By AWEMainta

“People buy things they don’t need, with money they don’t have, to impress people they don’t even like.”

It sounds like a popular internet meme or a cynical joke. However, in Aruba, this quote is starting to feel like a harsh reality. From luxury SUVs filling our narrow streets to the newest smartphones in every hand, Aruba presents itself as a hub of luxury, style, and social progress.

But if you scratch beneath the surface, the truth is far more uncomfortable. Many people are drowning in debt, financially stressed, and maintaining appearances at the cost of their future.

The Pressure of the “Cost of Impressing in Aruba”

Consumerism is not new. However, in a small island society like ours, where social circles are tight and image counts, the pressure to project success is overwhelming.

We see this everywhere. It ranges from loans we cannot afford to the pressure of organizing birthday parties that are “Instagram-worthy.” Arubans are spending money to be seen. Unfortunately, this spending is often funded by credit, loans, or unpaid bills accumulating behind the curtains.

Debt Behind Closed Doors

Financial and credit institutions are reporting rising consumer debt. Families are struggling to pay off multiple credit cards. Yet, bars remain full, new cars are constantly imported, and fast fashion businesses are popping up rapidly.

Why is this happening?

Because in Aruba, what you own often defines your value. Worse yet, it defines the status of your children, your position in relationships, and even your professional credibility. It is a cycle driven by ego, envy, and the fear of being seen as “less than.”

Social Media vs. Financial Health

Some blame social media, and not without reason. Platforms like Instagram and TikTok create an illusion of constant success. They make people feel they must match what they see, even if it is fake or filtered.

But the problem runs deeper. This is not just about the “show.” It is about how we define success as a community. We must ask ourselves if we value financial health or visual status.

Critics argue that the high cost of impressing in Aruba is trapping locals in long-term economic vulnerability. We are working to pay off debt, not to build for tomorrow. We prioritize appearance over substance. We choose brand-name shoes over home repairs and new gadgets over home insurance. In doing so, we teach our children that their value lies in what they wear, not who they are.

Finding the Path Forward

On the other side of the debate, some say that spending is a form of joy, expression, and even survival. On an island where salaries are low and opportunities can feel limited, buying nice things can feel like taking back control. It is a way of saying, “I count, too.”

There is truth in that. But when the price of that pride is financial instability, is it worth it?

So, what is the path forward?

Perhaps we need to start having uncomfortable conversations. We should discuss not only government budgets but also household budgets. We need to discuss how we teach children the difference between image and value. We must address why we are afraid to look “broke” in a community where everyone is pretending to be rich.

If we do not change this mindset, we will continue to trade our peace of mind for one more swipe of the card. And ultimately, we do it all to impress people who won’t be there to pay our bills when everything comes crashing down.