We live in a consumer culture. Consumer culture has always been based on individuals pursuing their personal desires. But in the late twentieth century, advertisers began to emphasize desire for desire's sake. An example is a Toyota ad campaign which has a voice-over saying to a father, "your kids always get what they want; now it's your turn!"
I am not against markets and consumption. Consumer spending is the primary fuel of a free-market democratic system. Mass advertising is the only way that new businesses and new products an get the attentions of consumers.
My concern is less with consumer culture in the marketplace than with what it is teaching us about our family relationships. Consumer culture tells us that we never have enough of anything we want. It teaches us not to be loyal to anything or anyone that does not continue to meet our needs at the right price. It is not surprising that in this new consumer world, we are less loyal to our mates, to our marriages.
Reasons people give for getting a divorce reveal how they think about marital commitment. Sometimes a spouse is forced into pulling the plug on the marriage because the other partner has reneged on his or her marital commitment through infidelity, chronic irresponsibility or physical abuse. Other times the overt problems are not this serious, but the other spouse, sometimes coming from a sense of consumer entitlement, wages a steady emotional war until what had been an unnecessary and preventable divorce now becomes necessary and unavoidable.
Nowadays many people explain their reasons for divorce in the form of disappointment in what they are getting from their marriage, rather than in the form of an unconscionable breakdown of marital responsibilities. Here are the phrases I hear from some couples:
The relationship wasn't working for me anymore.........Our needs were just too different...........
I wasn't happy............ We just grew apart.............I grew and he didn't............ I deserve more.........
The relationship became stale...........My spouse was nice, but boring.........We had no real intimacy.
What kind of role model is that for the kids?
Here's the point: There may be some legitimacy to some of the above complaints, which can be worked on in a positive way.
But you can work your way out of a reasonably good marriage by focusing on what you are not getting out of it and turning negative toward your mate, who will in turn give you even less and thereby help justify your leaving.
Has consumer thinking slipped into your marriage? William Doherty, founder of
Marriage Friendly Therapists, has come up with a
Consumer Marriage Quiz:
1. I (often, sometimes, rarely) compare my spouse unfavorably to others.
2. In relation to our problems, I (often, sometimes, rarely) dwell on my spouse's deficiencies; not my own.
3. I (often, sometimes, rarely) concentrate on how my spouse is not meeting my needs rather than how I am not meeting my spouse's needs.
4. I (often, sometimes, rarely) keep score: I add up when I do good things or when I think my spouse does something bad.
5. I (often, sometimes, rarely) think that my spouse is getting a better deal in this marriage than I am.
6. I (often, sometimes, rarely) focus on my spouse's defects rather than on his or her strengths.
7. I (often, sometimes, rarely) wonder if I should have held out for someone better when I chose a mate.
8. When we have hard times, I (often, sometimes, rarely ) ask myself whether the effort I am putting in this marriage is worth it.
If most of your answers are "rarely," congratulations. If most of your answers are "sometimes," ask yourself if things that you want are disguising themselves as things that you absolutely need. If three or more of your answers are "often", consumerism has severely infected your view of marriage. Do you want to be a "citizen" of your marriage, or take a "tourist visa" to travel the way of fantasy? **
** From
Take Back Your Marriage, William Doherty, PhD