IAre you afraid of zero money? Let me start with my story firstn November, when Feastables and Prime were launched in India, I was really excited too. But then my middle-class wallet reminded me of my reality. If I spent ₹400 on a 35-gram chocolate bar or ₹350 on a drink with zero nutritional value, my family would probably hit me with slippers. I’ve never really understood why these products are so expensive, but does my understanding—or lack thereof—really matter? Kids to teenagers, everyone seems obsessed with these products, willing to pay any price, and this attitude will destroy India. Okay, that statement might be a bit extreme—actually, not just a bit, but very extreme. So, let me clarify what I mean.
Some time ago, when people were spending their entire monthly salaries on Coldplay tickets, a video went viral. In the video, a creator was going around asking people a simple question: “Can you name the members of Coldplay?” Unsurprisingly, no one could answer. This blog isn’t about expensive chocolates, overpriced tickets, or frivolous spending; it’s about a virus that has taken over our minds. This disease is called the show-off trap. I guarantee that there’s at least one person in your circle who is a victim of this disease.
Chapter 1: Your Modern Neighbours
What is the show-off trap? Let me explain it through a small story. Imagine there are three families living in three houses in your neighbourhood. One day, Family A brings home a brand-new, bright red, German-made car with automatic features and leather seats. That car becomes the pride of the neighbourhood. Then you, living in one of the other houses, look at your two-year-old car and feel like it’s time for an upgrade. The next day, Family B celebrates a birthday at a five-star restaurant, and suddenly it becomes a trend in your house too: celebrating birthdays at home feels so “middle class,” and going to a restaurant now feels like a necessity, not a luxury. You constantly see someone going on a foreign trip, someone else getting a new 4K TV, a home theatre, or a luxury handbag.
You find yourself stuck in a never-ending cycle, where upgrading your lifestyle feels essential. You feel like you’re falling behind, like you’re not accepted, like you’re a failure. This phenomenon is called keeping up with the Joneses, where your neighbour’s lifestyle becomes a benchmark for your own. And the problem today is that our “neighbours” aren’t just the families next door—they’re the entire country, thanks to social media.
I don’t have a problem with MrBeast’s chocolates or Prime drinks. My issue is with the fact that people are buying these products not because they’re good but because they want to look “cool.” They’re buying them to showcase a lifestyle that, in reality, most of them can’t even afford.
Some time ago, I came across a heartbreaking video. In it, a boy, who hadn’t eaten for three days, was blackmailing his mother—a flower seller—to buy him an iPhone. He told her he wouldn’t eat until she got him one. The mother somehow scraped together the money and bought him the phone. The most absurd part was the person who uploaded the video. At the end of it, he proudly said, “This is the power of an iPhone lover.”
Chapter 2: The Problem of Gen Z and Zero money
Today, brands are playing with your emotions and heavily leveraging FOMO (Fear of Missing Out). India’s Gen Z population is a staggering 377 million, and every brand targets this demographic. Why? Because of an advertising principle: catch them young. Once a single family member becomes part of the iPhone ecosystem, they inevitably pull the rest of the family into it. That’s why most of Apple’s advertisements primarily target young people.
India’s Gen Z has a spending capacity of $1.4 trillion, and it’s relatively easy to compel them to spend. If we can understand the psychology behind this, we might find a solution.
Those born between 1997 and 2012 are classified as Gen Z. This generation is unique because it is the first-ever to be digital natives. What does this mean? Digital natives are individuals who grew up with digital devices and have learned to think and make decisions at the same fast pace as technological advancements.
The situation for Generation Alpha—kids born after 2013—is likely to be even worse. These kids are learning the “language of Skibidi Toilet” before they even learn the alphabet.
The generations before Gen Z were different because they were digital immigrants. For example, our parents can use mobile phones, but they still read newspapers and watch serials or movies on TV. They migrated from the world of print and television to the digital realm, and this shift has also influenced how they view money.
But what is money?
Ten years ago, if you asked an average Indian this question, the answer was simple: cash. Your salary would be deposited into your bank account, and to manage household expenses, you’d withdraw a certain amount in cash. The entire month’s budget would have to run on this limited cash. If, by the 15th of the month, all the money was spent, panic would set in: Where did all the money go?
The best thing about cash is that spending it gives you a tangible sense of how much is left. A cash economy inherently comes with friction points—moments where you pause and think before spending.
