What is consumerism?
by Jason Gooljar

Do you feel that your personal happiness depends on the products and services you purchase and consume? Do you acquire these things in excess of what you really need? If you really listened to the president when after September 11, 2001 the first thing he wanted us to do was go shopping; then you might be a victim of consumerism.

Everywhere you turn mass consumerism is all around us. Its flames are fanned by the advertisements that now even follow you into the restrooms. Corporations see us not as human beings but as things that exist just to consume. We are things to be marketed to. They want us to buy and buy even more. This leads people to purchase things they don’t need but feel that they must have in order to be accepted. We have all heard the stories of people who can barely afford to get by in this horrible economy owning plasma televisions and fancy cars. You also hear the stories of the countless millions who end up with an insane amount of credit card debt. Yes, there are many cases when the debt is for medical bills which says something about our healthcare system, but there’s people who run up credit card debt from over purchasing as well.

Growing up I remember people being shot over sneakers; the Nike Air Jordan to be exact. What’s even worse was hearing of the fights that broke out over someone smudging someone else’s sneaker, these fights could become lethal as well. I was reminded of this all during our last holiday shopping season when there were fights and shootings happening over the latest video game consoles. People waited on line like sheep at all hours of the night to acquire these systems either for themselves or for their loved ones. I read of one woman being followed and snarled at for being “one of the lucky” to get their hands on the Nintendo Wii for her boyfriend to the extent that a security guard had to get a police escort for her back to her job after purchasing it. To see people reduced to this behavior is truly saddening. They line up because the corporation through its advertising and marketing have told you its the “must have/hot item”. Yet two years or less from now there will be another “must have/hot item” to acquire. They market to you and your children so that if its not something you want its something your children will pester you for.

Now don’t get me wrong I’m not against capitalism. I’m not one of those people that Libertarians and Conservatives can use the argument that anti-consumerismists really want a totalitarian society because that’s not what I want. I just want people to be smarter consumers. Don’t let yourself be used by big business. I’m not saying people can’t buy that plasma television, fancy clothes and other nice things; but first assess your situation. Ask yourself is it something that you really need or want? I’d also like people to think about the thinking behind a two thousand dollar watch. Why does it exist? Especially when you can have a nice one for way less. I actually think the best thing that basketball player Stephon Marbury could have done was come out with sneakers that cost only $15.99 not $200.00! Yes, we do need products and services. We have determined that capitalism and the marketplace is the best way to interact. But the marketplace needs to be more democratic and open to all, not just to certain groups. Free trade is not really free, it is off balance and benefits only certain groups of people which is why you often hear talk of fair trade being needed instead. The marketplace should be fair which is why laws and regulation are needed to protect employees and consumers. And while we need products and services there is such a thing as over consumption and over consumption at the expense of others.

Furthermore, don’t let the acquisition of a product define who you are and what you are about. People should also support independent businesses more. You can find a list of socially and fiscally responsible companies at the Coop America website.