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The Culture Of Debt

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By DAVID BROOKS New York Times News Service@

The Tampa Tribune

Published: July 24, 2008

On the front page of Sunday's New York Times, Gretchen Morgenson described Diane McLeod's spiral into indebtedness, and now a debate has erupted over who is to blame.

Some people emphasize the predatory lenders who seduced her with too-good-to-be-true credit lines and incomprehensible mortgage offers. Here was a single mother made vulnerable by health problems and divorce. Working two jobs and stressed, she found herself barraged by credit card companies offering easy access to money. Mortgage lenders offered her credit on the basis of the supposedly rising value of her house. These lenders had little interest in whether she could pay off her loans. They made most of their money via initial lending fees and then sold off the loans to third parties.

America once had a culture of thrift. But over the past decades, that unspoken code has been silently eroded.

Some of the toxins were economic. Rising house prices gave people the impression that they could take on more risk. Some were cultural. We entered a period of mass luxury, in which people down the income scale expect to own designer goods. Some were moral. Schools and other institutions used to talk the language of sin and temptation to alert people to the seductions that could ruin their lives. They no longer do.

Norms changed, and people began making jokes to make illicit things seem normal. Instead of condemning hyper-consumerism, they made quips about "retail therapy." Despite all the subterranean social influences, there still is that final stage of decision-making when individual choice matters. Each time an avid lender struck a deal with an avid borrower, it reinforced a new definition of acceptable behavior for neighbors, family and friends. In a community, behavior sets off ripples. Every decision is a public contribution or a destructive act.

And now the reckoning has come. The turn in the market punishes many of those seduced by financial temptations. (Sometimes capitalism undermines the Puritan virtues, but sometimes it reinforces them.)

Meanwhile, social institutions are trying to re-right the norms. The government is sending some messages. The Treasury and the Fed are trying to stabilize the system while still ensuring that those who made mistakes feel the pain.

But the important shifts will be private, as people and communities learn and adopt different social standards. After the Great Depression, a savings mentality set in. After the dot-com bubble, a bit of sobriety hit Silicon Valley. Now it's the borrowers' and lenders' turn. As the saying goes: People don't change when they see the light. They change when they feel the heat.

David Brooks is a columnist for The New York Times.

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