Rich Americans are increasingly unaware they’re classed as wealthy, say analysts—and Bain say a rise in ‘luxury shame’ means they may try to hide it

fortune.com/2025/06/29/wealthy-americans-ubs-luxury-shame-bain

UBS’s Paul Donovan notes that many wealthy Americans don’t perceive themselves as rich, leading to confusion between the reality and perception of wealth, a distortion fueled by social media. Bain & Co’s Claudia D’Arpizio highlights a rise in “luxury shame,” with consumers curbing…

This story appeared on fortune.com, 2025-06-29 10:00:00.
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