More Musings on the Story of Stuff – Branding & Marketing

As I said yesterday, I’m currently reading this book:

Today, in the chapter on distribution I struck upon something horrifying. I guess I sort of knew this already, but seeing it in black and white is even more shocking. I’m sure we all know that most companies out there don’t actually make the stuff they sell, but they buy it in and have unknown manufacturers make it for them. We’ve seen this so much in the clothing industry where brands like H&M and Primark have clothes made up in India and take no responsibility for the working practices of those in their supply chain. This is all part of these companies plans to cut costs, basically by abdicating responsibility.

This efficiency driven, cost-cutting is pervasive. Companies don’t make the stuff they sell, they simply brand it. Apple don’t make computers, but they sure as heck have created a brand that people crave. H&M don’t make clothes, Nike doesn’t make trainers. They all simply buy the garments and items from producers, or the parts to assemble them and often not even from the same factory, but from multiple producers. It’s quite possible that one factory churns out the exact same product for multiple retailers.

So really, let’s face it – it’s often not the item we are buying, but we’ve been sold on the brand. The founder of Nike even admitted that the company once saw themselves as production oriented, but that they now understand their most important function is to market the product. So guess where they put all their money? Advertising. And often this advertising isn’t even for a specific product, it’s all about the image they want to associate with their brand. Nike aren’t selling your trainers, they are selling you a fashion statement that in this climate will probably be outdated in a mere 2 weeks!

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What Impact Does Our Consumer Culture Have On Our State Of Mind?

It’s the New Year, a time when many of us make resolutions to stick to good habits. Many people will be committing to buy less and spend less this year for all manner of reasons, be they thrifty, green, minimalist, zero waste and or just plain skint! Today I’m going to explore the impact of our consumer culture. Some people even choose to enforce a ‘No Spend Year’. This often comes after people have been pursuing the Minimalist lifestyle for a while and they start to realise how meaningless all their stuff is. Some people have triggers for this, such as; having to box up all their possessions to move which really forces you to evaluate absolutely everything that you have.

The ‘No Spend Year’ concept is simply an extension of ‘Buy Nothing Day’ which falls on Black Friday each year. An academic from The University of Sussex, Dr Helga Dittmar has been exploring the effect of our consumer culture on our well-being and identity. She has been examining what she has termed as ‘a materialistic value orientation’ or ‘MVO’ where people pursue and strive to spend money on expensive possessions to gain status. Alongside this, people who do so also have beliefs that these things will lead to a better life and make us happy.

She and her team have conducted a meta-analysis of over 200 research studies, where they have looked at all the existing studies that link MVO to personal well-being. This is a very robust study of the evidence and in the case of the aforementioned, means that the results are conclusive. MVO is linked to lower personal well-being, lower subjective well-being, increased negative self-appraisal such as low self-esteem, mental health problems (in-particular depression and anxiety) and also poorer physical health. As you can see, the more MVO a person is, the worse they are affected and interestingly, there are no positive attributes according to this study!

The advantages of spending less are that you are more organised with your time, organising free or low cost activities to replace your previous expensive habits. Your health may benefit as you spend less on eating out, junk food and alcohol. It may even force you to find new things, that you may never have considered before.Buying things can easily become addictive behaviour, bringing along with it a pressure to spend more and more due to our consumer culture. We are constantly bombarded by advertising which tries to persuade us to buy yet more. Advertising has become totally pervasive in our culture, it’s literally everywhere these days – on TV, on radio, on the internet, on billboards, in magazines and newspapers and more! It partly plays to our fear of not wanting to miss out on something that everyone else has. But they also ply us with subtle messages – ‘buy this and you will be happy’, ‘buy this and your relationship will be better’, ‘buy this and you will achieve the perfect body’ and so on. Consumer culture will try to sell us everything. However, the research shows that buying all this stuff has actually made us less happy. Psycho-pathologies have increased since the 1930s.

Ultimately, stripping away all this stuff will expose the real you and what matters is that you are a good person, happy and positive in yourself. Having stuff won’t necessarily make people like you. The research demonstrated that the most crucial aspect in getting the balance right in your life, is getting the right orientation towards money and material things. Having things is not inherently bad, but you do not need to have certain things in life. You can use the MVO in either a positive or a negative way, for example- if you seek status, you might become depressed which leads you self-medicate and this is a bad use of MVO which leads to lower well-being. Conversely, highly treasured personal possessions, are a record of your history and tell a very personal story of who you are and who you’ve been over time, who you’re connected with, they are symbols of your personal relationships and are a form of self-expression – these can have a positive effect. The study particularly looked at life transitions, such as going into a nursing home in older age. In this situation, if you are allowed to take your treasured personal possessions, you are not only happier – you actually live longer!

So, in the light of all this you might want to consider taking up a musical instrument, singing in a choir, learning a new art or craft. I also think this research shows that we should make time for small items that can make a big difference to our well-being; like flowers, perfume or a good moisturiser. Of course, what brings joy to one person will be completely different for another but try to keep it simple – so no purchasing of a Ferrari! Consider purchasing items that allow you to spend time with others; like a meal out, or travelling together, or to see someone important.

This blog post was inspired by today’s episode of Women’s Hour on BBC Radio 4. If you are in the UK, you should be able to catch up on iPlayer. If you are interested in the work of Dr Helga Dittmar, then you can look here for more information or read her book on the topic. The author of this book was also featured in the podcast – Michelle McGagh – The No Spend Year: How I Spent Less and Lived More. I have added that book to my reading list!

 

False Advertising

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What’s with all the Christmas advertising this year regarding having your best Christmas ever?! It seems worse than usual to me, it’s the mainstay of several UK stores campaigns. Wilko’s tagline is “Bring home your best Christmas”. Asda’s tagline is “Christmas made better”. Swarovski are saying that you must ‘give brilliant’. Since when did stores get so arrogant? I’m all for retailers helping you to achieve ‘Christmas’, after all we all want to buy a little special food to celebrate the day. We may wish to buy a few gifts, or experiences. That’s what makes Christmas different from every other day of the year. But it’s this year I’ve really noticed them piling on the pressure for people to buy more and more. Maybe it’s just that I’ve got fresh eyes now I’m further down the road on my minimalist journey.

In fact the only retailer I’ve seen peddling a different message is Sainsbury’s, who are pioneering an advertising campaign centred on a harassed dad who’s trying to find his family ‘the greatest gifts’. It ends when he discovers the greatest gift he could give anyone is his time. It’s refreshingly different, even if I find the song that accompanies it rather irritating. At the end of the day, a huge part of Christmas is meeting up with people you love and sharing a meal. I think that is a truly great thing – sharing conversation, food, laughter, a few silly hats and a walk in the afternoon.

But, Christmas IS just another day – albeit a special day – but it doesn’t need to be perfect, you don’t need to keep ‘besting’ last year and no amount of stuff, including food is going to stop the odd family argument. After all, you’re probably going to be couped up with these people for a few days! So relax, enjoy it for what it is and take it as it comes. Happy Christmas Everyone!