Would we buy less, if the meaning of a product was better understood?

Although I work in the field of sustainability and specifcially sustainable consumption and production patterns, I still caught myself to buy new things occassionally. Sometimes that was when I felt I needed something new, when I felt “bored”, or in a bad mood, when I wanted distraction, or when I felt I deserved a little reward, etc.

What I came to realize is that most of these goods did not last long with me and they also did not make me happy. Products that indeed made me happy, where those products that I chose to buy over weeks or sometimes (in the case of a leather bag) for months.

How did I stop buying stuff I didn’t need?

It happened that I learned about the psychoanalyst “Gustav Carl Jung”, who used symbolism to interpret his patients unconcious motives or desires. Within symbolism, colours, forms, and various patterns can be analyzed to understand ones own feelings, but also meanings and their biases that either suppress or support a decision (un)conciously.

Because I was curious to understand my own buying motives, I tried to integrate a psychoanayltical persepctive into my buying decisions. Therefore, I followed four steps, when I was about to buy high-heels, that I didn’t need. In doing so, I dissolved the meaning of the high-heels and also learned that the meaning, these high-heels emboddied, had nothing to do with the heels themselves that day, but my own (un)concious challanges and mood. By thinking about these (un)concious motives now more often, I am drastically reducing my buying behaviour and focus on other challanges these goods unconciously represent for me.

1.Why do I need this product ?

[High heels make me taller, and I am not as tall as other people. However, sometimes I perceive taller people as more powerwful.]

2. Where does that perception come from?

[ I was often told that I am not tall enough for a German and when I was taller I felt this observations was less mentioned. Because of that being taller made me feel more powerful. ]

3. Why did being tall matter that day or in that moment?

[I realized that I didn’t share an idea in a meeting that day. Because I didn’t, I missed out a powerful opportunity, which my team but also I could have beneffitted from. ]

4. What does my own analysis mean to me?

[I must have unconciously thought that by buying something that makes me feel tall , I would feel more more powerful. However, there is no relation between these heels and my work situation, and instead of buying these heels, I will work on sharing my ideas more often to empower myself and my team. ].

One comment

  1. If we look at the things that we collectively spend our money on, I wonder what it would say about us… as a society? Could the symbolic meaning behind why we buy some things be the reason why after we buy them, we don’t get the pleasure we thought we would get from the purchase? For example, I’ve been wanting to get a VR headset for YEARS and imagined all the great fun and explorations I would have. I finally bought one, and now it’s just sitting in the box, unopened, on a shelf somewhere.
    Aren’t the symbolic attachments we have to buying certain products constantly being exploited by companies marketing these products? We are told that aging is ugly, so we buy products to make us look younger (so we won’t be ugly). We are told that buying a big car with a lot of luggage and rack space will make it easier to go on camping trips with our family – as an expression of our love for them. So we buy the big car – the more EXPENSIVE car- so we can be more loving.

    Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s