The 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'm constantly trying to deconstruct what I see and to show its beauty and its attraction. I use bright colors and strobes to get that full reflection. I want to acknowledge and reference the attraction of wealth. But I'm also looking for the layer that reveals how wealth doesn't fulfill its promise.
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 GreenfieldThe people in the popular group say there is no peer pressure because they are at the top of the food chain. Really what they are doing is just eating away at everybody else.
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 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 Greenfield