understand what it really is and get to know the panorama in the country – WAU
When you go to the mall, can you resist promotions and discounts? Have you ever bought that brand new product just because it was more affordable? Or are you more controlled and only buy what you really need, that is, what you had planned before visiting the store? These are, basically, the […]
When you go to the mall, can you resist the promotions and discounts? Have you ever bought that brand new product just because it was more affordable?
Or are you more controlled and only buy what you really need, that is, what you had planned before visiting the store?
These are basically the 2 profiles that characterize the difference between consumerism and consumption.
Despite being such close terms, they have very different meanings and can cause some confusion.
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Therefore, we prepared this post seeking to eliminate your doubts about what consumerism really is, besides showing what is the current panorama of the consumerism in London. Check out:
What is consumption?
Currently, consumption is more related to its economic sense: the act of buying taking into account our needs.
It goes back to the times when people started to organize in cities, when they made trade exchanges to get shelter, food, water, clothes and other supplies that they really needed.
Consumption simply is part of our society.
It turns out that, with the events of the Industrial Revolution, we had the modernization of production processes, changes in the transportation and circulation of goods (and people) and the potentiation of sales in large scale.
It was a transformation for consumer relations.
Industrial economies started to expand and workers’ wages gradually increased. These workers could now accumulate income and consume goods, helping businesses to prosper.
This is the characteristic cycle of the capitalist system, and the consumer is the key part of this gear. For this reason, it is so common to say that we live in a consumer society.
However, as consumers moved away from the means of production, they also became alienated in relation to the real value of goods and the need to acquire them.
And that was it alienation that the consumerism started to appear.
What is consumerism?
Consumerism is the habit of purchase products and services without needing them. It is the purchase by desire, and not by need.
It is usually marked by impulse purchases and stimulated by anxiety. In more severe cases, it can become a compulsion.
In addition, consumerism is linked to the notion that buying more will bring feelings of happiness and momentary pleasure.
It is also the result of the influence of abusive advertisements, who insist on linking consumption to happiness and often create an imposition of needs, showing how certain products or services are able to make people’s lives better.
The biggest problem arises when consumerism becomes so intense that it evolves into a compulsive behavior.
For example: some people use shopping as a trigger to help improve mood and, therefore, go to the mall whenever they feel stressed or distressed.
They are consumers They need help, because they are often indebted due to the lack of financial planning and expenditure priority.
In fact, consumerism has another side – also problematic -, which is the child consumerism.
When products are associated with gifts, a famous characters Or the advertising campaigns that focus on getting children’s attention, little ones can easily influence their parents’ decision, especially on holidays.
But we know that it is not only on Children’s Day and Christmas that consumers buy more than necessary.
Mother’s Day, Father’s Day and Valentine’s Day are also examples of dates when people feel induced to go shopping.
What is the outlook for consumerism in London?
According to a SPC and CNDL study, about 3 out of 10 consumers in London consider the shopping as the favorite type of leisure.
This survey by the Credit Protection Service and the National Confederation of Shopkeepers also found that 40.2% of respondents from classes A and B admit that buying is a way to reduce stress of everyday life.
On a another study, carried out by the same institutions, it was revealed that classes C, D and E are the ones that most buy without need, motivated by promotions.
These are numbers that make it clear how much consumerism is present among Brazilians and that this consumer behavior occurs in all social classes. But why does it occur?
As our society was creating behavior patterns that demonstrate how successful an individual is – standards that are reinforced by the media -, people from all social classes started to have similar desires in relation to “consumption dreams”.
However, access to more expensive consumer goods is not so simple for groups with low purchasing power, who end up generating expenses higher than income when they want to satisfy these desires.
In a way, we can say that consumerism helps to accentuate the class difference in our country.
So, are there ways to curb consumerism?
How to reduce consumerism?
O personal finance management it’s the responsible consumption children should be taught from an early age.
Parents who do not demonstrate these values or set a bad example of buying without thinking can influence their children to become irresponsible consumers and with poor financial education.
So, before spending any money, ask yourself these questions:
- am I financially able to buy this item?
- do i really need this product / service?
- do I have another purchase with a higher priority than this?
- can i wait to make this purchase or does it really need it immediately?
- is there a product with the same function, but that is more durable?
- Does the company I’m buying from and the manufacturer have good practices in the market?
- what will be the impacts of my purchase for me, my family, society and the environment?
- is the promotion worthwhile or are there other stores that sell at an even cheaper price?
That way, we will have more aware consumers and know how to take correct decisions while shopping. It is better not only for financial health, but for society as a whole.
Like our post about consumerism in London? Did you take any doubts about the differences between consumption and consumerism?
Also know about the Customer Journey and understand how the purchase process takes place from the consumer’s perspective! Download our infographic.