The Sincerity Industry

For a decade, brands demonstrated their values. Then the internet made verification cheap, trust expensive and sincerity hard to distinguish.

You Are What You Buy. Apparently.

Sociology spent a century explaining how consumer objects carry social meaning. The market spent the same century charging for it.

The Sociology of Desire

Consumers think they choose products. Sociology, neuroscience and market data suggest otherwise. What they choose is a place in the social order.

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