The Big C

Being in a locked down situation for the past couple of months we have all recognised how simple our life could be, and how little we actually need for our daily needs. But now that regulations have relaxed will we go back to a culture of consumerism? An insatiable desire for stuff?

The consumerist culture involves people spending more and more to obtain products in excess of one's basic needs. Consumers often accumulate material wealth just to keep up with trends and use them as symbols to express their identities and self-worth. We live with the idea that in order to be happier and more successful we have to have more possessions. 

Psychologists and scientists are concerned about the impact of consumerism both on the individual and on the planet. They say that increasing consumerism may result in a shift away from values of community, spirituality and integrity and toward competition, materialism and disconnection, which may eventually lead to depression. The fact is that rather than cultivating happiness, consumerism cultivates fear - fear of not fitting in, of not possessing the proper things, of not reflecting the right persona or social status. Consumerism causes perpetual dissatisfaction. A consumerist culture is a demanding culture that expects immediate gratification and one that values individualism and temporary communities over deep, meaningful, and lasting connection to others. Ultimately consumerism is inconsistent with human well-being.

The rise of consumerism has a detrimental impact on the planet as well. For example, apparel from the fashion and textiles industries are made using extensive amounts of water, energy, chemicals and raw materials, all of which place heavy demands on the earth's limited resources. In addition a throwaway mentality generates a high amount of waste and further destruction of natural resources.  We can’t continue with the ever-increasing levels of consumption demanded by consumerism without major consequences.

The COVID – 19 experience may have made us more aware of what really matters to us in life and how we want to live it. Hopefully it includes being a more responsible consumer.