The Arms Race of Materialism

We have an arms race on our hands. It's a sexy, intoxicating endeavor: the violently aggressive pursuit of more. Bigger houses, newer cars, grander trips, trendier clothes. More, more, more. The problem with more is that every time we get more, more is still more. Ironically, it's an unwinnable race.

I recently met with a young couple who wanted some guidance. I'll lay out the scenario. Both spouses have good jobs at well-respected companies. They live in a big house (their "forever home"), drive new vehicles, and go on extravagant trips (of which the photos get repeatedly posted on their various social media channels). They are the couple everyone else looks at with jealousy and/or inspiration. People wonder how they are so rich, and aspire to be as "successful" as them.

However, as I can attest from my coaching experience, it's not always as it seems. Often, when we pull back the curtain, a different story reveals itself. This couple has a monthly after-tax take-home income of about $10,000. Their house payment is around $3,000/month, and they have two car payments totaling $1,700/month. Yes, their house and cars alone absorb approximately 47% of their take-home income. That feels tight to me, and it feels tight to them. They are stressed, but "It's worth it. We worked hard. We deserve it." No regrets, though.

Now, the twist. The reason for our meeting was to discuss their next steps. What next steps, you ask? They want to buy a different house—their new "forever home." That's the thing about the pursuit of more. Every time we get more, more is still more. What's a "forever home" today is just another house six months from now. Anyway, after doing the math, we concluded that this new house will cost them about $4,200/month.

Are you scratching your head yet? They are stressed with their current $3,000/month house payment, but want to increase it to $4,200? Yes, correct. This begs the question, "Why?" It took a few minutes to get there, but I finally got the real answer. Their best friends are building a new house (i.e. better than theirs), making them want to upgrade, too. It's the arms race!

I tried to explain that more isn't the answer. Meaning over money. Living with purpose. Career flexibility. Not allowing financial stress to drive a wedge into their marriage behind closed doors. Nevertheless, they left that meeting with a burning desire to build their new "forever home."

It's easy to dismiss this couple as "crazy" or an anomaly, but they represent a growing contingent in this country. I meet with multiple families per week who are deeply invested in the arms race of materialism. People are enveloped in it.

While I generally do a good job leaving my work at work, some of these families keep me up at night. I'm terrified of what's coming. A reckoning will happen. Perhaps soon. Perhaps decades from now. But it's coming. I repeatedly see how this story ends, and it's a nightmare.

Are you caught caught up in the arms race? If so, maybe today is the day to finally lay down your weapons.

Note: This couple granted me permission to share their story anonymously. I'm not sure why, but I'm grateful they did.