My default position is frugality: Unless you actually need it to survive, you don't need it. Yet this doesn't align with my actual position. Why, just last night I savored an expensive square of dark chocolate and drank loose-leaf tea. Both wants.
Kevin Roberts calls them Lovemarks. I call them concessions, and sometimes allowances, and sometimes coping mechanisms. Regardless of how frugal I claim to be, I have wants that feel like needs.
1. What indulgence (want) will you hang onto even if the economy tanks?
2. Read the following post by Seth Godin. He blames marketing for spoiling us, but leaves room for Lovemarks, too.
"I had lunch (a big lunch) with a college student last week. An hour later, she got up and announced she was going to get a snack. Apparently, she was hungry.
By any traditional definition of the word, she wasn’t actually hungry. She didn’t need more fuel to power her through an afternoon of sitting around. No, she was bored. Or yearning for a feeling of fullness. Or eager for the fun of making something or the break in the routine that comes from eating it. Most likely, she wanted the psychic satisfaction that she associates with eating well-marketed snacks.Marketers taught us this." Read more...