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# Why Consumers Now Pay Premium Prices for Togetherness
- URL: https://adjacent.media/signals/why-consumers-now-pay-premium-prices-for-togetherness/
- Published: 2026-07-20T23:06:15.000Z
- Updated: 2026-07-20T23:06:15.000Z
- Description: Scott Galloway’s framing captures a real shift in luxury spending: away from exclusive objects and toward experiences requiring physical co-presence with specific people or communities. The pricing power of concert tickets, co-working spaces, and high-touch fitness reflects this.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, attention economy, creator economy, consumer behavior

Source: [The Prof G Pod](https://open.substack.com/pub/profgmedia/p/the-connection-economy-why-were-paying)

Scott Galloway's framing captures a real shift in luxury spending: away from exclusive objects and toward experiences requiring physical co-presence with specific people or communities. The pricing power of concert tickets, co-working spaces, and high-touch fitness reflects this. The scarcity being monetized isn't the activity itself but the assurance of shared attention in an attention-fragmented world. Brands treating connection as the product—not a byproduct—will command margins that pure experience plays cannot.