By- Dr Dhamodharan M
Assistant Professor& Ms M Shiny Sankalpa (Student )
Department of Psychology
SRM University AP
We end up purchasing things every day which we do not necessarily need but rather we desire them to be. It is the entire thing that most individuals refer to as consumerism. Consumerism is in essence the idea that one can earn happiness, success and social status best by purchasing more goods and services. It is not only about the satisfaction of the simple needs but being constantly improved, demonstrating, and applying our purchases as the shortcuts to identity and belonging, and even to self-worth. In a hectic and evolving world where people are constantly shifting and the youth are under the strain to keep up, the strain begins to influence their identity in such a manner which is difficult to unravel.
This pressure has been supported by research to have become even more intense. It has been found that status-seeking and materialistic values are particularly widespread among adolescents and young adults, who have not decided who they are yet (Dittmar et al., 2014). Meanwhile, the emergence of digital media has shortened the trend-cycle not only to years, but also to weeks, and it is even more difficult to allow young people to establish a stable self-conception before the next cultural wave occurs (Swarnam, 2021; Rosa, 2013). The outcome is not only monetary pressure, but also a mental one: a weak self-identity based on the material wealth that people own and an increased risk of anxiety, discontent, and low self-esteem.
Psychological Approach to Consumerism.
According to the Self-determination theory (Deci & Ryan, 2000) we flourish when we strive to achieve intrinsic goals such as personal development, relationships and the community. Consumerism on the other hand enhances extrinsic purposes that include status, possessions, and image. When we turn to what we have to define our identity, we will find our self-value shock-proof, since it will never seem robust. Such attitude has created a vicious circle of never being satisfied: there is always a new trend, a new model, or a new brand to follow.
Juvenile and Formation of Identity.
The period of adolescence and early adulthood are very crucial in identity formation. Psychosocial stages emphasized by Erikson bring out the fact that this stage is characterized by a struggle to seek a consistent self. Consumer culture takes advantage of that weakness and particularly advertising, social media, and peer pressure. The youth are being pushed the notion that they can buy identity -that as to what they wear, use and show it is who they are. Social media such as Instagram and Tik Tok highlight aesthetics of products as the makeup, phones, and fashion as being fundamental to belonging. Tangila et al. (2024) discovered that online communication is directly correlated with identity, and consumer pressures increase the sensation of inclusion and exclusion, and that the constant exposure to curated lifestyles puts the comparison on steroids and worsens self-esteem.
The Relationship between Consumerism and Mental Health.
A lot of literature associates’ materialism and consumerism with bad psychological health. The important results are that the materialistic values correlate with the increased levels of depression, anxiety, and compulsive behavior. According to Kasser and Ryan, (1996) youths who were more oriented towards extrinsic goals such as wealth, image and fame were less satisfied with their lives and more depressed. Zehrung et al. (2024) emphasized the fact that the stress is aggravated by financial instability along with the concept of consumer ideals and diminished access to mental-health resources. Lissak et al. (2024) demonstrated the tendency of queer youths, who are already subjected to stigma, to rely on consumer space online to be affirmed. Although these spaces make one visible to others, they also create pressure to purchase identity markers. All in all, the statistics are quite concerning consumerism gives an illusion of belonging and self-identification and leaves even a significant number of young people feeling anxious, insufficient and unsatisfied.
The Role of Social Media
Social media accelerates this process making identity expression an ongoing comparison. Sharing, likes, and influencer promotions lead to a digital status economy that transforms identity into a performance. It appears as an overstated exhibition of objects, experiences, and looks, which hardly conveys the entire narrative. There is a cost involved in that show. According to the studies of the pandemic period, screen time, when overused, and exposure to consumer content worsened the stress, anxiety, and negative self-images of young people (Swarnam, 2021). Here, consumerism is not a thing that is confined to advertisement, but it breaks through the content of online validation.
Who Is Most Vulnerable?
Consumerism is a reality that is experienced by all people; nonetheless, certain groups are more prone to it.
- The teenagers in transition are extremely vulnerable as the identity crises are known to be linked to self-worth as to objects (Chaplin & John, 2007).
- The marginalized groups, including LGBTQ+ youth, are under additional pressure to demonstrate themselves by engaging in consumption, which is encouraged by online and offline identity pressures (Craig & McInroy, 2014; Hand, 2025).
- The individuals who are heavy users of social media are less resilient and more exposed to consumer pressures causing a rise in anxiety and weak self-perceptions (Twenge & Campbell, 2018; Marques & Abrams, 2022).
Resisting the Consumerism
Consumerism is a very strong power, though it can be confronted. People can try some protective measures and healthier options.
- Having to Being: Change your mindset to stop having but being. According to the research of positive psychology, it is intrinsic goals, such as relationships, community, and personal growth, that are far more closely connected with well-being compared to material ones (Kasser, 2016).
- Mindful Consumption: Do digital minimalism, become a sustainable consumer or educate yourself to be financially literate so you know the difference between what you really need and what you want and can afford (Xiao et al., 2011; Serido et al., 2010).
- Parenting Style: Nurturing parents that emphasize values, critical thinking and good finances can assist children to avoid the identity crisis posed by consumerism (Goldberg et al., 2003).
- Encouraging Resilience: Initiatives such as Youth Well Tech demonstrate that projects that encourage creativity, connection, and contribution allow young individuals to develop identities that are not dependent on material possessions (Phang et al., 2024).
Do we own our possessions, or do they own us?
Consumerism has been the mood we are all crazy about like a tattoo saying to the world that we are part of it, we are valuable and have a distinct image. However, to be honest, most things that we charge up only make us feel empty and can even affect our mental standing (Dittmar et al., 2014). This does not imply that it is always dumb to purchase something like knowing how to dress, showing off new technology, flexing a specific brand can completely make us feel good and allow us to express ourselves. The actual trick is to strike that sweet spot. When our stuff begins to be the only thing that determines the goodness of our being, well-being is severely impaired.
This then raises the question: Do we own our possessions, or Do they own us?
It is important not only to take care to inquire what we are purchasing but also why? As students, researchers, and members of a generation hanging around this consumer wave. The young people can begin to make healthier and stronger selvesthrough reclaiming identity and spending more time on relationships, personal development, and things that really count our wellbeing.
