Furthermore, the idea of luxurious goods may differ from status to status and from need to need. Since they are created needs, goods and services can vary. For instance, a farmer may find a suit a luxurious need. But for a businessman, it’s something essential. On the other hand, owning a big piece of land in the province is luxurious for the businessman but essential for the farmer. Similarly, owning a private jet can be both a luxurious need for both parties.

Man is led into an illusion of prestige through created needs. Factors like the media and trendsetters affect the way money is spent. Those who are lured in going along with the trend are forced to buy such luxurious items in exchange for the status and positions these items offer. This is what is called the demonstration effect.

Materialism and Consumerism

It is therefore apparent that man measures his humanity through materialism. This is the state when man’s position in society depends on how much earthly wealth he acquires. Everyone, therefore, tries to reach such materialistic nirvana. But unfortunately, this mentality tends to cater to the rich people alone and leaves the poor to wallow in their shanties. Furthermore, this reasoning is further entrenched by jealousy and envy. Affluence, instead of being brought down to the level of the poor, is pulled up to the higher-class levels.

Consumerism is the domino effect of materialism. If materialism is about the mentality of attaining higher social status through physical assets, consumerism is the desire for unnecessary goods using money that’s unavailable. For example, there is a need for rubber shoes. Any pair would actually suffice, but because of materialism, standards are therefore manipulated. The want for ordinary working rubber shoes transforms into a desire for branded pairs because of the media hype and status. But because of the expensive price tag, the regular consumer cannot afford such a brand and is forced to go out of the way in order to afford it. The basic want (the rubber shoes) is overlooked and more focus is paid on the brand. Consumerism is the tendency to make people buy things they don’t need with money they don’t have.

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