Can the youth materialism scale be used across different countries and cultures?

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.


Before the 2020 pandemic, global material wealth had risen by US$14 trillion in 1 year alone to a total of US$417 trillion (Credit_Suisse, 2018). At the same time, across the globe, young people's media use has shifted to digital/mobile, with time sp

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands