The Joneses Don’t Know They Are The Joneses

Most of us know the saying, “keeping up with the Joneses.” It’s become the motto of modern-day American materialism, referring to the never-ending pursuit to keep up with the spending lifestyles of our neighbors, friends, and colleagues. The house we live in, the car we drive, the school our kids go to, where we go on vacation, the clubs we belong to……the list goes on and on. This phenomenon is a significant contributor to people’s decisions. We all like to say and pretend it doesn’t impact us, but I’ve spent enough time with clients to know we’re being naive if we think that way.

Here’s how powerful of a force The Joneses are in our lives. When we buy a house, we’re not just committing to a certain down payment and monthly mortgage payment. When we select our house, or more specifically, our neighborhood, we’re committing to a lifestyle. This singular decision about what street or neighborhood to move to has the potential to fundamentally change the way we live our lives. That’s a terrifying thought, but it’s as true as the sky is blue.

I want to share a story. It’s a story of four families. These four families are amongst a larger group of friends and neighbors. Through various odd circumstances and connections, I’ve had the privilege of spending time with these families in one way or another. Through conversations with the first couple, it becomes clear the pressure of keeping up with their neighbors adds a level of stress to their marriage. Then when I talk to another couple, they admitted some of their credit card debt is attributed to expensive meals and trips with their neighbors. Then when I interact with the third couple, they get frustrated by “having” to go to certain events (accompanied by a high cost). Lastly, the fourth couple admitted to making a few questionable vehicle purchases out of fear of negative judgment.

Here’s the kicker. Each of these families gets frustrated by trying to keep up with The Joneses (i.e. their neighbors), but to their neighbor, THEY are The Joneses. By trying to keep up with each other, they in turn become the thing each other is trying to keep up with. It’s irony at its finest.

Here’s the good news: every family has the power to hop off the Joneses train. It’s scary to be the first family to jump off, but doing so may give the second family the courage to do it as well. Once the second family does, it allows the entire Joneses structure to crumble.

Think about your own circle. Do you need to be the first of the Joneses to jump off the train?