Became customers sits at the center of this dementia and brain health question.
We live in a world where it often feels like we are not just living our lives but also constantly shopping for experiences, products, and identities. Somehow, over time, many of us have become customers of our own lives. This means that instead of simply being present and authentic in the moment, we approach life with the mindset of a consumer—always evaluating options, comparing choices, and seeking value or satisfaction as if life itself were a marketplace.
This shift didn’t happen overnight. It’s tied deeply to how our brains work and how society has evolved around marketing and consumption. Our decisions are rarely purely logical; they’re driven by emotions like trust, fear, aspiration, or belonging. When marketers understand these emotional triggers well enough to influence buying behavior effectively—through principles like social proof (seeing others do something), scarcity (limited availability), or authority (expert endorsement)—they shape not only what we buy but also how we view ourselves[4].
What’s fascinating is that this customer mindset extends beyond products into how we see our future selves. Neuroscience shows that many people struggle to connect emotionally with who they will be years from now—they think of their future self almost as another person entirely[5]. Because of this disconnect, it becomes harder to make long-term decisions that benefit us later on; instead, immediate gratification often wins out.
However, when people find ways to empathize with their future selves—like seeing an aged photo or imagining their older version—they start making choices more aligned with long-term wellbeing rather than short-term pleasure[5]. This suggests that part of becoming customers in our own lives involves negotiating between who we are now and who we want or expect to be later.
In practical terms:
– We constantly evaluate experiences as if shopping for the best deal on happiness.
– Our emotions heavily influence these “purchases” — whether it’s choosing relationships based on social validation or careers based on status.
– The pressure from advertising doesn’t just sell products; it sells lifestyles and identities.
– We sometimes lose sight of genuine desires because marketing teaches us what should matter rather than what truly does.
The result is a complex dance where life feels transactional: moments become commodities; feelings become metrics for success; even personal growth can feel like an investment portfolio needing constant optimization.
Yet underneath all this lies an opportunity—to reclaim agency by recognizing when we’re slipping into customer mode versus living authentically. Understanding why we’re drawn into this mindset helps us pause before every “purchase” decision about ourselves: Are we acting out of true desire? Or responding to external pressures shaped by psychological triggers?
By becoming aware consumers—not just passive ones—we can navigate life more intentionally rather than reactively. Instead of letting marketing shape who we think we should be next week or next year, there’s space to nurture deeper connections with both present joys and future hopes without turning them into transactions.
So while modern life nudges us toward being customers in our own stories—constantly buying versions of ourselves shaped by emotion-driven choices—we still hold the power to choose which parts deserve investment beyond mere consumption.
For more, see National Institute on Aging.
