Cows Taking a BreakMcDonald’s turned the phrase, “You deserve a break today,” into marketing gold. The idea that we all work hard and deserve a treat was incredibly successful. You’ve heard it countless times in stores, as shoppers talk themselves into purchases. You’ve probably used this line yourself a few times. I know I have.

I doubt I ever will again, though, after a recent event. My mom started going through my grandmother’s journals a few weeks ago. These weren’t diaries of feelings and emotions. They were essentially a recording of the day’s events. What did my mom find out?

Did You Round up Any Livestock Today?

Grandma worked hard. Every day. For decades. She did it all, from getting up early to help feed a lot of hungry boys and manage the ranch (and the occasional loose cow roundup) to daily dusting to keep the country dirt from building up in her home. Occasionally, Gram would grab a cup of coffee with a friend, but most days were consumed by hard work. (After the second or third entry that listed “Ironed for four hours,” Mom gained a brand new appreciation of polyester and synthetics.)

Did my gram deserve a break? Certainly more than most of us working 9 to 5 jobs do. So where does the “I deserve it” mentality come in? You win the prize if you guessed “freakin’ genius marketers.” How do you get people who don’t need more consumer goods and can’t afford them anyway to spend, spend, spend? By proliferating the idea that “you deserve it.”

The Cult of Deserving and the Truth of the Matter

This philosophy is seductive. It’s a pat on the back. It’s a “well done, pal” in a world that doesn’t always recognize our efforts. It’s an ego boost and a way to set yourself apart from everyone else. (Surely Bob in accounting spends more time playing Solitaire than you, you deserve that second cinnamon roll!) But it the end, it’s simply a platitude, and an empty one at that.

Here’s the truth: you do deserve a break. But you deserve better than a break that simply eats at your income and forces you to work longer and harder. You deserve the chance to work hard to reach your dreams, not to be sucked in by a cheap marketing ploy. The next time you’re tempted to splurge on a take-out meal or a new gadget, catch yourself when you say, “I deserve it.” Think of what you truly want in life, and put your energy and money towards that.

Creative Commons License photo credit: Mannequin-

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