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Kieran Preissler

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The Culture of Want; the Now generation

It is becoming more and more clear that my generation, the generation that is starting to graduate from high school and enter this world, has become a generation based on instant gratification. Although that is nice, I think that it devalues many, otherwise very valuable, products and experiences. My friend has an iPhone but just as soon as the newest version of the phone was released, he was quick to toss aside the magical machine that he had once been in awe of. Like my friend, many people don't have enough time to discover the endless array of innovative apps that are available for download.

Topics: cultural values future generation technology want
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  • Stephen Kamm

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    Feb 24 2012: Wernher von Braun, in the aftermath of World War II concluded, quote: "science and religion are not antagonists. On the contrary, they're sisters." He put it on a personal basis. I knew Dr. von Braun very well. And he said, "Speaking for myself, I can only say that the grandeur of the cosmos serves only to confirm a belief in the certainty of a creator." He also said, "In our search to know God, I've come to believe that the life of Jesus Christ should be the focus of our efforts and inspiration. The reality of this life and His resurrection is the hope of mankind."

  • james bob

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    Feb 16 2012: I prefer "will", it's more positive to "want". And we should change our way of thinking.
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    Reilus Heliodromus

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    Feb 14 2012: I do not believe this problem is specific to this generation's nature; it seems a common human condition. Herbert Marcuse wrote about this in Eros and Civilization, which is a philosophical critique of Freud's psychoanalytic theories.

    You mentioned 'instant gratification', which comes from Freud's pleasure principle. Marcuse argued: "The scope of man’s desires and the instrumentalities for their gratification are thus immeasurably increased, and his ability to alter reality consciously in accordance with 'what is useful' seems to promise a gradual removal of extraneous barriers to his gratification. However, neither his desires nor his alteration of reality are henceforth his own: they are now 'organized' by his society. And this 'organization' represses and transubstantiates his original instinctual needs. If absence from repression is the archetype of freedom, then civilization is the struggle against this freedom." I would agree, for the most part.

    Marcuse also argues the "reality principle" is the force that works against the pleasure principle; he also says the hold of the reality principle over the pleasure principle is never complete or absolute. I agree with that as well. What we are seeing -- it seems to me -- is a fundamental renegotiation of the relationships among person, society, state, and nature -- even self.

    During this renegotiation, the pleasure principle will try to reassert itself. And, why not? After all, we've progressed from the times of the Godkings and the despots to an age of some reason. I think an awareness of this process is prudent, but this is nothing new and I see no reason for this to cause alarm. Perhaps the amplifications of technology increase the severities of our social dysfunctions, but these all seem problems that we can correct with patient, responsible cooperation.

  • Steve Adams

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    Feb 11 2012: I agree on your "The Now Generation" post. If more people would forgo the constant upgrading of their Iphones and use some of that money toward education tutors for slow children it will be an investment in the New Generation that will have many lives of its own.
    Pass this along. Steve Adams
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    Kathy Castle

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    Feb 11 2012: The culture of want is an interesting topic to consider, whether or not you delineate it by generation. Each generation shares common experiences and contexts in which they grow and develop, so, in this regard the experience of culture and how it shapes perspectives is unique across generational lines, but the overall culture of want and instant gratification affects us all. Yes, the technologies that younger generations are growing up with contribute to their unique experiences and perspectives as a cohort, but I don't see this culture of want as unique to this generation. We live in a society where our success is often measured in terms of material possessions and outward manifestations of wealth rather than by personal integrity and accomplishments that fall in line with personal value systems. While this can (and should) contribute to our personal definitions of success, social definitions and measurements of success are often determined by what we possess in this culture. This, in my view, is one of the major contributors to the culture of want. In our quest to be "successful", we try to possess things. Many things. Fancy things. The nicer our possessions, the bigger our houses, the newer our cars, the more we project success to others--whether or not we can afford these trappings of success.

