In today’s fast-paced Nigerian society, the allure of material possessions has become an undeniable force influencing the aspirations and identities of many young people. This gen-z generation, is navigating a society transformed by consumer culture, social media, and an unprecedented economy.

From luxury brands to the latest tech gadgets, lifestyle choices are increasingly characterized by a quest for possessions that not only give pleasure but also serve as status symbols. This article aims to explore the societal factors contributing to the glorification of materialism among Nigerian youths and the implications that this phenomenon has on individual identities and communities.

THE INFLUENCE OF SOCIAL MEDIA

One of the most significant catalysts for the materialistic values held by most Nigerian Youths is the rise of social media platforms. Platforms like Facebook, Instagram, TikTok, and Snapchat bombard users with images of extravagant lifestyles.

Influencers and celebrities, often showcased in luxurious surroundings and adorned with the latest fashions, set a precedent for what is desirable.

Youths now brag of wearing a $100 jeans, carrying a $80 bag or watch, even when our currency is Naira.
The other day, a female celebrity showcase a watch and said she bought it for $1000

Research has shown that repeated exposure to curated content can shape individual perceptions of wealth and success, as a result, it's no longer surprising to see young Nigerians find themselves measuring their self-worth against the unattainable lifestyles portrayed online, fostering a deeper craving for material goods which has successfully led many into illegitimate means of making money(wealth).

THE ROLE of ADVERTISING and BRAND CULTURE

The current advertising ecosystem reinforces materialistic ideals by portraying branded goods as the key to happiness.

Brands like Apple use top Nigerian celebrities to advertise their latest iPhone series to a young Nigerian population that barely earns over $200 monthly via decent work.

Advertisements often link products with positive emotions, social acceptance, and lifestyle aspirations. This strategy plays on the psychological tendency to associate one’s identity with their possessions. Youth engagement with brand culture shapes their self-identities, making the consumption of specific products not just about utility but about signaling social status and group affiliation.
The phenomenon of “joining the latest trend” is driving an arms race of material accumulation.

PEER PRESSURE and IDENTITY FORMATION

Peer pressure is not a new concept; however, its manifestations have evolved with the technological landscape. In a Society where social validation often comes in the form of “likes” and comments, the pursuit of material goods can feel like a necessity for social acceptance.

A Nigerian youth may find him/her self caught in a cycle where the need to display wealth through possessions overshadows relationships and intrinsic values. As material goods come to define social circles, friendships may pivot on consumers’ abilities to showcase their latest acquisitions, leading to superficial connections rooted in material wealth rather than genuine interpersonal bonds.

THE CONSEQUENCES of MATERIALISM

While the allure of material wealth may be compelling, the glorification of materialism carries several drawbacks.

Extensive research has linked materialistic values with lower levels of overall happiness and life satisfaction.

When individuals place their self-worth in possessions, they risk chronic dissatisfaction, as such fulfillment is fleeting and often leads to a constant desire for more. Beyond individual consequences, rising materialism can foster division within communities, as disparities become more visible and envy ensues. Those with fewer resources may feel marginalized, while the wealthy are often viewed through a lens of both admiration and resentment.

FINDING A a BALANCE

In the face of these rising trend of materialism acquisition, it is crucial for Nigerian youths to engage in critical reflection regarding their values and aspirations.
Promoting alternatives to materialism—such as experiences, relationships, and personal growth—can contribute to a more balanced sense of self-worth.

Communities, Religious leaders and Educators can play a pivotal role by teaching 'contentment' among youths and fostering environments where non-material achievements are celebrated.

The challenge lies in guiding this generation towards a path that values depth over superficiality, encouraging them to recognize that true fulfillment cannot be bought.

CONCLUSION
The glorification of materialism among Nigerian youths is a multifaceted issue rooted in societal changes, economic realities, and the pervasive influence of social media. While the desire for material possessions is an inherent part of human nature, it is essential to cultivate a culture that prioritizes intrinsic values over consumerism.

By fostering critical awareness and promoting alternative measures of success, society can nurture a generation that finds satisfaction and identity beyond the confines of material wealth, ultimately leading to a more connected and empathetic world.
Because at the end of it all, we will all die one day and get lowered 6ft underground.

So what is all these desperation to acquire latest this and that for when even the country that manufactures these luxuries, their citizens don't even give too much credence or importance to them.
Nigeria and Africa at large then seems to become a dumping ground for it all.
I ask, Is the quest for all these materialism worth it?

