A diamond is forever.
Proposing marriage with a diamond ring is the norm of today. And we all brush it off as an age old tradition. But before 1947, proposing with a diamond ring wasn’t as popular. Only a few people in the world did it. Mostly the powerful and the filthy rich.
Back then, the De Beers group of companies had total control over the diamond market. And since very few people used diamonds in their daily lives, their sales were plummeting. That was when De Beers devised up an ad campaign to increase their sales. The strategy of the ad campaign read as follows ( according to The Atlantic) –
We spread the word of diamonds worn by stars of screen and stage, by wives and daughters of political leaders, by any woman who can make the grocer’s wife and the mechanic’s sweetheart say ‘I wish I had what she has.’
The campaign took off like a blazing arrow, the fire spread across the world. People all over the world saw the ad and that sealed it. Soon, every average joe was proposing the love of his life with a De Beers diamond. And as the ritual was passed down through generations, people forgot where the tradition came from – marketing.
College degrees are a logical necessity. It is imperative to have one if you want to succeed in life. And there is no other way to earn an education.
But before the rise and boom of capitalism, there were multiple paths to an education (including degrees).
But the corporations and companies that sprouted with capitalism, needed individuals who were specifically trained to do one particular job accurately. And the college degree was one method of education that did exactly that – training individuals in a narrow area of expertise.
Although the capitalist system wouldn’t work if there weren’t enough employees to staff the corporations of the world. So the College Degree was popularised as the ‘only’ method of earning an a solid education. And like the De Beers ad campaign, it took no time for people to mentally associate a college degree with the concept of success.
The mental correlation goes something like this :
College Degree – Good Job – Great money – Successful life
The real correlation is something like this :
College Degree – Specifically Trained Staff – More Profits – Successful Business Venture.
Well, some might argue that the increasing profits of corporations around the world also raise the standard of human life. That I have to agree. But what we forget in the meanwhile, is that College Degrees aren’t a logical necessity for an education. They’re just a consequence of the capitalist structure of our world.
There are other ways to get a solid education for a happy successful life. We have just been following the way of the college degree for so long that we have forgotten the other ways.
Elon Musk – “There is no need to even have a college degree.. at all” ( in a TV interview)