This article links the human concern for relative social standing with technological developments, and the future of work. We argue that to the extent that the desire for social status retains its importance in human behaviour, technological advancements affecting the production of goods and services will not necessarily lead to a diminishment of the demand for human labour. This essay makes two principal contributions. First, it links two different literatures: that regarding status-driven consumption, and that regarding the effects of technological change on labour markets. Second, it offers an alternative justification for the conclusion that radical technological shocks will not eliminate the importance of work.
