The impact of aspirational was never trully evaluated or identified as a potential risk over the development of our society.
We've always walked ahead in search of beauty, in association of new with a prosperous life. But a brief look back will make us understand and love more the power of traditional and old as heritage. If we realise that old can still have life, we will manage to still transmit the sustainability and perpetuation as two important life attributes. So we shouldn't wonder at the ephemerality and momentarity of each gesture. The "fast generation", as we should call those coming after us, will always be superficial and will rapidly forget of the impact of each event.
But transmitting some attributes, distribution of a responsibility will manage to bring most back to "slow" the human kind.
And the moment in which the aspirational becomes adorable is a recent discovery in the lost look of a man in the traffic of a Bucharest mall. A man with poor clothes at the KFC order desk asks the cashier if they have something to drink. The cashier, a little bit surprised, told him they have Cola, Fanta, Sprite. The man verbally chose a Fanta and also excited took out his brand new credit card from his wallet to pay. He was so happy for the 5,9 lei spent via pos to the american giant that you could swear he had won the elections if you looked into his eyes. And the man was happy he could drink a Fanta in an aspirational environment paying with this new tool everybody uses. Most probably that smile and enthusiasm will stay for a long time in my memory. The lesson of life was a scary one: the exploitation of innocence to the aspirational shows us we fall often in that trap if we are already card users, delighted by the new "tool".
We are sure victims in front of advertising we embrace as a standard of life.
For all the rest it sure is MasterCard.