02-March-2023

The Invisible Hand of Social Class - How It Shapes Our Behaviour and Attitudes

Social class is a convoluted hierarchical system that divides individuals and groups based on their relative wealth, income, education, occupation, and other factors. It is a ubiquitous determinant of an individual's opportunities, experiences, and lifestyle in most societies.  A popular proxy for measuring social class is income, which is used to signify other indicators of socioeconomic status. For example, individuals who earn above a certain threshold may be placed in the upper class, while those who earn below a certain threshold may be deemed as lower class. 

Apart from income, occupation is another crucial factor that can be utilized to gauge social class. Highly skilled professionals typically belong to higher social classes, whereas those engaged in manual labour jobs are often assigned to lower social classes. Education is also a pertinent determinant of social class, with higher levels of education generally associated with higher social classes.  Social class is a multifaceted and intricate concept that can be challenging to define and measure. Nonetheless, it exerts a significant influence on an individual's opportunities, experiences, and behaviours in myriad ways.   

Cultural values and beliefs

Cultural values and beliefs represent a salient aspect of social class that holds a profound sway over individual behaviour and attitudes. Social class can exert a potent influence on cultural values and beliefs through the transmission of norms, customs, and traditions from one generation to the next, thereby engendering a complex interplay between the two.

It is noteworthy that different social classes tend to prioritize distinct values, such as individualism versus collectivism, evincing a deep-seated divide between them. For example, individuals from higher social classes may be more inclined towards the former, i.e., individualism, independence, and self-reliance, while those from lower social classes may evince greater value for the latter, i.e., collectivism, cooperation, and interdependence.

Furthermore, individuals from different social classes may harbour contrasting beliefs concerning the role of work, education, and family in their lives. For instance, individuals from higher social classes may view education as a vehicle for personal growth and self-improvement, while those from lower social classes may deem education primarily as a means of securing better job prospects or financial stability. Similarly, individuals from higher social classes may deem work as a fount of fulfilment and self-expression, whereas those from lower social classes may view it mainly as a means of making ends meet.

The manifestation of these cultural values and beliefs can exert a profound effect on behaviour and attitudes in myriad ways. For instance, individuals from higher social classes may display a proclivity towards risk-taking behaviours, pursue entrepreneurial opportunities, and prioritize individual achievement. In contrast, individuals from lower social classes may be more inclined to lay emphasis on community building, social support networks, and cooperation.

Education and social mobility

Education is often touted as a means of facilitating upward social mobility, enabling individuals to augment their economic and social standing through enhanced access to better-paying vocations and social connections. Nevertheless, the distribution of high-quality education is not uniform across social strata, and disparities in educational prospects and accomplishments can exert a substantial influence on behaviour and attitudes.

Individuals belonging to higher social classes typically enjoy superior access to high-quality education than their lower-class counterparts. They may attend better-endowed schools, possess greater resources, and support networks, and receive better training for advanced education and professional careers. Consequently, individuals from higher social classes are more inclined to attain advanced degrees, secure higher-paying jobs, and experience greater social mobility.

On the other hand, individuals from lower social classes frequently encounter formidable hurdles to acquiring high-quality education, such as scarce financial resources, inadequate educational facilities, and an absence of social networks that can aid them in navigating the education system. This can restrict their educational prospects and impede their ability to secure high-paying jobs and advance in their professions.

These differences in educational opportunities and accomplishments can impact behaviour and attitudes in a multitude of ways. For instance, individuals from lower social classes may be more likely to experience sensations of hopelessness or lack of motivation, which can hinder their academic achievements and constrain their career possibilities. Furthermore, they may have reduced exposure to specific social networks or cultural experiences that are vital for success in certain industries or professional settings.

Consumer behaviour

The intricate interplay between social class and consumer behaviour constitutes a multifaceted and convoluted phenomenon. The impact of social class on purchasing patterns is significant, and marketers exploit this by leveraging disparate advertising strategies to target the diverse social classes. These advertising strategies are geared towards either reinforcing or challenging class-based attitudes and behaviours.

It is well-established that individuals hailing from higher social classes tend to prioritize luxury goods and high-end brands, while those from lower social classes tend to favour practicality and affordability. Marketers deftly cater to these divergent values and preferences by either highlighting the exclusivity and prestige associated with luxury brands or by emphasizing the affordability and practicality of certain products.

In addition to this, social class can also dictate where and how individuals choose to shop. High social-class individuals prefer to patronize exclusive boutiques and high-end stores, whereas their lower social-class counterparts tend to gravitate towards discount retailers or online shopping. Marketers capitalize on these varying shopping behaviours by utilizing different marketing channels and strategies, such as social media influencers promoting luxury brands or offering discounts and promotions for budget-friendly products.

Nevertheless, these marketing strategies run the risk of perpetuating social inequalities and stereotypes by reinforcing class-based attitudes and behaviours. Advertising that exclusively features models from higher social classes creates an illusion that certain products and lifestyles are only attainable for individuals from specific social backgrounds. This can breed feelings of exclusion and marginalization among individuals from lower social classes, thus limiting their ability to access certain products and services.

 Given the gravity of the situation, marketers have a pivotal role to play in promoting inclusive and equitable marketing strategies that challenge stereotypes and promote social diversity and inclusion. By developing advertising campaigns that acknowledge and celebrate the diversity of social backgrounds and values, marketers can level the playing field and empower individuals from all social classes to access and enjoy a wider range of products and services.

Conclusion:

The influence of social class on an individual's access to social networks and support systems is a highly intricate and multifaceted phenomenon. Individuals hailing from lower social classes are often constrained by limited access to professional networks or social services, which, in turn, can significantly impact their opportunities and behaviours.

For instance, individuals from higher social classes have an increased likelihood of securing access to professional networks and mentors who can provide indispensable guidance and support for career advancement. However, those from lower social classes may have limited access to such resources, which can adversely affect their ability to secure certain jobs or advance in their careers. Therefore, this can lead to lower levels of job satisfaction and heightened levels of stress.

Similarly, individuals from lower social classes may also face restricted access to essential social services such as healthcare and education, which can have an overarching impact on their overall well-being and behaviour. In addition to this, they may also have limited access to informal social support networks, such as friends and family members who can provide crucial emotional and practical support during challenging times.

The intricate interplay between social class and access to social networks and support systems underscores the significant implications for an individual's opportunities and behaviours. Therefore, concerted efforts aimed at promoting social equality and reducing class-based disparities in access to resources and opportunities can prove instrumental in ensuring that all individuals have equitable access to the support they need to succeed and thrive.