‘All warfare is based on deception’ said Sun Tzu. As is the case more often than not, we the people end up at best, mere mute witnesses and at worst helpless victims, to the ploys of those in power. Be it the actual war or battle of brands. These acts whether unwittingly or unabatedly end up claiming lives both literally and figuratively.
It’s a known fact that brand giants employ every trick in the book to capture markets and increase their share in fact they create new markets where there were none. Such missionary zeal ensures brand loyalty and moreover sustenance. Meticulous and aggressive marketing strategies in turn trigger their own set of repercussions especially on the minds and social identity of the youth.
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The Narrative Identity Theory by philosopher Paul Ricoeur and psychologist Dan P McAdams shows how we create a sense of self and identity through the construction of life narratives or personal stories. In the digital era of social media, photos, pics, reels, and clips splash all over the net exposing our lives unapologetically and consequently propagating digital narratives. This virtual sharing helps build digital and social identity.
There is an overt attempt to project a perfect life and distinct personal stories which generally revolve around consumption patterns involving high brands and luxurious products and services. This has a ripple effect more so when brand ambassadors and celebrities endorse the same.
Adolescents are at a vulnerable trajectory in life where their peers and buddies play a central role in their choices and decisions. The urge for social acceptance is acute during this phase. When electronic/social media projects a life that is equated to brands, you have an entire section of a society aspiring for apparel, footwear, bags, watches, cars, vehicles, exotic holidays, and even trinkets just to find acceptance and acknowledgment in their cliques.
The constant fear of social rejection, and peer victimisation is compelling youth to adopt a lifestyle that they may personally not subscribe to yet feel compelled to emulate. Such a fake existence is stressful not just to the youngster but to the family as well.
Against this backdrop, if possible, uniforms should be introduced in the college section as well. Parents of first-generation learners have also voiced their financial problems to meet the growing demands for bikes, mobiles, and branded items by their kids pushing the parents to despair and extremities.
Uniforms create and promote an environment of equality and inclusivity erasing societal class distinctiveness. A common dress code gives a sense of togetherness and strips the fake world of brands. This in turn brings down the peer pressure and victimisation and nurtures a culture of shared identity creating an alma mater bonding.
When the pressure of brands is eased, students can focus more on their academics and extracurricular activities, which is so very important for their growth and progress. We as members of society need to work on our collective misplaced priorities. Make the kids understand that brands don’t define them, values do, which in turn get reflected in their personalities. As K Flay says, “I’ve always had a duck personality. Calm above water, feet going crazy below.” Brands can never replace the crazy hard work and determination required to stay afloat in the challenging waters of life and emerge with a shining personality.
