Rushkoff on Social Currency

:: Douglas Rushkoff - Weblog :::

"That's why, in spite of growing fears that we are living in a materialistic society, social currency almost always wins out over pure ownership as a motivator for buying. For the majority of consumers, their cars, electronics, and even their sneakers are ways of communicating to and connecting with other people. In an almost Darwinian competition for survival, products that serve as social currency succeed, while the ones that don't, fail."