Overconsumption in Modern Times

 

Dear Reader,

A lot of us are deceived by the illusion of perfection on social media. You are told to look a certain way, act a certain way, and be a certain way to fit in. Social media influencers and marketers take the opportunity to manipulate you into buying products in large numbers that you don't need at all. Let's delve into the world of consumerism and consumer manipulation.

In the early 18th century, in the countries of north-western Europe, the Industrial Revolution began to transform the economy and shape consumer culture as we know it today. Economies began to expand, and wages rose, leading to an increase in disposable income and the ability to purchase more goods and services. Their spending started a positive economic spiral. Revenue grew, and profits rose in direct proportion to their expenditures. Observers realised by the middle of the 18th century that they were seeing a historic shift, which historians have since referred to as the first consumer revolution in history. It was in Britain that this change first began. Big new industries sprang up to cater to the widespread demand for goods, otherwise known as the Industrial Revolution. This period in history transformed the way people lived and worked, introducing new technologies and urbanisation. Styles for clothes and hair that had not changed in years now became outdated as new trends emerged every year, often in extremely theatrical and impractical directions. In the early 1770s, there was a craze for decorating wigs so tall that their tops could only be accessed by standing on a chair. This fashion trend eventually died out as people began to find more practical and less extravagant styles.

In 1723, a London physician by the name of Bernard Mandeville published an economic fable, The Fable of the Bees. This publication proposes, in contrast to previous centuries of moral and religious ideologies, the idea that individual pursuit of personal interests ultimately benefits society as a whole. i.e., shopping for pleasure. Mandeville stated that this type of consumption provided the nation with an engine for prosperity that the church only knew how to sermonise in theory. According to him, the only way to generate wealth was to ensure a high demand for absurd and unnecessary things. Sound familiar? However, this theory was controversial and sparked significant debate among moral philosophers. Some saw it as a necessary evil, while others believed it was immoral and harmful to society. Jean Jacques Rousseau, Switzerland's greatest philosopher, argued that the pursuit of wealth was ultimately self-destructive and led to a corrupted society. He believed that true happiness could only be found in living a simple life in harmony with nature, away from the complexities of materialistic pursuits. So he recommends his native home, Geneva, to close its borders and impose high taxes on luxury goods so as to redirect people towards a more simplistic way of living and away from materialistic pursuits. However, even if Rousseau disagreed with Mandeville, he did not entirely reject the idea that self-interest could lead to public good. This debate continues to be relevant in discussions about the balance between individual desires and the common good in society, especially between capitalists and communists.

In the past decade or so, the new generations have seemingly brought back Mandeville's economic philosophy of self-interest and personal gain as the driving forces behind societal progress. This is evident in their pursuit of wealth, happiness, self-care, self-love, and other similar ideals. In the promise of happiness, being more attractive, and finding success and fulfilment perpuated by social media influencers paid by the said brands to market their products. Which brings me to the topic of manipulative marketing tactics. These social media influencers and celebrities have manipulated the perception that they have personal relationships with you and other consumers of their content, when in the real sense, their financial freedom depends on your consumption of the "marketed products." These influencers curate public personas for consumption purposes, so in reality, you don't know who they really are; it is a character they play. It is important to remember this and not confuse their online persona with their true self. The next marketing strategy is called perpetual aspiration, which involves creating a sense of unattainable desire in consumers. This can lead to increased sales and influencer loyalty as consumers of their content strive to achieve the unattainable desire portrayed by the influencer. A good example may be the Kardashians who often promote luxurious lifestyles that their followers aspire to emulate. There are TikTok influencer who makes every type of food from scratch and claims to be a stay-at-home mom, but in reality, she is a model who travels the world for photoshoots and brand collaborations. Beauty influencers frequently showcase expensive skincare and makeup products that their followers aspire to own. Note, dear reader, that these are fictional characters, things, lifestyles, and situations that were created for entertainment purposes. Instead, focus on using products that work for you and make you feel confident in your own skin, regardless of trends. Remember, true happiness comes from within, not from material possessions. Focus on using products that work for you and make you feel confident in your own skin.