Why do you spend?

Image credits: https://1.bp.blogspot.com/-vjsIFGqrQec/VHLlrF7BEHI/AAAAAAAAAKI/9SIesapUPeo/s1600/calvin-and-hobbes-comic-logo-branding-consumerism.jpg

We may chuckle at Calvin for his understanding of corporate branding and its effects on consumers. However, isn’t there some truth in what he said that is worth pondering over?

Brand advertisements carefully shape brand image through advertisements, popular spokespeople, memorable taglines and a well-designed brand logo. Consumers usually show support to brands when they agree with the message that the brands want to convey. In addition, through brand association, consumers’ identity becomes tied to the brands that they support. For example, an athlete wants to be decked out with Nike products because the “Just do it” slogan encourages the athlete to be bold and fearless and hence he or she purchases the products in order to embody confidence.

Studies have shown that when we’re down on ourselves we’re more likely to buy luxury goods. In Martin Lindstrom’s book Brandwashed, he referenced how kids with lower self-esteem tend to rely more on brand names than kids with a higher self-esteem. Lindstrom summed it up in the book with: “the larger the logo on the clothing, the lower the self-esteem”. Should you ever feel insignificant or like a nobody, remember that you define who you are, not by the brands that you wear or the people that you hang out with.

Social media has given a false idea that extravagant lifestyles are superior and that it could easily achieved overnight. Hence, we have to be aware that on social media, people share selectively and curate their feed carefully to shape how others view them. With the increased use of social media and the internet being an essential part of life,

‘flex culture’ will intensify.

Here’s a quick arbitrary test to check if you are sucked into this ‘flex culture’…

Read the following statements and choose ‘Yes’ if you agree with the statement or ‘No’ if you disagree with the statement.

Statements	Yes	No
When it comes to relationships, you tend to focus on the monetary gains and material gifts that you can gain from the relationships.
As you scroll through your social media platforms or watch videos online, you feel envious of others because they seem to be able to afford anything and everything.
You often blame your parents or caregivers for not being able to provide you with enough money to purchase material items or luxury goods.
You feel a sense of shame and inferiority when you are unable to afford what your peers can buy.
You feel the pressure to keep up with the latest trends in order to feel accepted by your peers.
You have considered dishonest or illegal means (borrowing from others, gambling, stealing etc..) to obtain more money to fulfill your wants.

If you have answered mostly ‘Yes’, it could be a warning sign of being sucked into ‘flex culture’.

Let us bust some myths that the’ flex culture’ tells you.

MYTHS

TRUTHS

Being wealthy brings me more friends.

Being wealthy may bring fans but not true friends. The truth is genuine friends will always be by your side whether you’re rich or poor. Authentic and genuine friendships that stay are not based on how rich or popular you are.

There are all kinds of people around us. There are insecure people who want to feel better about themselves and reflect their worth and ‘value’ through their material possessions. There are also people who may harbour ulterior motives when they befriend you, hoping to reap some monetary benefits from your friendship with them.

Being wealthy is the true definition of success.

Everyone’s life goals are different and hence their definitions of success will differ. Someone who seems to have it all might not have it all. A common saying that ‘wealth can’t buy health’ is the truth and there are certainly many other things in life that is worth our attention.

Self-discovery is knowing who you are and what you want in life is important because it can help you break free from societal expectations and the pressure to conform, thereby helping you to feel purposeful in life.

I will use whatever means to become wealthy first and then work on becoming a better person.

Many times, greed can cause people to become self-centered, selfish, competitive and dismissive of others People are brainwashed into thinking that doing disrespectful, outrageous or obscene things on the internet can easily help them become rich. These insensitive actions can cause harm to yourself and to others.

Walking in righteous paths will also prevent a life full of regrets in the future. People who fulfill their goals put in hours of hard work and persevere through their failures. Enduring the journey will develop your resilience and character. Perseverance, honesty and humility are some of the values that will help you achieve your goals in the long-run. Remember to always work on being a good and kind person regardless of the amount of money you have or earn. You will never know when you will be rewarded.

Escaping excessive and mindless consumption is not an easy battle. But when we are intentional and careful in our spending, we can make use of whatever amount of money (big or small) we have wisely and still be contented and satisfied with life.

Here are some ways to begin making changes in you and your family’s life:

Stop and re-evaluate

Look at the life you have created. Are you finding time, money, and energy for the things that matter most? Have your possessions become a burden in any way? Are you happy? Are you always trying to impress people? Are you experiencing some of the negative effects of excess consumerism?

What practical changes can you make to your life to make things better?

Stop copying other people

Just because your neighbours, classmates, and friends are chasing a certain style of life does not mean you need to as well. Your life is too important to live like everyone else. And if you think you’ll be happier by following all the latest trends in society, you are wrong. Just ask anybody who has stopped the pressure to keep up with trends.

Understand your weaknesses

Recognize your trigger points. Are there certain stores that prompt you to make unnecessary purchases? Are there products, addictions, or pricing patterns (such as clearance sales or 11.11 sales) that evoke an automatic response from you? Do specific emotions (sadness, loneliness, grief, or boredom, perhaps) give rise to mindless consumption? Identify, recognize, and understand these weaknesses so that you will not be tempted to spend unnecessarily.

Look deep into your motivations

Advertisers play on our motivations by appealing to our desires in subtle ways. They don’t communicate facts about a product; they seek to stir up emotions. They promise adventure, reputation, esteem, joy and fulfillment. What inner motivations are subconsciously guiding your purchases? Is there a need to purchase a certain brand of perfume that is endorsed by a celebrity to make you feel better about yourself? What unhealthy motivations do you need to root out? Know that ultimately, you are in charge of your spending. Think carefully before you spend.

Start today

It is time to rethink our spending habits, rediscover thoughtfulness and intentionality in our purchases, and remind ourselves that true happiness is not on sale at the department stores or online shops.

Do you think materialism can be beneficial to society? Explain your reasons.

Sources:

Suggested Videos:

How Commercials Get Us To Buy Crap We Don’t Need
https://www.youtube.com/watch?v=Urny4oFBbto (3.27 mins)

Why Supreme Is So Expensive | So Expensive
https://www.youtube.com/watch?v=0O0yi8YgYbs (7.14 mins)

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