(“Excuse me – Is this where the Joneses live?”)
Who the hell are these Joneses and why are we trying to keep up with them? I think that maybe someone needs to find these people and have a word. Are they even aware of the damage that they are doing? I think they might be the most dangerous family in the world, and it’s possible that they don’t even have a clue.
“Keeping up with the Joneses” is the idea that you need/want to spend your money on lifestyle items and luxuries in order to try and match the lifestyle that you think your neighbour/friend/colleague has. Regardless of whether or not you can afford it.
It’s such a damaging idea. And yet so easy to fall prey to.
Once upon a time, in a past life, I worked at an investment bank. Don’t get excited – I was an admin assistant, not the recipient of any million dollar bonuses.
The woman I worked next to (also an admin assistant) was dating one of the bankers and had access to far more money (his) than I did (don’t get me started on the feminist issues this raises). For example – for Valentine’s Day he took her to Jimmy Choo to choose some shoes. But she couldn’t decide which pair she liked so he bought her three! The next year it was a brand new customised car…
Working at that bank was really my first experience of high end lifestyles. I was straight out of university and a designer handbag had never even crossed my mind, let alone been something I thought I’d ever own. But this woman, along with many others, was coming into the office every day in her Jimmy Choos and chucking her Chloe handbag under the desk like it was No. Big. Deal.
Being in that environment, where everyone spent so much money, got inside my head way quicker than I ever thought possible. Suddenly, standard ‘anything’ wasn’t enough. There was apparently a gold-plated ‘better’ standard that I was previously unaware of and I wasn’t meeting it.
This applied to everything. For example, hand cream. Yeah, I know. Where can you go wrong with hand cream? Well, let me tell you. That ordinary hand cream you buy from Boots that costs £3.99 is nothing, I tell you NOTHING, compared to a Shea-butter handcream in an embellished metal tube that costs £25 from L’Occitane. That shit is goooooood.
Before I knew it, I was scrutinising every element of my life to see if it needed to be upgraded, in order for me to feel like I was ‘keeping up’ and fitting in.
The crystallising moment for me came when I was wandering through a department store on my lunch break and I picked up a pair of plain black Louboutin heels. When I clocked the price tag of £400, instead of falling over in shock like a normal person would, my instant reaction was, “Hey, that’s pretty reasonable.”
I mean, wtf?! To be fair, even I recognised that this was not a normal reaction and that something had gone a bit wrong in my brain on this one.
Fortunately for my personal sanity, the bank I was working at then went spectacularly bust in the financial crash and we all got made redundant (moral lesson: hire people who have lost sight of the value of money and this is what happens). I was back to having no money and far more perspective on everything. Much safer.
I don’t want to turn this into a lecture, but actually if people didn’t have this constant need to upgrade their lifestyles to match everyone around them, then the financial crash wouldn’t have happened in the first place. It happened because people borrowed more than they could pay back, to buy houses they couldn’t afford. Don’t get me wrong – the bankers and brokers were the scum who should never have lent them that money and profited off that desire, but nevertheless it just couldn’t have happened if the desire for more more more had not existed. If so many people weren’t trying to keep up with the Joneses.
So sod the Joneses, I say. The Joneses are probably trying to keep up with the Smiths anyway. It’s all just a dangerous circle which only leads to unhappiness.
Yes, a bigger, shinier car maybe feels good and makes you happy to drive. But the monthly payment for the car finance makes you feel bad, coz that’s money you could have spent on shoes. So then you buy the shoes on a credit card. But then you can’t afford the exotic holiday your friends are taking this year because of the repayments – so you get out a loan. Just a small one… etc., etc.
So how about you don’t buy the shiny car? Your old one will still get you there. And forget the designer shoes. They’re no comfier to wear than normal shoes and you’ll cry less when the dog chews them. And then maybe you could afford an amazing holiday, if that’s what you want, but now you can take it guilt free because it’s affordable.
Surely that’s worth more anyway?
As I said – sod the Joneses.