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Loud, Quiet, or Contextual? What European and African Consumer Behaviour Reveals About Status, History and Power
Why does global luxury still treat African consumers as if they haven’t learned “good taste” yet? In this provocative opinion piece, Ray Langa, Group Chief Executive of Leagas Delaney South Africa, dismantles the tired assumption that visible luxury is unsophisticated while European restraint represents refinement. Drawing on decades of consumer psychology research, Langa argues that status signalling isn’t about taste hierarchies but about context: where wealth is entrenched, discretion becomes an insider language; where success…
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