The era of mediocre ‘premium’: when having space on the plane or a ‘gourmet’ burger is sold as luxury

The concept of 'premium mediocre' describes a trend where ordinary products are marketed as exclusive luxuries, creating an illusion of uniqueness. This phenomenon spans various sectors, from dining to travel, where consumers pay extra for perceived enhancements that were once standard. The term, coined by Venkatesh Rao, highlights how consumers are drawn to these offerings to feel distinct, despite their widespread availability. This trend reflects a shift in consumer behavior, where individuals seek to elevate their status through minor upgrades, often driven by marketing strategies that exploit aspirations for exclusivity. Ultimately, 'premium mediocre' represents a new normal in consumer culture, blurring the lines between luxury and mediocrity.