Additionally, as food, water, shelter become readily available, people raise the bar even on those goods. The social safety net here in Sweden won't let me sta

Additionally, as food, water, shelter become readily available, people raise the bar even on those goods. The social safety net here in Sweden won't let me starve. But to impress my friends, I have to buy much more than calories. The food I serve must be climate compensated, organic, small batch, good for animals and people. Buying food becomes an exercise in personal branding.