The livelihood challenges facing the Iranian people have forced what is described as a “survival economy” upon society. According to the state-run Entekhab news website on August 3, a survival economy is “an economy in which people monetize every small opportunity, not out of interest in a minimalist lifestyle or sustainable consumption, but in order to manage their daily expenses under the pressure of rising living costs.”
In previous years, online marketplaces were primarily used to buy and sell homes, cars, and investment assets. Today, however, browsing listings on these platforms presents a very different picture of the financial condition of Iranian households. These advertisements indicate changing consumption patterns and mounting economic pressures, reflecting the growing impoverishment of Iranian society.
Parliamentary Research Center Warns About Expansion of Poverty in Iran
On August 4, the state-run Rokna news agency published a report titled “Unusual Listings on Divar (a website for classified ads): From Selling Hair to Renting Laptops!” stating:
“The growing number of online listings featuring unusual items such as human hair, second-hand shoes, and empty perfume bottles reflects economic changes and financial pressures in society.”
Similarly, on August 2, the state-run Khabarfarsi news website published a report titled “Unusual Advertisement for an Empty Perfume Bottle Draws Attention,” stating: “In such a market, three developments occur simultaneously. First, consumption shifts away from ownership, with people renting instead of buying. Second, goods retain value until the very end of their useful life, with even empty bottles and heavily used clothing entering the marketplace. Third, financial credibility and official documents themselves become marketable assets, meaning what was previously only an administrative or legal instrument now acquires a price through advertisements. This situation can be described as a form of survival economy.”
How Does a Survival Economy Develop?
Sociologists use the term “survival economy” to describe a situation in which families are compelled to turn every usable asset into a source of income to cover their daily expenses. Under such conditions, the distinction between consumer goods and investment assets disappears. Any item, even one with little economic value, becomes something that can be sold or rented.
The Shrinking Value of Tradable Assets
One of the most significant changes reflected in these online advertisements is the declining value of the assets entering the marketplace. In the past, homes, cars, and gold were the primary indicators of household asset sales.
This shift indicates that households are attempting to convert even their last remaining economic resources into cash. As a result, goods are used until the very end of their useful life before being resold and re-entering the market.
Selling Personal Assets: A Sign of Financial Hardship
The sale of natural hair is another example of this trend. Although markets for buying and selling human hair exist in many countries, the increasing number of such advertisements in Iran, coinciding with worsening economic conditions, has attracted the attention of many observers.
From a sociological perspective, this change suggests that during periods of severe economic hardship, people bring even their personal and unconventional assets into the marketplace.
When Creditworthiness Becomes a Commodity
Perhaps the most striking aspect of these advertisements is the rental of property deeds, bail collateral, and salary statements, all of which have become part of the survival economy. In this case, the issue is no longer the sale of a physical product; rather, individuals’ financial and legal credibility itself has acquired economic value.
From the perspective of the social sciences, this situation reflects growing economic uncertainty. When families face difficulties obtaining collateral, guarantors, or access to financial services, informal markets emerge for renting financial credibility. In addition to increasing economic vulnerability, this trend can create opportunities for exploitation and expand informal economic activity.
From a sociological standpoint, such developments are typically observed during periods when the gap between household income and expenses widens, and an increasing share of income is devoted to meeting basic needs.
The advertisements published on online platforms can therefore be viewed as an informal indicator of society’s living conditions and the emergence of what is referred to as a survival economy.
Beyond their news value, these advertisements reflect profound changes in consumption patterns, household livelihood strategies, and everyday survival mechanisms—developments whose study is important for understanding the country’s social and economic conditions.
