Material Girl, or Product of a Capitalist Society?
Sephora sales and incoming Black Friday deals mean that the holidays are almost upon us. Let’s face it: going to school in Boca Raton, an “upscale” town with various signs of opulence that many of us see daily, has made almost all of us into “material girls.” Seeing all the nice cars, mansions, and overpriced matcha lattes has conditioned each and every one of us to constantly want more. Even though some people who didn’t grow up in a middle to upper-class area have succumbed to status symbols. Not only do our surroundings influence our spending habits, but every app we 20-somethings use is constantly telling us to consume more. Think about how apps such as Snapchat, Instagram, and TikTok have become more about businesses making money in tandem with the platform than about their original purpose.
If you have ever been called a material girl in a negative tone, this is for you, and you are not alone. Every year, when I conjure up a meticulous list of gifts that I want to receive for Christmas, I’m scolded and told by my parents how they wish I wasn’t someone who was attached to inanimate objects. To that, I say, “I like what I like,” and then ponder about how living in a first-world country (and leading world power) has made me and many others this way.
To be fair, I’m not the worst material girl. I don’t partake in Shein hauls, try not to support fast fashion companies, and mostly shop at thrift stores. However, many crave constant newness. They see a trend on social media and have to buy it immediately to see if the influencer review the algorithm put on their “For You” page was really worth it. The habit of feeding into trends has become popular. Influencers want to be the person who gives the most viral reviews or land that brand deal. However, it’s important to remember that we are not like this because of our doing; we’ve become pawns in the game of corporate America and name brands.
Let's break it down: brand deals, influencer marketing, and targeted ads are some of the few ways in which we are subconsciously influenced into buying things (shout out to my marketing minor). Not only has social media made marketing much easier, but it also supplies the talent. Influencer marketing is one of the cheapest ways to promote a product aside from taking a picture on your phone and posting it on your company’s account. According to this blog, a hypothetical cost of influencer marketing can cost about $5,500 as opposed to traditional advertising, which is hypothetically $35,000. While these figures don’t represent the actual amount certain agencies pay, the comparison percentage is pretty accurate. It can vary depending on the product or the amount of reach an influencer has.
Not to mention, influencers are almost the new celebrities. I know that that sounds horrific for some people, as that means that the influencer they “hate” (but are actually obsessed with) has a shot at fame. A huge marketing tactic was hiring some big-name celebrity to either sprits a perfume or sip on a Pepsi a-la-Cindy Crawford. However, this would cost a considerable amount of money. Now, celebrity endorsements are still seen but are less common, or just target older audiences. Since most millennials and all of Gen-Z are on social media, they want to personalize ads with the people we inadvertently see the most: influencers.
Some may say that targeted ads are better than seeing random ones, but there are some downsides. The main one is that many people lie for a check– mostly beauty influencers. They'll give a dishonest review of a product, get their check, and then talk about how much they truly hated it months later. Obviously, many would do this too, but the point is that it's an unethical business tactic that happens all the time. By the time someone may be honest about a product, a good amount of people would’ve seen the review, bought the product, and then found themselves disappointed with it.
Businesses want influencers to think that they are a part of a team, but that’s not the case. Even the “talent” brands hire to promote their products are part of their target audience. Social media apps that have storefront-type features seem to be a big factor in what contributes to our economy. And who do we blame for businesses being this way? Pro-capitalist countries, of course! However you may feel about capitalism, there’s no doubt that it is the economic system with the most freedom between businesses and consumers.
That being said, next time you feel bad for your overconsumption, recognize that the economy and society have made you this way. It also wouldn’t hurt to shop consciously, buy secondhand, support small businesses, wear your clothes until they rip, and do what you can to keep your Forever 21 purchases from ending up in a landfill. Take back control of your retail therapy! Stay woke.
Strike Out,
Emily Fiorini-Casamayouret
Boca Raton
Emily Fiorini-Casamayouret is the Senior Editor and Content Writer for Strike Magazine Boca Raton. When she isn’t writing, this Cancer enjoys listening to music, reading, doing some retail therapy, & eating pasta. You can reach her on Instagram @emilyfiorini, or at emilyfiorinic@gmail.com
