Rich People Thing

There is a common trait among many wealthy Brazilians: they do not consider themselves rich. However varied their customs, backgrounds, and fortunes may be, the fact remains that there is no absolute criterion for wealth in Brazil. There, it is relative. There will always be someone with more money, more pomp, more assets, closer to the top of the pyramid. Thus, the rich are always others.

Based on this observation, anthropologist Michel Alcoforado dives into the world of the Brazilian elites and dissects easily recognisable types: the newly wealthy couple from Barra da Tijuca who goes to Miami to buy designer clothes; the banker’s heiress who lives a life away from the spotlight in Switzerland; the dissatisfied Rio ambassador who believes the Itamaraty Foreign Ministry has changed since the number of vacancies for the diplomatic corps was increased.

Able to translate a vast anthropological repertoire into an analytical and humorous description, Michel Alcoforado draws on the experience gained over years working as a “luxury anthropologist,” a role that granted him access to the most exclusive circles of the Brazilian elite. During his research, it became clear that, from a certain level on, the rich are no longer interested in the size of their bank accounts, but in the codes they need to master to belong to the upper echelons.

Flaunting ostentatious brands makes sense for the newly wealthy determined to show off their new status, but in the eyes of a traditional member of the rich, it is a sign of social climbing; they tend to opt for understated clothes that can only be recognised by those who know the same repertoire. The game of distinction is everywhere: in the choice of neighbourhoods to live in, in the architecture and decoration of homes, in travel destinations, in education, and in language.

Coisa de Rico examines the rules of this game. With the flair of a seasoned communicator accustomed to the lexicon of podcasts and social media, Michel Alcoforado provides a biting and precise diagnosis of the contradictions of the Brazilian elite.