Food as a social currency & act of self branding

Pinsker: I feel like one reason that young people, or really, people, obsess over food is that it lets people have social currency. It’s a way of showing off. And there’s a weird dimension: You are demonstrating that you have the luxury to be very, very deliberate about something that a lot of people really struggle to have. Do these things cross your mind when you find yourself obsessing over cannoli or a pastrami sandwich?

Turow: I have a whole chapter dedicated to this, because I think it’s one of the most fascinating parts of the entire trend. And I think it’s one of the more uncomfortable ones. Because, even for myself, I had to look up at a certain point and say really, “Why am I posting this picture?” Is it for a sense of community or is it to show off?

And if I was being honest with myself, it was a little bit of both, but mostly to show off. There’s a commodity fetishism around organic kale at this point because we’re using it as an identifier. We’re using it as a signal of education, of knowledge, of income.

tags: Food, currency, millenials, social, branding