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Zygmunt Bauman’s Consuming Life (2007): Chapter One

A summary of Zygmunt Bauman’s Consuming Life (2007), chapter one: Consumerism versus Consumption

Table of Contents

Last Updated on February 7, 2023 by Karl Thompson

In Consuming Life Bauman outlines the key features of a consumer-capitalist society. The main way in which this society induces people to consume, and keep capitalism going, is to make people feel unhappy and dissatisfied thus making them want to consume more in a flawed attempt to be less miserable.

I use paraphrasing heavily below, so a lot of this is Bauman’s own words, just cut down a lot and also simplified in places. Love the guy’s literary style but it doesn’t always result in accessibility. The chapter is broken up into about nine sub sections, but I’ve knitted a few of the ideas together below to condense these into .

The basic characteristics of consumer society

The chapter only briefly deals with consumption – which is part of all societies – at the beginning, the remaining 90% deals with consumerism, or the unique features of the consumer society, which emerges with the decline of the society of producers some years after WW2.

Consumerism describes that society in which wanting has become the principal propelling and operating force which coordinates systemic reproduction, social integration, social stratification and the formation of identity and life-policies.

In consumer society wanting, desiring and longing needs to be, just as labour capacity was in the producers’ society, detached (‘alienated’) from individuals and recycled/reified into an extraneous force.

In the previous society of producers desires were always, after deferred gratification, eventually meant to be satisfied.Moreover, the function of objects of consumption, once acquired, was to provided a sense of durability and long-term security. In contrast, the consumer society associates happiness with an ever rising volume and intensity of desires, which imply in turn prompt use and speedy replacement of the objects intended and hoped to gratify them.

Characteristics of the consumer society

• An instability of desires and insatiability of needs – Consumer society thrives when we want more and when those wants have a high turnover rate – i.e when the goods we buy provide satisfaction for a limited time period only.
• The desire for Immediate gratification – which has given rise to a ‘Nowist culture’ – or a curiously hurried life. However, because today’s products only have a limited life span and a stigma once its date is reached the motive to hurry is only partly the urge to acquire and collect, the most pressing need is to discard and replace.
• Pointillist time – Time is experienced as ‘broken up, or even pulverised, into a multitude of ‘eternal instants’ episodes which are not connected to each other. Bauman suggests that these episodes are like ‘Big bangs’ – they are pregnant with possibilities of magnficent things happening, however these moments rarely live up to their promise and it is in fact the excess of promises which counters each promise not lived up to.

How consumer society effects our worldview

In the consumerist economy product innovations grow at an exponential rate and there is increasing competition for attention. This results in a flood of information which we cannot cope with which manifests itself in vertical stacking (think multiple windows on the go at the same time).

Images of ‘linear time’ and ‘progress’ are among the most prominent victims of the information flood: when growing amounts of information are distributed at growing speed, it becomes increasingly difficult to create narratives, orders, developmental sequences. The fragments threaten to become hegemonic.

This in turn has consequences for the ways we relate to knowledge, work and lifestyle in a wide sense.

Firstly this results in a blase attitude toward knowledge – the essence of which is the blunting of discrimination

Secondly it results in melancholy – To be ‘melancholic’ is ‘to sense the infinity of connection, but be hooked up to nothing’ – a disturbance resulting from the fatal encounter between the obligation and compulsion to choose and the inability to choose. (This seems like an evolution of the concept of anomie )

The crucial skill in information society consists in protecting oneself against the 99.99 per cent of the information offered that one does not want.

The consumer society fails to make us happy

The society of consumers stands and falls by the happiness of its members

It is, in fact, the only society in human history to promise happiness in earthly life, and happiness here and now and in every successive now – also the only society which refrains from legitimising unhappiness.

However, judged by its own standards it is woefully unsuccessful at increasing happiness.

Bauman now draws on research carried out by Richard Layard to remind us that once average income rises above approximately $20K per head then there is no evidence whatsoever that further growth in the volume of consumption results in a greater number of people reporting that they ‘feel happy’.

