The phenomenon of 'Keeping up with the Joneses' is a distinctly American concept because it refers to a capitalistic mindset and the American society is wealth orientated and strives toward acquisition of material things.
Today society judges itself based on physical appearances and possessions. In order to belong, people want to have a similar or better standard of living, thus the above expression. People feel valued and appreciated if they feel they can fit in, and are not seen in a negative light as being poor or less successful in life than their neighbors.
This concept is dangerous as it places values on people's material possessions and drives many into unnecessary debts because they think they need to buy things they really don't need.
