Rory Sutherland Rory Sutherland

The engagement-ring theory of property bubbles

We buy houses like we buy diamonds. That’s why they’re so stupidly expensive

[Getty Images/iStockphoto] 
issue 29 March 2014

Google ‘the bread market’ and you get 135,000 hits, mostly from specialist food industry websites. Google ‘the property market’, however, and you get over 180 million. ‘The financial markets’ nets you 282 million.

Seen like this, it’s unsurprising that capitalism has a reputational problem. The likelihood that the word ‘market’ is attached to any area of commercial activity is in direct proportion to the degree to which that category is seriously messed up.

The idea that all ‘markets’ are effectively the same is perhaps one of the stupidest economic errors of the past 50 years. For a start, asset markets are not like other markets. As John Kay explains, writing in the FT, ‘A semantic confusion leads us to use the word market to describe both the process which puts food on our table and the activity of gambling in credit default swaps. That confusion has enabled people to claim the virtues of the former for the latter.’

Let’s consider one decidedly weird market: diamonds.

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