    If we could establish a social mentality/cultural definition of success that was not reliant on possessions, we could potentially free ourselves up to define success more personally and express it publicly in a way that lines up with our personal values. This mentality--this culture of want-- reflects a privileging of an economic perspective...and addressing it in the way view success can be a starting place in challenging this bias. I write a bit about this kind of thinking in my blog http://kathy-momphd.blogspot.com/2012/01/challenging-economic-privilege.html

  • Hays Hutchinson

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    Feb 11 2012: its hasnt 'become' a generation based on instant gratification --- like it was a natural process ---- its been MADE a generation based on instant gratification that is bombarded 24/7 with multi million pound advertising that DEMANDS that you have the lastest must have or you are not worthy of being human. if you dont have it you might as well be unemployed and not be ABLE to have it. Show your employed and worthy and BUY it - even if you dont want it, it prooves your not scum. So you buy it, it prooves you can if you want too .. then you have it, and it doesnt bring you what you thought it would, you could be second rate and buy apps for it OR you could have this NEW one instead -- everyones buying it, you must have it to proove you are employed and worthy, you buy it, you have it, it doesnt bring you what you thought it would, ....... we have a NEW thing ... and on and on and on it goes ... till someone says 'ya know what, i dont want it, and i dont want that, and i dont want the other either, it ISNT prooving anything, it ISNT bringing me happyness, its NOT doing what they said it would, its just making me spend money and bringing me short term gratification, its ALWAYS a catch up game that you can NEVER win. technology is not the issue, its the marketing and the separating of the 'haves' and 'have nots' that it brings that is the issue in my humble opinion. x

  • Varlan Allan 10+

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    Feb 10 2012: I think the most interesting part of this is that we can learn our way out of the want, or at least understand it better as to avoid it. Part of the way I did it was by finding out about Alibaba.com When you see the price it costs to get things made and what stores charge for that item it really makes you think about what you are buying. As well, if we learn the psychology of marketing it gives us a better chance at surviving the marketing bombardment. "Spring Sale" does not mean that things are cheaper...it just means that things are being sold... sale = someone is selling something. sale does not mean inexpensive of cheaper price. I hope all Gen Y's and younger can read this.
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    João Pinto

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    Feb 10 2012: I think that is precisely that easiness in getting everything that is causing the lack of moral values and desinterest in school because people see no point of working hard and fight to achieve anything since they've got all in their hands so fast and so easy.

  • Frans Laarmans

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    Feb 10 2012: It's as simple as this: either you like Iphones and you buy one, or you don't and you save your money for something else. There is not more to it, as long as we respect other people's choices and stay away from lecturing them.
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    Ousmane Camara

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    Feb 9 2012: As Krishnamurty said, we are programmed. The program offered to our society during the last 60 years has been about "Consumming". Television openned up to commercial that will invite you to have just anything proposed in a way that there have been parallel between having and being. Thus, wanting to be mutated into wanting to have, conclusion: I am if I have. So it has become "legitmate" to want everything and now. A real dilemma...

  • sanjeev kumar

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    Feb 9 2012: oh that's very good u known wealth does not able to bring the happiness..it comes from our hearts...
    in India we believe in live to happiness......


    kanishq14@gmail.com

  • David Grammer

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    Feb 9 2012: I am an enormous fan of instant gratification. I breathe in, I breathe out - I am gratified.
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    Erik Danziger

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    Feb 8 2012: I'm sorry to say this, but your friend's case is not singluar...He's just one of the many who contribute to the Western capitalist waste trend. It's not your generation's fault it is that way, you are not the trendsetters, you are merely the ones who follow it, most of your lives unknowingly. You have been raised that way, accustomed to having everything you need and then some.

    As I said, the game was set long before your generation was born, the Western economies were already consumption-oriented and you are now realising this led to changes in society as well. Your generation's behavoiur is just the result of the society you have been educated in. Things will not change soon enough because old habits die hard.
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    Tommy Bong

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    Feb 7 2012: I want therefore I am. I buy, therefore I'm good. I'm poor, therefore I don't exist. Legit?
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      Carlos Carvalho

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      Feb 8 2012: Almost, if I may: I'm poor, therefore I shouldn't exist.

