In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and unprecedented access to their icons, they still yearn for touches of exclusivity to define their status.

As the age-old understanding of exclusivity is eroded, people are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers – from luxury dupes to the rise of members clubs and closed-community spaces based on shared interests. Status is becoming a mode of belonging and connection with like-minded people.

People are erecting walls of their exclusive communities, relying on more subtle markers of identity. This is apparent with middle-class people fetishising working-class aesthetics, athletes turning to niche sports like padel, and social media groups organising around niche interests – spawning companies. As status-defined micro-trends on social media accelerate, brands face a challenge to keep up. If previously certain legacy items were automatically associated with exclusivity, now people are much more trusting of the UGC-defined vision of what status means. More than ever, speed, knowledge, inventiveness, and being plugged into the community determine what – and who – is in.

Insider Status

Mark Smyth is an award-winning motoring journalist. He writes for titles in the UK and around the world on the many facets of the automotive industry, from classic cars to the design and engineering of the latest models and the trends that are shaping the future of motoring.

Gen Z (born 1997-2010)

United States

United Kingdom

Getting Around

Communications

Luxury

Automotive

Social networking

Land Rover

Vogue

Interview with Mark Smyth conducted by the author

TikTok for Business

Robb Report

City AM

The Manufacturer

TikTok Business

Insider Intelligence

Marketing Dive

Business Wire

In an industry first, the Range Rover Velar – a fresh addition to Jaguar Land Rover’s fleet – has been launched on TikTok with a slew of aspirational content. In utilising the platform, the brand is targeting a young audience of car buyers who are deeply engaged with luxury lifestyles and aesthetics.

Cultivate

Values and Identity

Range Rover: courting luxury drivers through TikTok