Re-Inventing Magnificence: Gaining Status from Contribution Not Consumption

Abstract Most luxury consumers link rarity to higher status. It may be a luxury car, yacht, haute-couture fashion and accessories, prestige holiday destinations such as Venice, or purchasing “exotic” wildlife products. For some, legal luxury is not enough to fulfil their status need and they take a step into a world of illegal consumption; this is the case for the buyers of rhino horn in Viet Nam. The desire for rare wildlife “products,” both legal and illegal is increasing rapidly. Legally, the desire to supply means species are both captive bred en masse and legally harvested from the wild to fulfil the demand. Illegally, criminal syndicates have moved beyond simply exploiting the existing demand to manufacturing new markets using the same principles luxury goods manufacturers have used for decades to trigger desire and purchasing decisions. Uncurtailed luxury consumption of exotic wildlife “products” is driving the illegal poaching and unsustainable harvesting of many species. Extinction is a direct result of the “vulgarity of desire” for luxury goods made from endangered species. Battling this trend requires a different approach to traditional conservation methods. Nature Needs More utilises an innovative approach to wildlife conservation, that of “demand reduction.” But demand reduction alone is not enough, there is a need to redirect desire away from both legal and illegal consumption of exotic and endangered species. Nature Needs More combines demand reduction campaigns in SE Asia with work to revive and reinvent Magnificence, a concept steeped in history but subverted by luxury in recent centuries. This paper outlines Nature Needs More’s research in the field, and the mechanisms by which we can provide elites with an alternative to fulfil their self-image and status needs based on contribution instead of consumption of our most fragile heritage.