Opinion: Billionaire masculinity faces cultural devaluation as luxury status symbols lose prestige

An opinion piece published in The Guardian on 15 July 2026 argues that traditional displays of "billionaire-coded masculinity" are undergoing significant cultural devaluation. Feminist writer Van Badham contends that luxury status symbols, such as superyachts, private islands, and high-end vehicles, are now subject to public mockery rather than the respect they historically commanded.

Badham suggests that social media has enabled a mechanism for "mass moral judgment," leading to the dismissal of items associated with controversial or outdated displays of wealth. The article notes that while Reuters has catalogued a "luxury playbook" for new billionaires, online platforms are actively dismantling the prestige of these goods. Superyachts are described as "cringe," and launching a rocket ship is cited as a behaviour that invites lasting ridicule.

The piece highlights a shift in social power dynamics, positing that genuine influence is increasingly derived from confidence among equals and partnerships with peers of similar age and status. Badham references a viral trend on Mark Zuckerberg’s Threads platform, where posts celebrating older men partnered with women of comparable status gained significant traction. Examples cited include Mads Mikkelsen with Hanne Jacobsen, Ryan Gosling with Eva Mendes, and Tom Hiddleston with Zawe Ashton.

Badham contrasts this with historical norms where 86% of the world’s billionaires are men, and dominance over younger partners was often a status marker. The article argues that men who "trophy hunt" much younger women are now inspiring disgust rather than signalling virility. The author suggests that the ultimate "alpha male" symbol is shifting toward a partner who is an equal in age, experience, and achievement.

While acknowledging that relationships with age differences can involve mutual respect, the opinion piece asserts that aspirational watch-wearers and wealthy individuals should heed this changing cultural tide. Badham concludes that real social power does not come from trinkets or trophies, but from the opportunity to demonstrate that one is not fragile, frightened, or weak.