I'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 GreenfieldI've also been documenting an unsustainable way of life. And you see in peoples' stories that this world of consumerism does not support the moral and spiritual values - of family and community - that people feel are most important. From an environmental perspective, the quest for more and more is not going to be possible on this planet. This is a historical documentation of an unsustainable path, and my hope is that this work allows people to think about their own agency and the potential for change.
Lauren GreenfieldHip-hop has been so important in my work, because it speaks to the idea of money being tied to cultural capital in an honest and transparent way. When I was growing up in LA, money was equivalent to class, and it was a passport. Hip-hop emphasizes that, but Hollywood and show business bear it out. If you have money, there really is no barrier to social mobility. There are still social clubs in Newport where you can't get in even if you have money, but that is really rare.
Lauren GreenfieldWhat I'm documenting can be hard to distill, because it's all around us like the air we breathe. I often need to go to a place where I can capture extreme moments.
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 GreenfieldMy photography is often a sociological look at American culture and it's been very well published in the UK.
Lauren GreenfieldThe economist Juliet Schor talks about how our reference group has changed over the last twenty-five years. As we spend less time with our neighbors, we're spending more time with people we know from TV and social media, and this becomes our new reference group. The media is full of images of people with wealth, and we're comparing ourselves to them and aspiring to what they have. Instead of keeping up with the Joneses family, we're trying to keep up with the Kardashians, even though it's completely unrealistic.
Lauren Greenfield