Modern culture often links happiness with material wealth, yet many who suddenly gain large sums of money quickly lose it all. In South Africa’s unequal society, spending to display wealth has become a defining feature of both aspiration and identity. Drawing on episodes from the reality TV show I Blew It, most participants are poor Black men who experience short-lived luxury before returning to financial hardship. Their actions are influenced by structural inequalities, social expectations, and the pressure to demonstrate success publicly.

A recent research study examined how individuals who received unexpected fortunes through inheritance, insurance payouts, or lottery winnings rapidly spent their money and returned to poverty. The research situates these experiences within broader discussions of consumer culture, masculinity, and neoliberal capitalism, revealing how money becomes both a symbol of success and a fleeting “visitor” in people’s lives. The study aimed to understand the meanings of sudden wealth among the poor, exploring how conspicuous consumption shapes happiness, identity, and masculine performance. Specifically, the researchers asked:

• What does a financial windfall mean to its recipients?
• How does conspicuous consumption connect to happiness and masculinity?
• Why do recipients of sudden wealth often lose everything so quickly?

Using a qualitative approach, the researchers conducted a thematic analysis of archival material from Season 1 of I Blew It, focusing on six episodes (1, 2, 3, 6, 11, and 13). They also interviewed two experts (a counsellor and a financial advisor), both experienced in working with individuals who had mismanaged windfalls. The study combined these insights with existing literature on consumption, masculinity, and class structures to interpret how money and happiness intersect. The research findings show that participants typically spent large sums within months, funding alcohol, cars, clothes, parties, and relationships. Sudden wealth enabled men to perform a “big man” identity marked by power, control, and public visibility. Money allowed them to attract multiple women, host extravagant parties, and assert dominance in social spaces.

According to the experts, people born into poverty often lack the knowledge or discipline to manage sudden wealth. Instead, spending becomes a form of self-affirmation and proof of success. The study also found that women were more likely to spend on family and long-term stability, while men tended to prioritise immediate pleasure and social recognition. South Africa’s consumer culture, reinforced by media and music, normalises lavish spending as a marker of happiness and freedom. Television and social media amplify these ideals, especially among poor or working-class men seeking validation and visibility.

The study concludes that conspicuous consumption among the poor is not simply a matter of personal irresponsibility but a reflection of structural and cultural forces. Sudden wealth exposes deep tensions between aspiration, identity, and inequality. The temporary happiness derived from spending fades quickly, leaving remorse and renewed poverty. Sustainable financial literacy, community support, and alternative forms of self-worth are essential to break this pattern and create a lasting sense of stability and dignity.