Also the most prevalent behaviour that is contributing to the income gap is consumerism. With social media and globalisation, everyone is more connected than ever, thus enabling a certain product to reach its mass presence easier. This is especially true for big corporation with huge budget for advertising & marketing. By conditioning everyone's mind to only buy things that depreciate (lifestyle products), not many will buy assets that will grow in value. By shifting consumers mindset through advertisement, mass market will instinctively follow what is termed to be normal. For example, gold has true value but due to its high cost, jewellery producers mixed cheaper metals in it and market it (associate it) as the most expensive jewellery (i.e. white gold).