Purchase+or+Perish

Purchase or Perish Amy Jackson- n8303525 Tutor: Judith Meiklejohn Artefact

In modern society 360 degree immersive marketing is employed to insinuate brands and thus materialism into the fabric of everyday life. To find evidence of this one has to look no further than the film industry. In 2009 director P.J. Hogan released "confessions of a Shopaholic". This movie not only epitomises the consumerism that saturates the twenty first century it also highlights the vast materialism within generation Y. Fundamentally, this movie flaunts generation Y's compulsive buying and materialistic attitudes. Within this movie the main character is initially defined by the brands she wears and the number of shoes she owns, although in the usual Hollywood style the heroine is saved from crippling debt by a twist of fate and her handy sidekicks. However, in reality many young people aren't so lucky.

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Public Health Issue Consumerism within generation Y is becoming an issue of increasing significance. According to Xu (2008) generation Y will grow twenty-eight times faster than the rest of the overall population and have a spending power upwards $300 million dollars. For this reason alone generation Y is “relentlessly targeted” (Mayo, 2005, p.45) by corporations and advertisements for their dollars. This coupled with Gen Y’s absorption in the acquisition of ‘cool’ ( Ferguson, 2011, p.268) whether that be; trends, brands, fashions, accessories, technologies or self image. Together these aspects fuel a fire of consumption that surpasses all other generations ( Ferguson, 2011, p.270). However, consumption patterns of this nature do not come without detrimental effects to the health and wellbeing of this generation.

Literature Review It is said that each generation is defined and shaped by the common experiences and events that transpire within their formative childhood years. This expression is highly relevant to gen Y due to the large and globally encompassing events that have socialised this cohort. Mass media, family and friends all aided in the formation of a strong image conscious, media literate and self confident generation ( Ferguson, 2011, p.268) & ( Jorgensen, 2003, p.43). Macro environmental changes such as September 11, columbine, the internet, globalisation, and the rise of reality television also impregnated values and beliefs onto this generation. These events and role models have shaped and moulded this cohort into a generation of optimistic, ambitious, technologically savvy, multitasking and independent individuals ( Simonson, 2010, p.80) & ( Haynes, 2006, p.20) & ( Jorgensen, 2003, p.45). Alarmingly however, according to Ferguson ( 2011) is the rise of the “cult of celebrity” which entails continuous spotlight, performance, consumption and pressure for perfection. This combined with the notion of cool breeds a culture of materialism and spending.

Generation Y represents an estimated 71-80 million consumers in the USA with a buying power of $200 million dollars each year ( Xu, 2008, p.41). This epidemic of spending originated at birth when multi-million dollar conglomerates gave the order to not just sell products but to transform spenders into life-long consumers. Thus the consumers of today were bred to crave material objects. Statistics highlight this transformation, where, according to Regine, (2011) “spending has doubled since the 1960’s and tripled since the 1990’s”. Generation Y is leading the revolution as this cohort is one of the largest consumer segments behind the baby boomers (Regine, 2011, p.5). However, the motivation and attitudes towards spending within generation Y have morphed vastly into an unrecognisable compulsive materialistic machine.

This can be seen through the notion that generation Y correlates the acquisition of material possessions to achieving life goals ( Xu, 2008, p.39). For instance gaining a possession can be used to “define an individual’s success and is thought by this generation to equate to happiness and life satisfaction” ( Dittmar, 2005, p.472 ). Not only are material objects seen as a necessity for a fulfilling life, the importance of ascribed ownership and purchase of material goods allows each individual to be trendsetters and demonstrate their individuality. This individuality is confirmed by Ferguson ( 2011) to be translated into the search to acquire ‘coolness’. This status is defined by a small bracket of ideals and objects that in many instances are controlled by market forces. Thus ‘cool’ is linked closely to consumption and consumerism. Unfortunately, generation Y is also accustomed to affluence and are prone to “spending their cash as quickly as they acquire it” ( Xu, 2008, p.45). This likelihood to spend quickly, correlates to generation Y’s need for instant gratification ( Regine, 2011, p.6). It is therefore understandable that generation Y’s buying power is gaining momentum with compulsive buying fast becoming a way of life that can have serious and detrimental effects on individuals.