      Worse than being ignored is being hated and assertively being treated like garbage.
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        Elizabeth Chasteen

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        Feb 9 2012: When I was a young girl, I grew up (miraculously) in a neighborhood of extreme wealth. We lived in a single parent household and we were also on Welfare. I remember being looked down on and the children of the school, for the most part, wanting nothing to do with me because my family did not come from wealth. Luckily everyone wasn't like that. I felt ignored, looked down upon, and dejected. I resented my mother for our financial condition and turned to stealing the wealthy girls clothes to fit in. TERRIBLE TERRIBLE. Now I realize that I was wealthy in so many other ways that these children would not see. Those things were hard to ignore then and now they are cherished! I understand what its like to drink powdered milk with cereal. I will forever be grateful for that!

  • Erin Tuncan

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    Feb 2 2012: I think if we could travel back to the beginning of human civilization, where it was eat or be eaten, die or survive, every day, for just a year, I think we would appreciate what we have more and be more thankful for what we have, and that the completion of a tast is the reward of the labor

  • Mary M. 100+

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    Feb 1 2012: Here is another observation/reflection on this topic.

    Many years ago, when I was a student, I don't remember my teachers ever giving me rewards for my good school work. The A on my paper was reward enough. Today, teachers give out stickers, candy, and all sorts of goodies out of treasure boxes in the elementary classroom.

    I even remember a teacher getting into trouble for giving a sticker to the students who got good grades, and one parent came to school to complain that the teacher had left her child out. Never mind that the child had a poor grade on her work. The teacher was forced to give the child a reward. Sad.

    I was so amazed that such parents exist.....and also, that some teachers are way too generous with the rewards.

    Keeping up with the Jones' is also a very big incentive in the culture of want.....people envy, and/or are jealous of what others have. They want it too.

    We were not raised that way. We choose not to raise our children that way either. Not every kid in the U.S owns an iphone, not every adult has a cell phone, not every house has internet or cable. There are the exceptions.

    The key is balance. Balance is everything. We have to love people more than things. Materialism is an illusion. It cannot provide true happiness. Everything material passes away......

    Kieran, I hope you step in here and let us know what you are thinking about our comments. Alot of us want to know.
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    Kathy Merrell

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    Feb 1 2012: I think your generation is working incredibly hard while looking toward an uncertain future -- not an easy path to walk. The instant gratification thing is a product of the culture you've grown up with. But one way parents can help, I have found, is by simply saying no to the next new thing. Someone has to finance that new iphone, macbook pro, etc and by saying no, or at least wait, can't we actually help our teens be happier with what they have or at least as you so perceptively point out, find ways to innovate with what they already have? Thanks for your thoughtful discussion.

  • Varlan Allan 10+

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    Jan 31 2012: I have had an experience. I was homeless for 2 days once. No friends, no family, I had a phone. I didn't use it. When I had nowhere to go, and no one to talk to I realized that time and space are connected to relativity. Having nowhere to go means you are in one spot and it doesn't matter what direction you walk in, you end up in the same place again. By the end of that first day it felt as if that morning was from the day before even though it was the same day! Technology does not connect us socially, it only connects us to data. This generation is looking to data to try and answer their socio-emotional deficiencies, yet the thing that has created these deficiencies is the one thing that keeps them deeper in distress.
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      Elizabeth Gu 30+

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      Feb 6 2012: "Technology does not connect us socially, it only connects us to data. This generation is looking to data to try and answer their socio-emotional deficiencies, yet the thing that has created these deficiencies is the one thing that keeps them deeper in distress. "

      I totally agree with you, Varlan.

      I don't know whether this would be an apt expression or not.
      We, teens, are "thirsty".

      And we have no idea how to quench our thirst, so we are just getting too obsessed with new gadgets and internet.

