Advertising drives spending in most countries. Until you see an ad for product X you weren’t even aware it existed, and suddenly you go from blissful ignorance to “gotta have it” in 30 seconds. That may be a slight exaggeration, but instant gratification has become a way of life for many people.
It's raining - Men or Pennies from Heaven?
Some of this is ingrained in us. Take for example advertising to American youth. Since 1980 the amount spent to convince children of product desirability has increased from $100 million a year to more than a billion dollars a year. Is it any wonder that Christmas has morphed into this giant consumer driven event? Think about how much advertising a person is subjected to over a lifetime. It’s staggering.
How do we counteract this effect? As parents and grandparent we have to try to instill in the next generation that they can’t have it all and have it now. I recall as a child wanted a skateboard and saving diligently over time to buy the individual components. I longed for winter and the snow, so I could go out and shovel and make extra money, but not once did I approach my parents for a loan or a gift. I knew the answer before I asked that question.
I am keeping that same principal with my children. A cell phone is not a luxury item, it is a need to help you keep track of your children, or so the phone companies would have us believe (or our children try to convince us.) But in truth, what does a ten year old need a phone for? Anything given freely is often taken for granted and as a right and that propagates a mind set. “I have a right to have “X” now.” What?
Anyone alive now has seen countless hours of commercials, whether on television, through radio, billboards or other media. We need to keep in mind that advertisements are arguments to convince us to part with out money, but sooner or later the cost of that catches up with people. Whether it’s interest paid on credit cards or a lack of savings by the time you retire, the high cost of giving into implanted desires can take a huge chunk of your life and your money. Take the time to think before you spend, and try to pass that along to those you love.