Compulsive buying according to Dittmar ( 2005) is the “uncontrolled, excessive buying of consumer goods that can lead to physiological distress and serious effects such as substantial debt”. This increasing issue is linked to psychological variables that are influenced by societal pressures. The notion of cool and gaining individuality are big factors within the generation Y cohort. Thus individuals are influenced by “public self consciousness” ( Xu, 2008, p.47) and keeping up with the latest products. In most instances, the compulsion is an attempt to deal with identity or mood problems through buying material goods ( Dittmar, 2005, p.473). Many other disorders can stem from this compulsion such as anxiety, depression, frustration and low self esteem.

Not only is this generation being over taken by a compulsive urge to spend mental illness is also becoming an increasing issue. According to the Australian Bureau of Statistics (2010) one quarter of all young people (16-24) have a mental disorder. Within this group around seventeen percent are severely impaired by their disorder. Anxiety disorders were the most common with fifteen percent of individuals affected; this was closely followed by substance use disorders. Where alcohol was the most likely substance abused. Alarmingly, not only are some individuals severely impaired by their disorder, it was also found that one in three persons had co morbidity where they are affected by more than one mental illness. These facts were compounded by the high rates of suicide with twenty-two percent of deaths being accountable for this action. There are many variable causes for these afflictions that can be environmental or physiologically based and depend largely on the individual. However, correlations have been drawn between materialism and lower mental wellbeing ( Abela, 2006, p.5). It has been found that, individuals who place a high stigma on materialism are associated to having lower personal well-being and psychological health than those who believe that materialistic pursuits are relatively unimportant ( Abela, 2006, p.5). Through these findings it can be concluded that some mental health issues can be linked to the epidemic of spending, rife within this generation.

Shopping has becoming the entertainment choice for generation Y. This new era of compulsive buying highlights numerous detrimental effects with many individuals experiencing stress from the extent and scale of commercial marketing ( Mayo, 2005, p.46 ). With huge pressure to have the latest in vogue items, feelings of inadequacy and unhappiness over not keeping up with the brand names is increasing ( Xu, 2008, p.43). Thus it is no surprise that compulsive buying tendencies have increased in the last ten years ( Xu, 2008, p.46). Generation Y has been continuously immersed in 360 degree marketing which has transformed them into life-long consumers. Compulsive buying is now a way of life for the generation Y cohort not only to alleviate the inadequacies and pressures of keeping up with the cool factor but also to attain happiness and life satisfaction. Material objects have taken on a stigma far beyond the actual worth of the object.

Cultural and Social Analysis

Religious doctrines and social theorists all reverently dispel consumerism. The bible contains numerous passages that call on followers to show restraint on spending for it does not contain any potential for fulfilment. One such passage in Luke 12:15 states “Man's life does not consist in the abundance of possessions”. Christianity teaches that materialism represents a preoccupation with possessions that will eventually manifest itself in greed and selfishness. For adherents of this faith tradition placing their trust in God to provide protection and security not a material substitute is fundamental. Christianity is not the only religion that condemns materialism, Islam advocates within the Koran that over indulgence and materialism lead to social injustice and should be denounced at all costs. This rejection of consumerism is also reflected in Marxism and the works of George Ritzer. The ideology of consumerism is uniquely suited to capitalism. Which Karl Marx proposed to overhaul in favour of socialism so as to eradicate the margin of production that was unfairly gained by the capitalist owner ( Suciu, 2008, p.296) . George Ritzer also highlighted that consumerism “leads to an ‘iron cage or rationality’, which in turn can lead to irrationality and thus dehumanisation if not carefully managed” ( Kolmann, 2002, p.462) . His theory continues by explaining that consumption has lead to consumerism, which in turn leads to wastefulness and can therefore not be stopped from becoming a “form of subtle omnipresent terror” ( Kolmann, 2002, p.462) . These are but a few examples of the doctrines and social theorists present who argue against consumerism and the value placed upon material objects. There is no denying that most groups believe; over spending and materialism are not conductive to a healthy and fulfilling life.