      We're really missing something today.
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    Thomas Anderson

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    Jan 31 2012: I appreciate the conversation/ debate! When I daydream sometimes(well, quite often), I wonder what it would be like to be a millionaire. Would I want more than one car? (I don't think so right now) Would I want a huge house? (I don't think so)
    Would I want a 10,000 wrist watch? (I have no idea) Would I always buy the latest and greatest technology? I watched my father buy a flat screen television, that is already outdated...

    I don't think it is just your generation that is involved. The baby boomers are the same...I have seen so many gentlemen buy the latest and greatest golf club...but their old golf club still works better.

  • Thomas Sigrist

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    Jan 31 2012: There are diffrent levels of this. This is how I buy products Im not familiar with:

    1. What product fits my needs?
    2. What product has positive consumer responses on the web.

    Here is where your theory kicks in in my case.

    3. I choose to buy a specific product, so I check aviability.
    4. I choose aviability over price.
    5. I even revise my choice of product, because aviabillity of an similar product is higher.

    I want the product, now. Pressing "Buy" and next day pulling it out of my mail. Thats where the magic is, thats where my money goes. Aviability is sometimes higher rated in my brain then functionality. And Im a nerd. Imagine what normal people do...
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    azim kidwai

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    Jan 31 2012: instant gratification is a reality of world driven by the pleasure of others. People today derive their pleasure from the way others see them rather than the actual source of their own pleasures. Someone will happily toss aside an iPhone 4 for an iPhone 4S, because they want others to know they have a 4S rather than a 4, because their pleasure is in the sight of others.

    Material possessions please their owners as long as others are pleased with them. This is why something that can immediately gratify yesterday could fail to do anything for you tomorrow, simply because the world now sees it differently. See the journey of Burberry and you can see how the same product because cool, crass and then cool again within 3years, depending on who was seen wearing it...
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    Beste Arslan

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    Jan 31 2012: Hi Elizabeth,
    Thank you :)
    I dont have an iphone either,i dont really like using mobile phones anyway,i prefer face to face relations .
    And you are definitely right about missing the "now" by trying to grab "now" :)
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    Sajeesh Raghav

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    Jan 31 2012: We need limits on impressing our mind
    Abundance is eternal
    We only need a few meters of space to sleep in this huge earth
    We can’t sleep everywhere at one time
    So don’t worry, just try to use the apps that you, only need
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    Carlos Carvalho

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    Jan 30 2012: There is an even more dangerous aspect to this: To create something takes time. Time and effort. There almost no research or development that can be done "now".

    One simple cannot throw away the value of contemplation. To stop and think. Today's companies are managed in a way that everyone's working 24/7 in an incredible rush and even so nothing works. Things just don't work.

    Correct me if I'm wrong, but I recall a Gartner report saying that about 70% of the IT projects would be just tossed aside. They will be paid for, but will not be implemented.

    Being in this area for some time now I can attest: This occurs for lack of structured thinking. Your generation isn't much different from mine (I'm 25), that is somewhat a reflex of the generation before (the Yuppies).

    We are trained since basic school to compete. And to do it fast. Solve problems fast. Write essays fast.

    Nature takes millions of years to perfect any design, we think we should do it before the next quarter closure. And that's why roses and oaks do work flawlessly for their purposes but CRMs don't.

    We are going downhill, without brakes, for some time now. We are starting to hit some dirt (as it goes for nowadays financial crisis) but eventually, if nothing is made to break this vicious cycle, we'll crash and we'll crash hard.

    What our generations need is to unplug. To slow down and look outside. Even our music is contaminated by this "want it now" sickness (anyone that have been to a rave or any event of the sort knows what I'm talking about).

    It is corroding the families, causing immense hurt to labor forces around the world and finally taking away what makes us humans: the ability to look at the world and make sense of it.

    Very good point you've made. Now we need to think of some "how to"s.
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      Asgar Fakhrudin

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      Jan 31 2012: Kudos for your insight. Seeking instant gratification has become a bane and has far reaching consequences in the modern society. Changing I Phones is a lesser evil, but family bonds with has withstood for centuries are being discarded. With internet and profusion of portals which dish out all types of advices and solution of myriad of youth related problems, the youngsters are distancing themselves from the family, and seeking instant gratifications of their problems, getting encouragement and support by just a click.
      I have witnessed instances of a 20 year confiding in a a 25 year old, seeking his advice, having full faith in what he/she says etc: Family bonding and respecting the elders is one step up.

