Luxury

See exhibit below. I would counter that ‘luxury’ is the wrong adjective.

That which is desirable is now unique, rare, novel or refined. But not luxurious, which implies comfort, flashy and expensive.

The underlying motivations of envy, and entitlement remain in place. 

But there’s too much wealth sloshing around these days, so ‘expensive’ has become a poor proxy for uniqueness.

The engendering of envy can only be achieved with a far more subtle approach.