Think of all of the various ways your home reflects consumer culture. Are the drawers packed with different gadgets? Are the books and movies piled up in the cabinets? How many electronic devices can you count? What about the overflowing toy boxes? Unfortunately, a lot of our focus has been placed on material possessions which can be damaging to our well-being. Numerous research studies have shown that materialism is connected to a decrease in life satisfaction. This refers to a decrease in mood, emotion, and feelings about the future. Overall, life satisfaction is seen as a key to our individual well-being, and consumerism has the capability to alter it.
One study explored the causal relationship between materialism and life satisfaction in Dutch children aged 8 to 11 years old. In this study, materialism was defined as preoccupation with possessions and belief that products provide both happiness and success (Francis, 2013). The researchers found that experiencing low life satisfaction led to higher materialism in children who frequently watched television. Television advertising was discovered as the culprit, with adverts equating owning certain products with personal happiness.
Today’s children are susceptible to advertising and marketing ploys through a whole slew of platforms: social media, television, magazines, newspapers, the internet, and the list goes on and on. By age 8, children start to become aware of the symbolism of products and see them as contributing to their identity, as well as their happiness and social status. (Francis, 2013). An association between these concepts often leads to negative consequences. In fact, a high level of materialism during childhood can decrease life satisfaction in adulthood (Opree et al., 2013). Furthermore, studies on adults have found an association between increased materialism and decreased life satisfaction and happiness, as well as increased depression and anxiety (Twenge & Kasser, 2013).
These advertisements can spread negative media messages that influence unhealthy behaviors among children and adolescents in areas such as self-esteem and health. Recent studies have suggested that high attitudes of materialism have significant negative effects on children’s self-esteem and value orientation (Sramova, 2013). For example, your child’s body image is influenced by media and marketing strategies. If children see that society is marketing “thin” or “muscley” bodies (and these bodies only) as beautiful, they may feel insecure about the way they look if they do not fit into those categories. Adverts regarding health and lifestyle can also impact a child’s psyche. For instance, some companies promote content that is deemed “cool” or “grown-up”, such as eating unhealthily, smoking, or taking diet pills to achieve that “perfect” body type. While these advertisements may not necessarily be marketed towards children, kids are aware of them and internalize the messages. Specifically, a correlation was found between a child’s involvement in consumer culture and depression, anxiety, and psychosomatic complaints (Hill, 2011). Therefore, advertisements and marketing tactics can have profound impacts on a child’s well-being.
What can you do if you want to teach your children to live minimally? Researchers have suggested limiting exposure to advertisements, but more importantly, setting a positive example for your children. Teach them to not put an importance on possessions and educate them about the techniques that advertisers use. Go a step further and teach your children about other sources of happiness, such as the act of play or the importance of friendships. Remind your children that happiness is not dependent on goods or possessions because if you don’t, your child may become consumed by consumer culture.
Francis, J. (2013). Raising Non-Materialistic Children in a Material World. Psychology Today.
Hill, J.H. (2011). Endangered childhoods: how consumerism is impacting child and youth
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Opree, S.J., Buijzen M, & Valkenburg, P.M. (2013). Lower life satisfaction related to
materialism in children frequently exposed to advertising. Pediatrics. 2012; 130(3):e486-e491.
Sramova, B. (2013). Media literacy and Marketing Consumerism Focused on Children.
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Twenge, J.M. & Kasser, T. (2013). Generational changes in materialism and work centrality,
1976-2007: Associations with temporal changes in societal insecurity and materialistic