Conscientious Consumerism
Almost a quarter of a century ago a motley assortment of terrorists (predominantly Saudis) commandeered four commercial airliners and embarked on a suicide mission against the “Great Satan.” One plane missed its intended target when desperate passengers stormed the cockpit, overpowering the hijackers. Another slammed into the Pentagon, while the remaining two took out Lower Manhattan’s Twin Towers – symbols of America’s economic hegemony.
The horrified country entered a state of shock. People retreated from public spaces and cut back on their discretionary spending, which precipitated a severe economic downturn. The recently elected president, George W. Bush, begged his fellow citizens to open their wallets, suggesting that it was their patriotic duty to do so. And sure enough, it didn’t long before the status quo ante was restored.
Recently another Republic president – intent on pursuing a counterproductive tariff war with the global community – issued a rather different appeal. Faced with an electorate spooked by rising prices, Mr. Trump told consumers they must be satisfied with “two dolls instead of thirty” and “five pencils rather than 250.” Now the message appears to be “don’t spend so much; real patriots must be willing to absorb some material reduction.”
However, despite their seeming dissonance both declarations point to the same reality: to wit, we are a nation of consumers, held in thrall by a hydra-headed and inescapable marketing industry. Its reach is all-encompassing, saturating our social media, dominating commercial television, defacing rural landscapes, offending our auditory and visual senses. Consumption (conspicuous or otherwise) is, I would submit, the quintessential American idol. No god and no religion that I know of has a fraction of its power over people’s lives.
Very few of us are immune to the market’s blandishments. At present, young and old alike are, as the bumper sticker puts it, “born to shop.” For an increasing number it offers a convenient and reliable release from the modern emotional plagues of anxiety and ennui. Indeed, Facebook savvily uses its algorithms to target people (especially adolescents) whose posts betray feelings of depression and worthlessness. “The advertising industry understands that we may buy more stuff when we are insecure,” Sarah Wynn-Williams writes, “…and Facebook knows when that is and can target adds when we are in that state.”
Although I don’t think I make purchases just to salve my own psychic wounds, I am part of the consumerist horde. That said, I do try to be mindful about my shopping in an effort to use whatever negligible power I have to mitigate – or at least reduce – some of the harm indiscriminate purchasing inflicts on both the social and natural worlds. The strategies I employ include:
· Do more with less, which means buying the good stuff that doesn’t fall apart or break down in less than a reasonable time. Is it more expensive? Yes. But it’s clear to me that upfront spending for quality produces net savings.
· Keep it Green. Sure, a lot of “greenwashing” happens in the marketplace, but electric cars and equipment, clothing made with recycled fabric, Energy Star appliances, sustainably produced foods are still the real deal.
· Be a local yokel. Put your dollars to work close to home. It reduces transportation costs and pollution, diversifies the economy, boosts employment and (thinking of craft beer here) delivers a more palatable product.
· Look for the “B” label. Certified B Corporations practice environmentally stewardship, treat their workforce fairly and are rooted in their communities. These businesses have become increasingly common in recent years and are easy to find.
· Make the Humane choice. Eschew CAFO’s, support Fair Trade, tip generously.
I’m by no means the perfect consumer and definitely have more stuff than I really need. And, I’m not foolish enough to think that habits like these, even consistently applied, are going to save the world. But they just might save a small piece of one’s soul.