      • Mary M. 100+

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        Jan 31 2012: Very good comment. Here is a quote that I often use with young people around me who decide to text instead of talking to the live humans around them.

        "Technology has brought us closer to those far away, but distanced us from those nearby". Author unknown to me.

        A few months back I watched Ramona Pierson's talk. And I started a conversation hoping to see what others have learned from their elders. I invite you to watch the talk.....it has an unexpected twist that many, not having watched it, missed.

        http://www.ted.com/talks/ramona_pierson_an_unexpected_place_of_healing.html

        How sad Asgar, that young people sometimes have to resort to coming here to the internet for advice, instead of talking to their parents about their concerns and questions and observations. That says alot about the family structure.

        Hopefully young people reading these comments will glean some "crowd wisdom" ay.....

        Have a wonderful day Asgar!!
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          Asgar Fakhrudin

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          Feb 1 2012: Thanks Mary. Watched the video of Ramona Pierson and she was fortunate to have the investment of love and compassion of Senior Citizens. She was down and out and had no other option and she readily' gave in' and a miracle happened.
          But the problem is when I am on the materialistic high, good job, fat pay packet, options to leave one job and take another - this is the environment in which the present set is growing up I tend to assume that "I know all - I know what is best for me' and I go out with my upward mobile group. Previously at such group meetings, they had one punching bag - their boss, now increasingly they have one more - their parents and family members. The respect for them is lost, and replacements for them are easily available. Their love interests, which also keep changing provide, what in the past they parents were providing.
          I am amused, when I chance to interact with such set. Their January love interest is the most knowledgeable, most compassionate you name it. Come June the January one is a wimp, manipulative etc: etc:
          This is the cause of great concern and worry.

      • Mary M. 100+

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        Feb 1 2012: I hear you Asgar. What do we do?

        This is not something new Asgar. This kind or attitude has always existed. However, it is now more prevalent....."these are critical times hard to deal with....men are lovers of themselves, lovers of money, self-assuming, haughty, blasphemers, disobedient to parents, unthankful, disloyal, having no natural affection, not open to any agreement, slanderers, without self-control, fierce, without love of goodness, betrayers, headstrong, puffed up with pride, lovers of pleasures rather than lovers of God, having a form of godly devotion but proving false to its power..." Someone said these words over 1900 years ago, in a book that noone seems to give much credit to, describing these last days.

        What will be the solution to such problem? Everyone has their own opinion. We shall have to wait and see who is correct.

        Thank you for your reflection.
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          Adriaan Braam 20+

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          Feb 1 2012: Seems to me this is not a problem that started with I-phones. This kind of a problem is started from day ONE of someone's life.
          A child is in charge of their life. A two year old is asked, Do you want to take your coat off? Do you want to eat this? What do you want to wear today? When a child demands anything, it gets it.
          The magic word no longer is "please" the magic word is "NOW!"

          We are meant to raise kids. This does not just mean to feed them. It is to teach them what it means to be human. That means they have to be taught limits. Discipline turns into self-discipline, and that's the part that's missing.
          I am not blaming a child for being selfish. The first word they know is MINE! MINE! But that has to tempered and bend to good. Every child has to learn to share. That's why an only-child has a more difficult time learning because there is no one to practise this with. My dad was a head teacher and could, on the first day of school, pick out the only-children in a class.

          If this is not taught early, the work environment is not going to change anything for the better. Companies have exactly the same attitude MINE, MINE and the workers are the last ones on its mind (if it had one :) That's why there are unions, a necessary evil :)
          Maybe I'm negative but the only time you see a politician is during an election campaign.. who cares? [or someone starts a debate on TED and never posts a reaction..]

          Every single human being has to be taught how to be human. It certainly does not come automatically.

