Consumerism is Making Us Sick, But That’s Just What Capitalism Wants Lois Fergie
Consumer culture emerged in Western for capitalists to exploit through online capitalist societies in the late 20th century and shopping and commercial advertising the centrality of production was replaced with (Laughey, 2007). These advertisements consumption. The rise of consumerism is provide us with “instructions” for how to praised for breaking down social divisions, achieve the “good life” through consuming the allowing class distinctions to blur and thus latest commodities and services (Dittmar, accommodating increased social mobility. The 2007 p.7). Accommodating the rise in mass production of goods and consumerism was our their increased accessibility to shift in occupational individuals allows the structure to the service reconstructions of social sector meaning that identities presenting greater individuals now choice for individuals consume services just as (Featherstone, 1990). This is much as they can supported by the work of consume physical Douglas and Isherwood; the goods. This has brought consumption of particular opportunities for social goods is advantageous in helping people mobility and increased economic income in create new social relations whereby these western societies due to the increased products are of common interests. In addition, demand for white-collar professional roles. consumption is also claimed to be beneficial Services in financial, educational, health and for giving people a sense of satisfaction and leisure consumption sectors require more excitement in their lives (Featherstone, 1990). qualifications and skills among employees and It has been suggested that consumerism has so has been beneficial in improving the also glamourized everyday life through education and skill set of the populations meanings associated with consuming goods (Webster, 2006). and services which are portrayed as luxurious Consumerism does have its benefits, but why through media and advertising. This is because then, in rich consumer societies, are the media revealed a new profitable platform individuals increasingly suffering from mental
illnesses? In the UK, one in four people will more choice regarding how they construct obtain a mental health issue every year (Mind, their identities which may allow them further 2018). Global Burden of Disease statistics social integration with certain groups but, is show a steady increase in depression disorders aware that this is not the case for lower class in the United Kingdom, the United States and individuals who do not possess the means (i.e. also Central Europe (Healthdata.org, 2018). economic capital) to obtain more affluent This article will be arguing that consumerism is goods (Featherstone 1990). Therefore, they not beneficial for individuals in society, are left with the struggle to try and achieve because the “good-life” is not achievable for all unreachable goals and commonly experience and negatively impacts mental health. high levels of distress and anxiety whilst doing Zygmunt Bauman (2007) suggests that so. consumerism thrives from our desire Furthermore, Oliver to consume goods that immediately James’ concept of satisfy us, despite this feeling being ‘Affluenza’ accounts temporary. The goods then need to be for the importance replaced regularly to maintain this of accumulating satisfaction and prevent us feeling “money, unhappy or inferior to others with possessions, more affluent goods. This is supported appearances by James (2007) who highlights that (physical and social) our consumer society makes us and fame” as constantly feel the need to compare markers of success what we have with others, judge who and so thrives off is superior and if we need to consume consumerist more to improve ourselves. behaviours (James, 2007: p.xvi). James Bauman (2007) concludes that consumerism is maintained by our unhappiness and desire for (2007) deemed this as the result of a new prestige, as we now rely on consumerism to phase of ‘Selfish capitalism’ which emerged in improve our self-esteem, social identity and the 1970’s and brought about a trend of mental well-being. Individual’s dissatisfaction conspicuous consumption in western societies with what they have is exactly what capitalism (p.xviii). The perceptions of wants and needs takes advantage of when producing new became blurred into the same category and products and advertisements. They are made individuals feel that they ‘need’ lavish produced for the temporary and ever- products to feel good. changing desires of the population. In However, this has only worked to increase the addition, whilst Bauman would agree with inequality gap between the wealthy and the Featherstone (1990) that consumerism allows poor in these developed countries as it’s only for the blurring of class boundaries, he does those who possess substantial wealth that can not see this as absolute. He agrees that afford these affluent products (Grant & consuming goods presents individuals with O’Hara, 2010). James (2007) concludes that
