The Death of Food Culture: How Greed, Marketing, and Influencers Are Killing What Really Matters
Food was never meant to be a symbol of social superiority. It’s survival. It’s creativity. It’s the common thread that connects us all, cutting across every social and cultural boundary, uniting people from all walks of life. But now, thanks to marketers and influencers shilling $19 smoothies, we’ve turned meals into luxury items. And let me tell you, that’s pure, unfiltered bullshit. Food isn’t some badge you wear to show your “status” on TikTok. It’s not meant to be an Instagrammable moment at Erewhon to impress people who wouldn’t give you the time of day in real life.
What’s happening is pure class warfare, dressed up as “wellness” and “health.” These overpriced, gimmicky foods separate us, dividing the “haves” from the “have-nots,” as if eating organic kale chips at $45 a bag makes you somehow more deserving of respect. Meanwhile, the majority of people are just trying to make it, hustling to feed their families and keep the lights on.
This trend is called affordable affluence. It’s the latest way to divide people based on how much they can afford, creating a culture where overpriced health food and flashy snacks serve as social status symbols. Influencers and foodies play right into this, pushing expensive brands and making those with less feel like they don’t measure up. All the while lining the pockets of large corporations and alienating small food brands and restaurants. It’s like the “lipstick effect,” where during hard times people still find ways to flaunt luxury through small, “affordable” items. But food should never be a tool for that. It’s fuel for the body, not a measuring stick of social worth.
The real crime here is manipulation. Marketing ploys aimed at making us feel like we’re lesser because we didn’t spend $500 on a grocery haul or don’t drink collagen smoothies. Let’s not pretend this is about health—it’s about greed, it’s about control, and it’s about maintaining a false sense of superiority.
As industry professionals—it’s on us to push back. We stand at the heart of food culture. We should be tearing down these walls, not building them higher. Stop supporting brands that price-gouge for the sake of exclusivity. Serve good, honest food that doesn’t require a trust fund to enjoy. Highlight the beauty of dishes that bring people together, no matter what their wallets look like. Food isn’t about separating people—it’s about bringing them together.
We have the power to lead by example. Offer your diners real experiences with food that celebrates everyone, not just those with deep pockets. Host community dinners, collaborate with local farms that prioritize accessibility, not just “organic” marketing. Volunteer at a soup kitchen or homeless shelter and give back to those that can’t afford to show off to their friends on the internet. Show that food can be the great equalizer again, not another method of exclusion.