I remain Udo-Akagha Inyang aka Chief Priest
writing from the streets of Afaha Ekid, Eket LGA in Akwa Ibom State, Nigeria.
02032025

Nigerdeltaent:
In today’s fast-paced Nigerian society, the allure of material possessions has become an undeniable force influencing the aspirations and identities of many young people. This gen-z generation, is navigating a society transformed by consumer culture, social media, and an unprecedented economy.

From luxury brands to the latest tech gadgets, lifestyle choices are increasingly characterized by a quest for possessions that not only give pleasure but also serve as status symbols. This article aims to explore the societal factors contributing to the glorification of materialism among Nigerian youths and the implications that this phenomenon has on individual identities and communities.

THE INFLUENCE OF SOCIAL MEDIA

One of the most significant catalysts for the materialistic values held by most Nigerian Youths is the rise of social media platforms. Platforms like Facebook, Instagram, TikTok, and Snapchat bombard users with images of extravagant lifestyles.

Influencers and celebrities, often showcased in luxurious surroundings and adorned with the latest fashions, set a precedent for what is desirable.

Youths now brag of wearing a $100 jeans, carrying a $80 bag or watch, even when our currency is Naira.
The other day, a female celebrity showcase a watch and said she bought it for $1000

Research has shown that repeated exposure to curated content can shape individual perceptions of wealth and success, as a result, it's no longer surprising to see young Nigerians find themselves measuring their self-worth against the unattainable lifestyles portrayed online, fostering a deeper craving for material goods which has successfully led many into illegitimate means of making money(wealth).

THE ROLE of ADVERTISING and BRAND CULTURE

The current advertising ecosystem reinforces materialistic ideals by portraying branded goods as the key to happiness.

Brands like Apple use top Nigerian celebrities to advertise their latest iPhone series to a young Nigerian population that barely earns over $200 monthly via decent work.

Advertisements often link products with positive emotions, social acceptance, and lifestyle aspirations. This strategy plays on the psychological tendency to associate one’s identity with their possessions. Youth engagement with brand culture shapes their self-identities, making the consumption of specific products not just about utility but about signaling social status and group affiliation.
The phenomenon of “joining the latest trend” is driving an arms race of material accumulation.

PEER PRESSURE and IDENTITY FORMATION

Peer pressure is not a new concept; however, its manifestations have evolved with the technological landscape. In a Society where social validation often comes in the form of “likes” and comments, the pursuit of material goods can feel like a necessity for social acceptance.

A Nigerian youth may find him/her self caught in a cycle where the need to display wealth through possessions overshadows relationships and intrinsic values. As material goods come to define social circles, friendships may pivot on consumers’ abilities to showcase their latest acquisitions, leading to superficial connections rooted in material wealth rather than genuine interpersonal bonds.

THE CONSEQUENCES of MATERIALISM

While the allure of material wealth may be compelling, the glorification of materialism carries several drawbacks.

Extensive research has linked materialistic values with lower levels of overall happiness and life satisfaction.

When individuals place their self-worth in possessions, they risk chronic dissatisfaction, as such fulfillment is fleeting and often leads to a constant desire for more. Beyond individual consequences, rising materialism can foster division within communities, as disparities become more visible and envy ensues. Those with fewer resources may feel marginalized, while the wealthy are often viewed through a lens of both admiration and resentment.

FINDING A a BALANCE

In the face of these rising trend of materialism acquisition, it is crucial for Nigerian youths to engage in critical reflection regarding their values and aspirations.
Promoting alternatives to materialism—such as experiences, relationships, and personal growth—can contribute to a more balanced sense of self-worth.

Communities, Religious leaders and Educators can play a pivotal role by teaching 'contentment' among youths and fostering environments where non-material achievements are celebrated.

The challenge lies in guiding this generation towards a path that values depth over superficiality, encouraging them to recognize that true fulfillment cannot be bought.

CONCLUSION
The glorification of materialism among Nigerian youths is a multifaceted issue rooted in societal changes, economic realities, and the pervasive influence of social media. While the desire for material possessions is an inherent part of human nature, it is essential to cultivate a culture that prioritizes intrinsic values over consumerism.

By fostering critical awareness and promoting alternative measures of success, society can nurture a generation that finds satisfaction and identity beyond the confines of material wealth, ultimately leading to a more connected and empathetic world.
Because at the end of it all, we will all die one day and get lowered 6ft underground.

So what is all these desperation to acquire latest this and that for when even the country that manufactures these luxuries, their citizens don't even give too much credence or importance to them.
Nigeria and Africa at large then seems to become a dumping ground for it all.
I ask, Is the quest for all these materialism worth it?

I remain Udo-Akagha Inyang aka Chief Priest
writing from the streets of Afaha Ekid, Eket LGA in Akwa Ibom State, Nigeria.
02032025

On point, Well written.