The calculated practice of manufacturing or
manipulating scarcity for the express purpose of exaggerating and sustaining the perceived value, desirability, or exclusivity of a commodity, service, or even an abstract idea. The term takes its name from the historical strategies of the De Beers diamond corporation, which successfully fostered a cultural and economic mythology of rarity around diamonds despite their relative geological abundance. In this sense, De Beering refers to any deliberate attempt to withhold supply, obscure availability, or construct a narrative of uniqueness that serves to elevate market prices and social prestige. It encapsulates a mode of economic and cultural
engineering in which scarcity itself becomes the principal product, reshaping consumer behaviour, fuelling aspirational demand, and embedding the illusion of preciousness within the collective
imagination.
A clear example of De Beering could be seen in 2022, when Shell capitalised on the lingering perception of oil scarcity in the wake of Covid-19. By maintaining
the narrative of shortage despite stable reserves, the company achieved a record-breaking profit margin of around £40 billion,
the highest in its history. This reflected not natural market conditions but the strategic
engineering of scarcity to inflate value and consolidate shareholder wealth.