Our Generation

When challenging the status quo, it is interesting to explore what the current status quo actually is. It is constantly evolving, reflecting new trends and social praxis, however it is underpinned by a consumerist ideology that has existed for many decades. The idea of establishing success is often something that people consider as they grow older and establish a sense of self, however it is becoming increasingly popular to pre-empt this at an early age. As excess and decadence become symbols of achieving (often un-realistically) productive lifestyles, the output for presenting this is becoming more transparent and outwardly brash. If the ultimate goal of consumerism is to aspire to obtain wealth, while making money for those providing the assets required to achieve this, then why not share this notion with society as early as possible?

As seen in imagery created by Erika Clark at The Pod Photography, subjects appear in a dreamy state, as they demonstrate their own ambitions alongside their parents’ own identities. The photographs are brilliantly executed and appeal to our human instincts, as the subject matter is witty and cutely presented. With a reported price tag of $10,000 per image (The Wall Street Journal, 2024), it is interesting to see the subjects being presented as status symbols themselves. Whether this is seen positively or not, the creativity behind this trend is un-deniably effective, while reflecting a time that is unapologetically centred around peer perception and status.