Rory Sutherland Rory Sutherland

The rich aren’t so different any more

No one invents expensive things these days, so nearly everyone can afford the best

issue 10 December 2016

The traditional orange at the bottom of a Christmas stocking dates to a time when this was the only orange a child might receive all year. Earlier, in the 17th century, a single pineapple might cost the equivalent of £5,000 today; like pepper in the Middle Ages, pineapple ownership was confined to royalty and the super-rich. Yet last week I spoke to someone who had worked in a food-waste processing plant. She said their worst nightmare was when one of the supermarket chains offered two-for-one on pineapples; so many people would throw away their unwanted second pineapple that the extra acidity played havoc with the chemical workings of the plant.

Because it’s Christmas, I thought it might be time to reflect on some good news. Yes, every newspaper article nowadays mentions the growing problem of wealth inequality, and for a good reason. But this overlooks one strange facet of modern life: quite simply, the world’s most amazing things are no longer all that scarce.

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