Does Your Stuff Define Who You Are?
In an age saturated with advertising everywhere you turn, you’d like to think that you’re one of the ’smart ones.’ You’re an individual that is impenetrable to the multimillion dollar marketing blitzes being doled out in an increasingly rapid succession.Though 77% of Americans claim to be very perceptive to marketing pitches, many still end up being defined by their ’stuff,’ whether they realize it or not.
A Case of Self Rationalization
When making purchases, we sometimes rationalize our decisions by claiming that our choices are based on quality, price, comfort and convenience. We convince ourselves (and those around us) that these decisions have nothing to do with marketing. Apple products are preferred because of their superior quality (the sleek stylings are secondary). Coke is deemed to have the best taste (the billion dollar marketing budget doesn’t have any relevance). Manolos are the most comfortable, best made stilettos (it doesn’t make any difference that Sex And The City’s Sarah Jessica Parker wears them as she struts through the streets of Manhattan).
Marketers Are Getting Smarter
The modern consumer is typecast by marketers as having become completely resistant to all advertising, but the truth is much deeper. Instead, they have fully embraced specific brands on their own, many of which lack mainstream ad campaigns. Marketers are quickly adapting to this new phenomenon and becoming more stealth in their techniques. Often, these tactics are so seamless that they have become imperceptible to the consumer. While they may feel that the lack of a defined campaign relates an aura of street cred and bypasses the obnoxious connotations closely related to corporate powerhouses of the past, this is exactly what marketers are striving for.
Products are now regularly launched without an explanation as to what they are, what they do, or who should use them. The benefit of this approach is that consumers are invited to define it for themselves in a way that’s perceived as being a unique, individually focused experience. They have every reason to believe the product is a reflection of their values and needs because they’ve never been told any differently.
A Personal Analysis
I strongly value my individuality and integrity. Mixing high and low fashion and design, I’d like to think that I have a distinct look that ties together my art, design and overall lifestyle. Yet, perhaps I am still seen by marketers as a stereotypical 20-something college educated creative female.
It’s true that I am partial to Apple computers and own a personalized iPod. Part of the reason is the performance (I’m a graphic designer), but my purchase was also helped along by looks. I drive a VW Jetta because I claim it’s practical, but underneath it all, I am very partial to European cars. My favorite brand of makeup is MAC. Though it lasts for ages and works well with my skin, the cool black packaging and minimal logo doesn’t hurt. I justify the cost of my Miu Miu handbag by convincing myself that it will last me for years and that I’m not having to replace a cheaper counterpart every six months when it falls apart. But, the recent lolita-esqe ad campaign featuring Kirsten Dunst was very aesthetically appealing to me with the red lips and babydoll dresses.
Am I buying into an image with the purchases I make? I have a degree in marketing and I work at a creative agency. I am a graphic designer with a love of branding. I should see through all of this obvious fluff, but I like what I like whether I’m ‘supposed to’ or not. Should I refuse to buy something because I think that marketers are getting the upper hand? We all have preconceived preferences, even if they lean towards D.I.Y. anti-brands. The products that I buy don’t make me unique and they don’t define me as a person, but they are nice to own.
Stuff Is Just Stuff
It’s natural to use possessions to aid in self-expression but there’s a fine line between doing this and in leveraging items to make ourselves into someone else. No matter what your views are, it’s important to remember that stuff is nothing more than…stuff.
What’s your take on the stuff you own?
Do your possessions define you in some way? Are there certain things that you don’t think you could live without? Certain brands that appeal to you?
74 People have left comments on this post
Very well written.
Though i admit that I am biased towards coke simply because I prefer the logo!
And I loved those Miumiu ads! I had several taped to my dorm wall.
Great article! I was working as a professional organizer a few years ago, and my job was all about helping people separate from their “stuff” and let go of what they thought defined them. It’s so easy to let things define you and be influenced by subtle advertising and product placement.
I own a mac mini, a personalized iPod, and I would love a Jetta (once my ’96 Civic gives out!). Both Apple and VW have great design appeal and integrity, but with the prices to match. To me it’s worth it because I love those products and I’m a pretty selective consumer, and won’t buy anything if I’m only lukewarm about it.
I think that stuff should be a reflection of the person who owns it, rather than the person being a reflection of his/her stuff.
Marie: I don’t drink Coke, but their logo is so universally pleasing that I can’t deny its significance!
And, I have a stack of the Miu Miu ads saved in a folder– they were so perfect right down to the lighting and completely represent the Lolita aesthetic I admire!
Lesley: That’s so interesting to hear that you were once on the other side, convincing people that they needed to clean and get rid of the things that they’d grown so attached to! It’s weird to think about…
I’m very selective, so to pay more for something I’m absolutely in love with is so much more worth it than buying a cheaper (and less quality) alternative.
Your last sentence is brilliant. I think that people need to give more thought to that concept in general.
I agree that this is an incredibly thoughtful and well-written post. Having studied Marketing for my Arts Administration degree, it’s something I consciously think about when trying to present an event, but that I occasionally shuffle away for other aspects of my life (when it appears that I shouldn’t!).
