If you live in Hong Kong, you are used to getting a least one unsolicited phone call per day offering you a “cheap” personal loan. TV and screens in the MTR (the subway) blast advertising for personal loan providers and even your house bank, despite knowing your financial status, mails you on bi-weekly bases glossy marketing material.

The message is pretty simple: why wait? Just get a loan and make your (consumer) dreams come true immediately.

To be honest, this constant bombardment by the credit industry makes me pretty angry.

I am not a critic of capitalism nor would I qualify as a minimalist, but I see myself as a critical consumer. I just don’t believe that mindless consumption creates happiness. The joy of acquiring the newest gadgets often only lasts until an updated version is released or the neighbor one-ups you.

There is a real virtue in delayed gratification, in working and saving towards a big goal. Not being able to fulfill every desire immediately makes you choose your big tickets wisely. The anticipation of finally being able to get what you wanted for so long, creates actual positive emotions and having worked for and towards it gives you the satisfying feeling of deserving it.

There are not many shortcuts in life, and “cheap” personal loans are definitely not one.