This article explains the relationship between social habitus, social mobility and shame feelings using Elias’s theoretical frame of figurational sociology. Much work to date has centred on Bourdieu’s theoretical formulations and while there are clear parallels with Elias, significant differences exist. Elias identified how shame functions as a key channel for the transmission of social tensions generated by the structure of social relations into the social habitus of individuals. We explain how apparently rational decision-making in organisations obscures the emotional dynamics of shame and fear connected with processes of social elevation, habitus change and shifting power relations between social classes. Our empirical case concerns the brewer Arthur Guinness & Sons Ltd and the decision in 1927 to sanction a direct advertising campaign in Britain for the first time.