I often ask myself an important question, “Why aren’t more people attracted to a minimalist life?” Given all the benefits of owning just what we need, why would anyone choose to own a whole bunch of stuff they don’t need?
I don’t ask the question with an air of superiority, pride, or morality. For me, it’s a personal question I continue to wrestle with.
I didn’t discover minimalism until my mid-thirties. While living on a lower middle-class income, I had still managed to acquire rooms full of stuff that wasn’t needed. This became abundantly clear when my neighbor introduced me to minimalism and my family of four began to minimize the possessions in our home.
Our first van-load of stuff to Goodwill felt amazing. The second van-load of clutter to the Salvation Army felt wonderful. So did the third.
But while dropping off a fourth van-load of things I didn’t need at our local donation center, I started to ask myself some serious questions, starting with, “Why in the world did I have four van-loads of things in my house that I didn’t need? Why did I buy all this?”
Why do we buy stuff we don’t need in the first place?
The more I dove into my heart and soul searching for an answer to this question, the less I enjoyed what I found… Selfishness, greed, jealousy, desire to impress, fear (just to name a few) became apparent to me as unhealthy motivations that compelled me to acquire and consume.
Innate human desires, I realize now, each of us must work to recognize and overcome. They are more prevalent in our lives than we realize (or like to admit).
But we are not entirely to blame. The external world conspires against us.
In one of the most well-known descriptions of modern society’s fixation on consumption, Paul Mazur of Lehman Brothers, back in 1927, wrote in the Harvard Business Review, “We must shift America from a needs, to a desires culture. People must be trained to desire, to want new things even before the old had been entirely consumed. We must shape a new mentality in America. Man’s desires must overshadow his needs.”
And thus began a new era in advertising—one that would seek to manipulate the masses not by providing goods required for life or happiness, but by manipulating their desires.
Everything from cars and clothes to cigarettes and appliances became status symbols. And 100 years later, the manipulation continues.
During last night’s Superbowl, as just one example, we were told a fashion app could make us feel rich, a software company could turn us into a rockstar, a vehicle purchase could save the environment, and a can of potato chips could connect us with others.
In each and every case, we are being “trained to desire more than we need” because it makes them money.
My grandfather was born in 1921 and passed away in December 2020 at the age of 99. He was six years old when business leaders began intentionally shifting their strategy.
But I’m 48, born in 1974—which means I’ve lived my entire life under this manipulation! And likely, you have as well.
We’ve never known anything different than a world where business leaders, Wall Street tycoons, politicians, (and now tech giants) control the airwaves and the culture we live in.
We’ve come to expect that this way of life is normal and how life is supposed to be lived.
This is just what life is… desiring and buying more than we need… right?
Like a fish who doesn’t notice the water surrounding them, we don’t even notice the level of corporate manipulation and its impact around us. It’s cooked into the soup we’re all swimming in.
But make no mistake. We are being deceived. We are being sold promises that retailers and manufacturers can never deliver on. Their external manipulation appeals to our internal insecurity and compels us to pursue, purchase, and accumulate more than we need.
So how do we overcome this manipulation?
I wish this was an easy answer, but I have found that not to be the case.
Overcoming manipulation takes constant vigilance. But here are some important steps we can take to accomplish that:
1. Recognize there are selfish motivations around us.
Not every company and not every advertisement is out for our good. Some are just there for profit.
2. Work to see the manipulation.
The emphasis in advertising has moved away from fact-based proclamations to creating associations in the mind of the viewer.
Most advertisements appeal to our subconscious desires (status, sex, prestige, happiness, appearance, self-esteem, identity, or reputation) and fears (loneliness, security, weaknesses, uncertainty). Be aware of their strategy so you will not be fooled by it.
3. Remember that happiness cannot be purchased.
Beware of destination addiction—the belief that happiness will be realized in your next purchase. The dopamine rush from a new purchase is immediately fleeting. Happiness is a decision available to all of us… it is not for sale on Amazon.
4. Respect the finite nature of our lives.
All of life is finite—our time, our money, our energy. Because of this, learning where to place our attention and affection is incredibly important.
5. Buy things for their usefulness, not their status.
Purchase items for their ability to meet your needs, not their ability to impress your neighbor.
Apply this principle everywhere—your house, your car and your clothes are all great places to start. You don’t have to live like everyone else. In fact, you’ll probably be happier if you don’t.
6. Remind ourselves there are greater pursuits in life.
There are always greater things we can do with our money than buy stuff we don’t need. We can help others, solve problems, and make a difference in the world. Our money is only as valuable as what we choose to spend it on. Spend it wisely.
7. Ground our minds.
For me, this is one of the reasons meditation and devotion are so important in my life. Being intentional about the purpose of life helps overcome the manipulation of the world around us. Maybe that is one of the reasons it is so popular in both faith-based worldviews and nonfaith-based worldviews.
The only exit from the influence of marketers and a consumerist society is to actually exit—to decide that enough is enough and the relentless pursuit of possessions will never lead to an intentional life. The first step is to be intentional in overcoming it.
