Consumerismis a system of the economy determined by consumer spending. However,consumerism leads to the urge of needing more and materialism. Youthsin consumerist societies are mostly influenced by the advertisementsof often buy things they do not require and even cannot afford. Thegreat impact is the creation of disparity in the economy where youthare unfulfilled due to spending much money yet having no personalimportance (Woolf 23). 59% of Kohl’s shoppers are women agedbetween 25 and 54 years. The percentage of women shoppers aged 25-34,which is the youth group has a lower percentage as compared to thoseaged 45 and 54 years.
InAmerica, youths have great significant buying power mostly aftersummer jobs and schools. The marketing of new brands have changed theway of the youth’s socialization among themselves, and theinteraction with the adults becomes very minimal. Comparing themarketing of today in the US and previous years is very high due toadvanced technology, which lender youths search for personal identityby material possessions (Gronbach 78). The advertisers have theknowledge that the youths desire to be cool and, therefore,manipulate their coolness by selling the wares. Vulnerability alsoaffects the youths where their goal is to identify with their peergroup in a particular sense.
Theyouth falls into problems since marketers manipulates the attractionencouraging the youths to use materialistic values to define theirpersonality and is not true. Marketers, therefore, hooks self-valueto brand by means of distorting the organic process in order todevelop an identity. Identity-oriented branding encouragesdisapproval of different things differentiating the generation,cultural group or the school clique (Pol and Richard 67). Constantexposure on beauty, self-confidence, popularity, great relationshipsand peace-of-mind turns young women to be insatiable consumers.Youthful women spend much money on skin products and make-ups forbeautification. The kind of young women’s purchases robs them onself-awareness, self-determination and self-esteem (Stern and Willard45). Encouragement for young women’s comfort, direction and values,they easily become the prey to unrealistic images and addictivebehaviors promoted by advertisements. Tobacco, alcohol and dietindustries target young women, capitalizing concern on weight, beautyideals and body image that makes them most susceptible.
Manyyouths feel pressured in the trouble of distinguishing between whatthey like and the marketers’ suggestions. Many of the youthsbelieve that they are inflexible to marketing manipulation. Youthsare advised from the stores that consumerism is concerned withindividual choices, needs and satisfaction, but in turn promotespersonal stress, overwork, the erosion of the family and community,skyrocketing, therefore, increasing economic disparity (Segrave 46).
Conclusively,it is difficult for youths to escape coolness due to peer pressureeffects. The youths are the major group of shoplifters in stores. Thefactor of lacking or having inadequate cash drives most of the youthto shoplift. Shoplifters are classified into two, the professionalshoplifters and casual or amateur shoplifters. Professionalshoplifters take expensive items such as jewelry and clothing whilecasual shoplifters usually do not have the intention of stealing instores, but they simply get an opportunity to take something. Someyouths shoplifts due to the influence of peers who shoplifts or toacquire similar thing that a peer owns. Shoplifting affects thestores and the potential customers since the stores increases thecosts of shoplifting in prices where customers pay extra amounts.
Gronbach,Kenneth W. TheAge Curve: How to Profit from the Coming Demographic Storm.New York: American Management Association, 2008. Print.
Pol,Louis G, and Richard K. Thomas. Demographyfor Business Decision Making.Westport: Quorum, 1997. Print.
Segrave,Kerry. Shoplifting:A Social History.Jefferson: McFarland, 2001. Print.
Stern,Neil Z, and Willard N. Ander. Winningat Retail: Developing a Sustained Model for Retail Success.Hoboken: Wiley, 2013. Print.
Woolf,Alex. Consumerism.North Mankato: Chrysalis Education, 2004. Print.