The New Value of Value Consciousness

Which is easier: trying to make healthy food choices when you’re surrounded by people who value nutrition and find creative ways to enjoy food, or trying to make healthy choices when you’re in the midst of folks who binge on transfats and disdain calorie counts?

It takes a lot of effort to moderate our desire for gratification – not just with food but in all areas. It helps when our efforts are seen as positive, valuable, and are reflected by others in our social context.

This is why it is so interesting to me how the media has pivoted lately in their coverage of personal finance stories. People have been in financial distress for years. Years. The unsustainable rises in housing prices, coupled with massive amounts of consumer debt and student loans have been akin to a thin person with 90% blocked arteries. Just because you can fit into a size 2 doesn’t mean you’re healthy, darling.

It’s hard to put yourself on a debt diet when you feel like you’re the only one who has to watch what you spend. But now that we are in a recession, budgeting and frugality suddenly have positive social value. I see evidence of this in how the media has begun to favor stories about efforts to manage family costs over pro-consumption pieces. Open the paper or watch the news, and you will see article after article about how generics are beating name brands and the top ten hot new ways to save.

If you agree that the economic trouble is not new, then how do we explain the new frame?

I think there are two major forces in play. Number one, the problems have reached critical mass. Denial can no longer protect us from being aware of threatening material without great damage to the collective self. What kind of society would we be if we didn’t pay attention to the record number of foreclosures and utility shut-offs? It would seem callous and insensitive to celebrate free-wheeling spending when thousands of people are in crisis.

Number two, when the challenges are external and commonly felt, then the locus of the problem shifts. The experience is no longer framed as “I struggle with the price of gas (because I personally have no money)” but rather “The price of gas is a problem.” When the cause is externalized the ego can still preserve the self as good, and thus activities of problem-solving are seen as good as well. Living on a budget goes from being ego dystonic to being ego syntonic.

This shift in how our media frames the issue may seem incidental to how we as individuals experience it, but it is actually of profound significance. In modern society media serves as the closest thing we have to a collective voice. When that voice does not reflect – with sympathy and affirmation – the individual’s struggle, then the struggle becomes a source of shame and steps to resolve the struggle are usually inhibited.

I think that we as a nation are ready to embrace the ideals of economic contraction. I want to be careful here. I do not suggest in any way that any person enjoys financial distress. Economic troubles are painful and the crises are real. Rather, going back to the point I made earlier I believe these troubles have been present for a long time and it has been a source of unconscious frustration that they’re been rather ambivalently acknowledged. For the past five years at least, people’s anxiety about the economy has been met with encouragement to go out and spend more or to just find another credit product to tide them over until… something (that part was never quite answered).

A brief sidebar – the growth of the Green Movement, especially among the higher income strata, constitutes an interesting complement to the rise in value consciousness. Because the movement promotes conservation as part of ecological stewardship, even those who don’t experience personal economic strain can still demonstrate support of activities of sustainable (lowered) consumption.

In a way, I think people are a bit exhausted by the prolonged pressure to consume. Deficit spending is anxiety-producing, and the individual members of society have been containing those feelings in isolation for too long. Being value conscious is suddenly the thing to be, and I am glad of it.

The Leased Lifestyle

American Express really had our number when they said that “membership has its privileges.” We love to belong, to feel like we’re part of something. Maybe it’s the association that membership has with being cared for (as by a parent) or with the security of the crowd (as with a… herd. Sorry, folks, sometimes the analogies aren’t flattering.). Whatever the reason, as a culture we’ve demonstrated time and time again that consumer goods and experiences are part of how we define who we are to ourselves and each other.

What does it mean to live in a society that uses material goods to make abstract concepts like “identity” and “membership” more tangible? Well first of all, it seems to involve selecting, buying, and displaying a whole lot of stuff. A tremendous amount of energy and attention goes into keeping up with those pesky Joneses, who seem to always be one step ahead of us in getting the latest aspirational hoo-ha.

If this sometimes feels exhausting, stressful, and over-stimulating that’s because it is. It’s tough to keep up with the consumer treadmill. When “new” and “latest model” become the most attractive product attributes, then actual ownership becomes more tedious and the Leased Lifestyle takes on a whole new appeal.

When you own something you are responsible for its care and eventually for its sale or disposal. Depending on the item, ownership has a semi-permanence that comes from the value of that item becoming part of your own net worth.

When items have little or no long-term value, the benefits of ownership are decreased. This is why many financial advisors do not recommend buying new cars or expensive computers, because these items traditionally lose most of their value soon after they are purchased.

Leasing, on the other hand, offers a couple of interesting alternatives to the ownership experience. When you lease something – be it an apartment or a car – you are able to walk away from the item when the term of the lease is over. You are not committed to the item for perpetuity or until you find another buyer. The item will also usually come with some sort of additional service, such as yearly maintenance for a leased car or the on-call superintendent who will fix the pipes when they break. That’s because the owner is the one who has a vested interest in keeping the item in good condition. As the leasor, you’re just there for the use of the item – and isn’t the using the best part?

In some cases, leasing even allows you to procure a more expensive item than you would be able to buy outright. This was certainly the case in the 1990’s when a leasing boom in the luxury vehicle market took hold. Someone who found it prohibitive to pay $60,000 to buy a Lexus might be more than willing to pay no money down and $500 a month for five years to drive one.

Nowadays we’re seeing consumers’ desire to lease as opposed to own creep into some very interesting sectors. Bag, Borrow, or Steal allows members to pay a monthly fee and in effect rent a different designer handbag whenever they are ready to trade in their current selection. With bags in the Couture category starting at $175 a month this is not cheap. But it’s certainly less than paying $2,000 to actually buy a Chloe Paddington bag – especially when what you really want is the bag’s very time-sensitive It Status rather than its last-a-lifetime quality construction.

For the Leased Lifestyle to be profitable and therefore worthwhile, sellers and service provider must make a profit. And in fact, some industries have shaped their entire business model around the consumer’s preference for low-commitment, high-novelty products. In the United States wireless carriers offer cell phones at far below their manufacturing cost in order to sell lengthy service contracts that more than make up for the loss they take on the device.

This can lead to some confusion and therefore disempowerment on the consumer’s part. “Service” is abstract and difficult for consumers to value. For example, I have no idea what it costs Verizon for me to call my mother, and therefore would be hard pressed to know if I’m being gouged.

When we try to apply what we know about product pricing to this Brave New Leased Lifestyle it gets even more convoluted. Debt Hater writes:

I just bought a new cell phone. I bought it because I had a $150 rebate that expires in March. Then the MotoRazr Red was half off with another credit for a new two-year contract. Then, Radio Shack had an additional couple bucks off. So a phone listed as $309.99 became $19.99 and I bought it.

What does this do to the consumer’s idea about the product’s value? She believes any item that sells for $20 must “really be worth about $10.” Her attention is on trying to assess the value of the product rather than the value of the service. (By the way, this kind of scenario just about makes a blood vessel burst in my husband’s head.)

The Leased Lifestyle is growing, moving from traditional areas like vacation time-shares and into whole other facets of our daily lives. Zone Diet meals that are delivered to your home so you don’t have to cook or think about calories. Tie-of-the-Month gift clubs so that your “gift” is, in fact, the ongoing experience of newness and novelty.

So is the Leased Lifestyle bad or good? Well, it’s certainly a useful adaptation to the stresses of an ownership lifestyle that moves too fast. With our love of trends and the continued growth of the service economy, it does seem that the Leased Lifestyle is going to continue to evolve and expand. I think we’re at the beginning of something and time will tell if both consumers and retailers continue to favor it.