⏱ Reading time: ~ 4 minutes.
In many South Asian communities, the pursuit of status is deeply ingrained in our upbringing. From a young age, we are taught—often unconsciously—that respect and admiration come with social standing. And one of the loudest symbols of that status? Brands.
I remember noticing this over three decades ago in India. If you could afford to wear or use name-brand items, it meant you were wealthy. And with wealth came status—and with status, respect. But this wasn’t just a personal preference or a consumer trend. It was, and still is, a cultural narrative fueled by marketing, media, and societal norms.
Everything, from the clothes we wear to the cars we drive, becomes part of a visual resume we carry. The more recognizable the brand, the more validation we receive.
Branding in the West: A Shift or the Same Story?
When I moved to Canada over 15 years ago, I noticed a shift. While brands were everywhere, they didn’t seem to carry the same social weight. People wore them because they were accessible, not because they defined them.
But today, we see that mindset shifting again. Branding is once more becoming a badge of status—even here. Sometimes I wonder: is this simply global consumerism catching up, or is it our own South Asian community carrying that narrative with us?
The Illusion of Fulfillment Through Brands
Many of us grow up believing that if we make enough money and own the right brands, we’ll finally be happy—that we’ll have everything we have ever desired. But why doesn’t it bring the deep fulfillment we’re really seeking?
The satisfaction is brief. As soon as we acquire one item, the desire for the next quickly follows. It becomes a never-ending cycle. And while it may give us a temporary boost, our internal self-esteem often remains unchanged. At best, we feel a slight boost, but it quickly fades, replaced by the urge to acquire more, hoping that will finally complete us.
Status on the Outside, Emptiness on the Inside
On the outside, we might appear confident and accomplished. We look the part, and that brings a certain level of social approval. But inside, it’s often a different story. There’s an emptiness we can’t quite fill.
Isn’t that a sign it’s time to ask deeper questions?
- Is my self-worth tied to the brands I wear?
- How many items will it take before I feel truly valuable?
- What am I trying to prove—and to whom?
Reclaiming Our Self-Worth
The truth is, no brand or status symbol can give us lasting self-worth—because self-worth isn’t built outside of us, it’s cultivated within. When we base our value on what we own or how others perceive us, we are constantly handing our power away.
The real work begins when we turn inward.
We can start by becoming aware of the stories we have inherited, stories that say we are only worthy if we look successful. Awareness creates space for choice. Instead of chasing the next brand or external milestone, we can invest that energy in understanding ourselves more deeply.
What do I value? What makes me feel aligned, peaceful, and grounded—regardless of what I wear or own?
It’s Not About Giving Up—It’s About Letting Go of Attachment
It’s important to say: consumption isn’t wrong. Enjoying beautiful things, dressing well, or treating yourself is not the problem.
The issue arises when we tie our identity and self-worth to those things. When that happens, the fulfillment we seek remains out of reach, because we are always looking outward for something only we can give ourselves.
Start Where You Are
If you’re ready to explore your relationship with self-worth, here are a few simple places to begin:
- Reflect on the question: If no one could see what I own, how would I define my value?
- Practice moments of gratitude for who you are, not what you have.
- Reflect on who you are without your titles, achievements, or possessions.
- Consider working with a coach or therapist to uncover and rewrite limiting beliefs.
Because when we begin honoring our inner worth, the need to prove ourselves on the outside fades—and that’s when we find true confidence, and lasting freedom.
Get started on your journey by booking your Online Session Today.