"Are we human or are we just consumers" (with apologies to The Killers)

 

I'm beginning to think that consumerism is killing us, in a number of ways. The most obvious is by virtue of our (in the West and elsewhere) increasing consumption. It's making life on this planet increasing uncomfortable and perilous - despite the new bits and bobs we buy which make life "better". My main concern, however, is how us humans are less and less seen as human and more and more as consumers. It's as if our humanity is stripped of all that makes us human, leaving only grasping hands and gaping mouths. 

Let me give you one example - the way we are encouraged to consume through the media. It is impossible not to be assailed by advertising to buy this or that product, service, fix all. The proliferation of TV channels doesn't help. The other evening we were watching a crime series and then the ads came on - 4 minutes of encouragement to consume - anything. I saw myself seated in front of the telly just bulging eyes and gaping mouth salivating because of all the goodies on offer. Do you remember the Pink Floyd video of "Another Brick in the Wall", and all those eyeless kids eaten up by the sausage making machine. That's sort of happening to us. We're feed for the huge, insatiable consumption machine.

Nowadays large social media companies take our data (willingly, mindlessly given) and manipulate us through algorithms into ad eaters, consumption junkies. Growth, consumption is the fetish of politicians, and we respond by worshipping conspicuous consumption. How else do you explain Trump and his tail grabbing billionaires. And there is an increasing concentration. The "MegaTecs", vacuum up more and more data about our likes and dislikes, and their technology's power grows to manipulate, focus, refine our data, to trigger our consumption urges even more effectively.

We seem willing to be nothing but code, to be played with, to be tempted with offers too good to miss. What is the sense, in the billions of low price tat that China and much of South East Asia sell to the West. I don't believe Walmart, Tesco's, BA, Volkswagen care a shit for its consumers, we're just holes to fill and bank accounts to empty.

It's at this point I start to argue against myself. Growth is good. Turning inanimate metals into cars, trains and planes, taking brain power and creating computer code which in turn powers business and commerce and spreads wealth is good. Us buying crap from the Far East (I don't includes cars or hi fi in that) helps to raise the quality of life in those places. 

I am a good consumer. While I'm careful and generally frugal about what I buy I splash out on expensive cruises and German kitchen hardware. 

You see where I'm going with this. As a good/smart consumer - I'm selective, I buy the best I can afford. Lowest price, poor quality, throw away fashion, ready meals and take aways aren't what I'm into. Yet I'm suckered in by the alluring images and the promises consumption offers. It's just that I think my consumption is better than those shoppers in CostCo, and I suppose Waitrose shoppers look down or pity me and Harrods shoppers can't believe anyone would be suckered in by a Curry's ad. 

And this, for me, is the problem. Too much consumption whether it's high end or basement is bad, bad, bad. I need to cut back on my infrequent but quality buys, just as much as the family down the road spends much of their income on regular trips to TK Max. The kick is I can afford my consumption, many others can't. I have the dream, many others find the dream offered by consumption very attractive.

Now where's my American Express and the Harrods Food Hall...