Marketing False Needs

All of a sudden I am seeing a lot of advertisements for things that I supposedly "must" have. The marketing is direct and very concise. Bookstores are putting out lists of "must read" books. Department stores are telling me what are the latest fashion "must buys". There are now "must see" movies and DVDs as well as "must hear" CDs.

Everything that some corporate office looking for enhanced profits in the first or second quarters is billed as something that I, the consumer, "must" do.

What is behind this "must . . . . whatever" advertising wave? It is the idea that unless I possess a certain book, CD, piece of clothing, DVD or whatever else is being promoted that I am basically not in step, not with it . . . . probably can't hold my own.

At least that is what these advertising and marketing people would like me to believe.

And, hey, I am sure it works. So many Americans discover their worth through consumerism that this message must deliver the goods. Who wants to be left out if there is a "must read" book that "everyone" is talking about? Who wants to look like a thrift store buyer if I "must" have a Kenneth Cole new outfit?

So we live in a culture of having and having more all the time. But this emphasis on having, very peculiar to a wealthy country where most of what we have doesn't have any relationship to our survival, can't guarantee happiness, even though that is the promise implicit in the advertising.

I wonder if there are other Americans who, when confronted with a "must read," "must wear," "must have" advertisement decide immediately that they will not under any circumstances let such advertising dictate their needs or purchases.

It is hopeful to me that many thousands of Americans are moving in exactly the opposite direction from the corporate marketing offices. They are trying to simplify their lives and their budgets around core values that demonstrate responsibility to human community and the earth. Just recently the free cycling movement has taken root in many American communities. The idea is to offer your things free to other people who can use them. And maybe you will find something good as well. I am part of this movement here in Indianapolis. I have offered many things online and even have a nice aquarium and air filter that was offered through the Indyfreecycle network (but I had to buy the guppies!).

It seems to me that if we go back to Jesus' teaching about the lillies of the field and the birds of the air and how God takes care of them, we are on solid ground for countering advertising that attempts to create false needs.