Although the word narcissist will be very familiar, it is likely the mental health condition, Narcissistic Personality Disorder, also known as NPD, will be less so. It is a surprisingly common condition, particularly in the more developed parts of the world. In this feature, I deep-dive into the condition, explaining what it is, its impact on health and whether there is a connection to luxury.

Many people aspire to experience and own luxury products, as they are often seen as a well-deserved reward, bring a great deal of pleasure, and can be a fantastic investment. Then there are those who want to own and experience luxury products, designer goods, and services as they feel it elevates their social standing. After all, luxury and status are well-known bedfellows.

Various reasons, including psychological and social dynamics, drive the desire to own and experience luxury. Below, I’ll be diving into one particular, less discussed psychological aspect, which, as the title of this piece states, is Narcissistic Personality Disorder.

In my teens, I was fortunate to have been invited to ‘strut my stuff’ on catwalks as a model, which, according to my father, meant “I didn’t have a face like a bag of spanners.” Later, I formed a technology company and then co-founded a finance company. These ‘right place, right time’ opportunities allowed me to purchase nice houses and cars, designer clothes, and jewellery, which created a misguided belief in me that I was better than the next.

Nowadays, with thousands of meditation practices under my belt and being married to an exceptionally kind and well-grounded woman for the past two decades, I look back at how I behaved back then with genuine horror.

Since those days, I have wondered what it was that could have caused me to be so different from the person I am today. Fortunately, many psychological studies have been made freely available via the internet, which has provided me with what seems like a plausible answer: I may have had a Narcissistic Personality Disorder.

What is Narcissistic Personality Disorder?
Based on the definitions I found during my research, Narcissistic Personality Disorder, which I’ll refer to from now as NPD, is a mental health condition which is characterised by an inflated sense of self-importance, a deep need for excessive attention and admiration, and a lack of empathy for others.

I’m guessing that many reading this will already be thinking, “That sounds familiar. I think I know someone with that!” You may be right, as it is a far more common condition than you think, which we will delve into later in this feature.

People with this mental health condition can often come across as arrogant or overly confident. However, before any judgements are made, I should clarify that how people act could be no more than an effective defence mechanism to help overcome fragile self-esteem.

Psychologists and psychiatrists officially recognise NPD as a mental health condition, and today, they will refer to the fifth edition of the Statistical Manual of Mental Disorders (DSM-5-TR) to help diagnose it.

What are the Most Common NPD Traits?

  • People with NPD believe they’re superior to others and expect to be treated as such.
  • They tend to exaggerate their achievements or talents.
  • They are preoccupied with fantasies of power, success, or beauty.
  • They need constant praise and admiration.
  • They have little problem taking advantage of others to get what they want.
  • And they have trouble recognising or caring about other people’s feelings.

Admittedly, we can all be self-absorbed or experience moments of extreme vanity. However, NPD goes beyond this. It is much more pervasive and affects how someone thinks, feels, and behaves across many situations, which, in turn, can often cause problems in relationships, work, or social settings.

Exploring the NPD/Luxury Relationship
The idea of a link between Narcissism and luxury consumption makes intuitive sense as Narcissism often involves a preoccupation with status, admiration, and self-image, with luxury goods being ideal for amplifying this.

There has been research exploring the potential connection, and there are peer-reviewed studies that do point towards a connection, although the relationship isn’t always straightforward, as it does depend on the type of Narcissism involved.

One study I came across, published in The Journal of Consumer Marketing in 2019, looked at how overt and covert Narcissism influence luxury buying behaviour.

It found that overt narcissists—those with grandiose, outward confidence—tend to prefer “quiet” luxury (think subtle, high-quality items that signal status to those in the know), driven by a value-expressive attitude.

Covert narcissists, who are more insecure and approval-seeking, lean towards “loud” luxury (flashy, conspicuous items) to adjust socially and gain attention.

The study used surveys and experiments with young consumers in China and the U.S., showing that Narcissism shapes luxury preferences differently depending on its flavour.

Another peer-reviewed paper, from Self and Identity in 2014, took a qualitative approach and dug into how narcissistic orientations affect luxury consumption.

It confirmed that both covert and overt narcissists use luxury goods to bolster their self-image, but in distinct ways: covert types chase trendy, quantity-driven purchases (like counterfeit products), while overt ones go for classic, quality-driven items that scream exclusivity.

This does seem to show that luxury is directly linked to narcissistic needs to bolster identity and social standing.

There’s also a meta-angle. A 2021 review in Psychological Bulletin analysed 437 studies and linked Narcissism to aggression, and it indirectly supports the luxury connection by highlighting entitlement—a core narcissistic trait—as a driver of status-seeking behaviour, as luxury goods often serve as a tangible extension of that entitlement.