Not only is generation Y affected by their spending. As Ferguson ( 2011) notes each generation seems to be more materialistic than the previous one. Whether this increase in consumerism is a process of differentiating themselves from the previous generation or not is the concerning issue. For if this trend continues, future generations will be overtaken by compulsive buying and place an even greater value on material items. Thus signifying, an increase in all the detrimental mental health implications that are attached to this issue, such as depression, anxiety, frustration and low self esteem. Therefore this issue is not just relevant for generation Y. The attitudes and stigmas attached to consumerism and materialism are problem for all society. It is through acknowledgement of an issue such as compulsive buying that a change can come about. For this reason raising awareness of this issue is the most fundamental step in the reformation process. To make generation Y aware or their spending habits and the value they place on material items is vitally important. As many individuals within this cohort do not realise the negative spending habits they are undertaking in their life. Other individuals do not understand that material objects do not hold the key to happiness and achieving life goals.

Artefact and Learning Analysis

The film “Confessions of a shopaholic” embodies the realistic attitudes and beliefs of many individuals within the generation Y cohort. Not only does the film represent a way of life that is negative and detrimental. It also portrays this to an audience as a positive and empowering experience. Throughout the film compulsive buying is depicted as a fulfilling and sometimes life changing affair that renders the spender speechless. The main character is even seen to go through psychological distress if unable to make a purchase. Fundamentally this movie is highlighting the very real scenario that is compulsive buying. With the pressure to conform to the notion of ‘cool’ and gain material goods to achieve life goals, success and a personal individuality the stigma of consumerism is an epidemic that will continue to grow. Unless society and especially generation Y, can reform the worth of material objects; this cohort of individuals will continue to experience detrimental effects that may be continued and even surpassed with future generations. Through completing this research into generation Y, many alarming facts have come to my attention. These relate to the high value generation Y places on material purchases and surprisingly, I can see that this stigma is present within some aspects of my life. For instance, the aspiration to attain the notion of ‘cool’, or the purchase of an item just to keep up the vogue trends. Unfortunately for this generation though individuals do not realise the importance placed on consumerism or material objects and thus do not see a need for change. The first step to change is the admittance of the problem and this is the case especially within my life.

Discussions:

Comment 1: Topic: Alarming That was such an informative and realistic article about the drinking and drug habits of generation Y. The statistics you presented highlighted a large and devastating issue that I did not realise was so inclusive and all encompassing. I was particularly alarmed by one of the statistics from the ABS that stated that 16-19 year age group had the highest hospitalization rates for acute alcohol intoxication. However, I am unsure that I agree with Emafo (2008) about the profound influence celebrities have over young individuals, in relation to drinking. I believe it is a much deeper motivation than "monkey see, monkey do". I believe it revolves around this generations sense of invincibility and individuality. Your article really made my ponder this topic and was a great read. Thanks :)

Comment 2: Tpoic: Changed perspectives What a thorough look into the sex attitudes and practices of generation Y. It was an interesting read and I was alarmed at many of the statistics you researched. In one section of your article you stated that the media had a negative influence on sexual attitudes of generation Y. I totally agree with this, as many of the advertisments within our society are sexualised and some are very explicite. Why do you think the perspectives towards sex have shifted in the past 30 years? Have we become desensitised or are we being brainwashed by advertising corporations?

