They’re 18 to 25 years old, working at a poorly paid service job, living at home and buying $325 Christian Dior sunglasses. “Gold collar” young adults have Keitel One vodka tastes on a beer budget.
To sustain a lifestyle inspired by rap videos and pop culture magazines such as Us, they spend a disproportionate amount of their disposable income on expensive brand-name products and services.
. . . Lacking an identity, they attempt to create their own through expensive clothing and accessories, said Ian Pierpoint, a senior vice president at the Chicago research firm Synovate.
“This is the best-dressed, least-able, least-equipped generation ever,” Pierpoint said. “If you’re 24 or 25 and you’re still at home, you’re not doing a lot of things, like paying your own utilities. They are in some ways very experienced, but they are more coddled than other generations.”
Synovate estimates more than a third of blue-collar young adults are “gold collar” consumers.
Good luck ever moving out of Mom and Dad’s house.