individuals who hold the values of affluenza why our society is becoming increasingly are more likely to suffer from instances of medicalized with psychopharmacological depression, anxiety, personality disorders and prescriptions increasing. This reveals addictions and thus reveals consumerism to be capitalism is aware that it’s pressures of making us susceptible to mental disorders efficiency and consumerism are making us sick instead of making us happy. but additionally exploits this to benefit the Selfish Capitalism holds many of the same market by creating businesses out of medical features to that of a neo-liberalist economy treatments and services. which holds the primary role of individuals Beck’s work regarding our movement into a within society to be consumers (Espasito & risk society accounts for the risks and Perez, 2014). Neo-liberalism has a huge role in consequences that we face because of modern promoting the ‘good-life’ as it wants to shape processes i.e. consumerism (Furlong & individual’s behaviour to benefit the market. Cartmel, 1997). Beck argues the risks people This has negative impacts on people’s mental face vary depending on their class position; health as for those who cannot conform to its those with more wealth and prestige are much demands for consumption are deemed as safer than those in lower classes (Furlong & failures for not achieving the good life. This Cartmel, 1997). This is because Capitalism ‘failure’ is viewed as the fault of the individual presents us with the idea of meritocracy; that rather than that of the market being everybody has the same chance for success inaccessible to some (Birch & Mykhnenko, regardless of their background, as long as they n.d). Individuals may fall into depression are willing to work or distress due to feeling inadequate for hard for success not fitting the norms of our consumer (Littler, 2017). culture. In addition, Epasito & Perez also The individualist highlight how mental illness has become nature of our risk marketized (another feature of neo- society, similarly to liberalism) in order to stimulate profits that of neo- for medical businesses. liberalism, means This is because psychopharmacological achieving solutions to mental health problems are meritocracy is the increasingly commercialised and responsibility of encourages neo-liberalist motives to the individual and failure to do so is at the individualise society. Adverts are created to hand of their own wrong doings. Furlong & encourage the individual to seek medical drug Cartmel (1997) acknowledge that this pressure treatments for their mental health issues to be successful which is largely instead of addressing potential wider social, accommodated through consumerism has cultural or economic issues which may be detrimental effects on mental health, impacting their health. This is not just limited explaining its increase, as well as that of eating to cases of depression and anxiety but to most disorders and suicide. This pressure produces medical conditions today and helps to explain many risks for those who struggle to achieve
the demands of the good-life and may turn to them alone and under high pressure to illegitimate means of obtaining wealth and maintain their prestige (James, 2007). affluence; Merton’s strain theory explains that To conclude, it is clear to see that when individuals access to achieve cultural consumerism is not actually as beneficial to goals is hindered (mostly that of lower classes), individuals as Featherstone outlined for us in they may turn to crime. However, Furlong & the beginning. Whilst increased choice and Cartmel (1997) explain there has been an goods allows some freedom of identity, social emergence of risk prevention strategies as a mobility and satisfaction, consumerism has response to the risks we face today. It could be put far too much pressure on individuals to argued that money lending companies allow achieve material affluence (Featherstone, individuals to consume good they couldn’t 1990, Bauman,). This has not only left those of afford alone which in turn could reduce their lower classes to feel isolated and highly mental strains and need to turn to crime. In vulnerable to financial and crime risks but has addition, many businesses have introduced also increased susceptibility across all classes corporate wellness programmes for to mental disorders such as stress, anxiety and employees to improve their physical and depression (James,2007). Throughout this mental health, these include fitness trackers article we have seen that Capitalism uses and award schemes (Moore & Piwek, 2017). consumerism to exploit our vulnerabilities. However, the success of these strategies is Whilst I have focused on mental health here it limited. Money lending schemes only produce is also noted that this is not what their another risk of individuals falling into debts exploitation is limited to and also includes that they cannot pay back thus, placing them individuals’ social position and financial back in the same mental vulnerability they situation etc. started in. In addition, one fifth of lost work Bibliography: days in the UK has been found to be the result of anxiety and depression in the UK and so Baudrillard, Jean & Smart, Barry (2017). The suggests corporate wellness programmes to Consumer Society: myths and structures. Los lack in effectiveness (Mentalhealth.org, 2018). Angeles: SAGE Vol. 1 It could also be argued that corporate wellness Bauman, Zygmunt (2007). Consumerism vs programmes and loan companies are just consumption’ in Consuming Life. Cambridge: another example of capitalists exploiting out Polity Press. struggles to create new markets and disguising Birch, Kean & Mykhnenko, Vlad (n.d.). ‘A world them as good for us (Moore & Piwek, 2017). turned right way up’ in The Rise and Fall of Furthermore, the idea that the wealthy are Neoliberalism. London: Zed Books. protected from the risk of developing mental illness is questionable. Multiple case studies Dittmar, Helga (2008). Culture, Identity and on affluent individuals across the Unites Well-being: The search for the “Good Life” States, the UK found that even the wealthiest and the “Body Perfect”. Hove: Psychology of individuals are riddled with common mental Press. disorders their strive for the ‘good-life’ has left Espasito, Luigi & Perez, Fernando (2014). ‘Neo-liberalism and the Commodification of
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