Generation Z (hereafterGFrom ‘you are perfect the way you are’ to ‘treat yourself’ messages, the ‘love yourself’ mantra has dominated the mainstream discourse lately. This generation has witnessed an influx of self-love, self-efficacy, and self-confidence marketings pouring out from left and right, and with social media providing a forum for these self-loving individuals to flaunt their ego, the ‘self’ has gained unprecedented importance. So why is this the case? Is this generation simply composed of helpless narcissists? Has technology taken them too far? Let’s find out.
Meconomy (me+economy) marketing
Meconomy marketing dominates the market as a new form of consumption trend in which consumers spend on goods and services that support their lifestyle. Consumers actively purchase products that yield self-satisfaction, showing enthusiasm for goods that make them feel like themselves and give the sensation of ‘treating’ themselves. Adidas’s ‘Be yourself’ advertisement, The Body Shop’s ‘Self love and body acceptance’ campaign, and Musinsa’s ‘Everyone is a celeb with self-love’ slogans are only some of the examples of the now ubiquitous self-love messages.
Why?: The background of the ‘self-love’ culture
Self-love has its roots in the individualism culture. The Western culture was conditioned to adopt individualism as their best mode of survival since the ancient Greeks. The terrain of ancient Greece, being sparsely located on rocky islands, generated an individualistic culture that illuminated the importance of the ‘self’. The greatest virtue was a man’s talent, their genius, an element that rose from within one, not those that emphasized collaborations and cooperations with others. This individualism culture later evolved into liberalism and ripened to the neo-liberalism of our generation. We are now in an era of hyper-individualism, where our interest in 12psychology and the concept of ‘self’ have never before gained spotlight.
This individualism culture later evolved into liberalism and ripened to the neo-liberalism of our generation. We are now in an era of hyper-individualism, where our interest in psychology and the concept of ‘self’ have never before gained spotlight.
Further, combined with the ruthless capitalism, the individualism culture has been utilized by profit-hungry businesses. Thousands of advertisements with messages on self-esteem penetrate our unconsciousness. Thus, we get the feeling that ‘I am okay the way I am’ or ‘I am the most important person there is, and I don’t need to change who I am for others’. Moreover, with social media allowing us to exhibit ourselves to a worldwide audience, we expose even our personal lives online and sometimes flaunt our ego wide to the public.
Hence, the seemingly narcissistic generation has come to age. But social media is not to be confused as the origin of ego. It certainly hosts copious amounts of narcissists glistening with attention and undoubtedly perpetuates the egocentric mainstream discourse. Nonetheless, social media is merely an arena to show off our already narcissistic self.
What to do?: Some takeaways
Of course, this is not to say that self-love messages are bad in themselves. The neo-liberal society’s constant push for success, profit-oriented mentality, intense competition, and perfectionism are all draining. They take a toll on mental health. Naturally, we are attracted to these messages that allow us to relax, enjoy our lives, and fall in love with no other but ourselves. In an era of self-hate where pushing one to their very edge is a virtue, the self-love ideology is a much needed concept.
However, we must be conscious of this self-love discourse. Chase it to a certain extent, but don’t drown in the message. Specifically, beware of the marketing schemes that sell these messages. Yes, self-care is important. But should it really cost you an arm and a leg for that skin-care regimen? Treating yourself is important, but do you really need to spend half of your paycheck on those new clothes, nails, and shoes to feel ‘you’?
Consumers should be mindful. It is almost as if we are walking in a field full of traps. Companies lure us with sweet cheese that offers self-esteem and self-love. But let us not be simple rats who fall under those traps. Let us be sly foxes who veer past those because we don’t need the aid of products to find self-love. We are more than capable of making smart consumer choices and developing our ego in a healthier way.
K-UNIV Reporter
Zieun Ka
