BRAND
BURNING

Topics: Abundant Life; Addiction; Appetites; Belonging; Conformity; Contentment; Emptiness; Identity; Lifestyle; Meaning; Possessions; Prosperity; Temptation

References: Proverbs 15:16; Ecclesiastes 5:10; Isaiah 55:1–2; Matthew 6:24; Mark 4:19; Luke 12:15; 1 Timothy 6:10; Hebrews 13:5

Neil Boorman decided to burn every branded thing in his possession after he realized he was addicted to brands. He explained:

From an early age, I have been taught that to be accepted, to be lovable, to be cool, one must have the right stuff. At junior school, I tried to make friends with the popular kids, only to be ridiculed for the lack of stripes on my trainers. Once I had nagged my parents to the point of buying me the shoes, I was duly accepted at school, and I became much happier. As long as my parents continued to buy me the brands, life was more fun. Now, at the age of thirty-one, I still behave according to playground law.

The manner in which we spend our money defines who we are. In this secular society of ours, where family and church once gave us a sense of belonging, identity, and meaning, there is now Apple, Mercedes, and Coke.

So, this is why I am burning all my stuff. To find real happiness, to find the real me.

—Neil Boorman, “Bonfire of the Brands,” BBC Magazine (August 29, 2006)