The Diderot Effect Today

This is the Diderot Effect. The moment a new, higher-status possession enters your life,

it often triggers a spiral of consumption. We like to believe we own our things—but in reality,

our things quietly begin to own us. Now you might be thinking, “Okay,

the ledger that’s a nice story about a French philosopher from 300 years ago. I don’t wear scarlet

robes. What does this have to do with me?” It has everything to do with you.

In fact, the Diderot Effect is far more dangerous today than it was in 1765—because

modern marketing is engineered to trigger it with weaponized precision. Let’s look at a

modern example: the fitness identity spiral.