In fact a consumption-oriented economy actively promotes disaffection, saps confidence and deepens the sentiment of insecurity, becoming itself a source of the ambient fear it promises to cure or disperse.

While consumer society rests its case on the promise to gratify human desires, the promise of satisfaction remains seductive only as long as the desire stays ungratified. Clever!

A low threshold for dreams, easy access to sufficient goods to reach that threshold, and a belief in objective limits to ‘genuine’ needs and ‘realistic’ desires: these are the most fearsome adversaries of the consumer-oriented economy.

Consumer societ y creates perpetual unhappiness

Necessary strategies to maintain this involve hyping a product to the hilt and then soon after denigrating it and creating goods and services such that they require further purchases to be made – so that consumption becomes a compulsion, an addiction and shoppers are encouraged to find solutions to their problems only in the shopping malls.

The realm of hypocrisy stretching between popular beliefs and the realities of consumers’ lives is a necessary condition of a properly functioning society of consumers.

In addition to being an economics of excess and waste, consumerism is also an economics of deception.

Individualised life-strategies

Individualised life strategies are the principle means whereby consumer society neutralises dissent

The society of consumers has developed, to an unprecedented degree, the capacity to absorb all and any dissent. It does this through a process which Thomas Mathiesen has recently described as ‘silent silencing’

In other words all ideas threatening to the existing order are integrated into it.

The principle means whereby this is done is through individualisation – whereby individual life strategies become the route to Utopia to only be enjoyed by the individual – changing lifestyle, not society.

To follow the metaphor used by schoolboy Karl Marx, those visions are attracted like moths to the lights of domestic lamps rather than to the glare of the universal sun now hidden beyond the horizon.

The possibility of populating the world with more caring people and inducing people to care more does not figure in the panoramas painted in the consumerist utopia.

The privatized utopias of the cowboys and cowgirls of the consumerist era show instead vastly expanded ‘free space’ (free for myself, of course); a kind of empty space of which the liquid modern consumer, bent on solo performances and only on solo performances, always needs more and never has enough.

Lifestyle strategies smack of adiaphorisation – removing sense of moral responsibility for others.

Related Posts 

Consuming Life Chapter Two: The Society of Consumers .

You can buy Consuming Life at Waterstones! Feel the irony!

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The Sociology of Consumption

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• Key Concepts
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• Ph.D., Sociology, University of California, Santa Barbara
• M.A., Sociology, University of California, Santa Barbara
• B.A., Sociology, Pomona College

From the sociological perspective, consumption is central to daily life, identity, and social order in contemporary societies in ways that far exceed rational economic principles of supply and demand. Sociologists who study consumption address questions such as how consumption patterns are related to our identities, the values that are reflected in advertisements, and ethical issues related to consumer behavior.

Key Takeaways: The Sociology of Consumption

• Sociologists who study consumption look at how what we buy relates to our values, emotions, and identities.
• This area of study has its theoretical roots in the ideas of Karl Marx, Émile Durkheim, and Max Weber.
• The sociology of consumption is an active area of research studied by sociologists around the world.

Consumption's Wide-Ranging Influence

The sociology of consumption is about far more than a simple act of purchase. It includes the range of emotions, values, thoughts, identities, and behaviors that circulate the purchase of goods and services, and how we use them by ourselves and with others. Due to its centrality to social life, sociologists recognize fundamental and consequential relationships between consumption and economic and political systems. Sociologists also study the relationship between consumption and social categorization, group membership, identity, stratification, and social status . Consumption is thus intersected with issues of power and inequality, is central to social processes of meaning-making , situated within the sociological debate surrounding structure and agency , and a phenomenon that connects the micro-interactions of everyday life to larger-scale social patterns and trends.

The sociology of consumption is a subfield of sociology formally recognized by the American Sociological Association as the Section on Consumers and Consumption . This subfield of sociology is active throughout North America, Latin America, Britain and the European continent, Australia, and Israel, and is growing in China and India.