However, the digital natives—Gen Z—make payments with UPI, credit cards, or a simple tap. Today, whether you spend ₹10 or ₹10,000, it takes the same amount of time: just a few seconds. This zero money friction means the brain doesn’t register that money is running out.
Don’t get me wrong—this is a great development for businesses, as it boosts sales. But as consumers, it can lead to a significant increase in unnecessary spending.
The more time we spend scrolling on social media, the stronger our FOMO becomes. A voice inside us says, Look at that influencer’s amazing sneakers, or Wow, the new AirPods version is the best, isn’t it?
This FOMO has an inverse relationship with your bank balance. As social media increases your FOMO, your savings decrease.
“No-cost EMI” and “Buy Now, Pay Later” schemes are nothing but money traps. For example, a phone that costs ₹60,000 suddenly seems affordable when it’s broken down into ₹5,000 monthly instalments. A teenager might think, I can’t ask Dad for ₹60,000 all at once, but I can surely ask for ₹5,000 a month.
And that’s how the cycle begins.
Chapter 3: Lifestyle Creep in India
In India, we often discuss salaries but overlook an important concept:
Savings = Income – Expenses.
You work tirelessly, your salary increases, and your paycheck doubles. Yet, the money left in hand remains the same. Why does this happen? Let’s understand.
As income rises, our lifestyle tends to become more expensive, often at twice the speed of our income growth. This phenomenon is known as lifestyle inflation.
Nithin Kamath, the founder of Zerodha, once said: “Most Indians are just one hospitalization away from bankruptcy.” Shockingly, even people with high salaries fall into this category. Why? Because they don’t plan.
People assume that planning for things like retirement or medical emergencies is important—but it’s “not cool.” On the other hand, buying a fancy, expensive phone? That’s considered very “cool.”
However, this problem isn’t solely the fault of Gen Z. Family pressure, social expectations, and social comparisons are all contributing factors.
It’s worth noting that Gen Z has faced significant challenges over the past few years. This is a generation shaped by the uncertainty of the COVID-19 pandemic, the Russia-Ukraine conflict, and the ongoing Israel-Hamas conflict. Issues like climate change and its potential impact have also created fear and anxiety, affecting mental health.
As a result, many in this generation have internalised the belief that life is uncertain, making it feel pointless to save for big future goals.
Also Read -A short article on 5 most common money traps that makes you poor
And, of course, there’s the emotional side of spending. When we buy something new, we feel good—it gives us a dopamine hit. This is called retail therapy.
While we can’t solve the big problems in our lives with the snap of our fingers, we can order a tub of ice cream with one tap.
- We might struggle to make friends, but we can hide our loneliness at a concert.
- Our lives might feel monotonous, but we can escape that monotony, at least temporarily, with the excitement of a new gadget.
This cycle of spending offers fleeting relief but often comes at the cost of long-term financial security.
Chapter 4: Solutions
So, what’s the cure for this show-off trap?
Solution 1: Create a “Fun Fund”
Tracking expenses and creating a budget sounds easy in theory, but in practice, it often ends up being as short-lived as a New Year’s resolution. Usually, it’s followed diligently for three days, and once it breaks, it’s abandoned for the entire year.
The solution? Allow yourself to enjoy, but do it smartly. Try this trick:
At the start of the month, withdraw some cash from your bank and aim to spend only that amount for the entire month. If the cash runs out in just 15 days, your brain will receive a clear signal that your spending is far exceeding expectations.
Solution 2: Pay Yourself First
Think about this: If you have a good job and are earning your own money today, it’s only because of the hard work you put in the past. You spent 15 years in education, cracked exams, attended interviews, and worked tirelessly to achieve where you are today.
This means you’re in debt to your past self. And how will you repay this debt? By saving for your future self. Make saving a priority before spending on anything else.
Solution 3: The “Can You Buy It Twice?” Rule
Follow this simple rule in life: If you can’t afford to buy it twice, you can’t afford it.
What does this mean? Let’s say you want to buy a new car, and the monthly EMI is ₹50,000, but your income is ₹60,000. This should be a clear indicator that the car is beyond your budget.
In essence, living within your means and prioritising savings over unnecessary expenses will keep you out of the show-off trap and help secure a stable financial future.
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