People sometimes ask me, “Rob, do people really care that much about status? Why do you talk about it so often?” Or, “When you bring up luxury beliefs, it sounds like you're picking on elites—but don’t we all care about status?” And it’s true. As I write in the book, and as research shows, most people want to be respected and held in high regard. That’s basic human nature.

But there’s a spectrum. Some care more than others. And what’s interesting is that two separate studies found the same thing: the higher someone is in status, the more they care about it.

The researchers used objective metrics—income, education, and job prestige, which can be ranked based on corporate hierarchy and other factors. They found that those who scored highest were most likely to agree with statements like: I’d enjoy being in a position of power. I want people to notice me when I enter a room. I like having influence over others.

Sure, most people like those things a little. But the people who already have a lot of status tend to care the most about being admired and influential.