Research Topics on Consumption

• How people interact at sites of consumption, like shopping malls, streets, and downtown districts
• The relationship between individual and group identities and consumer goods and spaces
• How lifestyles are composed, expressed, and slotted into hierarchies through consumer practices and identities
• Processes of gentrification, in which consumer values, practices, and spaces play a central role in reconfiguring the racial and class demographics of neighborhoods, towns, and cities
• The values and ideas embedded in advertising, marketing, and product packaging
• Individual and group relationships to brands
• Ethical issues tied to and often expressed through consumption, including environmental sustainability, the rights and dignity of workers, and economic inequality
• Consumer activism and citizenship, as well as anti-consumer activism and lifestyles

Theoretical Influences

The three “founding fathers” of modern sociology laid the theoretical foundation for the sociology of consumption. Karl Marx provided the still widely and effectively used concept of “commodity fetishism,” which suggests that the social relations of labor are obscured by consumer goods that carry other kinds of symbolic value for their users. This concept is often used in studies of consumer consciousness and identity.

Émile Durkheim: Cultural Meaning of Material Objects

Émile Durkheim’s writings on the symbolic, cultural meaning of material objects in a religious context have proved valuable to the sociology of consumption, as it informs studies of how identity is connected to consumption, and how consumer goods play an important role in traditions and rituals around the world.

Max Weber: Consumer Goods' Growing Importance

Max Weber pointed to the centrality of consumer goods when he wrote about the growing importance of them to social life in the 19th century, and provided what would become a useful comparison to today’s society of consumers, in The Protestant Ethic and the Spirit of Capitalism . A contemporary of the founding fathers, Thorstein Veblen’s discussion of “conspicuous consumption” has been greatly influential to how sociologists study the display of wealth and status.

European Theorists: Consumption and the Human Condition

European critical theorists active in the mid-twentieth century also provided valuable perspectives to the sociology of consumption. Max Horkheimer and Theodor Adorno’s essay on “The Culture Industry” offered an important theoretical lens for understanding the ideological, political, and economic implications of mass production and mass consumption. Herbert Marcuse delved deeply into this in his book One-Dimensional Man , in which he describes Western societies as awash in consumer solutions that are meant to solve one’s problems, and as such, provide market solutions for what are actually political, cultural, and social problems. Additionally, American sociologist David Riesman’s landmark book, The Lonely Crowd , set the foundation for how sociologists would study how people seek validation and community through consumption, by looking to and molding themselves in the image of those immediately around them.

More recently, sociologists have embraced French social theorist Jean Baudrillard’s ideas about the symbolic currency of consumer goods and his claim that seeing consumption as a universal of the human condition obscures the class politics behind it. Similarly, Pierre Bourdieu’s research and theorizing of the differentiation between consumer goods, and how these both reflect and reproduce cultural, class, and educational differences and hierarchies, is a cornerstone of today’s sociology of consumption.

Additional References

• Zygmunt Bauman: Polish sociologist who has written prolifically about consumerism and the society of consumers, including the books Consuming Life ; Work, Consumerism and the New Poor ; and Does Ethics Have a Chance in a World of Consumers?
• Robert G. Dunn: American social theorist who has written an important book of consumer theory titled Identifying Consumption: Subjects and Objects in Consumer Society .
• Mike Featherstone : British sociologist who wrote the influential Consumer Culture and Postmodernism , and who writes prolifically about lifestyle, globalization, and aesthetics.
• Laura T. Raynolds : Professor of sociology and director of the Center for Fair and Alternative Trade at Colorado State University. She has published numerous articles and books about fair trade systems and practices, including the volume Fair Trade: The Challenges of Transforming Globalization .
• George Ritzer: Author of widely influential books, The McDonaldization of Society and Enchanting a Disenchanted World: Continuity and Change in the Cathedrals of Consumption .
• Juliet Schor : Economist and sociologist who has written a series of widely cited books on the cycle of working and spending in American society, including The Overspent American , The Overworked American , and Plenitude: The New Economics of True Wealth.
• Sharon Zukin : Urban and public sociologist who is widely published, and author of Naked City: The Death and Life of Authentic Urban Spaces , and the important journal article, “Consuming Authenticity: From Outposts of Difference to Means of Exclusion.”
• New research findings from the sociology of consumption are regularly published in the    Journal of Consumer Culture and the  Journal of Consumer Research .
• Introduction to Sociology
• Introduction to the Sociology of Knowledge
• An Introduction to Environmental Sociology
• The Sociology of the Internet and Digital Sociology
• All About Marxist Sociology
• How Do Sociologists Define Consumption?
• Famous Sociologists
• The Sociology of Education
• The Sociology of Race and Ethnicity
• How to Be an Ethical Consumer in Today's World
• Max Weber's Three Biggest Contributions to Sociology
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• The Challenges of Ethical Living in a Consumer Society
• What Does Consumerism Mean?
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The Consumer Society

