Wellness culture and consumerism are cousins
One thing we like to do as a society is flaunt our status. It can be in the form of flaunting and wearing the latest trends or proving our health because we think it demonstrates our worth.
For the past few days, I have been hearing about the Trader Joe’s mini tote bags. I love a good TJ’s haul just like anyone else, and I admit that I go there for the fun vibes more than necessity. There is something about having a store dedicated to snacks and appetizers (if we are being honest) that is intriguing. The products are colorful, their employees are generally friendly and helpful, and their products are fun, and many are seasonal. I mean, fall is when pumpkin spice lovers thrive and flourish because there are unlimited products to choose from. It is really not a surprise that the mini tote bags caused quite the commotion.
I mean, it isn’t a surprise, but at the same time, it is. The tote bags are part of the reusable bag “collection” and are meant to be brought back by the consumer and used for shopping trips. The funny thing about this is that many of the consumers who purchased the mini tote bag already had not only the regular-sized tote but probably many other reusable bags. This is not a dig at anyone because I, too, have multiple reusable bags, not just from TJ’s but from Target, grocery stores, etc., because there are times when I forget to bring mine or a shopping trip wasn’t planned. However, there is something to be said about the tote because its use isn’t just for a shopping trip; it’s clearly meant to make a statement.
Trader Joe’s doesn’t have television commercials like many retailers and solely relies on “word of mouth” from the consumers, which, thanks to social media, works brilliantly for them. I remember seeing the regular-sized TJ’s tote in stores, which is your everyday canvas bag with the logo on the side. It can carry your groceries and maybe some other items and gets the job done. So, what is the difference between the regular tote and the mini? The mini totes are about 13 inches long by 11 inches tall by 6 inches wide. According to Trader Joe’s website, "It'll fit a dozen of your favorite TJ's apples, or you can fill your Mini Tote with TJ's snacks & sweets to keep you munching on your next road trip." In other words, it’s a cute accessory to own and use for the rare occasions you walk out of TJ’s with 1 or 2 items. Like I said, a rare occurrence.
So, what does this have to do with the wellness world? I promise I am getting to the point, but another observation I have had of this mini-tote phenomenon is the need for people to purchase multiple colors. I watched videos of hoards of people nearly trampling each other (post Thanksgiving day Black Friday style) to grab all the colors of the tote the day they dropped in stores. Watching it reminded me of the Stanley stainless steel tumbler cup (the water containers, not the hockey game) phenomenon, which was also pretty recent when the company partnered with Target and launched a limited edition of the reusable cup. It was a bright pink color that launched in time for Valentine’s Day and sold for $45. Here’s what’s so interesting to me - what the tote and the water tumbler have in common is that both of these items are meant to be reusable and, in a way, meant to save money by not having to constantly purchase bags when you are grocery shopping or not purchasing water bottles every time. The point is to save money and the environment. What always strikes me as interesting is the fact that neither of these items are truly needed as constantly as they are bought because the people rushing to purchase them most likely already own some version of the reusable item. Many folks already have bags that they use for grocery trips and definitely don’t need a mini version of one. Many people also have plenty of reusable water bottles. I know I do because they seem to be the number one choice for giveaways and gifts. So why do we constantly feel the need to purchase these new or “limited edition” versions of things? It’s a one-word answer. Status.
“Social comparison may be at the heart of feeling special. We often compare ourselves to those who have more (upward social comparison) or those who have less (downward social comparison). Getting closer to those in higher status and further away from those in lower status by buying things could be an implicit (or conscious) drive for many.” - Regan A. R. Gurung Ph.D.
Consumerism culture has us constantly wanting to keep up with the Joneses. It does not have to be expensive products and can very well be in the form of a $2.99 canvas tote bag, but it still represents a status symbol. It is a symbol of coolness and swag. I will admit that I think the TJ’s tote is cute, and it is quite affordable for most, however I know any feeling of a “need” to purchase one comes from a feeling of peer pressure. And I have to keep reiterating that I am not knocking down anyone who makes these purchases. I am a woman who enjoys spending leisurely time at Target, and we all know the type of shopping that happens at Target. But, I do tend to think of the psychological reason of why we are always ready to buy new sparkly things, and it comes in the form of a dopamine hit.
At the heart of it all, buying things makes us feel good, and we all love feeling good. Many human behaviors are rewarded with pleasurable feelings (caused by the chemical dopamine.) New purchases can release those same pleasure chemicals, and I see the similarities within the wellness world. People gladly paid $19 for the “Haley Beiber Smoothie” sold at Erewhon. $19 for a smoothie even made me do a double take, and I live in New York City. I’m sure that it tastes delicious; however, if this were not associated with Haley Beiber and her glowing skin, would it sell as hard? *I will also add that this is attributed to us associating good health with someone’s physicality only and we view it as “hard work.” We don’t take into account genetics or unlimited access to resources.* Seeing people drink these smoothies all over social media is due to a need to appear to have a level of status. Even if the word status is never actually said or used, it is implied.
Wellness culture always makes me think of the exclusive nightclubs in New York City or Miami. The ones where you see lines out the door to get in and all of these seemingly beautiful people waiting to enter. You have no idea what’s inside, but you want to feel amazing and beautiful also, so you stand in line as well to get in because you want to feel special. And that’s all any of this is, a feeling of being special and included. “When you are unique, you get more attention, and this attention can be reinforcing.” With both wellness and consumerism, we are rewarded for our apparent status or our attempt to gain access. This is the main reason why we live in an individualistic society and why so many align with a healthism attitude, because we are told to work hard and we will be rewarded for our efforts. So yes, that $19 smoothie is seen as working hard for and prioritizing health, and, in a way, attempts at obtaining a $2.99 tote bag in order to fit in are also rewarded.
This is not a newsletter meant to provide answers, but my goal is to make us aware of our actions, even when we don’t realize them. I am also not perfect and partake in wellness and consumerism culture myself, so this is not meant to chastise anyone. I often speak about diet culture, healthism, individualism, and wellness, and it’s fascinating how all of these are intertwined with consumerism and capitalism. My only goal is to bring awareness to this because every single day, the goalpost is moved. Yesterday, it was $45 tumblers that came in hot pink, but tomorrow, it will be something else.
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Excellent as always!