Tami Makinde is a Behavioural Analyst at Canvas8. With experience in leading a global newsroom and pioneering cultural conversations, she pivoted to behavioural insights. A lover of literature, alt-pop, and SZA, she spends her time discovering new music or dissecting her favourite TV shows. 

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

Seunfunmi Tinubu is a corporate communications and digital engagement specialist with an MSc in strategic marketing management. He's the social media and website manager for a global, multi-billion-dollar health supply chain project. He's also an artist manager with over five years of experience in artist press and digital communications and has worked with the likes of Odunsi (The Engine), Lanaire Aderemi, Lady Donli, and The Cavemen. He has helped to shape the career of SGaWD, a rising rapper and singer in the Nigerian music scene. He's also the founder of the artist services agency Bridge Inc. and host of the 

Gen Z (born 1997-2010)

Gen Y (born 1982-1996)

Luxury

Fashion and Style

Clothing, footwear, and accessories

Financial Times

Klarna

Interview with Seunfunmi Tinubu conducted by the author

Robb Report

Business Wire

Thrive

Vogue

RetailLeader

The Industry.Fashion

Tanner Leatherstein is demystifying the world of luxury leather by educating young buyers about fashion practices and craftsmanship through addictive videos of himself deconstructing high-end bags. What does the rise of such influential online figures mean for contemporary attitudes to luxury?