Based on the increased energy coming from commercials, this Friday purports to be a day of great significance. Every retailer is having a sale and what else is there to do on a Friday but shop. It seems only natural that we would buy (another) large TV or computer, or take advantage of the “incredible” discounts available at most stores. Sadly, there is something quite disturbing about this situation.
Just as we can be lured into pro-war sentiment—remember post-9/11 and the ubiquitous flags—apparently we can be persuaded quite easily to buy more stuff, particularly if we feel we are getting it for a “steal”. So, what could be wrong with this? We are going to buy new things after all, aren’t we? Why does it matter when we do it? And, definitely, we should try to get the most for our dollar, shouldn’t we?
First off, the compulsion to buy things (which we do to make us feel better, notice that the ads make consumers look cool and savvy) is an addiction. Identified by scholars as affluenza (see PBS program on topic, link), this illness is perhaps the greatest challenge we face as a humanity. Overconsumption causes tremendous problems. For every pound of waste that we “see” (for example that old working TV that is going to be put curbside because the new TV is bigger and has better graphics), it is estimated that ~80 pounds are produced upstream (see Annie Leonard’s The Story of Electronics, ref 1). And much of this upstream electronic waste is highly toxic. So, our addiction has grave consequences for the planet.
Second, our addiction is a false solution. Overconsumption doesn’t bring long term happiness. Psychological research has established that the more materialistic one is, the more unhappy he/she/they tends to be (here is a short video that clarify this, link). In this way, buying something for a pick me up is similar to taking an “upper.” At the end of the day, one feels less happy and has more stress caused by financial difficulties driven by spending money one doesn’t have; actually, substance abuse also tends to be higher for materialist people. Ultimately, we must all find more productive ways to deal with our anxieties and unhappiness. According to experts, more social interaction is highly recommended.
There are many resources for those that are looking to fight against consumerism.
Enough (link) is a group in England focused on this. Adbusters is a journal that has lots of material on the subject (link). Buy Nothing Day is this Friday, that sounds a lot better than “Black Friday,” doesn’t it? (link to Adbusters’ BND page!) So, join the anti-consumeristic movement this Friday and feel good about yourself in a way that is powerful, purposeful, and longer lasting. Let others know too, because that is how it will become the new norm. Have a great Thanksgiving everyone!