Young working-class adults who feel that they are entitled to luxury goods such as couture, state-of-the-art electronics, overpriced cars and pretty much anything that they cannot afford.
"The gold collar contingent, ages 18-25, is doing its part by downing $12 Kettle One vodka martinis and sporting the sleekest rims on their Lincoln Navigators. To sustain a lifestyle inspired by rap videos and pop-culture magazines such as Us, they spend a disproportionate amount of their disposable income on expensive brand-name products and services."
-See the Seattle Times article, "Gold-collar generation: The world is theirs?"
Prices shown in USD.
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