Description

I buy; therefore I am. The goal of the consumer is to be able to purchase the latest object, to be in style, to be envied by other. In the quest for desirable objects, the consumer reads a multitude of catalogues and magazines filled with advertisements, and visits malls and areas filled with quaint shops. These half-serious popular slogans give us insight into the psychology of the consumer: “When the going gets tough, the tough go shopping.” “Whoever said you can’t buy happiness didn’t know where to shop.” “The one who has the most toys when he or she dies wins. “

Origin

This myth and life style began to emerge in the industrial economies after World War II when we increased industrial productivity and trade and moved toward mass affluence. The hunger to consume was fanned by the emergence of modern advertising techniques that created artificial desires and anxiety about not being sufficiently stylish. Advocates for consumerism tell us that we have now reached the highest point in human history because we are provided the goods that all peoples desire and the model of a liberal democracy that assures our right to life, liberty and the pursuit of happiness ---thanks to credit cards and malls.

Impact

Consumerism ends up destroying our uniqueness because it mass produces standard commodities for anonymous buyers. When we think we are being most original it turns out we are only wearing advertisements on our sleeves.

Another major impact of this myth is the use of natural resources and pollution of the environment. The more affluent a society, the more it creates products that are designed to become obsolete. The constant drive for new consumer goods has the side effect of creating waste, garbage, land fills and garbage dumps. When we equate being with having, our possessions begin to have control us and we become addicted to purchasing.

Another side effect. When we are bombarded by advertisements that show the life-styles of the rich and famous, the poor and the citizens of less rich societies feel shame because they lack the money to purchase luxuries.