423 pages 6 x 9

Neva R. Goodwin

Frank Ackerman

David Kiron

The Consumer Society is an essential guide to and summary of the literature of consumption and will be of interest to anyone concerned with the deeper economic, social, and ethical implications of consumerism.

Note To The Reader Authors Of Original Articles Foreword Acknowledgments Volume Introduction PART I. Scope And Definition -Overview Essay -Summary Of Asking How Much Is Enough -Summary Of Consumption, Well-being, And Virtue -Summary Of The Original Affluent Society -Summary Of The Limits To Satisfaction: Examination -Summary Of Will Raising The Incomes Of All Increase The Happiness Of All? -Summary Of The Expansion Of Consumption -Summary Of New Analytic Bases For An Economic Critique Of Consumer Society -Summary Of Consumption: The New Wave Of Research In The Humanities And Social Sciences PART II. Consumption In The Affluent Society -Overview Essay -Summary Of Traumas Of Time And Money In Prosperity And Depression -Summary Of The Insidious Cycle Of Work And Spend -Summary Of Work, Consumption, And The Joyless Consumer -Summary Of The Study Of Consumption, Object Domains, Ideology, And Interests And Toward A Theory Of Consumption -Summary Of Notes On The Relationship Between Production And Consumption -Summary Of The Political Economy Of Opulence -Summary Of The Increasing Scarcity Of Time -Summary Of Social Limits To Growth: The Commercialization Bias -Summary Of Changing Consumption Patterns: The Transformation Of Orange County Since World War Ii PART III. Family, Gender, And Socialization -Overview Essay -Summary Of The Domestic Production Of Monies -Summary Of Sitcoms And Suburbs: Positioning The 1950s Homemaker -Summary Of Gender As Commodity -Summary Of Gender And Consumption: Transcending The Feminine? -Summary Of Meanings Of Material Possessions As Reflections Of Identity -Summary Of Friendship Or Commodities? The Road Not Taken: Friendship, Consumerism, And Happiness -Summary Of Playing With Culture: Toys, Tv, And Children's Culture In The Age Of Marketing PART IV. The History Of Consumer Society -Overview Essay -Summary Of The History Of Consumption: A Literature Review And Consumer Guide -Summary Of Changes In English And Anglo-american Consumption From 1550 To 1800 -Summary Of Pictorial Prints And The Growth Of Consumerism: Class And Cosmopolitanism In Early Modern Culture -Summary Of The Quaker Ethic: Plain Living And High Thinking In American Culture -Summary Of The Consumer Revolution Of Eighteenth-century England -Summary Of Consumerism And The Industrial Revolution -Summary Of Learning To Consume: Early Department Stores And The Shaping Of The Modern Consumer Culture (1800''"1914) -Summary Of From Salvation To Self-realization: Advertising And The Therapeutic Roots Of Consumer Culture -Summary Of The Consumer's Comfort And Dream PART V. Foundations Of Economic Theories Of Consumption -Overview Essay -Summary Of Materialism And Modern Political Philosophy -Summary Of The History Of Economics From A Humanistic Perspective -Summary Of Capital, Labor, And The Commodity Form -Summary Of Institutional Economics And Consumption -Summary Of Keynes' Economic Thought And The Theory Of Consumer Behavior -Summary Of A Reformulation Of The Theory Of Saving -Summary Of Bandwagon, Snob, And Veblen Effects In The Theory Of Consumers' Demand -Summary Of The Standard Of Living And The Capacity To Save -Summary Of The Imperatives Of Consumer Demand And The Dependence Effect PART VI. Critiques And Alternatives In Economic Theory -Overview Essay -Summary Of Alternative Approaches To Consumer Behavior -Summary Of The Separative Self: Androcentric Bias In Neoclassical Assumptions -Summary Of Economics, Psychology, And Consumer Behavior -Summary Of The Psychology And Economics Of Motivation -Summary Of The Neglected Realm Of Social Scarcity -Summary Of The Demand For Unobservable And Other Nonpositional Goods -Summary Of Change And Innovation In The Technology Of Consumption -Summary Of Procrastination And Obedience PART VII. Perpetuating Consumer Culture: Media, Advertising, And Wants Creation -Overview Essay -Summary Of The Distorted Mirror: Reflections On The Unintended Consequences Of Advertising -Summary Of Modern Consumerism And Imaginative Hedonism -Summary Of Social Comparison, Advertising, And Consumer Discontent -Summary Of Limits To Satisfaction: Diagnosis -Summary Of Goods As Satisfiers -Summary Of Introduction To Fables Of Abundance -Summary Of Advertising -Summary Of The Emergence Of American Television: The Formative Years And Toward A New Video Order: The 1980s -Summary Of Television And The Structuring Of Experience -Summary Of Theories Of Consumption In Media Studies -Summary Of Household Debt Problems: Toward A Micro-macro Linkage PART VIII. Consumption And The Environment -Overview Essay -Summary Of The Allocation And Distribution Of Resources -Summary Of Market And Nonmarket Determinants Of Private Consumption And Their Impacts On The Environment -Summary Of Consumption: Value Added, Physical Transformation, And Welfare -Summary Of Creating The Affluent Society -Summary Of Natural Resource Consumption -Summary Of The Environmental Costs Of Consumption -Summary Of Creating A Sustainable Materials Economy PART IX. Globalization And Consumer Culture -Overview Essay -Summary Of Development And The Elimination Of Poverty -Summary Of Third World Consumer Culture -Summary Of Positional Goods, Conspicuous Consumption, And The International Demonstration Effect -Reconsidered -Summary Of Advertising In Nonaffluent Societies: Galbraith Revisited -Summary Of The Culture-ideology Of Consumerism In The Third World -Summary Of Transnational Advertising: Some Considerations Of The Impact On Peripheral Societies -Summary Of Transnational Corporations And Third World Consumption: Implications Of Competitive Strategies -Summary Of Gross National Consumption In The United States: Implications For Third World Development PART X. Visions Of An Alternative -Overview Essay -Summary Of Economic Possibilities For Our Grandchildren -Summary Of Alternatives To Mass Consumption -Summary Of Exiting The Squirrel Cage -Summary Of How To Bring Joy Into Economics -Summary Of Qualitative Growth -Summary Of The Poverty Of Affluence: New Alternatives -Summary Of A Culture Of Permanence -Summary Of Living More Simply And Civilization Revitalization Subject Index Name Index

Suggestions

The effects of living in a consumer society

Our society and economy are built on consuming goods. Production, distribution, and consumption make a never-ending circle, creating a consumer society. But what does consumer society mean?

What is a consumer society?

By definition, a consumer society (consumerism) is a society that cannot rise above the circle as mentioned earlier. It has ethical, sociological, economical, and anthropological meanings too.

According to a popular interpretation, living in consumerism gives us one purpose only: to create goods and services that people can own. The more you own, the more valuable you are. This approach leads to the withering of human relationships and personal values (such as love, acceptance, respect, openness, affection, empathy, and consideration).

Consumer society is related to capitalism. Mass production led to increasing salaries, and the expanded market made it possible to purchase goods… actually, more than needed. Previous luxury goods quickly become available, transforming the lifestyle of people, and the operation of a company. Companies now need to produce not only necessary goods but also luxury products.

