‘What’s great about this country is America started the tradition where the richest consumers buy essentially the same things as the poorest,” Andy Warhol wrote in 1975. “You can be watching TV and see Coca-Cola, and you can know that the President drinks Coke [and] you can drink Coke, too … The idea of America is so wonderful because the more equal something is, the more American it is.”
Fifty years later, it’s still true that the Diet Coke Donald Trump is chugging by the caseload in the Oval Office is exactly the same stuff his public can buy in a local shop. But the idea that mass consumerism is characterised by equality is about as dead as Warhol is. There are precious few products or experiences that haven’t been segmented into multiple tiers, from “embarrassing pauper” to “ultra-VIP”, in order to extract as much money from the consumer as possible.
