When you see a commercial, an advertisement or a social media influencer, they are all selling you a lifestyle.
A programmer illustrates this point beautifully in a presentation using Mario Brothers as an example. Mario is the consumer and a fire flower is the product.
He explains that in marketing, you are not selling the fire flower but the newly upgraded Mario that took the fire flower and now can throw fireballs.
That is why social media influencers has been so advantageous to big brands. Social media influencers are already selling their lifestyle as a thing to consume and “like”.
Selling a lifestyle is about tapping into “FOMO”- Fear of Missing Out. It’s about solving your problems with your wallet. This mentality has seeped into every aspect of our lives. I cannot tell you how many times I have had a problem and my first thought is “what can I buy to fix this?” This is a cultural mentality.
Millennials are in record amounts of student debt because we were told to buy our way into good careers by going to school rather than learning on the job instead.
We have a culture that values lifestyle, “keeping up with the Joneses” and we forget what it takes to have that lifestyle.
“Just Do It”.
In 2013, 64 garments were purchased per person in the US. That’s more than an item a week. No wonder fashion is our 2nd largest industry. It’s downright taboo to wear the same shirt twice a week (not that anyone would really notice if we did).
We’re buying things at alarming rates. The number of storage facilities have doubled in the past two decades and, with that, more commercials for them targeted at people my age.
We throw away nearly 5 times more than we did in 1980. I’ve personally thrown away items and felt internally that this cannot be normal.
Yet it is.
This thoughtless disposal is a problem. In fact, it’s estimated that by the middle of this century the amount of plastic items in our ocean will be more than the number of fish. You can read more about the real costs of fast fashion here. Why is Fast Fashion So Bad?
We tend to buy and throw things away without stopping to think first. Often, there’s no appreciation for the craft of what we hold in our hands or the workers who stood for hours to get it to our hands.
We don’t value it because it’s cheaply made and trendy. It’ll go out of style next week. We’re in a loop of being giddy to buy then soon unsatisfied by the thing we bought. We continually, endlessly consume to get that purchase high.
And we try. So many of us donate our clothes, right? But thrift and salvage stores throw away most of that stuff to our landfills anyway.
This is why I started Jaded Local.
It’s a step towards reversing this cycle we’re all stuck in. Not only am I passionate about living this for myself, I want to spread this message. I want this to change my life as much as yours.
I don’t sell trendy or new clothes. I sell classic pieces that are preowned. I add something new. I hope people see it, like it and think.
I know this can be a heavy topic so thanks for reading even when it’s not comfortable.