Evolutionary social psychologist Norm Li and his colleagues have posted an interesting open access study at PLOS ONE, exploring materialism’s relationship to attitudes toward marriage and having children. They studied subjects in Singapore, finding that:
Materialistic values led to more negative attitudes toward marriage, which led to more negative attitudes toward children, which in turn led to a decreased number of children desired. Results across two studies highlight, at the individual level, the tradeoff between materialistic values and attitudes toward marriage and procreation and suggest that a consideration of psychological variables such as materialistic values may allow for a better understanding of larger-scale socioeconomic issues including low fertility rates among developed countries.
There’s a drop in fertility in prosperous countries:
In many modern societies, native populations are shrinking as citizens are delaying marriage and having less children. This is especially the case in East Asia, where countries like Singapore, Hong Kong, and South Korea have fertility rates that are far short of what is required to sustain a population. Although this trend seems to be related to economic development, relatively little is known—especially from a psychological perspective—regarding what it is about economic development that may be responsible for inducing aversions to marriage and procreation. In this paper, we considered the possibility that a key factor prevalent in modern societies—materialistic values—may negatively influence the value that individuals place on marriage and children.
They further explain at the end of the paper:
Materialistic values may, from an early age, compete with and displace values relating to cooperation and interpersonal warmth. Such displaced values may directly or indirectly decrease the desire for marriage and family.
There seems to be an evolutionary mismatch here — between our evolved psychology and the modern world:
Modern-day materialism may involve a maladaptive engagement of mental processes evolved to impel individuals to acquire social status and signal their status to others. Although status signaling may be a manageable process in an ancestral village of 100 to 150 individuals, in the modern day, rapid technological advances combined with global competition induce symbols of social status to change at increasingly faster rates and luxury goods to lose their luster exceedingly quickly. Thus, it is not possible for most modern people to acquire what feels like enough status for very long or at all, and materialistic desires may lock individuals into a costly and futile pursuit of status targets perpetually moving upwards. Ironically, then, the pursuit of status may be leading to decreased reproduction in the modern day.
As for possible solutions, Norm Li explained in an email:
As long as evolved mechanisms for social status exist, accompanied by capitalism, technology, globalization, and advertising, there will likely be competitive materialistic processes. However, consistent with our previous findings and those of others, materialistic appetites can be curbed by improving the strength of personal relationships and finding ways to boost overall life satisfaction. At the individual level, though, one can reduce one’s own exposure to mass media, and associate with individuals and communities who aren’t so caught up in the materialistic game. My collaborators and I are looking into new ways to approach the materialism-reproduction tradeoff. Stay tuned.