9 June 2014 | Frankfurt | *How To Spend It*
My local supermarket in Frankfurt’s Westend sells the European issue of the FT Weekend. Unfortunately, it comes without the Magazine, which regularly contains great photographs and the unique columns of the Shrink & The Sage, who reflect on the big questions of modern life. To my astonishment, however, the European FT Weekend contains the monthly copy of „how to spend it“. I always found that the title is such a brilliant idea and as authentic as it can get for the audience in the City of London, where every attention seems to focus on “how to earn it” in the first place. “How to spend it” seems to survive the financial crisis in perfect condition and is full of sparkling ideas on how to spend money on pure luxury be it goods or services. For example, if you belong to those, who do not want the financial commitment of owning a jet but long for controlling your own travel agenda – you sure will find an offer for chartering a jet next to more than 30 pages of advertising for watches, jewellery, hand bags, matchmaking services, boutique hotels, design furniture, yachts etc. – This week The Shrink & The Sage (their column is freely accessible in the internet) ask whether “better off” really is better. They point out that it is important to keep material goods in perspective and avoid giving them more value than they deserve. Also, we should aim to enjoy things in the genuine understanding that they will not last forever or give meaning to our lives and that they will not lead to deep existential transformation. – It almost reads like a warning sticker placed on the cover page of “how to spend it” in order to avoid false hope…