In contemporary society, more and more people are willing to spend money on popular brands of clothes, cars, perfumes, and jewellery items that can cost an arm and a leg. In my opinion, this recent trend has detrimental consequences for adolescents which I will explain in this essay.There are more demerits than merits associated with this latest change in the behaviour of the current generation. In this essay, I will expound on the negative influence of this transformation with supporting evidence.