Why You Buy Things You Don’t Need

Christmas trees orniments mallsGeorge Monbiot blames the “global bullshit industry” for the commercial nature of Christmas. I’m not sure this is exactly breaking news, but it’s still fun to read Monbiot’s never-failing progressive take on the holiday season, at The Guardian of course:

Guilt is good. It’s the feature that distinguishes the rest of the population from psychopaths. It’s the sensation you are able to feel when you possess a capacity for empathy. But guilt inhibits consumption. So a global industry has developed to smother it with a 13-tog duvet of celebrities and cartoon characters and elevator music. It seeks to persuade us not to see and not to feel. It seems to work.

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“Buy Things You Don’t Need” banner from ’90s iteration of disinformation store

 

The 2012 Greendex survey found that people in poorer countries feel, on average, much guiltier about their impacts on the natural world than people in rich countries. The places in which people feel least guilt are, in this order, Germany, the United States, Australia and Britain, while the people of India, China, Mexico and Brazil have the greatest concerns. Our guilt, the survey reported, exists in inverse proportion to the amount of damage our consumption does. This is the opposite of what a thousand editorials in the corporate press tell us: that people cannot afford to care until they become rich. The evidence suggests we cease to care only when we become rich.

“Consumers in countries such as Mexico, Brazil, China and India,” the survey tells us, “tend to be most concerned about issues like climate change, air and water pollution, species loss and shortages of fresh water … In contrast, the economy and the cost of energy and fuel elicit the most concern among American, French and British consumers.” The more you have, the more important money becomes. My guess is that in poorer countries empathy has not been so dulled by decades of mindless consumption.

Watch the latest advertisement for Toys R Us in the US. A man dressed up as a ranger herds children on to a green bus belonging to “the Meet the Trees Foundation”. “Today we’re taking the kids on the best field trip they could wish for,” he confides to us. “And they don’t even know it.”

On the bus he starts teaching them, badly, about leaves. The children yawn and shift in their seats. Suddenly, he announces: “But we’re not going to the forest today …” He strips off his ranger shirt. “We’re going to Toys R Us, guys!” The children go berserk. “We’re going to get to play with all the toys, and you’re going to get to choose any toy that you want!” The children run, in slow motion, down the aisles of the shop, then almost swoon as they caress their chosen toys.

Nature is tedious, plastic is thrilling. The inner-city children I took to the woods a few weeks ago would tell a different story, but hammer home the message often enough and it becomes true.

Christmas permits the global bullshit industry to recruit the values with which so many of us would like the festival to be invested – love, warmth, a community of spirit – to the sole end of selling things that no one needs or even wants. Sadly, like all newspapers, the Guardian participates in this orgy…

[continues at at The Guardian]

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  • Adam’s Shadow

    “The more you have, the more important money becomes. My guess is that in
    poorer countries empathy has not been so dulled by decades of mindless
    consumption.”

    Bingo.

    Who wants pizza?

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