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<span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">It is said that each generation is defined and shaped by the common experiences and events that transpire within their formative childhood years. This expression is highly relevant to gen Y due to the large and globally encompassing events that have socialised this cohort. Mass media, family and friends all aided in the formation of a strong image conscious, media literate and self confident generation ( Ferguson, 2011, p.268) & ( Jorgensen, 2003, p.43). Macro environmental changes such as September 11, columbine, the internet, globalisation, and the rise of reality television also impregnated values and beliefs onto this generation. These events and role models have shaped and moulded this cohort into a generation of optimistic, ambitious, technologically savvy, multitasking and independent individuals ( Simonson, 2010, p.80) & ( Haynes, 2006, p.20) & ( Jorgensen, 2003, p.45). Alarmingly however, according to Ferguson ( 2011) is the rise of the “cult of celebrity” which entails continuous spotlight, performance, consumption and pressure for perfection. This combined with the notion of cool breeds a culture of materialism and spending. <span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">Generation Y represents an estimated 71-80 million consumers in the USA with a buying power of $200 million dollars each year ( Xu, 2008, p.41). This epidemic of spending originated at birth when multi-million dollar conglomerates gave the order to not just sell products but to transform spenders into life-long consumers. Thus the consumers of today were bred to crave material objects. Statistics highlight this transformation, where, according to Regine, (2011) “spending has doubled since the 1960’s and tripled since the 1990’s”. Generation Y is leading the revolution as this cohort is one of the largest consumer segments behind the baby boomers (Regine, 2011, p.5). However, the motivation and attitudes towards spending within generation Y have morphed vastly into an unrecognisable compulsive materialistic machine. <span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">This can be seen through the notion that generation Y correlates the acquisition of material possessions to achieving life goals ( Xu, 2008, p.39). For instance gaining a possession can be used to “define an individual’s success and is thought by this generation to equate to happiness and life satisfaction” ( Dittmar, 2005, p.472 ). Not only are material objects seen as a necessity for a fulfilling life, the importance of ascribed ownership and purchase of material goods allows each individual to be trendsetters and demonstrate their individuality. This individuality is confirmed by Ferguson ( 2011) to be translated into the search to acquire ‘coolness’. This status is defined by a small bracket of ideals and objects that in many instances are controlled by market forces. Thus ‘cool’ is linked closely to consumption and consumerism. Unfortunately, generation Y is also accustomed to affluence and are prone to “spending their cash as quickly as they acquire it” ( Xu, 2008, p.45). This likelihood to spend quickly, correlates to generation Y’s need for instant gratification ( Regine, 2011, p.6). It is therefore understandable that generation Y’s buying power is gaining momentum with compulsive buying fast becoming a way of life that can have serious and detrimental effects on individuals. <span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">Compulsive buying according to Dittmar ( 2005) is the “uncontrolled, excessive buying of consumer goods that can lead to physiological distress and serious effects such as substantial debt”. This increasing issue is linked to psychological variables that are influenced by societal pressures. The notion of cool and gaining individuality are big factors within the generation Y cohort. Thus individuals are influenced by “public self consciousness” ( Xu, 2008, p.47) and keeping up with the latest products. In most instances, the compulsion is an attempt to deal with identity or mood problems through buying material goods ( Dittmar, 2005, p.473). Many other disorders can stem from this compulsion such as anxiety, depression, frustration and low self esteem. <span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">Not only is this generation being over taken by a compulsive urge to spend mental illness is also becoming an increasing issue. According to the Australian Bureau of Statistics (2010) one quarter of all young people (16-24) have a mental disorder. Within this group around seventeen percent are severely impaired by their disorder. Anxiety disorders were the most common with fifteen percent of individuals affected; this was closely followed by substance use disorders. Where alcohol was the most likely substance abused. Alarmingly, not only are some individuals severely impaired by their disorder, it was also found that one in three persons had co morbidity where they are affected by more than one mental illness. These facts were compounded by the high rates of suicide with twenty-two percent of deaths being accountable for this action. There are many variable causes for these afflictions that can be environmental or physiologically based and depend largely on the individual. However, correlations have been drawn between materialism and lower mental wellbeing ( Abela, 2006, p.5). It has been found that, individuals who place a high stigma on materialism are associated to having lower personal well-being and psychological health than those who believe that materialistic pursuits are relatively unimportant ( Abela, 2006, p.5). Through these findings it can be concluded that some mental health issues can be linked to the epidemic of spending, rife within this generation. <span style="display: block; height: 1px; left: -40px; line-height: 150%; overflow: hidden; position: absolute; top: -25px; width: 1px;">Shopping has becoming the entertainment choice for generation Y. This new era of compulsive buying highlights numerous detrimental effects with many individuals experiencing stress from the extent and scale of commercial marketing ( Mayo, 2005, p.46 ). With huge pressure to have the latest in vogue items, feelings of inadequacy and unhappiness over not keeping up with the brand names is increasing ( Xu, 2008, p.43). Thus it is no surprise that compulsive buying tendencies have increased in the last ten years ( Xu, 2008, p.46). Generation Y has been continuously immersed in 360 degree marketing which has transformed them into life-long consumers. Compulsive buying is now a way of life for the generation Y cohort not only to alleviate the inadequacies and pressures of keeping up with the cool factor but also to attain happiness and life satisfaction. Material objects have taken on a stigma far beyond the actual worth of the object.