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I have always been fond of items that hold significance – whether it’s the magical allure of a princess costume, the sentimental value of your grandmother’s cherished purse, a partially used Diptyque candle, or a well-loved cherry-red lipstick. I tend to overpack, and even when I go on a weekend trip, I feel a longing for all my possessions. Some may label me as materialistic, and I admit that I am, but I don’t view it as a personal flaw unlike some of my past relationships. While excessive materialism can be detrimental, just like any other trait taken to extremes, I find joy and empowerment in life’s little luxuries. For me, it’s not about mindless consumption, but rather the ability to derive meaning from the ordinary, finding comfort and inspiration in a single item like a rich face cream or a stylish leather belt.
Interestingly, I am not alone in this sentiment. In a world filled with constant negative news, political turmoil, and economic uncertainties, the appeal of material possessions has never been more pronounced. Discovering happiness in the trivial and embracing the frivolous seems to be gaining popularity. In a society driven by capitalism and besieged by looming crises, finding pleasure in what we can seems like a reasonable choice.
Though the modern expression may differ, materialism is deeply ingrained in American culture, extending beyond mere social comparisons. While historians debate the origins of American consumerism, its roots can be traced back to the mass production boom of the 1920s. This era saw a shift in focus towards satisfying consumer desires as a means of economic growth and societal progress. The subsequent Great Depression and World War II put a temporary halt to this consumer-centric culture.
The deprivation experienced during these events led to a resurgence of materialism in the 1950s. With government support, mass manufacturing resumed, fueling a surge in consumerism that was promoted as a patriotic duty. The 1950s marked a shift where material possessions became intertwined with American identity and success.
Subsequent decades continued to reinforce the importance of material wealth in American society. The wealth-driven 1980s epitomized conspicuous consumption and greed, epitomized by Madonna’s hit song “Material Girl”. Materialism became synonymous with being a “good” American during this era.
Overall, the history of materialism in America reflects a complex interplay between consumer culture, economic growth, and societal values. The allure of material possessions continues to shape our identity and perception of success in today’s world.
Journalist Haynes Johnson compared the consumer culture of the 1980s to that of the 1920s, noting a common celebration of greed and selfishness. Materialism and consumption became ingrained as a way of life, reflecting a well-lived existence. While historically limited to wealthy white individuals, Black and Latinx communities also embraced materialism to reclaim what had long been denied to them. This can be observed in various cultural expressions, from Zoot Suits in the Jazz Age to early hip-hop in the 1970s and ’80s.
As the years progressed, attitudes toward materialism shifted, especially concerning women and minorities. Once seen as a desirable trait, materialism began to be viewed as a moral failing. Media portrayed seemingly shallow, materialistic women as cautionary figures, though their legacies endured over time. The early 2000s saw a surge in the McBling aesthetic, celebrating unabashed luxury with bold fashion choices and ostentatious displays. Reality television further propelled the embrace of materialism in popular culture.
In a world marked by uncertainty and challenges, materialism offers a temporary escape from harsh realities. While acknowledging the negative aspects of consumerism, it is essential to advocate for change beyond material possessions. Finding joy in material goods can provide fleeting moments of happiness and self-preservation. It’s about the transformative power of these items, offering glimpses of brightness in an otherwise uncertain world.
I wholeheartedly embrace seeking beauty in the darkest of times. Life can be tough, and finding solace in pretty things is a simple pleasure. Why should we deny ourselves that? Check out the original article on Byrdie.
