Magazine

Why Brands Struggle When Marketing to an Envious Consumer

Social media has created a market rife with jealousy and shame

We’re in the middle of a new cultural context of envy, born directly from social media. Getty Images
By Barry Lowenthal

March 25, 2018

A cultural context is an event or idea that shapes an era. Sometimes a cultural context lasts years, like Woodstock (peace and love) and 9/11 (fear and terror), or it can last a few months like optimism around the recently concluded Winter Olympics.

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This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.

Barry Lowenthal

Barry Lowenthal is CEO of The Media Kitchen.

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