#34: You Are What You Buy (Part I)
Commerce is a form of self-expression
Author’s note: Today, we’re diving into commerce as a form of self-expression, from the lens of a consumer. Next week, we’ll explore the consequences for brands.
Whether you realize it or not, what you buy says a lot about you.
We’re constantly bombarded with choice. From the advertisements that find us on our social media feeds to the billboards that line the highways as we embark on our daily commute, brands are trying to get their product in front of you. And they do this because most consumer products are commoditized, which consequently means that they need to differentiate themselves via marketing and storytelling.
Don’t believe me? Think of how many athleisure brands exist. The same goes for everyday foods, like pretzels or soda. I could rattle off ten brands in the athleisure, pretzel (I really like pretzels), and soda spaces respectively, on the spot.
Albeit differences in quality that justify price gaps, you have a lot of options when buying yogurt at the supermarket or a basic T-shirt at a clothing store. Additionally, these options exist both online and offline (in-person). A few clicks on the internet can get nearly any product to show up to your door from a matter of minutes to a few days. Or you can walk or drive to a local store to pick up what you either need or want. In both environments (online and offline), you get to choose amongst a ton of different brands that sell essentially the same product.
In a world of nearly infinite choice, what we buy says a lot about us. Choice is not only a convenience, but also a signal. It’s an extension of our identity.
Working in the consumer brand ecosystem, I’ve become much more self-aware of the “what” and “why” behind my purchase decisions, as I attempt to think through how a potential customer will perceive a product or a brand. From the grocery store to clothing outlet, there are times I choose the generic version and other times I buy the more expensive brand option.
When you make a purchase, you’re adding to your constantly evolving identity. You’re telling the world, “hey, I chose to spend my resources on this brand, but not another brand”.
Now, let’s hop out of the theory and get into some real-life examples for myself.
Clothing
Ten Thousand. I run frequently and almost exclusively wear Ten Thousand’s interval shorts. Not only are Ten Thousand shorts durable and comfortable, but I also find them aesthetically pleasing. Simply put, I think they look good.
But there are a lot of shorts on the market that are comfortable, durable, and look good. And there’s plenty of them that cost less than Ten Thousand shorts (for what it’s worth, they have an annual Black Friday sale where you can buy their clothes at significant discounts).
I buy Ten Thousand shorts because I’m aligned with their mission statement, which is “better than yesterday”. The continuous and stoic pursuit of improvement. It’s important to me to strive toward my full potential and when I wear Ten Thousand shorts, I feel that I’m more likely to get closer to my goal. Emphasis on “feel” as branding often appeals more to emotion over logic.
When it comes to exercise and athletic competition, I’m aligned with Ten Thousand’s mantra and wear their clothes because it’s a form of self-expression. I’m trying to be “better than yesterday”. Ten Thousand is an extension of my identity and I want others to recognize my discipline around self-improvement, which is one of the reasons of why I wear their clothes.
That was deep.
Too deep, perhaps? Let’s zoom out.
Take fancy handbags or sports cars, such as Birkin bags or Ferraris. Sure, maybe some people buy them for the utility, but I’d bet it’s more about what they want others to think of them. That they have a specific taste or subscribe to a certain type of lifestyle. Because there are so many options for handbags or sports cars to buy, the things that you do buy signal to others something about you.
Groceries
On the other hand, let’s zoom out and touch upon a purchase that I intentionally didn’t pay extra for the branding as a form of self-expression.
I eat peanut butter every day. Specifically: crunchy, raw, no salt. Just the peanuts.
There are countless peanut butter brands on the grocery shelf, but I always choose the store brand. You know, the 365 from Whole Foods or Trader Joe’s branded peanut butter. I don’t like Jiff or Skippy, particularly because of all the added ingredients that I find unhealthy and unnecessary. Why would I pay more money for something less healthy? Makes no sense, right?
Maybe it’s because there are fewer people that would observe my peanut butter choice (cashier and maximum a few folks in the grocery store that see me take the peanut butter off the shelf), but I don’t feel the need to express my identity through my peanut butter purchasing. It’s a utility play, and I’m content with the lower-priced store brand.
Even if I don’t realize it in the moment, buying the store brand still says something about me: I’m practical and cost-conscious.
However, that’s how I’m thinking about it. In a lot of ways, I am still expressing myself through my choice of peanut butter. Some may say I’m cheap, not willing to pay more for an organic, name-brand version of the product. Others may say, I’m being fiscally responsible and not paying more than I need to if I want the simple product of peanuts. However, I recognize the opposite can be said for my Ten Thousand purchase.
Running shorts are nearly as commoditized as peanut butter, but I feel more compelled to express myself through them.
…
Part of our identity is formed by the choices we make, particularly around what we decide to buy. The next time you swipe your credit card, it’s worth asking yourself, what does this purchase say about me?