Wes Moss Explains Marketing’s Effect on Retirement Savings

In an online article for Forbes, Wes Moss demonstrates through the use of the popular television character, Don Draper (lead on AMC’s hit show Mad Men), the enduring effects of marketing and its associated push for heightened consumerism.  Moss postulates that the focused direction of advertisements intent on spurring consumer spending in the notion that “more is happier” has consequentially lead to the downturn in not only retirement savings but more globally, general personal savings.

In an online article for Forbes, Wes Moss demonstrates through the use of the popular television character, Don Draper (lead on AMC’s hit show Mad Men), the enduring effects of marketing and the associated push for heightened consumerism.  Moss postulates that the focused direction of advertisements intent on spurring consumer spending in the notion that “more is happier,” has consequentially lead to the downturn in not only retirement savings, but more globally general personal savings.

 

Moss does not contend that advertising is evil, conversely he cites the directed misconception by the consumer who has come to interpret spending as a holistic activity inclusive of non-staple items. These discretionary items are falsely represented as a need rather than its true appropriative class of “want”. It is the advertised idea that the “want” is a requirement for a happy, productive lifestyle, when the reality is that discretionary income is an actual separate entity outside of the essential daily needs of standard living expenses and contribution to savings.

 

Read the article.