defining, empowering lifestyle choice.

[tomjen3]

I think there is a danger, because to many having a car is a person freedom (and a not inconsiderable one). If you are selling the benefits, selling the benefit that you can go anywhere you want with a car is a pretty obvious choice.

As for the style: conspicuous consumption may have been the first consumption, after basic subsistence.

[brett40324]

Yep, this. It's branding 101. Rolex is not in the wristwatch business! They sell luxury, period.