We are social animals and we have emotions. So peer pressure is a very strong force that impacts our lives everyday. It affects the way we behave in public, what we eat, and how we dress. Major corporations are aware of this and they use this to market their product. Coca cola, Apple, and fashion brands market a lifestyle more than a product. The underlying message being that if you want to be in this group, you need to own this product. If you want to be perceived this way, you need to use this product.
I was in an Apple shop and looking at Apple watches. I was shocked to see that even watch straps were selling for $200. They were not gold plated. They most important property was that they can be attached to an apple watch. Similarly, it is not hard to find handbags that cost thousands of dollars. No. They are not stitched with golden thread. In fact, it only costs a few dollars to manufacture them. The difference a very expensive bag and a $100 high quality bag is the brand and how the brand is perceived by people. Why would anyone buy a $3000 bag when a high quality bag can be purchased for $300? Peer pressure.
Unless you are a multimillionaire, you would know that a $3000 handbag is too expensive. A $1800 smartphone is too expensive. How does common folks like myself justify such expenses. It’s my style. I deserve it. I need it to attend some event. When you meet that person’s friends, it quickly becomes clear that it is their “preferred style”.
After getting my first full-time job after graduating from college, I decided to buy an affordable used vehicle. My friends convinced me otherwise. Then I decided to buy a brand small vehicle. But I went shopping for a car with my friends and ended up buying a midsize vehicle with all the options. Leather seats, sunroof, latest gadgets, spoiler, and alloy wheels were few of the options I purchased. I ended up buying vehicle I did not need with options I didn’t care about and spent about $15,000 more than I should have on a vehicle. I wanted to be responsible with money and I didn’t want to spend more than I could afford but my peers convinced me to. It was just common sense. Why wouldn’t I buy a very nice brand new car with all the options. This is one example of how peer pressure kept me poor in those days.
A year after that purchase, I lost my job and didn’t find another employment for months. The new job paid a fraction of my previous job. The vehicle became a liability I could barely afford. My lesson from this ordeal was that my values are more important than how I am perceived by anyone. Someone else will not dictate how I will live my life and spend my hard-earned money. I will live by my own score card and not try to live by an external score card.
Years later, I can tell you one fact with certainly. When you choose to live by your own values, you live a happier and more satisfying life. You will always find peers whose values are similar to yours. If I decide to buy a car today, my friends will convince me against wasting money on buying an expensive car. The peer pressure will work in my favor because my peers have similar values.
Put yourself first and stop following the crowd. The crowd will always lead you to mediocrity. How many people are as successful as Bill Gates or Elon Musk? Do you think that they became so successful by following the crowd or by following their own values and charting their own path.
Peer pressure is closely linked to your wallet. It usually impacts your finances negatively and violates your values. Instead of following the crowd, follow your values and you will find like-minded peers. Peer pressure from such friends will help you achieve your goals. What should you do about peer pressure from friends and family that do not share your values. Ignore it.
