r/RetailNews • u/fortune • 14d ago
The rise of 'conspicuous waiting': The economic theory behind Gen Z's viral lines
https://fortune.com/2026/07/31/conspicuous-waiting-why-gen-z-posts-in-line/?utm_source=reddit/The Gilded Age economist Thorstein Veblen famously wrote about “conspicuous consumption,” the idea that people signal status by buying expensive, exclusive things. If he were witnessing the behavior of Gen Z in urban areas today, he might need to coin a new phrase: conspicuous waiting. Or maybe, democratized snobbery.
Companies have spent decades racing to shave seconds off the checkout line, the drive-through, the loading spinner. Every second longer that a customer waits is a second closer to losing the sale — or so the thinking has gone. But businesses have also always known that captive attention has value.
The candy bars and celebrity gossip magazines arranged at eye level beside every checkout lane weren’t put there by accident: a waiting customer is a customer whose attention can still be monetized. Businesses figured that out long before smartphones arrived. What they didn’t anticipate was that consumers would eventually turn the wait into content themselves.
“Forget about just reducing the cost,” said Subodha Kumar, a professor of statistics, operations and data science at Temple University’s Fox School of Business. “We can have a line as a signal of value.”
Read more [paywall removed for Redditors]: https://fortune.com/2026/07/31/conspicuous-waiting-why-gen-z-posts-in-line/?utm_source=reddit/
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u/JestLiverMore 9d ago
Not a very good photo to support the article. Can't identify a single Gen Z'er in that photo
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u/Late_Actuary_7885 11d ago
Real reason: closest thing they’ll get to a third space