Do You Need More Stuff?

What Do You REALLY Value?

Of all the things and "stuff" in your life, what holds real value for you? Is it a high-end watch, or a picture drawn by your son or daughter—or maybe your grandkids? I’ve just finished reading The Meaning of Things: Domestic Symbols and the Self by Mihaly Csikszentmihalyi and Eugene Rochberg-Halton, and it’s really got me thinking about how we view the items in our homes. It also made me feel a bit guilty because, as someone in retail, my job is to get people to buy things—using every tool at our disposal, whether physical or emotional. Take the Diderot Effect, for example—a phenomenon where one purchase triggers a chain reaction of more buying, as we try to match or complement that item. We often fall into this cycle, believing new things will bring us value or fulfilment. But do they really? That’s a thought I’ll save for another time and article.

When people were asked what their most special items were, it turned out that it wasn't about price or flashiness. Instead, it was all about the stories and connections behind those objects—like family ties, memorable moments, or even personal beliefs.

It’s fascinating, really. The most meaningful objects often carry emotional weight far beyond their material value. For instance, that simple drawing from your child or a keepsake passed down from a grandparent might hold stories and memories that no expensive item could ever replicate. These items become symbols of our lives and relationships, encapsulating cherished moments and the people we love.

So, what does this mean for brands? Well, I reckon they need to ditch the hard sell and get a bit more personal. It’s not just about the product anymore; it’s about the story behind it. If a brand can share where its products come from, who made them, or the values they stand for, it enriches the whole experience. It invites us into a narrative, making us feel like we’re part of something bigger.

Cultural relevance plays a huge role here too. Brands that tap into local traditions or shared experiences really resonate with us. When we see our own lives reflected in what a brand offers, it makes us feel connected and understood. And let’s be real—we all appreciate a bit of authenticity. If a brand can show it’s genuine and transparent, it makes it so much easier to feel good about supporting them.

Personalisation is another biggie. Who doesn’t love something that feels like it was made just for them? Whether it’s a custom piece or a unique twist on a classic, those items hit differently when they reflect our lives and stories. It’s like they become a part of our identity.

Sustainability is also on our minds these days. We all want to do our bit for the planet, so brands that demonstrate they care about the environment and ethical practices are bound to catch our eye. We’re more likely to support brands that align with our values and beliefs, especially when those beliefs are about making the world a better place.

For us as consumers, this perspective shifts how we view value. It prompts us to think beyond price tags and appreciate the emotional significance of our belongings. Rather than just collecting random bits and bobs, we might start favouring items that genuinely mean something to us, those that tell our stories and reflect our journeys.

In the end, the things we surround ourselves with are more than just objects—they’re symbols of who we are and the connections we cherish. Brands that understand this will resonate with us on a deeper level, creating connections that last long after the purchase is made. It’s all about weaving together stories, emotions, and values, turning shopping into a meaningful experience.

As I always say, "process/operational efficiency + emotional engagement = sustainable brand and commercial growth."

Have a great week, love and peace to all.

Bob

The Meaning of Things: Domestic Symbols and the Self

Authors: Mihaly Csikszentmihalyi and Eugene Rochberg-Halton

ISBN: 978-0521424903