By: Aiman Pasha
Throughout history, we have heard stories of avarice people, how humans invariably worked towards obtaining more and more of what they desired. Sure, it is in our nature to respond that way, but where do we draw the line? Is there such an instance when our covetousness goes out of bounds? In today’s society, we have already gone beyond the implied limit and, to some extent, become victims of the standards set by said society. The monopoly that exists to lure in these credulous people like bait is swept under the rug while they fall prey to the antics of the ones in positions of power.
People realize that the more they own, the higher will be their status in society. Keeping this thought in mind, we do our best to go out of our way to consume products from bigger or more well-known companies and make sure to put them on display or flaunt them in hopes that the spectator will be impressed by your belongings.
Our current world is driven by consumerism, the idea that consuming increased amounts of goods and services from the market equates to one’s wellbeing and that happiness depends fundamentally on having material possessions. Large corporations and even small businesses use this design to their advantage through smart marketing strategies e.g slogans such as ‘I shop therefore I am’ and more.
In this day and age, it is impossible to disconnect from the marketing strategies going on around us. Up at train stations, bus stops, department stores, TVs in our houses, social media platforms, we are cornered by these groups and their tactics and the thought that getting the product in question will make us feel better makes us eventually buy it. Why do we buy more stuff than we need? We are, in fact, more susceptible to marketing than we believe.
Celebrities, people we admire and look up to, are paid to naturally endorse the products to increase sales. On news shows, we hear a near-constant refrain from economists and politicians about the importance of consumer spending and material growth.
Unfortunately, this can come at a high price for the well-being of both people and the planet. Research shows that the more the people value materialistic aspirations and goals, the lower their life satisfaction, and the fewer pleasant emotions they experience on most days. The people who value the aims encouraged by consumer society are more likely to fall into depression or substance abuse. In due course, our social relationships deteriorate as well. As materialistic values go up, pro-social values go down, like two ends of a see-saw. This, in turn, explains why people act in less empathetic or cooperative ways when wealth or money is clouding their minds.
The same goes for the environment, when materialistic values increase, the concern for nature tends to decrease. Studies show that when people strongly endorse status, image, or money, they are less likely to engage in ecologically beneficial activities like re-using old belongings, recycling, and such. “People’s wants escalate as they tire of what they have and they want something else, which in turn leads to more consumption and more waste in landfills, more energy consumed, and more carbon emitted into the atmosphere,” Miriam Tatzel, Ph.D. Empire State College.
Now we ask ourselves, what do we need to do to have a happier, more socially just, and more ecologically sustainable world? It’s pretty simple; we need to develop ways to diminish the power of materialistic values in our society. Typically, people tend to overspend if they feel insecure, so the next time you take a blow to your self-esteem, resort to going out for a walk rather than buying, say, a new pair of shoes. Mostly, advertisements drive us to spend money hence we need to start removing advertising from public spaces and prevent our children from being exposed to these advertisements at young ages.
Another ideal solution would be to adopt intrinsic values, which not only promote personal, social, and ecological wellbeing but can also act to immunize people against materialism. How can we do this as an individual? Among other things, working in fields that are meaningful to you without thinking of the wage and taking part in volunteer work for causes you care about. But you see, for a bigger change, we also need to advocate for policies that promote intrinsic values. “Countries like France and Bhutan have recognized that they cannot only focus on GDP and other measures of economic growth. They are starting to regularly assess citizens’ wellbeing and sense of connection to their communities to develop policies that truly encourage intrinsic values.” Tim Kasser, Psychologist.
The grip consumerism and commercialism have on our world can seem inescapable, but we must know that by working for broader societal changes and on ourselves, we can break free from the bubble of materialism and be able to practice our intrinsic values. But the question remains, are you actually ready to give up on this materialistic lifestyle and declutter? Or do you prefer matter over mind?
(Untitled, Photo by Georgie Wright)
Source on See-Saw Effect: Grouzet, F.M.E, Kasser T., Ahuvi, A., Fernandez-Dols, J.M., Kim, Y., Lau, S., Ryan, R.M., Saunders, S., Schmuck, P., & Sheldon, K.M. (2005). Journal of Personality and Social Psychology, 89, 800-816.
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