Laura C says
I, also, was caught in the web of consumerism. About twenty years ago I became enlightened when I realized that credit cards had become very easy to obtain during the seventies, marketing was convincing me to buy much more than I needed and the interest rates were robbing me of even more hard earned money. How had I been so easily duped? Of course, this was a well thought out plan by the corporations and banks! I changed direction immediately. Cut up credit cards after paying them off, sold house and downsized to live a much more minimalist lifestyle which actually is much less stressful and more peaceful. I live within my means and on a “cash only” basis. I wish I had been more aware when I started out. I would be more financially secure by this late stage in the game. I own very little but I am happy. I hope young people starting out heed this message and put their hard earned money to much wiser choices than I did.
ginny schwerm says
I feel so much of this comes from Marketing. I wonder why marketing is a class at colleges. It just seems wrong. It’s all about making people want stuff they don’t need. I wish they never would have made it a course.
Lori says
Did you read the following sentence snippet?
…we are being “trained to desire more than we need” because it makes them money.
Amy P says
I majored in marketing briefly and actually it helped me. I learned the behind the scenes tricks that manipulate me and that things are mass produced then sold at an array of price point depending on the label. It was a good eye opener that changed how I looked at things.
Kodey WhiteWolf says
Loved this article. When I lived in Asheville NC & got rid of all my “matched” expensive furniture & 100s of T-shirts & jeans I felt delayed like a big heaviness got lifted from me. Loved the “freeing” feeling. Later when I came across you, Joshua, it finally made sense, so thank you for being out there.
Tamera L Tignor says
6 years ago in a world 98 miles south, I owned a big house in a silk stocking neighborhood. When I sold that house I had 6 perfectly good, various brands of vaccum cleaners rarely used because I also had a maid who brought her own. I had a large laundry room with 16 containers of laundry detergent and a pantry full of expired canned foods. I was a victim of consumerism. I couldn’t pass up those 10 for $10 Kroger ads, I would forget I already had a container of Tide when I’d pick up the newest scent put on the market. I had every kind of vaccum cleaner from Rainbow to Shark. My massive kitchen had cabinets full of duplicate, triplicate and unused dinnerware, cookware, cooking utensils etc. I had 4 bedrooms (only 1 was used as a bedroom) and 3 baths (only 1 was used daily). I had a pool that others enjoyed more than me and was literally a money pit to keep maintained. My house was full of ghosts of other people’s stuff, things that had once belonged to the dearly departed that I somehow got stuck with while finalizing their lives after their deaths. I had a very stressful job, two new cars and a motorcycle that might of been ridden 5 times. I had everything I thought I needed but wasn’t happy living in a big house packed down with stuff I just had to have and of course the ghosts of others belongings that reminded me daily of what and who I had lost. The day our garage door fell on our two new cars and the motorcycle I had enough, I snapped….I didn’t call a garage door repairman, I called a realtor. My house full of crap I didn’t need, crap I didn’t want and crap I secretly wished a tornado or fire would take away, sold….broken garage door and all in less than a week. I had 30 days to closing and a mountain of crap to dispose of before moving into my new place that was 1/3 the size of my home. I wasn’t out by closing and had to rent my own damned house back from the new owners 45 days after closing just to get rid of all the stuff I had and didn’t need.
I no longer live that life. The day I snapped was the best day of my life. I escaped a prison I had locked myself up in.
I now live in a small home with 1 of everything I need. I can be out of this house in a days time. I see others locked up in their own personal prison of “stuff” and I have compassion for them as just a few years ago I was in their shoes.
Look around folks. If you find yourself overwhelmed, stressed out and hoping for a fire or act of God to remove some of the stuff you’ve buried yourself under, it may be time to seriously consider purging some things. There are people out there that need and could use the stuff at your house collecting dust. If you have a closet full of clothes you don’t wear, can’t wear or just plain don’t like donate them to a women or family shelter. If your kids have toys they never play with, do the same. Start teaching your kids to only keep what they want and use. Don’t wait until you are gasping for air or snap to make a change!
This was my story. The new story and life began 6 years ago. 6 years of peace, joy and happiness by letting myself out of prison and looking forward to a future with less stuff.
Gabriella Hileman says
Thanks for sharing your story, it was so interesting to read.
Anya Naves says
💕🫶🏽👏🏽👏🏽👏🏽👏🏽thanks for this. I’ve been so overwhelmed and blocked. I have books and clothes and old baby clothes and souvenirs and jars and empty picture frames and shadow boxes and projects undone. And still I stop into stores to have something I don’t need “find” me. I’m lost in a sea of stuff. This post and your reply came at just the right time. Thank you for lighting the way to the exit door
Jeanne Everhart says
Thank you for sharing your honest and amazing story. So very well said and so glad you are free! Your story is a great reminder for me that less really is better.
Tim93446 says
Thank you for sharing your story. I suspect a good number of us will come to the realization that our “stuff” is really not an important part of our lives.
Larissa says
Interesting and inspiring read. Thank you for sharing.
Jo says
I wonder this every time I get rid of things too. The thing is, what is “stuff you don’t need”? I make cheese once in a while, possibly every couple of years. So I have the stuff for that. I used to knit so I have all of that. I have things for reasons, even if those reasons occur sporadically. Do I get rid of things for the sake of owning less and then next week I’ll want to make some brie?! That said, I’m going away for a few months and living in one place, and will only have what I bring with me in two suitcases. It’s going to be an interesting trial.
Ginny says
We used to laugh about our dad being a pack rat. But 4 of 5 of us, to one degree or another, have also been packrats. One sibling is more hoarder than the rest.
I have never wanted to “keep up with the Joneses”, nor do labels impress me. But something I “need” to make life easier, now that’s a different story. But, after a couple of uses, (maybe) it is no longer used.