Culture After Covid: Wealth Warfare

Edge Definition

As the wealth gap widens into a chasm, the battle between the rich and the rest of us is about to erupt. Taking down luxury brands who offend us has become the new “cultural schadenfreude” for the working masses. A current wave of movies seem to chant “Kill The Rich.” The modern servant class of Uber drivers and manicurists is one of the fastest-growing and critiqued industries. Elitist brands beware. The uprising is here.

What will Wealth Warfare look like post-pandemic?

Inequality is the defining issue of our time.

Pre-pandemic, class rage was a brewing battle between the 1% vs. the rest of us. “Kill the Rich” rallying cries echoed throughout culture, elitist brands were blacklisted, and affluent “OK Boomers” clashed with broke Millennials.

But COVID has exposed greater division, reminding us that privilege isn’t just about the size of your paycheck. It’s about being able to access the online economy, receive health treatment, work remotely, and quarantine in comfort.

As the wealth gap widens, new forms of social exclusion are emerging. It’s the paid vs. unpaid workers. Those with broadband vs. those without. The educated vs. those left unschooled. The protected vs. the vulnerable.

The next wave of Wealth Warfare will demand ACCESS FOR ALL. Brands will champion democratization. Businesses will survive by bringing excluded audiences into the market. And respect for human rights will insist that resources are fairly distributed.

We’re done watching the rich continually raise the standards of success. It’s time for everyone else to reach the baseline.