Why We Buy: Belonging as a Motivator to Spending - dignify

Why We Buy: Belonging as a Motivator to Spending

February 17, 2017

Last summer, I came home from our family vacation to face the realities of life .

I had felt weary from the responsibilities of family, home, business, self, and so, naturally, vacation is when I ignore all of those things and do whatever I want! (it helps when you tag along with grandparents). Eating ALL THE THINGS was part of my responsibility-rebellion, so when I came back to life, I wasn’t surprised (but nonetheless horrified) that my clothes were ill-fitting and I looked, to myself in the mirror, well… vacaction-y (and I don’t mean tanned & relaxed).

I resolved that I would find some kind of exercise solution that would help get things back on track, and ultimately, signed up for a membership at my local YMCA. It made sense financially, because I was going to register my kids for various programs (there are discounted rates for members), it had dozens of drop-in classes included in membership, as well as a pool & the usual fitness facilities.

I have always been very motivated by the commitment of spending money. If I pay for a program, I am going to show up. Otherwise, what a waste of money! I know this isn’t a motivator for everyone (see: Gretchen Rubin’s 4 Tendencies), but it has worked for me.



But, for some reason, this time, it just didn’t. I went to classes here & there for a while, and I took the kids swimming, but the value I was taking advantage of was WAY less than the expense.

The obvious next step for someone who likes to be intentional about spending, is to cancel the membership. Right? It was certainly clear to my husband!

But, I was sooo reluctant. I didn’t want to give it up. I liked being able to go on a whim. I liked the possibility that if I wanted to exercise, I had a perfect forum & opportunity, waiting to welcome me in.

But all of this was at an expense of $84/month (that’s ~$1000 a year, for those of us who understood there would be no math). I haven’t been to a class since Christmas break, and have used the equipment floor exactly once. I’ve taken the kids swimming, but not nearly enough to make it cost less than dropping in. It didn’t make sense — why was I holding on?



I finally realized how much belonging to the membership of the club was impacting me. I liked being a part of something, and that feeling had really motivated me to spend money on this membership.

Belonging is a deep emotional & psychological need. The question for discerning consumers is: when is my fundamental need to belong being manipulated, for someone else’s gain?

For the record, I don’t think that the YMCA was manipulating me! But, there are numerous membership clubs, online groups, professional organizations, and the like, who, in many ways, sell belonging for a fee.

I need to determine, in each situation, if it is worth it to me. Is there more offered, and are the other benefits valuable enough to me? Or maybe, it is enough to pay for this belonging? Where else, and to whom, do Ibelong??


Leave a comment


Also in Shop Good Blog

How Do I Choose Where to Donate My Money? Or Spend It?

December 01, 2018


This week was “Giving Tuesday”, a day that has captivated consumers into funnelling some of the shopping mania (of the Black Friday/Cyber Monday weekend) into charitable giving.

One of the huge questions that potential donors have is: what happens to my money when I donate?

It’s a great question, and a worthy one to ask. 

Read More
"What is the Difference Between a Single Sari Blanket from You & a 5-Bundle on Amazon?" 

November 24, 2018

👆This was a question I received from our contact form a few months ago.

With respect, I think that starting with this question... probably reveals that we are beginning on different pages. Nonetheless, it is a conversation worth exploring and a question worth asking.

In fact, what the writer asked for was a comparison list; so, here we go:

Read More
Behind the Curtain: Black Friday Online Discounts

November 17, 2018 1 Comment


I dislike the overblown, frenetic, & scarcity-minded ethos of Black Friday. Plus, dignify always has our own one-day, once-a-year sale earlier in November. So: why participate in any of it?!

This is a tension that I have wrestled with over 6 holiday seasons, end every year, I’m back at the drawing board. 

This year, we decided that yes, we would offer free shipping over the weekend as a BFCM (industry shorthand for Black Friday/Cyber Monday) bonus. And yes, what led us there was simple economics. It works, it makes money, it makes sense. But, probably not in the same way that you think...

Read More
Join dignify's "Keep Up" Newsletter

Join our mailing list for good words, great company, & first dibs on new arrivals.

 

We're learning to shop, give, & LIVE with more meaning.