I have spending a lot of time these days concerning the things that drive the consumer market and the materialistic lifestyle that we have grown so accustomed to in the US. Just take for example, the automobile industry. I can see the real need for differences when it comes to the differences between cars and trucks. There are tasks and needs that require the use of trucks and then again there are tasks and needs that require the use of cars. Even further than this there is within each group a different requirement for the needs of trucks and cars. Big trucks for big needs and little trucks for smaller needs. Within the grouping of cars, big cars for bigger needs and then smaller cars for smaller needs. Yet, I wonder, why does there need to be so much variation in the automobile and truck market. As I think this through, it would seem that three different types of trucks and three different types of cars would do the trick .Large for large jobs, Medium for medium jobs, and small for small jobs. Yet we see that this is not the case.

We have been told that the reason why there is so much variation is to suit the tastes of the consumer. But what I see in automobile commercials is the marketing of these products and others to match the “personalities’ of the consumer. Is this really true? Is there so much variation in consumer choices because there is so much variation in consumer personalities? Or have we accepted a marketing technique that rather than cater to the differing personality traits, redefines them? Think about it for a moment. Is there really a human personality that is defined by a red, two door roadster that can reach speeds of 160 miles per hour? Or is there a personality that is reflected in the ownership of an automobile that sells for $75,000? These questions hold true in every area of the consumer choices that we have in this country. Is there really a personality that is reflected by owning a purse that costs $500 rather than one that costs $5.00? Or are we being sold a vision of what we can become if we use a specific product line or shop at a certain store?

It seems to me that we are being sold a statement. The promise is that if we use a certain product or drive a certain type of automobile then we make a statement to the world about who we are as personalities, who we are on the inside. This marketing technique has been incredibly effective. But we have to ask ourselves the question why? I think that there are several reasons to consider:

1. We all have a need to be loved, accepted and noticed by the world around us. I think that deep within each and every one of us lies this overwhelming fear that we are all alone in this world. That though we are surrounded by millions, yet, we feel alone and wonder if the world would ever notice if we were no longer part of it. We need to belong. We need to be in community. There are so many ways that we can deny this fundamental truth and reality about what’s going on inside of us, but the marketers know the reality of this and they use it to sell us not only products, but products that they promise us will get us noticed in the world. Would get us connected to a community of others who express themselves by the use of the same product. Take for example clothing. Tight clothing. I have never found clothing that is tight to be comfortable. I have never spoken to anybody that wears tight clothing who has expressed the comfort of that clothing. Yet, why would women and young ladies wear clothing that is so tight it looks like it has been painted on and exposes them at least three different places on their bodies? Is it because they are expressing their personalities? Are they making a statement that they are comfortable wearing tight clothing that is uncomfortable and exposing themselves? Does that type of clothing express a real reflection of their personality? Or do they wear this clothing because the marketers have sold them a vision of being accepted and loved and belonging if they wear these clothes? This same line of reasoning holds true in every area of consumer choices. If you wear these clothes, drive this car, use these personal care products, shop in this store, you will not be alone, you will belong, you will be noticed and you will be loved.



2. We are not happy with what we see when we look inside ourselves.It is true that in those few rare occasions when we stop and look inside of ourselves we get this overwhelming feeling that all is not well and that there is something missing. That who we perceive ourselves to be and what we really see when we look inside are two different personas. The marketers also understand this well and sell us the promise and products that they say will enable us to redefine ourselves. To mold ourselves into an image that will be loved, accepted and welcomed not only in this society in which we live, but more importantly, we will finally come to a place where we accept and love ourselves.

Where has all of this taken us? Essentially we have been subjected to the categorization of humanity. You all know what I mean. The Yuppies, the Hippies, the heavy metal heads, the Brittany Spears wanna be’s, the Jessica Simpson devotees, the outdoor sportsy crowd, the MTV-VH1 crowd, the Hip-hops, the Goths, the upper crusts, the earthy’s, the outlaw biker types, the disco-queens, the techno crowd, the “take this job and shove it crowd.” The list goes on and on. What particular category do you want to be in? “Step right up we will sell you, give you and mold you into that image, and you will be loved accepted and belong to a community. No more loneliness.” Yet deep inside we still struggle with the same insecurities, same fears, and same loneliness. Only now, we also deal with, the loss of identity, the loss of individuality, and the loss of in many cases morality. And so round and round we go. Forty percent (40%) of teenage girls are cutting themselves. Suicide rates and divorces have never been higher. Consumer debt is soaring as is the percentage of people on anti-depressants and anti-psychotics, not to mention, the exponential increase in stress related illness. This is what happens when we sell our souls and exchange them for a false promise that who we are on the inside is not loveable, or acceptable to the world around us as is, but can be remolded into a form that is available to us at the altar of consumerism. All these marketers are doing is enslaving us to their redefinition of society. An enslavement that has at it’s roots a desire on their parts to get their hands on as much of your money as they can without care that they are destroying the souls of a whole generation and society.

So, I’m going to close this month’s article with these questions: What make and model are you? Look deep within and see if buying into their false promises have really brought you love, acceptance, community and freedom from loneliness and fear or being all alone? Have you sold yourself, surrendered your identity or exchanged it for one that they have deceived you into believing is better than the one God created you with? If so, don’t be afraid to admit it to your self. That’s the first step to freedom, breaking past the self denial. Let me hear from you. Let me know what you think of these words and come back next month and we’ll talk about how to get free and how wonderful the personality that God gave you really is!

Peace.