In the late 1980s, it became fashionable in Spain to compete openly, make money and consume. The country's rapid economic growth at the time greatly enriched the professional and managerial classes. The latter became the best-paid, in real terms, in Europe. Some became media celebrities, such as the banker Mario Conde of Banesto, and began to rival soccer players in popularity. In spite of high taxes, the rich became richer and more ostentatious. Spain quickly developed into an important market for luxury cars and yachts; a personal bodyguard also became a status symbol.
The recession of the early 1990s, however, changed attitudes, as Spain was afflicted with one of the highest unemployment rates in Europe.