However, it’s not as simple as thinking that Narcissism automatically follows a path towards luxury. I write this as context does matter; cultural factors, individual motivations, and even how luxury is defined (status vs. experience) make the overall picture less clear.

Going against the grain, I found some persuasive commentary that argued that the link between Narcissism and luxury might be overblown outside specific demographics. That said, peer-reviewed evidence does lean towards there being a connection, especially when Narcissism involves status pursuit or self-enhancement.

Do People with NPD Know They Have It?
Generally, people with NPD frequently fail to recognise or admit they have it. One of the core features of having the disorder is that those with it lack self-awareness, something that psychologists call poor “insight.”

In addition, an inflated sense of self and a tendency to externalise blame often makes it difficult for people with NPD to acknowledge their behaviour as problematic. Instead, they might think the issue is with everyone else, and others are overly sensitive, jealous, or don’t “get” them.

Is NPD More Common in People of a Certain Age Range?
NPD can be found in people of all ages. It is often associated more with people in the 20-30 age range, which is likely due to traits such as grandiosity, attention-seeking, or entitlement, what many would consider to be “classic” narcissistic behaviours being more obvious as it is a time when younger people will be looking to establish identities, chasing status, or showing their independence.

Older adults, such as those in their 50s, 60s, and beyond, tend to develop different NPD traits. Instead of loud self-promotion, you might see more rigidity or a need to control relationships, which can still fit the NPD mould but are less noticeable.

There are also theories arguing that generational shifts and technological advancement play a role. Some experts and commentators believe that today’s younger people, who have grown up with social media and instant validation, show more narcissistic traits. Although this makes total sense to me, I could not find any hard and fast evidence to prove that this is the case.

How Common is NPD?
Establishing how many people might have NPD is almost impossible, given that most people with it likely don’t realise they have it, which means they’ll also not seek treatment, which would make getting a number simpler.

Current research estimates that the number of people with NPD can be as much as 6% of the global population. However, based on my research, it makes sense that the percentage could be higher in Western cultures. It’s not a clear-cut assumption, as it depends on how Narcissism is defined, diagnosed, and reported, which will vary from country to country.

Research from the National Institutes of Health puts NPD prevalence in the U.S. at around 6.2%. In contrast, in East Asia or parts of Africa—where humility and group harmony are prized—it is almost certain to be lower. Although information supporting this is scarce, some studies suggest rates could be as low as 0.4% in places like Japan, though underreporting (due to stigma or different expressions of the disorder) could play a role.

Additionally, cultural perceptions will clearly play a significant role. For example, in Seoul, grandiosity is likely to come across as arrogant, while in areas such as Las Angeles, London, Paris, or Milan, it is more likely to come across as a sign of confidence.

Could Narcissism Negatively Affect a Person’s Health?
I’ll conclude this feature with something that surprised me. When researching this feature, one of the studies I read mentioned that Narcissism could negatively impact a person’s health. Admittedly, this took me by surprise as it was far from obvious as to how. I, therefore, headed off in a different direction with my research and was shocked by the ways Narcissism can affect health, mentally and physically.

People with NPD or even strong narcissistic tendencies can face higher rates of anxiety, depression, and stress. Why? Their need for constant validation and admiration sets up a fragile self-image that’s easily rattled.

Criticism or rejection can clash with someone with NPD’s inflated self-view, which, in turn, could spiral into emotional distress.

A 2023 study in Psychological Bulletin found that narcissists are more prone to mood instability, especially when their ego takes a hit. In addition, their relationships tend to suffer, leaving them feeling isolated over time. Multiple studies showed me that loneliness is a significant risk for mental health decline.

In addition to mental health, those with NPD can also find their physical health is impacted. Narcissists often have heightened stress responses because of their sensitivity to perceived slights or failures. Chronic stress results in increased cortisol production, which, over time, could cause higher blood pressure, weaker immune functions, and possibly even heart problems.

A 2022 study in Health Psychology has linked narcissistic traits to elevated inflammation markers, which suggests that constant self-focus and hostility could wear down bodily systems. In addition, one’s sleep can suffer too, as preoccupation with status or even grudges could make sleeping difficult, and it is well known that lack of quality sleep hurts health.

I am sure that now that you’ve reached the end of this feature, you will have a much clearer understanding of Narcissistic Personality Disorder, how it relates to the world of luxury, how common it is, and how it can impact health. And I may be so bold: If you recognise the traits detailed above in someone you know, if it were me, I’d be keeping this knowledge to myself, resisting any urge to raise the subject.

Although I have thoroughly explored the condition, I am not a qualified medical practitioner; I am simply a journalist with a curious mind. If you feel that you might need assistance with or advice on NPD, please get in touch with a medical professional.