All humans have a need for belonging. Belonging is a human need. Evolutionarily, we belonged to a group that made it more likely we’d survive. We are hard-wired to want to belong to a group.

Many marketing campaigns play on our need to be accepted by a group. But, there are lots and lots of groups we could choose to be a member of. So, the question sellouts and marketers need to answer is: how do people decide which groups they’d like to be a part of?

Answer: Status