4. Capitalism Got Personal

Brands figured out how to make emotion profitable. From “treat yourself” to “invest in you,” marketing turned self-worth into a spending habit. Even the wellness industry runs on the idea that happiness can be bought—just in smaller, pastel-colored doses. The system doesn’t care if you’re fulfilled; it just needs you to keep trying to be.

5. Money Became Identity

We used to define ourselves by what we did. Now we define ourselves by what we afford—or can’t. Homeownership, travel, skincare routines—everything’s become a personality marker. No wonder financial anxiety feels existential; it’s not just about survival, it’s about status. The problem isn’t that we care about money—it’s that we think it defines what we’re worth.