Nowadays, the size of the “her economy” market surrounding women has reached RMB 4 trillion per year. Independent new women are not only the dominant decision-makers in family shopping, but are also more and more willing to invest for themselves. “So it has risen sharply-whether it is fitness, thin waist, or lipstick, self-purchasing flowers, all have shown a concentrated outbreak after the epidemic. It is precisely because of this that there is now an increasingly fierce criticism: “Women are brainwashed by consumerism.” Of course, this is mainly from men, condemning women for falling into comparison and excessive consumption, being too “material”, and then asking for more. The lottery gift puts men into a more embarrassing situation. But is this a problem?
What the new generation admires is “can earn and spend”, which is particularly obvious among unmarried singles: about 40% of single youths in first-tier cities in China are “moonlight people”, while this proportion is in fourth- and fifth-tier cities. Even as high as 76%. As the post-80s and post-90s new women enter the workplace, they have more freely disposable income. Not only can they earn and spend, but they also no longer hide their desires. The new spirit of the times is reflected in a rhetorical question. Li: “Why not be better to yourself?” For a developing country, this is an inevitable consequence of economic prosperity, so the spread of consumerism is a global phenomenon. Sociologists have long discovered that in India, “consumerism is the new religion now, and its most pious followers are children.” This is the same in China. Guo Yuhua found in a social survey in 1997 that “this generation of children They have more obvious characteristics of modern consumerism than their grandparents and fathers.” It’s just that they are all grown up now.
Accompanying the rise of this consumerism is a modern individual. Originally this does not distinguish between men and women, because the timely satisfaction of individual desires is regarded as an individual right, which is a common mentality among the new generation. The sociologist Yan Yunxiang calls it “individualization of Chinese society” because “modern society” Individuals are no longer willing to sacrifice themselves for the benefit of the collective and the continuous extension of the family,” instead “seeking their own interests and happiness.” The reason why women’s consumerism is more eye-catching is to some extent because Chinese women have never had the opportunity to show their desires so courageously before. They are routinely considered that spending money for their families is justified. In this regard, what blaming women for being “brainwashed by consumerism” is actually their discomfort with social changes. It expects women to restrain their desires and give more consideration to their family members. Public opinion sometimes uses naked loan consumption to imply that women spend money irrationally, but they often overlook one point intentionally or unintentionally: women tend to be more adept at calculating geographical wealth, paying more attention to cost-effectiveness, and being more rational in borrowing, so financial practitioners know it. , The risk of male microfinance is much higher than that of female. Of course, in reality, it is inevitable that girls will ask for money, but the problem is that even if many women spend their own money, family members and boyfriends have opinions. This is probably because her family/boyfriend subconsciously looks at her money. It’s your own work, which itself has something to do with the undeveloped awareness of private property in Chinese society and the unclear boundaries of rights.
The current condemnation of consumerism is often based on a conservative response to the impact of the original values. This perspective often sees women as victims of consumerism, but in fact the real concern is the collapse of the original community . Of course, consumerism is neither good for nothing, nor is it all right, but it should be everyone’s independent choice based on their own rights. Here, the market at least provides everyone with a possibility, at least allowing you to enjoy a certain degree of freedom through consumption-after all, if a person can’t make his own decisions no matter how he spends money, then what else can he make his own? If “how to spend money” is often tainted with morality, then at least, more and more people now agree that how a person controls his/her income is his/her freedom. After all, this is not a moral issue, but a basic right.