During the Reagan eighties, the idea that money was a good thing - it was good to be rich; that wealth was a reflection of your character. We see this today in perceptions of Donald Trump: the idea that money is an expression of success and even goodness. I compare that with my dad's generation, where the American Dream was about giving your kids a better life, but not just in material terms. The American Dream was also about doing something good in the world. The home was at the center of the dream, but home also represented community, shelter, and stability for your family.
Lauren GreenfieldThe 1970s were the height of social mobility. College was accessible. My grandfather was a poor immigrant who went to a public school in Ohio, and my father went to Harvard. That wasn't unusual. There was a feeling that anything was possible and you didn't have to be born into money to have a successful life. Now, people don't believe in the idea that anything is possible. We have more inequality than we've had ever before and a greater concentration of wealth in the hands of a few.
Lauren GreenfieldI've often used the extremes in my work to comment on the mainstream. I think that sometimes a subject that I'm working on, like popular culture, is so present all around us that they're hard to see. It's like: How do you see the air you breathe? How do you see how it affects you?
Lauren GreenfieldThese days, the media is defining what cultural capital is, and it's easily learned. If you have money, anything can be bought. We see this in China and Russia with what I call the "Bling Dynasty and New Oligarchy" in Generation Wealth. As people got rich and everybody started buying Louis Vuitton bags, it became clear that to distinguish yourself you had to have more than an expensive bag. People began to want the things that money is not supposed to be able to buy - history, tradition, education, and culture.
Lauren GreenfieldDuring the Reagan eighties, the idea that money was a good thing - it was good to be rich; that wealth was a reflection of your character. We see this today in perceptions of Donald Trump: the idea that money is an expression of success and even goodness. I compare that with my dad's generation, where the American Dream was about giving your kids a better life, but not just in material terms. The American Dream was also about doing something good in the world. The home was at the center of the dream, but home also represented community, shelter, and stability for your family.
Lauren GreenfieldI've often looked at the extremes as a way to shed light on the mainstream. Even though everybody says, "Money doesn't buy you happiness," I don't think that that's the principle by which people live. If you talk to kids and ask them what they want to be when they grow up, they say, "Rich and famous," but being rich and famous is not a job.
Lauren Greenfield