Built Ford Insecure
What we spend our money on is a direct reflection of what we value. More to the point, it is an attempt to fill a void. With the exception of a few industries, trucks are no longer necessary and yet truck sales spiked in 2017. Let’s look at the marketing. Commercials show a personified truck tracking up a mountain, conquering nature and overcoming adversity. It is Teddy Roosevelt incarnate. The ‘everyman’. The problem is obvious. Men need to express their manhood in the most overt way possible. The truck is masculinity. The truck is the one place the wife can’t decorate. It is the moveable man-cave. Gas prices are rising and cities are becoming increasingly congested. This congestion consists of office jobs that require the inhabitant to travel from home to work, without using the bed of a truck at all.
Men have to come to the realization that the automobile is a tool, not a reflection of who they are. Bigger the truck, bigger the dick. More powerful the engine, the stronger the libido. It’s selfish. We are running out of time quickly. Yes, there are rugged, tough, salt of the Earth, labor intensive jobs that require a truck, but for the most part society is moving away from that on multiple levels, outsourcing the sweat and muscle to machines.
Constantly making these purchases diminishes our value as men. It proves that we cannot make rational, social conscious purchases but instead are pawns to the marketers. The tough decision is to buy against image, to use the facts instead of emotions, to buy for the cosmopolitan instead of the frontiersman. Purchases dictate who we are as a society, but in order for the manufacturers to adapt to the problems of the future, men must first overcome their insecurities.
“Fuck you, I’m not letting the environmentalists take away my truck.” Sure, but the facts are out there, they’re indisputable and it takes courage to sacrifice something you want in order to benefit the greater good. Will your ego take a hit? Maybe. But if that’s the conversation we’re having then we were never tough in the first place.