New luxury pyramid - the theory of Edmond Lauer

Is this topic relevant to Ukrainians in today's realities?

So what is the New Luxury Pyramid theory all about?

At the bottom are things that are no longer perceived as "luxury": Rolex watches, Chanel, Cartier bags, and other well-known status markers.
At the top are a favorite job, a stable psychological state, the ability to provide for your children, and security. 

In the Ukrainian context, these markers have gained even greater value - it is no longer just a trend, but a vital necessity.

Can you afford to carry your iPhone without a case?

I don't think so. But this is where confidence and carefree attitude comes in.
Aperson is not afraid of losing something that is of secondary value to them.
And in a country where many people are forced to leave their homes or save on basic necessities, the feeling of "I'm not afraid to lose" becomes not so much about status as about strength of mind.

Can you come to the training at 11:00 on Monday?

With a flexible schedule and a stable income, this can easily become a reality. 

And this is where the peace and luxury that is not available to everyone comes in. For Ukrainians, this can be not only a sign of luxury, but also an element of returning to normal life.
If you can afford a routine, it is already a certain privilege.

What about Day Off?

No tasks, no work chats, no Zoom meetings, no to-do lists. Just exhale, reboot.
In the context of constant anxiety and stress on the psyche, a real stress-free day becomes a new level of luxury.

The theory is also supported by current statistics:

• According to a Deloitte study, 60% of Generation Z thinks that experience and education are more important than material things.
  
• A McKinsey survey showed that 70% of consumers prefer brands that demonstrate social responsibility and ethical business practices.
  

For Ukrainians, the "new luxury" is not about attributes, but about the content: to live, not to survive.
The opportunity to hug your family, wake up in your home, do something for yourself or your country is the true top of the pyramid.

Have you noticed how the idea of "human wealth" has changed?