In F. Scott Fitzgerald’s The Great Gatsby, Jay Gatsby builds an empire of reinvention and illusion to craft an image of wealth. Using his lavish lifestyle, grand parties, and curated aesthetic to attract the one thing he desires most, Daisy Buchanan.
Marketers have taken a page from Gatsby’s book for decades, leveraging the allure of wealth, exclusivity, and high-end aesthetics to sell products, regardless of their price tag. This approach, known as the Great Gatsby Effect, plays on aspiration and creates a perception of luxury and prestige to entice customers. It’s about selling a lifestyle and access to a more glamorous world.
Why the Great Gatsby Effect Works in Uncertain Times
During periods of economic downturn or social turbulence, people often seek forms of escapism. Luxury, real or perceived, becomes even more appealing because it offers a sense of stability, success, and indulgence in a world that might otherwise feel uncertain.
Historically, we’ve seen this trend in play:
- The Great Depression: Hollywood’s Golden Age flourished because audiences craved an escape into the glittering world of wealth and romance.
- The 2008 Financial Crisis: The rise of influencer culture, where people showcased aspirational lifestyles, allowed brands to market everyday items as luxury experiences.
- Post-2020 Pandemic: The boom of “quiet luxury” and premium branding even for mid-range products reflected a desire for elegance without overt excess.
For small business owners, tapping into this strategy doesn’t mean pretending to be something you’re not. It means positioning your brand to evoke a sense of exclusivity, refinement, and aspiration, without the need for high-end pricing.
How Small Businesses Can Use the Great Gatsby Effect
- Aesthetic Storytelling
Luxury is a feeling, not just a price tag. Create an immersive brand experience with high-quality visuals, elegant typography, and carefully chosen color palettes. Whether you’re selling handmade candles, digital products, or personal styling services, your brand’s aesthetic should tell a story of sophistication and desirability.
Example: A boutique candle business can use moody, cinematic photography and packaging that mimics high-end perfume brands. The copy can focus on indulgence, “an evening in Paris,” “the scent of old money,” or “whiskey and velvet nights.” - Exclusivity & Limited Access
Scarcity creates desire. Luxury brands thrive on exclusivity, and you can use this principle by offering limited-edition products, members-only perks, or VIP experiences.
Example: A skincare brand can release seasonal collections in small batches, building hype around availability. A coaching business might offer an invite-only mastermind program, making access feel prestigious. - Aspirational Content & Lifestyle Marketing
Sell a lifestyle, not a product. Position your brand in a way that makes customers feel like they’re stepping into an aspirational world when they engage with your content.
Example: A thrift shop specializing in vintage luxury can create editorial-style lookbooks that feel like pages from Vogue, showcasing an old-money wardrobe built with secondhand finds. - Social Proof & Influencer Partnerships
Luxury branding relies heavily on association. If high-status individuals or aspirational influencers use your product, it signals prestige.
Example: A jewelry brand can gift pieces to micro-influencers with a sophisticated aesthetic, ensuring their audience sees the product in a luxury-adjacent setting. - Language & Brand Voice
Words matter. The way you describe your products or services should evoke a sense of exclusivity, elegance, and sophistication.
Example: Instead of marketing a candle as “hand-poured wax,” describe it as “an artisanal blend of rare botanicals, evoking the quiet luxury of a five-star Parisian hotel.”
The Great Gatsby Effect isn’t about faking wealth. It’s about creating the idea of luxury, prestige, and aspiration. In uncertain times, people long for moments of indulgence and escapism. By positioning your brand as a gateway to that experience, you can attract customers who want to feel wealthy, even if they’re shopping on a budget.
This means being intentional with visuals, language, and exclusivity tactics to craft a brand that sells a dream, not a product. And in the world of marketing, dreams are often the most powerful currency of all.
