Ever had that moment when your UPI payment gets declined at a café, and you’re frantically juggling between apps to find which account still has money left? Been there, done that, ordered a smaller coffee.
Here’s the thing: We’re the first generation earning more than our parents did, yet somehow we’re broker than ever. Sounds impossible? Let me tell you about CA (let’s call her that), whose story might feel eerily familiar.
The 11-Lakh Wake-Up Call
Picture this: It’s 6 AM. CA’s coffee machine whirs to life, and her face maintains its perfect poker expression – except for that one day each month when her salary notification pings. But beneath that composure lies an 11-lakh-rupee debt that keeps her up at night.
Remember when we were kids? Our parents would sit in the drawing room, debating for weeks whether to buy a new cooler or a study table. Now? We debate whether to split our impulse purchase into 3 or 6 easy EMIs. Progress, right? 🙃
The Billboard That Never Sleeps
In 2014, I saw a Nike Air billboard in Mumbai. Cool story, but here’s the plot twist – that billboard now lives in your pocket. And it’s not just any billboard; it’s a smart one that studies you, learns from you, and knows exactly when you’re most likely to hit “Buy Now.“
You’re not just a consumer anymore; you’re a lab rat in a global experiment. 550 crore internet users, 520 crore social media addicts – all of us, dancing to the tune of algorithms designed to empty our wallets.
Divided Lifestyle Illustration: Highlights the stark contrast between carefree digital spending and financial struggles.The Cool Kids’ Table Goes Digital
Remember the popular kids from school? The ones who were effortlessly cool? They had maybe 20 followers back then. Today’s cool kids? They’ve got millions. And they’re not just showing off their basketball skills anymore – they’re showing you exactly what to buy, wear, eat, and dream about.
A Harvard Business Review report shows 75% of brands now have dedicated influencer marketing budgets. Why? Because when your favorite creator casually sips that fancy coffee or unboxes that new phone, it’s not just content – it’s the new-age billboard, wrapped in authenticity and served with a side of FOMO.
The Real Inflation No One Talks About
Here’s a brain-bender: Is inflation really 6%? ”laughs in lifestyle creep”
Your parents’ inflation was about rising prices of dal-chawal. Our inflation? It’s about upgrading from regular coffee to cold brew, from local brands to international labels, from shared rides to EMI-funded cars. This isn’t just inflation – it’s lifestyle inflation, and it’s eating our savings for breakfast.
The Abundance Paradox
And here’s the final twist in our tale: Our generation’s biggest challenge isn’t scarcity – it’s abundance. Unlimited knowledge, countless opportunities, and infinite payment options. We’re drowning in choices while our bank accounts are gasping for air.
The real secret? It’s not about having it all. It’s about figuring out what YOU actually want, minus the Instagram filters and influencer recommendations.
The Way Forward
So what’s the solution? Start small:
– Track your lifestyle inflation, not just the government’s inflation numbers
– Count to 10 before using BNPL (Better Never than Pay Later, anyone?)
– Ask yourself: “Would my inner child who watched their parents debate over a cooler approve of this purchase?“
Remember, in this abundance economy, the real wealth isn’t in your UPI limit – it’s in knowing exactly what makes you happy, and having the courage to pursue just that.
“Because at 00:00:00, when the day resets and the EMI notifications stop buzzing, what matters isn’t what you owned, but how freely you lived.”
Speaking of breaking free from financial traps, my book ‘Between us and beyond: Poetry of Love Written in Stars’ is your escape route. Pre-order now at @mysankalp2025 on Instagram. It costs less than your next impulse purchase but offers an unlimited buffet of emotional wisdom. Read it, and maybe save some money in the process! 😉
