Consumerism & Environmental Impact

Consumerism Definition:

• Consumerism refers to a social and economic ideology that encourage the acquisition of goods and services in large quantities.

• It revolves around the belief that increasing consumption of goods and services is beneficial for the economy and a way to achieve personal happiness and fulfilment.

• This ideology often promotes the idea that buying material possessions leads to a better quality of life and societal progress.

Consumerism can manifest as:

• the continuous pursuit of material possessions.

• a culture of conspicuous consumption.

• the emphasis on shopping and acquiring goods as a source of identity or happiness.

• the tendency to prioritise material wealth and possessions over other values.

• Its closely linked to advertising, marketing strategies, and the idea of a constantly expanding market.

What drives consumers lifestyle?

Advertising, industry, societal, economic, greed and profit capitalism.

Capitalism

We have a capitalist society, which is the opposite of a communist society, like China. But ironically, a lot of the things we buy are actually made in China, because they are cheap to manufacture, and because they're very good at selling things.

So, the world works on capitalism. The major drive for that is money. We used to barter things; trading was important until we started using currency. In this way you could earn more money than you needed.

Capitalism is all about people buying and selling stuff to each other, chasing after what they want, and making money. In this system, businesses compete to catch the attention of consumers and convince them to open their wallets. So, consumerism is like the engine that keeps capitalism running, driving people to spend, companies to innovate, and the economy to grow.

Advertising

Advertising within consumerism is a strategic tool used by businesses to influence consumer behaviour and drive sales. Through various channels such as television, social media, billboards, and online ads, companies promote their products or services to target audiences. Advertising employs persuasive techniques, including appealing visuals, catchy slogans, endorsements from influencers or celebrities, and emotional storytelling, to create desire and generate demand for a particular product or brand. By highlighting the benefits, features, and unique selling points of their offerings, advertisers aim to convince consumers that purchasing their products will fulfil their needs, desires, or aspirations. Ultimately, advertising plays a crucial role in shaping consumer preferences, influencing purchasing decisions, and driving consumption patterns within the framework of consumerism.

For example, Laura's Wall’s business. She's very professional. She uses all those things she can possibly do to develop that. She's a very successful entrepreneur. 

How consumerism works:

We all need to ask ourselves the questions: How much is enough? How much do we need?

We are real suckers for marketing, the word to describe something when there's too much fashion is surplus. Production has picked up dramatically but can actually it can go much further? there's a huge amount of wastage. Should things be made so that we have enough, and then close down? Should it be just charity shop shopping? The thing with consumerism is there's always going to be a market, there's always going to be a production.

If they don't change the trends around every like four months and they don't make certain things really popular and have this fluctuation, then would we buy anything? We would go; these pair of shoes I've had since 1973, they'll come back into life again. So basically, they want us to buy new stuff.

People were investing in lots of things, like money making money rather than actually working for money. Consumerism needs us to actively buy stuff for it to continue to work.

There is planned obsolescence. (Uselessness, Unfashionableness). So, we go with trends. That's a leisure activity; Retail Therapy. It's quite interesting to see what we do and observe what other people do.

Primark versus expensive clothes; If you're going to spend more on good clothing you should make sure it is actually good. If it's an expensive brand, make sure it really is made better, and that it’s not just a label (for e.g. Nike).

We should question consumers more. Localisation: Do we look at where it's made? or whether we buy food seasonally? Rather than getting an avocado in the wrong season or where they naturally grow. There's a temptation to go for cheap or buy more. 

What can we do?

Things we probably need to look at if we want to change things. Be aware of what we're doing when you buy.

Theoretically, we have the ability to influence ourselves, influence others.  Some of it is a change in consciousness. We thought democracy and the government, and rule and law were the only thing for change, but you've got an opportunity to change things, if you want to. All of these things can be altered.

What are the consequences of consumerism?

If everybody consumed resources at the US level, it should last another 25 years. So, we are using far too much, we're on the top 5% of the world population. We are using 70% over what we should be using. There's 20,000 times more stuff than we need.

Natural resources being depleted. Wastage of stuff and using far too much water. We already have so much stuff, but they just keep on selling; we obviously have over production.

What are the positives or what are the negatives of consumerism?

Positives:

•  Economic Growth: Consumerism drives economic activity by increasing demand for goods and services, which in turn leads to increased production, job creation, and economic growth.

•   Innovation: The pursuit of consumer goods incentivizes companies to innovate and improve products and services to meet consumer preferences, leading to technological advancements and higher quality goods.

•   Standard of Living: Consumerism allows individuals to access a wide range of goods and services, improving their standard of living by providing them with conveniences, comforts, and opportunities for enjoyment and self-expression.

•   Variety and Choice: Consumerism offers consumers a diverse range of products and services to choose from, allowing them to find items that best suit their preferences, lifestyles, and budgets.

Negatives:

•  Environmental Impact: Consumerism contributes to environmental degradation through resource depletion, pollution, and waste generation, as the production and disposal of goods often involve energy-intensive processes and create pollution.

•   Materialism and Discontent: Consumerism can foster a culture of materialism, where individuals prioritize the acquisition of possessions over other values such as relationships, personal growth, and community involvement. This can lead to feelings of emptiness, dissatisfaction, and social inequality.

•   Debt and Financial Instability: Excessive consumerism can lead to overspending, debt accumulation, and financial instability for individuals who live beyond their means or rely on credit to finance their consumption habits.

•   Social Disconnection: Consumerism can contribute to social disconnection by promoting individualistic values over community-oriented ones, as people may prioritize material possessions and personal pursuits over building meaningful relationships and contributing to their communities.

Personal response

Consumerism affects me in more ways than I initially realized. It's not just about buying stuff; it's about how it shapes my thoughts, desires, and even my identity. Growing up in a consumer-driven society, I've been bombarded with messages telling me what I should want, what I should buy, and how I should look. It's like a constant pressure to keep up with the latest trends and brands, even if it means sacrificing my own values or financial stability.

At times, consumerism makes me feel inadequate or dissatisfied with what I have. There's always something newer, shinier, or more desirable being marketed to me, which can create a sense of never-ending wanting. It's easy to get caught up in the cycle of consumption, believing that owning certain products will make me happier or more fulfilled.

But as I've become more aware, I've started to question the true impact of consumerism on my life and the world around me. I've realized that chasing after material possessions often leaves me feeling empty rather than satisfied. Instead of seeking happiness in possessions, I'm learning to find joy in experiences, relationships, and personal growth.

I'm becoming more conscious of the environmental and social consequences of consumerism. The constant production and disposal of goods contribute to environmental degradation and resource depletion. And the pursuit of ever-cheaper products can perpetuate exploitative labour practices and widen social inequalities.

As a student, consumerism affects my choices, my lifestyle, and even my aspirations. But I'm determined not to let it define me. I'm striving to make more mindful decisions about what I consume, considering the ethical and environmental implications of my choices. And I'm focusing on cultivating a sense of contentment and fulfilment that doesn't rely on material possessions. In doing so, I hope to live a more meaningful and sustainable life, both for myself and for the world around me.