Social Consumerism - Essay Example

Social Consumerism Consumerism Consumerism is a habit of people identifying themselves with a certaintype of products that they consume. Consumers take the products at higher rates than expected basically due to the influence of marketing and the need to identify one’s self with a certain brand of products. These products are used by the consumers to depict their status for example expensive car model. Most consumers tend to deny it and instead cite some specific reason for their choice rather than being associated with idea of consumerism (Kangun & Richardson 2011). Social consumerism is mainly associated with the growth of internet technology. Before the internet era, marketers had very different ways of reaching the consumers however the internet era has changed the product marketing without the social networks mainly being used as a marketing channel. Social media allows the consumers in exchange forums to interact freely and share the kind of products they buy. In this sense, consumerism has been enhanced especially in the age bracket of between 15 to 30 years. The young generation has found the social media as the platform of airing and sharing their views. The interaction has developed a lifestyle where some types of products are enhanced through famous internet postings. Basically young general identify themselves with some specific brands for instance a new iphone model (Smart 2010)s. This is a brand that is associated with class and though the brand may be expensive to some buyers, they end up buying the products so as to fit iphone lifestyle. Positive effects of social consumerism Consumerism practically increases industrial production, increases economic growth, more goods becomes available in the market, and advertisement is also increase since it propels the manufacture of more goods (Smart 2010). With the increase in production, other factors such as employment will not be left out. More comfort is likely to be achieved in the process. Social media such as Facebook allows the users to access shopping online and pay with their credit cards. The trend that is being witnessed in Facebook and twitter for instance is that people post on their lifestyle purchases such as the kind of cosmetics they use, type of phones, clothing and movies. This is common in the status updates for many users in social network. It has drastically changed the attitude of consumers on certain products more than it was predicted (Smart 2010). Consumers make their purchase desires public hence even wooing others to think in that dimension. Most of the consumers affected by the trend are the young general though it has affected the entire consumer market. The trend is not anywhere nears its peak and it continues to take purchase market by storm. The consumer feelings are evidently shifting rapidly against the traditional marketing. Basically marketing in the past was done by specific marketers where few people had the full information of certain products; marketing was done on channels that cost a large sum of money (Cohen & Continuum 2004). Marketing was being manipulated in such a way that it suits the product owner. The social media and the internet have drastically the market perception though some of the traditional suitors don’t have a clue of the change in the trend. Product information has been made free by the internet era and is being exchanged between the consumers themselves any time of the day. Typical example of social consumerism is the free adverts on Youtube which also produced aired in paid Television media. In the recent past, Yuotube has been favored in the marketing industry and played vital role in the consumer purchases (Smart 2010). Youtube has become a famous marketing tool with the flexibility of being manipulated used as a personal brand. In fact some brands advertised in Youtube have become household brands. Though the perception on internet market varies among consumers, the most important thing is that the product companies owning several brands are concerned about traffic that marketing website attracts. For instance if a website attracts visitors over hundred thousand in a month, it is more likely to attract the product companies too. It is perceived that it creates a rich consumer market base thus assuring better marketing of the products. Most companies have invested in websites that attracts a certain group of people. For instance most cosmetic companies have invested in young reviewers against the traditional marketing where TVs and magazines were majorly used. Though the trend of social consumerism has taken the market by storm, it applies only to some age group; that is the youthful age. Most of the older generation is still conservative and rigid to make changes and adopt the new social interaction network. They were the ones who started internet revolution and are currently in their middle age, their passion and lifestyle have since changed. Research indicates that they do not make expensive purchases like they did before. Socially technology trend has been adversely adopted by this group and there is no possibility of convincing them. There evidence that a divide exist among the age groups. With that kind of understanding, the difference can be used to enhance product perception in the market. Consumerism in the form of advertisement, marketing and the relation between the consumer and products will be enhanced. There is more to be introduced by the digital era where each of the age groups will be considered. Consequences of consumer consumerism Consumerism leads to more desires which may lead to dissatisfaction if the desires are achieved. One tries to earn more therefore facing more challenges such as work related stress on the way. In consumerism, the material wealth is general the major Factor that determines whether a society is developed or not thus spiritual values are undermined. Due to the desire of possession, there would be increased crime, pollution and environmental degradation (Kangun & Richardson 2011). The social networking is affected as people try to make money so as to raise their living standards. Social consumerism leads to importation of good which have rather been found locally. This would lead to suppression of the local manufactured goods. In the case where the lavish life is not met, there are more likely cases of depression and jealously that leads to crime Critics argue that consumerism can lead to elitism due to perception. In the event that social consumerism is popular, it is more likely that there will be a possibility that some consumers will decide for others on what to purchase (Cohen & Continuum 2004). They can also change the lifestyle of others through the perception that some products maybe waste while others are important. Consumerism results in loss of market for products which would have been important to consumers. Consumerism subjects individual consumers to buying specific brands of goods and concentrating less on important things (Cohen & Continuum 2004). It leads to concentration on possession rather than on the consumers’ needs thus leading to selfishness. People are likely to be treated according to what they posses (Kangun & Richardson 2011). This is likely to cause breakdown in the community relation and lifestyle. In some cases it may lead to ones depression due to impulse buying where one may be subjected to huge debts. Basically this leads to poor relation with the society or rather close friends. According to psychologist, young people live in less happiness compared to their grandparents and their days. They risk being affected by depression and subjective living as result. Psychologist argues that when the culture of purchasing among the consumers reach the peak, the mentality also changes. Though the desire for materials things is related with the general discontent in life it would be wrong to make it an ultimate answer to the whole issue of discontent. Studies shows that satisfaction can be reached if there is enough money to purchase and may not conflict the important things needed in life. Materialism with less money is likely to lead to depression and unhappiness. Therefore if a person is poor and he materialist, he is more likely to be unhappy whoever for a person who a materialist, he likely to be happy though not more than non materialist. Conclusion Social consumerism has imposed the meaning of good living on the consumers. The conception has worn and has made consumers believe that happiness is achieved by buying new products. This perception has both positively and negatively affected the lifestyles of the consumers. Generally the effects that social consumerism have on consumers varies depending on the economic status of the consumers. It’s more likely that a poor individual will be affected negatively by consumerism while an economically stable individual would benefit. Crime, depression and other challenges facing the society have been associated with the social consumerism hence there is need to carefully understand its consequences so as to avoid them. References Cohen, R., & Continuum. (2004). Global Social Movements. London: Continuum International Publishing Group. Kangun, N., & Richardson, L. (2011). Consumerism: New Challenges for Marketing. Chicago : Marketing Classics Press. Miles, S. (2001). Social Theory in the Real World. New York: SAGE. Smart, B. (2010). Consumer Society: Critical Issues & Environmental Consequences. New York: SUGE. Read More