Nowadays, consumerism is an understanding that serve as a lifestyle that considers luxury goods as a measure of happiness, pleasure and self-gratification. This culture can be regarded as an example of frugal lifestyle. If this culture of consumerism has become a lifestyle, it will increase an indicator that can never be satisfied by what we consume and make comparisons to what other people do. Today consumers from various aspect of life have not been able to prioritize items that they need because of following their desire too much.
Without realize, strange habit for a lot of consumers is now become a desire that need to be fulfilled immediately, always never enough in everything, and never being content with what they have today. Needs that included daily food, fashion, transportation, technology, housing and so forth. Consumers always have desire to own everything because for them it is important for their daily life.
If we are able to recall the Economic lessons when during high school or university, we will remember a discussion about various human needs. In priority, human needs are divided into two, namely; 1. The Primary Needs (core needs to be met), for example clothing, food and accommodation; 2. Secondary Needs (requirement that serves as a supplement and complement in life), for example mobile phones, laptops, and others. However, as we see that those needs now being shifted in position between primary and secondary. People are concerned more of their secondary needs that must be met first.
Since the development of industries in developed countries such as food, clothing, communications, transportation and services the availability of goods and services increased rapidly. The part that has the most important role regarding to this is the promotion through the media, advertising and virtual world (online). In addition to the increasing number of products and services, there are a lot of easy ways to get the things that they want. We just look at the reality that exist today, many supermarkets, mini-markets and shopping centers (malls) are within reach. It also created a consumption-oriented society.
The reality of what we seen today is most consumers consume something not based of its functional aspect, but on the trend that currently developing. Concrete example is consumers prefer shopping in a mall rather than market or store. Mostly because of discounts offered, comfortable place and easily to get around. Another example is the consumption of more branded communication gadgets like Apple, Blackberry, and other sophisticated android gadgets.
This modern consumer behavior that emphasizes the object as a measure of pleasure and enjoyment will drag consumers into generation that shadowed by popularity to gain recognition, and look at life in a narrow perspective based only on what is currently trending.
As a conclusion, the proper solution to control the development of this consumerism culture is to make a priority on something to be consumed in order to be used effectively. Then also applies to “independent lifestyle” to self-recognize on the advantages and disadvantages, also have a strategy to reach the goal. With discipline to form an “independent lifestyle”, this consumerism culture is no longer able to trap consumers. They will be free and independent to make their choice responsibly and creating a more positive generation of consumers.
By: Aizat Sabtu (214360457)