          Maybe parents need (better) instructions..

    • Mary M. 100+

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      Jan 31 2012: @ Carlos I too congratulate you on your insight.

      I will tell you what happens to me when I am around some people who have to rush all the time, they talk fast, eat fast, walk fast......they squeeze 3 days worth of work into one.

      I speak in a very low tone of voice. I take my time with my words. I want to make sure the other person is listening, I look for eye contact, I ask alot of questions to make sure I am able to say what they need to hear.
      And oftentimes, while I am talking, people look at watches...on their wrist and on the wall. It's as if they think that my talking slowly and purposefully is eating away at their time.

      BUT......guess what? I did an experiment. I timed myself against my son. We both said the same thing. He spoke loud and fast, I spoke with calm and clearly. It took him 4:20 to say the same thing that I said in 2:33. How about that??? I was shocked. Sometimes we think we are moving fast, when in reality we are doing the TOTAL opposite and having negative results, like your comment brings out.

      Here's another example......many many years ago I got a ticket (not for speeding). I will never forget learning that regardless of how fast you drive, the most you gain going fast through the streets trying to catch green lights is about 15 seconds. THAT changed my whole view of driving.

      I'll end with the words from a song...I don't know who sings it, but I'm sure you will all recognize it:

      "Slow down, you move too fast, gotta make the morning last......."

  • Zac Capen

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    Jan 30 2012: @Max I agree with your assessment. People might view it as getting a second class object, which is unfortunate. And it could/probably would lead to inequality.

    So if we look at our values, how should we deconstruct them or reconstruct them or both?

    I have a couple of questions about this: 1) how can we encourage a change in our "want it now" culture? 2) what current structures need to be refitted to help establish this culture? 3) won't this cause a lot of negativity from people unwilling to change their belief structure on consumer products?

  • Sodi Suri

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    Jan 29 2012: "you can have what you want now" culture is part of the last 15 years. People had got used to getting what they want (not what they need) in an instant due :
    Fast loans (we now see the financial crisis an down turn...)
    Microwave lifestyle of save time, heat& gratify in 30secs (eat cheap repeatable /chemical loaded junk),
    Parents working long hours, and kids being brought up in a culture of have it now (food, gadgets, clothes, anything)
    Tv shows, marketing it all had this influence...
    Th current generation (teenager/ young adults) will find it very challenging in the new economic downturn...
    There is no right or wrong answer to any of this, a hundred years back London/England was known for gin drinkers even babies... People were hooked, times changed, people changed...
    We can not hide from the rate at which technology is changing and affecting our lives and thinking..
    Anyone blocking out this change and not going through the learning/ adapting process will be at disadvantage.

    We just need to ride through this current fad and see what the new economy and what the current generation brings forth in next 10 years..

    Evolution, survival of the smartest and fittest , is for those who maintain their sanity and hope through all the evolving changes..

  • tishe Hires 10+

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    Jan 29 2012: Hi Kieran, your generation, is in a world of hurt. There is no instant gratification. There is no magical machine. Your friend, is basically screwed. It is called life! :) You guys are not, the "NOW generation",, ya all, are the generation, of the world of hurt. Hey, excellent post!! :)

  • Mathew North

    • +2
    Jan 29 2012: The notion of instant gratification is one that is becoming more apparent as subsequent generations are entering into a culture that has orientated itself around the rapid consumption of material possessions, without contemplating any regard for whether there is a need, rather than just an absentminded want for accumulating a surplus of objects.

    • tishe Hires 10+

      • 0
      Jan 29 2012: Yep and yup! Down side, their elders created this mess! ( hi Mathew )

  • Richard Krooman 50+

    • +2
    Jan 29 2012: It's funny that you think that an iPhone actually has value.
    It is a device which lets you waste more time than ever before on stuff you don't really need. I see 'young people' every day who think that unless they have a 'multipurpose phone' on 24/7 that they will miss out on life. Meanwhile they are so consumed looking at the screen that the real life passes them by.
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