Happily Ever After? How to Feel “In the Club” Rich
Why we long to be part of something bigger than ourselves
MYRTLE BEACH, S.C. — At Ocean Enclave, the Grand Strand’s tallest building, staffers tell owners: “Welcome Home.”
Hilton Grand Vacation owners get a unique wrist band (different than guests), helping everyone know they are “in the club.”
Such small recognitions make you “feel rich,” part of something bigger than yourself. A growing body of marketing and psychology research shows the need to fit in and “belong” moves people to join — and buy.
The greatest communities — and organizations — often act like clubs. From Costco and Sam’s to Facebook to Peloton to the “frequent traveler” organizations, the “in the club” people are made to feel smart (the buyers who snatched up the best values), “chosen,” and even elite.
“Life’s better with company. Everyone needs a co-pilot,’’ George Clooney explained in 2009's “frequent traveler club,” oriented film, “Up in the Air.”
During the isolated lockdowns of the pandemic and the 2020 protests and riots that followed, the hunger for a meaningful community (joining with like-minded people) grew even more intense. Now it appears in marketing:
- Six blocks north of Ocean Enclave…