It also seems interesting, and perhaps to note, how marketing can also extend beyond their targeted market. When the iPod was first released, I remember how the distinct black figure, bright background, and white iPod typified a stereotype or the person that it was geared towards. Yet now, the white wires seem to have transcended subculture, culture, gender, race, etc.
I try to be aware of what messages my belongings may signify (such as Tricia’s post at bits and bobbins), as I don’t want to be ignorant of my the meanings behind my possessions. But at the same time, there is a time and place to damn those meanings to ensure that the items have a value and place in your life.
great article nubby… it was very thought provoking.
i actually think about this a lot because sometimes i think i get too preoccupied with my “stuff” and obtaining it.
i have a really strong personality too, so i feel very strongly about making sure that anything i acquire fits in with my personality.
as i am also someone that works a lot of marketing and advertising, i think that a knowledge of the tools used in advertising makes me appreciate good advertising more. for that reason, i buy a lot of magazines simply for the advertising and i collect it.
Ashe Mischief:
Interesting point on the iPod marketing. Especially when I’m in NYC, I notice the white wires on every nationality and demographic.
While it’s important to be aware of what you’re buying, there’s a point when you have to just embrace and enjoy what you love.
Amelia:
I feel the same way about magazines- I tend to buy them based on amazing typography choices!
Good advertising is rare these days, so I think that’s why thr Miu Miu campaign really resonated with me.
I hadn’t been thinking that using consumer goods for self-expression was natural, but you’ve got a point. The things we buy and wear *do* say quite a bit about us. How could they not? It’s when people try to replace personality with product that I get concerned.
I’m not one for getting things that are really popular. I do occasionally, but mostly because that’s what’s out right now, but I take these fashions and try to make them into my own personal style. I’m quite eccentric when it comes to my clothes or even other little things I buy. The only big brand name thing I buy is Chuck Taylor High-tops. I’ve had five pairs in the past five years, I even got to design my own. Which was really awesome because it costed the same as the other Hi-top choice, but they donated a percentage to the AIDS foundation. I must admit I refuse to buy iPods, I guess it was to be different or because I didn’t think it I needed to spend that much on something, because I’ve grown up without a lot of expensive things.I do enjoy grabbing things from thriftstores. My recent favorite is a bright green square dancing dress.
Sara: Without clothing or any product preferences, we’d all be walking around in the same uniform. To me, my preferences and the way I put things together is almost like armor, a confidence booster, if that makes sense.
Maya: You designed your own Chuck Taylors?! That’s pretty unique and awesome that you took notice of the AIDS donation. It sounds like you really give some thought about where you’re putting your money and are conscious of your decisions.
years ago i had a really beautiful cigarette lighter..i thought that defined me.
how times change (thankfully).
how interesting! I think it’s also interesting to note how often a product is sold by the lifestyle it represents rather than the product itself. After realizing this I found how often I am sold on a product based on the kind of person it aims to sell to. I.e. apple’s slogan “Think Different” really isn’t talking about just the product itself, but the idea that those who buy apple are those who’d like to be thought of as “different thinkers..”
just a thought – I hope that made some sense?
I just did a big move, where my husband had to pack our stuff. I lost a lot of things in that move and now I’m feeling the urge to rid myself of even more. Simplify my surroundings down to things I’ve chosen and adore. Not the debris of past lives. So I’m paring down, ridding myself of a lot of the small stuff – an artist friend was horrified at the extent of it, but understood the need to have my surroundings reflect who I am now, not who I was.
As far as brands go? As a young thing I cultivated a hatred of brands that hasn’t really ceased. I hate iPods and refuse to use them because of the proprietary nature of the software and the patronising feel of it, but a lot of that comes from having a tech background and a background in digital rights and freedoms. A lot of brands become all encompassing and restrictive for people and that flows outward. I also just hate the feel of iTunes and would rather have something that is just a hardrive with mp3 playing capabilities (sacrificing size) than have to modify the way I listen to music and play with music in my life.
very thought provoking post. if you are seriously interested in this subject, think about reading some of pierre bourdieu’s work on taste.
haha… i love that bit about the jetta. as a graphic designer myself, i had one of those moments of clarity as one morning, I was climbing out of my ’98 jetta, placed my Peet’s coffee on the roof, and pulled out my yoga mat… the typical San Francisco woman, oh, I’m also registered ‘Democrat’.
it’s just stuff… two months ago, i had to get rid of all my belongings save what would fit into two pieces of luggage to move to germany. i have to say it was a strange experience… and it’s amazing how much stuff i’ve accumulated since i’ve got here.
i know it’s just ‘stuff’ but it’s definable. who we are, that’s a life long process of discovery, a spiritual journey, and most people aren’t willing to think about that.
lady coveted: Those moments make me feel like such a cliché! But then I remind myself that I like what I like and as long as I’m happy with those choices, then it doesn’t really matter what anyone else thinks.
That’s a tough challenge to get rid of most of your belongings! I don’t think that I could do it! I’d have to leave my stuff in storage somewhere….
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