The advantages and disadvantages of a consumer-based society

The goal is to make the upper levels of the Maslow pyramid achievable for the people. A consumer-based society provides multiple options to do so. With marketing and advertising, companies can keep society motivated to buy more and more products, or subscribe to their services.

However, living in a consumer-based society is not necessarily bad.

It is easy to live in a consumer society

First of all, not everyone over-consumes goods. Some people make conscious decisions and do not buy unnecessary things. Fortunately, the movement of conscious decisions is getting stronger every day.

But consumer society has one big advantage for sure: it is easy to purchase goods, which makes our lives easier and more comfortable.

The ‘dark side’: the growing ecological footprint…

Based on a sociological theory, living in a consumer society will not make people happier, despite having all the things they need.

By an economical approach, it is not sustainable to grow all the time, making it inevitable to have an economic crisis from time to time.

The biggest disadvantage is that by over-consuming, we harm our environment. Our ecological footprint is growing. Year by year, we consume more and more goods, thus overwhelming our environment.

Unfortunately, as we interfere with the circle of nature, we cause huge environmental pollution. We are the reason for 99% of environmental damage.

The root of the problem is that industries are using non-renewable resources for production. With renewable resources, we could avoid catastrophes. Also, factories should focus more on R+D to minimize the use of pollutant chemical compounds and create products with eco-friendly solutions.

The ecological footprint contains the use of:

• Built-up land,
• Carbon-needs.

Conclusion about consumerism

• Our society and economy are built on consuming goods. Consumerism means that the more you own, the more valuable you are.
• Companies must focus on creating values and establishing environmentally friendly production lines.
• We need to change our lifestyle and consume just as much as we need. Read more about minimalism .

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The Consumer Society and Sin

• First Online: 15 December 2022

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• Jan-Olav Henriksen 2  

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This chapter discusses the cultural context of the consumer society and its manifestations in social mindscapes that shape much of the contemporary world. By relating to sociological contributions to consumerism, as well as to the previous discussion of desire, we are able to identify how the consumer society works against the attitudes and practices needed for countering the climate crisis and other challenges that we face today in terms of ecological devastation, scarcity of resources, inequality, and injustice. Hence, it represents a social and cultural organization that feeds and encourages patterns shaped by sin and manifests destructive consequences.

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For diverse definitions of consumer society and their normative implications in a theological perspective, see, for example, Piotr Kopiec, “Consumer Society: Its Definitions and Its Christian Criticism,” Hervormde Teologiese Studies 76, no. 3 (2020).

See, for an empirical analysis of the diverse desires behind consumption, Russell W. Belk, Güliz Ger, and Søren Askegaard, “The Fire of Desire: A Multisited Inquiry into Consumer Passion,” The Journal of Consumer Research 30, no. 3 (2003).

Colin Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays (Cham: Springer International Publishing AG, 2022), 30.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 30–31.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 33.

Cf. Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 39.

See Chap. 7 .

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 39.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 39. Cf. also the following: “This dynamic interplay between illusion and reality is the key to an understanding of modern consumerism (and modern hedonism generally), for the tension between the two creates longing as a permanent mode, with the concomitant sense of dissatisfaction with what is and the yearning for something better.” Ibid.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 44. Cf. ibid., 122ff: “It is the processes of wanting and desiring that lie at the very heart of the phenomenon of modern consumerism. This is not to say that issues of need are absent, or indeed that other features, such as distinctive institutional and organizational structures, are not important. It is simply to assert that the central dynamo that drives such a society is that of consumer demand, and that this is in turn dependent upon the ability of consumers to experience continually the desire for goods and services. In this respect it is our affectual states, most especially our ability ‘to want’, ‘to desire’ and ‘to long for’, and especially our ability to experience such emotions repeatedly, that actually underpins the economies of modern developed societies.”

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 123. My emphasis.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 123.

