I’ve just used a particular shampoo to wash my hair “because I’m worth it” and later I’m going to moisturise my face with a particular cream, again “because I’m worth it”. Actually, I think I’m worth one of those wonderful Klorane shampoos and some Crème de la Mer, but I can’t afford those products, so I’m only worth a certain level of luxury.
“Because I’m worth it!” – who on earth came up with that slogan? Some kid who was born the day Thatcher came to power and who’s grown up to become one of those selfish, inconsiderate people who wouldn’t dream of giving up their seats to an older person or a pregnant woman on the underground? It's the thin end of the wedge. Start thinking like that and nothing is too good for you and everyone else can go to hell.
“Because I’m worth it!” is also something one shouldn’t say about oneself, like “intelligent”, “beautiful”, “kind”, “sensitive”, “elegant”, etc. etc. One of those things that only other people can apply to us. Let someone else say whether I’m worth it.
Who knows what we’re worth or what we deserve? Shakespeare says, in Hamlet, “Use every man after his desert and who shall scape whipping?” Maybe we deserve to be slapped.
In the meantime, let me slap the creators of that mindless, dangerous slogan. They're definitely worth it.