Millenials. Thats what capitalism labels individuals who are born between 1980 and 2000. According to Dyk, Millenials are the biggest consumers of international elite branded products such as Giorgio Armani, Calvin Klein and Gucci. Studies have shown that this consumer population although has been earning significantly lower in comparison with the “boomers” (i.e. the group of individuals who are relatively older than them), spends a lot more than the aforementioned. For instance, on the study made by Dyk on the most current Style and Design issue of Time Magazine this month, 96% of Millenials said that they prefer to buy luxury brands that they trust. When women (i.e. Caucasian) were asked how much they normally spend on haircare, most of them end up being categorized on the $213 bracket while their counterparts only spend around $71. Most of the Millenials (60%) purchase Calvin Klein, (53%) Ralph Lauren, and 46% (DKNY).
In China, Hume said that Beijing has been tagged as a “finishing school for the new rich”. The city has been a haven for luxury foods, luxury malls and highly chic and artistic building interiors. The speed of the level of sophistication of Beijing is attributed by Hume to China’s inclination in adopting the Western way of life- luxury, luxury and luxury plus tons of credit cards.
However it should be noted though that despite the drive of most Asian countries to Americanize their way of life, such attempts should be viewed as something not worthy of celebration. Not until recently, the US local market has been facing problems in terms of how to deal with their internal debts. The American market has been lagging behind since people no longer have enough money to pay their credit, more so try splurge on luxury.
The way capitalism and media try to create unnecessary need for the people, the more developing countries try to catch up to a state of affairs that is nothing but will make them a million times poorer and unfree. I was browsing last night about the freedom rankings of various countries all over the world, and saw that our country is only Partly Free in terms of its political and civil disposition (Freedom House, 2007). The reason for such could be accounted to the highly unstable government plagued with corruption and election rigging plus the immense amount of killing in terms of the local media.
In addition with this, our high regard to the Liberal concept of economy that nestles capitalism makes our economy highly dependent on foreign investors, in which in just one push of a button, can decide to remove all of its assets in the market. Without capitalism, our economy would not survive, without BPOs and Call Centers Filipinos might still be happy for an 8,000 peso worth of salary in a month.
It is with this respect that the steadily growing deification of Asian countries with regard to the American way of life, in addition with an Americanized perception of luxury and the good life further tightens our chains to the West. Our jobs, the clothes that we wear, the food that we eat, and even our shits are our gratitude to the white race. If one day they decided to say, “We’re done” what would be left?
Our government rarely support small scale businesses; generic drugs are trying to be moderated because such will affect the Pharmaceutical giants; our scientists’ attempts to promote biofuel in replacement of the oil coming from the Middle East and Latin America is never supported. Fact is we are trapped in a maze, a reality that the West together with our disoriented media tries to promote. We became kiss-ass to capitalists and dedicate more than 12 hours a day to them.
We all wish to be Americanized- luxury, branded everything, credit cards, Starbucks, BPO’s, Call Centers. This is the reality that we are born into- hello my fellow Millenials.
Literature Cited:
Dyk Deirdre, (2008). Who’s Holding the Handbag? Time Magazine, Stlyle and Design Spring Edition.
Freedom House, (2008). Country Report: Philippines. Retrieved 6 March 2008 from <http://www.freedomhouse.org/template.cfm?page=22&year=2007&country=7253>
Hume Marion, (2008). Not Your Mother’s China. Time Magazine, Stlyle and Design Spring Edition.
I feel bad for the millennialtards because they are getting
a completely ass backward economy
from the Boomers(without-backward-compatibility) that they will have to pry from the already screwed up GenXers death-grip in order to ensure their survival.
By: finch on March 6, 2008
at 8:34 pm
nice
http://jerusalem2036.blogspot.com
By: Jonathan on March 7, 2008
at 12:09 am
Gosh! Those clothes cost a lot! WTF! I can buy a whole cabinet of clothes with the amount of money just for a Giorgio Armani one piece, you know. O_o I do buy branded goth punk clothes but it cost way less than those. XD
However, I am a person who has this thing for details so as far as I can tell, the difference with branded clothes and ordinary clothes are the cloth they use and the quality/detail of each clothes, plus the name/brand it’s from. All of those amount to the ridiculously priced piece.
By: Euri on March 7, 2008
at 8:41 pm
The millenials are so PATHETIC! People who spend a lot on ridiculously expensive stuff usually have low-self esteem. They think that decking themselves in Armani from head to toe will win them friends or respect from other people.
Indeed, why spend money you don’t have, to buy things you don’t need, to please people you don’t like?
By: kristine0019 on March 20, 2008
at 1:09 pm
I agree with Euri.
A lot people buy branded clothes for the quality. Unfortunately some of these clothes look very tacky what with the big logo/brands plastered all over it like LV, Gucci and Polo. it’s no different from those from native tribes who painstakingly create magnificent pieces like their own beautiful colorful clothes or even the ethnic minorities in our country. in the end who wants to wear ugly clothes? handmade and artistically-made clothes, items, accessories, etc. are the best.
I also agree with kristine.
personally I project richness when necessary- like when I go to the mall, or when I’m complaining, the staff will be more attentive if they think you’re rich or you’re speaking in English.
IT’s very UNFORTUNATE i know but that’s how society is. for my part, I always tell my mom when I take her out or we have to go to a a posh place, wear good clothes so you won’t feel poor. even though we both know we ARE poor. it’s a concession to society/reality.
your blog is so thought-provoking and congrats for winning the prize
By: Fredda on April 2, 2008
at 10:39 pm
Call Center agents, Human Answering Machines?
http://paginaslibres.com/mipsux/index.php?option=com_content&task=view&id=71&Itemid=1
By: MarkN on April 29, 2008
at 5:36 pm
I hope I don’t sound like like… harshly generalizing. Yes there are those people who go for much luxury for status recognition but that’s not always the case. many a times, these signature products do really have quality. I prefer buying signature clothes compared to those sold at the flee market. Why? Because from experience itself, I find most branded clothes having superior quality than those sold at what we call ‘tiangge’. My rrj shirts have been around for more than 5 years and they’re still in good condition unlike those tiangge clothes given to me which did not last half a year. I mean, compare a 300-500 shirt that will last for 5 years to a shirt worth 100 pesos that will last for less than have a year?
Any why the anti-Americanism? In the West, Asian products are becoming popular too. Japanese manga/anime, Korean soaps, Asian martial arts(including our own arnis which seems to be more populat abroad than in the Philippines)… It’s globalization, not Americanization. In the US, Spanish is gaining ground and is moving towards being the second language of the country.
“Our government rarely support small scale businesses; generic drugs are trying to be moderated because such will affect the Pharmaceutical giants; our scientists’ attempts to promote biofuels in replacement of the oil coming from the Middle East and Latin America is never supported.”
This is not true. You see, many environmentalist now are criticizing the biofuels because whether we admit it or not, this biofuels project has contributed to the food crisis we;re experiencing right now. Rather than farms being alloted for growing crops for food consumption, they have been allotted for the biofuels projects. Plus, 40 pounds of Ethanol can run the same distance of a liter of Gasoline. Not practical, right? Small business are supported, especially outside Metro Manila. Renewable energy is supported in the Ilocos region and the government is eyeing Cagayan. It’s sad that the National media is so Manaila-centric that it hardly tells about development outside Manila-south Luzon. I understand the non-support for generic drugs. Not doing so might end up a disaster. It’s usually these pharmas that do the research, not the government. That’s why I am in favor of the new law that the congress passed – determine the ceiling price. Fair to the public, fair to the pharmas.
By: Kris on May 15, 2008
at 9:17 pm