Conspicuous Consumption: the New “In” Trend?
Conspicuous consumption is something that you may or may not know much about, but it happens all around you; in fact, you may unknowingly be guilty of this yourself. Originally defined by Thorstein Veblen, a well-known economist (although not so popular amongst his peers!) from the late 1800’s, conspicuous consumption is exactly what it sounds like: consuming with the intent to be seen consuming that product. And for much of its existence, conspicuous consumption carried a negative connotation, particularly during hard, economic times. For example, during the most recent economic downturn, those who still chose to shop at the high-end stores were scorned when leaving the store for flaunting their money in such a way. This escalated to the point where some of the more pricey stores began to provide their customers with the option of bagging their purchases in nondescript bags. Conspicuous consumption was never the cool thing to do, but the contempt for it tends to worsen as our financial belts begin to tighten.
However, what happens if conspicuous consumption benefits someone in a developing country? As some clever organizations have found out, conspicuous consumption can, in fact, become popular when used for the greater good, even during some of the hardest of times. Instead of a birthday present for Aunt Sally, why not donate $120 to Heifer International where that money will be used to purchase a goat for a needy family somewhere in the world? Or, instead of buying another pair of sneakers, why not purchase a pair of Toms Shoes where for each purchase, a pair of shoes is given to a child in the world who does not own a pair of shoes? Fighting poverty, disease, and hunger in the world has made conspicuous consumption purchases more acceptable.
Instead of making a purchase that says, “look how much money I have” people are now making purchases that say, “look how charitable I am.” In a time when money is tight, it’s nice to see that charitable donations are not falling by the wayside.
What a positive shift in the application of the conspicuous consumption paradigm.