A message for consumers

In response to Michael Flatt's "To the anti-consumers," I have a couple of thoughts for both the writer and those that may fit his description of anti-consumers. In his article, Flatt argues that consumerism is not a real problem and that anti-consumerism is a hipster trend. However, I would argue that consumerism has a much greater impact than he seems to believe.

What is the threat of consumerism? There are plenty of threats. It is unsustainable economically and environmentally for starters, but I am going to focus on its social consequences. It is ironic that this article comes out a week after Valentine's Day. Sales of flowers, chocolates and cute cards soared last weekend. While so many people hoped to get something for the day, we did not think about the deeper connection we were missing. The cards and chocolates have only been made the symbols, without the connection they are just the easy way out. General Motors does the same thing. Watch one of their psychologically sophisticated commercials: a car flying beautifully along open roads, "an American Revolution." They aren't selling you a car; they are selling you excitement, freedom and adventure. The Gap also does not sell clothes in their commercials. They sell inclusion and group fun, a brand. The car or shirt is not what they commodify, we are. By giving in, we are being duped.

When consumption does not satisfy our needs, we turn to the only answer: further consumption. If you are searching for love or friendship, express your admirations for people, develop relationships, you don't need to buy a card. If you are looking for freedom and adventure, find those things in your life or in your society that inhibit you from those adventures, don't buy a car or an Xbox. I'm not saying never buy anything, I am saying understand the ways in which things are sold to you and that consumption is not a replacement for living.

Now for those that may identify as anti-consumers: if you choose to not over-consume because of environmental destruction, worker rights abuses, or because you disagree with the marketing of human emotion, remember that is only a half step. If you disagree with worker rights and environmental abuse there are much better ways to support those movements than refusing to buy from the Gap. Get involved! If you want to reclaim real life from the ads, you have to really reclaim it, not just resist the marketing.