One of the liveliest Discussion Boards this semester in my ECO course was “What about all my stuff?” It concerned supply and demand, why we buy goods and services, the satisfaction derived from those goods and services and whether the owner of the greatest amount of stuff is the winner. Is happiness determined by who has the most, or who needs the least? More than a few people pointed out that all the stuff requires a place, even to the point of renting a storage unit. We discussed when is it enough, what drives us to buy so much and the role of marketing in our decision-making process.
Throughout the semester, the Marketing Discussion Board questions took on many of the same issues. Does marketing help us to make choices or are so many choices created to drive consumerism? Is marketing about satisfying needs and wants, or does it create what we think we need and want? When does it become out of control or greedy?
This brings us to Glee. I admit that Glee is one of my guilty pleasures. Each episode is a morality tale enveloped in great song and dance routines. The 12/13/11 show was about the true meaning of Christmas, and it is not Santa, expensive gifts and excessive consumption.
As you celebrate this holiday season (Christmas, Hanukkah, Kwanzaa, Bodhi Day, Solstice, Festivus, or any other significant day in your winter calendar), why not take the opportunity to reflect on what is important? Gifts and toys are nice to give and receive, especially for young children. Yes, your daughter wants an iPad and your son wants an iPhone. Your grandchild really wants an Xbox. Do they need ten other things as well? Should you overextend your credit? Are you comfortable or able to spend so much money?
Perhaps you can give some gifts to your loved ones and donate one or two to a local charity? Maybe, instead of more stuff, you can give the gift of time or experience to your spouse, significant other or parent. Go to a cozy B&B for the weekend; take your mother to a nice show; clean your grandmother’s garage; take your child to a sporting event. For the person who truly has everything, make a donation to his or her favorite charity or cause. If the economy has hit you hard, you are getting by or you are doing well, the gift of yourself is priceless.
When I was PTA president, we started a book donation program to the school library in honor of a special person. The librarian gave us a wish list, and we suggested that parents donate the book in a teacher’s name instead of giving a holiday or end of year gift. A fancy bookplate identified the honoree. Despite Kindle, Nook and the iPad, a real book still makes a nice gift but there are many other options. I am sure local community centers and programs have wish lists of their own.
This post is by no means a Bah, Humbug to the holiday season. It is a suggestion to take a deep breath and not be caught up in the gimme frenzy. You have control, not the marketers!
Best wishes for a happy, healthy and peaceful end of 2011 and start of 2012.
4 comments
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December 21, 2011 at 12:04 pm
Dan Notargiacomo
Hi Mary,
I enjoyed reading your post. Consumer behavior is a topic I find very interesting. Consumerism seems to me to be tied into our culture of individualism, and false class consciousness. Generally speaking, we in the U.S. strive for individual betterment, while measuring our success against those who have more and by our ability to obtain more. Many people do not want to believe that they may be part of a lower class and choose to, or believe they have to, purchase expensive items as an expression of self-worth.
When thinking of the amount of stuff that will be bought this holiday season, I’m reminded of an article I read on Huffington Post about temporary warehouse workers tasked with making sure the massive amount of merchandise makes it to the store shelves on time. It provides a stark contrast to the happy and healthy holiday season we all wish for. (http://www.huffingtonpost.com/2011/12/20/new-blue-collar-temp-warehouses_n_1158490.html)
Keep up the good work.
Have a wonderful break, and all the best!
Dan
December 21, 2011 at 12:24 pm
MVCasey
Thanks Dan. I read the HuffPost article yesterday and it was so depressing. I keep hoping that things will change for the better, but not with the current global economic crises and our Congress.
It is interesting that even though holiday sales are up, so are returns as shoppers experience more buyers’ remorse than in prior years.
I agree with your theory about consumerism and it doesn’t just affect lower income people. Did you read about the Russian billionaire who just bought an $88 million NYC penthouse for his 22 year old daughter? http://www.vanityfair.com/online/daily/2011/12/New-Yorks-Most-Expensive-Apartment-to-Be-Used-as-Glorified-Dorm-Room. Disgusting.
Happy Holidays and best wishes. I am so glad it’s break time!
January 26, 2012 at 10:25 pm
Raquel Morales
I totally agree with this blog, we should all try to do special things for our loved ones, go out to a family dinner, do something to help a loved one especially when times are so hard economically. The holidays especially Christmas is more about the children and teaching them about the real meaning behind Christmas along with presents from Santa. I think it’s a very special thing when kids believe in Santa and get caught up in the whole magical experience. But it doesn’t help when I see commercials for different products, the hottest toys and electronics are being aired on the kids channels 24/7 around when Halloween is approaching. It’s Marketing at it’s best, our children cannot help but want these great toys and electronics. I try to teach my kids that the most important thing is spending time with family, nothing can ever take the place of a loved one, and I also try to teach that giving is just as special or more so than receiving a gift, whatever that may be.
One thing our family tries to do is donate any items we may have that are still in good condition, there are always people out there that need clothes, shoes, coats, etc. and the rewarding feeling we get from donating these items is great and I think this is how it starts, to show your children that an honorable thing to do is give to those who are in need or worse off than you are.
January 27, 2012 at 12:54 pm
MVCasey
Thanks Raquel for your excellent post. Best wishes to you and your family.