Consumerism

A Long History

Consumerism and the narcissistic, nihilistic consumer are not new phenomena—they form part of an ongoing societal evolutionary process. This behavior can be traced back centuries, including, for example, the lavish displays of wealth and status seen among the aristocracy of Elizabethan England in the 16th century. Although a historical perspective indicates that consumption enabled the “common man” to break the chains of their masters and their circumstances (e.g., hunger, ignorance, immobility) through the promise of liberty and prosperity, once it went beyond the satisfaction of utilitarian needs necessary for survival, consumption evolved into consumerism and became associated with hedonism, decadence, instant gratification, and social control. Consumerism thus became synonymous with unfettered freedom, and the more people grew to love their freedom and to view it as a distinct element of their lifestyle, the more they viewed themselves as having no obligation but to self-indulge, alongside the right to do so. Accordingly, some commentators argue that it is not hedonism or self-gratification that gives consumerism a bad name but, rather, the consumer sovereignty and liberty of choice that this perceived freedom engenders. Hence, consumerism is very much about the rights of the consumer to consume, with little regard for the consequences of this behavior. For sustainable consumption to flourish, these rights need to be balanced by consumers' acceptance of responsibility for the consequences of their consumption excesses, particularly given their increased spending on shopping and their use of shopping as a leisure pursuit. As a consequence, critics regard consumerism as a negative influence on the morals of society, encouraging “false values,” materialism, unrestrained choice, and indulgence and the isolation of individuals from their traditional communities as they seek “never-to-be fulfilled” promises from their consumption choices, which in turn feed their anxiety and self-doubt. Furthermore, critics believe that our pursuit of material possessions undermines our sense of subjective well-being, making us more and more unhappy with our lives. Accordingly, consumerism can be charged not only with damaging the natural [Page 87]environment and ignoring human, social, and environmental capital but also with damaging the psyche of consumers themselves.

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