More and more people want to buy clothes, cars and other items with famous brands. What are the reasons? Is it a positive or negative development?

To tackle

this

topic, we are going to only employ the evolutionary approach, as the question may be considered using as many methods as there are academic fields. From the perspective of the

gene

, the reasons an increasing number of

people

purchase

products

of famous brands are their superior quality and the social status resulting from owning them. And in general,

this

shift in consumer choice is a negative development. Two advantages of owning items from re-known brands are higher social rank and benefits from high-quality

products

. According to Richard Dawkin in a book called The Selfish

Gene

, each individual is driven to participate in activities

which

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that

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improve the chance its genome is passed down to later generations. Better social status means increased opportunities

of

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for

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obtaining a fit partner and having healthy offspring down the road. Meanwhile, using

products

of good quality enhance one’s chance of survival;

for instance

, if you can afford it, you may have a single hospital room and proper treatment/

counseling

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counselling

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when you are ill,

instead

of sharing a room with ten other patients and increasing the chance of infection, at least in developing countries. Being given the natural tendency of human as “survival machines” and the juicy benefits of

brand

products

to

gene

propagation, it is no surprise that more and more

people

prefer these items.

Although

wealthy

people

reap all the benefits we discussed

about

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apply

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, since the majority of the world’s human population does not belong in that category, I would argue that the trend towards

brand

products

is negative. The most catastrophic consequence would be the lack of investment: if low and middle-wage workers attempt to purchase

brand

products

, which are consumer

products

, less money is available for capital goods, or investments.

As a result

, they can never significantly improve their worth nor their life quality, which is not constructive to their genes’ survival. Another consequence, and a rather popular one, is the psychological damage resulted from comparing oneself with others on the ground of how many

brand

products

one owns. Nowadays, the situation is aggravated by the use of social media which allows more direct and instant contrast between two lifestyles. In some cases,

the

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apply

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low self-esteem motivates

people

to take

risk

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a risk

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and make big money.

Nevertheless

, the “victims” waste time struggling to look like others without fixing the core issue (which is the lack of wealth). I believe that we all have observed

people

like that. From an evolutionary

stand-point

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standpoint

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,

people

purchase

products

from famous

brand

in hopes of securing the reproduction of their genetic materials.

However

, as the

gene

cannot predict all obstacles in the environment (The Selfish

Gene

, Dawkin),

this

behavior

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behaviour

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is only beneficial to rich

people

and is harmful to the average-income majority.