Tattoos Still Visible in a Recession?

In a time of severe economic recession, luxury purchases are the first thing to get crossed off most people’s lists of priorities. You would think that getting a tattoo would fall into that category, but the figures suggest that the exact opposite is true. Tattoo studios are in fact reporting an increase in business, not a decrease.

So why are people spending money on something that, on the surface, seems like an indulgence rather than a necessity? According to business psychologist, Kit Harrow, from the Golden Gate University in San Francisco, tattoos ‘resonate with how consumers are shopping now’. According to Kit, consumers are looking for something that not only reflects their values but also gives them a sense of belonging and permanence. In a society where most things have a finite lifespan, tattoos are seen to be a mark of permanence rather than just a fleeting purchase that has a limited shelf life. They also represent a rebellion against the status quo – they can become a symbol of the wearer’s true personality and identity, regardless of the identity he or she presents to the rest of the world. Tattoos on the arms can be covered up during the day by shirt sleeves or blouses, giving the appearance of a person who is ‘conforming’ to an expected ideal of a bank clerk, for example, or a secretary. However, once outside their normal working environment the tattoo becomes a symbol of who they ‘really’ are, reminding the person that their identity is more than just their job or their outward appearance to the rest of society.

Tattoos are seen to be a part of a certain mindset that rebels against forced consumerism as dictated by the media and hard-sell advertising (you rarely see an advert for a tattoo studio). It is this ‘stepping outside the box’ that appeals to people, particularly during a period when the ‘box’ has been shown to be of the Pandora-type and perhaps one that shouldn’t have been opened in the first place! Economic hardship forces people to re-evaluate their priorities, and psychologists have shown that this re-evaluation can lead to a change in attitude towards symbolic representation of a more fundamental personality level – put simply, tattoos tend to mean more when the chips are down.

There is a flip side to this coin, however, and that is the growth in tattoo removal as a consequence. Laser tattoo removal is also on the rise as people who may be dissatisfied with a piece of body art (for whatever reason) want what was once a permanent adornment removed. That may be because their principles have changed, it may be the name of an ex-partner that no longer plays an important part in their lives or it may simply be because it’s a bad tattoo or a bad choice of design. Whatever the reason, laser tattoo removal can erase that past mistake with minimum scarring, as long as the procedure is carried out by an experienced and fully trained clinician. The alternative to laser tattoo removal is the ‘Cover up’ – covering an old tattoo with a new design. Tattooists are seeing an increasing number of clients coming to them for cover ups, and perhaps this plays some part in the growth of the industry. Whatever the reasons, tattooing is one of the few healthy industries in the midst of an economic recession that is making everyone reconsider their priorities.