The price of happiness

Not so long ago, shoppers took to the internet, urging Sephora to impose an age restriction that would ban children under 13 from entering their stores or buying certain products. The reason? Ten-year-olds were buying high-end beauty and skincare items. Skincare is great, but hyaluronic acid and retinol for ten-year-old children? That’s just wrong. 

It made me wonder: how did we get here?

While this move was extreme and ended up being nothing but an attempt, it was a small reflection of a much larger problem that’s affecting our generation. Social media influencers, who have become a major force in shaping our ideas of beauty and self-esteem, are driving this shift. But what exactly is it about their content that’s causing children to dive headfirst into luxury skincare at such a young age? To answer this, we need to reflect on the relationship between influencers, materialism, mental health, and how our generation defines happiness and identity.

I personally like watching influencers. As a 21-year-old, I find them motivating, especially in areas such as health and fitness. The difference is that I’ve learned to not trust everything they say. Many of us, however, fall for the trap of “perceived trustworthiness,” believing that if we do what influencers do, we will achieve the same success and happiness as them.

Over time, social media has evolved from a tool for connecting with friends to a platform promoting beauty, luxury, and materialism. Studies show that today, self-worth is increasingly tied to the products we own, with influencers shaping many of these perceptions. This fixation on material goods is not only damaging to bank accounts but also mental health. 

Research indicates that materialism negatively affects mental health, leading to issues like anxiety, depression, and low self-esteem. When young people see influencers constantly promoting the latest beauty trends, it fuels a cycle of comparison and feelings of inadequacy. Influencers are perceived as trustworthy figures, leading people to believe that purchasing the same products as them will lead to happiness. This trust, while beneficial for marketers, has a darker side, reinforcing the belief that happiness is found in material things only. The constant stream of influencers showing their perfect lives can create feelings of dissatisfaction, and a fake sense of what true happiness means, taking a toll on our mental health. 

The connection between social media and materialism is deepening. The more people follow influencers, the more they equate happiness with purchasing power, losing sight of self-worth and fulfillment through relationships or personal growth. This distorted perception of happiness is leading younger generations to believe their identity and happiness are tied to products, teaching them that success is based on imitation rather than individuality.

I read a quote once that said, “Maybe the reason why our generation is so miserable is because we are constantly trying to not become miserable.” This was eye-opening for me. Think about it: throughout our lives, we are scared to fall behind, fail, or become lonely. So, when an influencer who seems to have everything together and seems to not be miserable, hands us a solution, we simply trust them. 

In a 2022 study, researchers have found that people in Generation X (45–60 years) are more hesitant and pay more attention to product reviews. Generation Z (13–28 years) on the other hand, are accustomed to using new technology and are digital natives. Hence, they mindlessly trust and listen to influencers and everything they recommend. 

The truth is that none of this is our fault; as humans, we want to not be miserable. We simply want to be happy. But we’ve been misled into thinking that happiness can be found in material things. Our trust in influencers and the promise of instant solutions to our insecurities has led us down this path. Although you may not have control over what influencers do, you have control over what you believe and what you do. I encourage you to reassess how you define happiness and understand that it comes from within, not from what you buy or see online.