Fredrik Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” Studia Theologica 74, no. 1 (2020): 7. Portin quotes Catholic Church. Pope (2013–: Francis) and Francis, Praise Be to You = Laudato Si’: On Care for Our Common Home (San Francisco: Ignatius Press, 2015), 90.

L. Shannon Jung, “The Reeducation of Desire in a Consumer Culture,” Journal of the Society of Christian Ethics 32, no. 1 (2012): 23.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 131.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 132.

Campbell, Consumption and Consumer Society: The Craft Consumer and Other Essays , 140.

Kopiec, “Consumer Society: Its Definitions and Its Christian Criticism,” 6.

Burt Fulmer, “Augustine’s Theology as a Solution to the Problem of Identity in Consumer Society,” Augustinian studies 37, no. 1 (2006): 115.

Fulmer, “Augustine’s Theology as a Solution to the Problem of Identity in Consumer Society,” 115.

Cf. the examples: “the average U.S. household consumption expenditure for pets is greater than the per capita annual incomes of roughly 20% of the world’s people, who make the equivalent of less than $1 per day. In an even more extreme example, high-wealth consumers hire luxury yachts, complete with on-board heliports and staffs that provide meticulous individual attention around the clock, for hundreds of thousands of dollars a week, while adults and children in many poor countries die of starvation or diseases for which inexpensive vaccines are available but outside these populations’ financial reach.” Mark G. Nixon, “Satisfaction for Whom? Freedom for What? Theology and the Economic Theory of the Consumer,” Journal of Business Ethics 70, no. 1 (2007): 40.

Jung, “The Reeducation of Desire in a Consumer Culture,” 21.

“[T]he consumerist culture is marked by a constant pressure to be someone else. Consumer markets focus on the prompt devaluation of their past offers, to clear a site in public demand for new ones to fill. They breed dissatisfaction with the products used by consumers to satisfy their needs—and they also cultivate constant disaffection with the acquired identity and the set of needs by which an identity is defined. Changing identity, discarding the past and seeking new beginnings, struggling to be born again—these are promoted by that culture as a duty disguised as a privilege.” Zygmunt Bauman, Consuming Life (Hoboken: Wiley, 2013), 231.

Jung, “The Reeducation of Desire in a Consumer Culture,” 22.

The last point here suggests that a consumer society produces and presents its own legitimizing social mindscapes. This is pointed out by Baudrillard: “[T]he consumer society is also the society of learning to consume, of social training in consumption. That is to say, there is a new and specific mode of socialization related to the emergence of new productive forces and the monopoly restructuring of a high productivity economic system.” Jean Baudrillard, The Consumer Society: Myths and Structures (2017), 81.

Cf. Robert H. Nelson, Reaching for Heaven on Earth: The Theological Meaning of Economics (Savage, MD: Rowman & Littlefield Publishers, 1991), xxi.

Nixon, “Satisfaction for Whom? Freedom for What? Theology and the Economic Theory of the Consumer,” 46.

Jung, “The Reeducation of Desire in a Consumer Culture,” 26.

Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 6.

Keller, From a Broken Web: Separation, Sexism, and Self , 218.

This summary is a reworking of points in Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 7.

Catholic Church. Pope (2013–: Francis) and Francis, Praise Be to You = Laudato Si’: On Care for Our Common Home , 35.

Catholic Church. Pope (2013–: Francis) and Francis, Praise Be to You = Laudato Si’: On Care for Our Common Home , 11.

Cf. Catholic Church. Pope (2013–: Francis) and Francis, Praise Be to You = Laudato Si’: On Care for Our Common Home , 43.

Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 8.

Thus West, Race Matters , 23, here quoted from Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 11.

Cf. Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 13.

Portin, “Consumerism as a Moral Attitude: Defining Consumerism Through the Works of Pope Francis, Cornel West, and William T. Cavanaugh,” 16., quoting William T. Cavanaugh, Being Consumed: Economics and Christian Desire (Grand Rapids, MI: William B. Eerdmans Pub. Co, 2008), 14.

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Henriksen, JO. (2023). The Consumer Society and Sin. In: Theological Anthropology in the Anthropocene. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-21058-7_13

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What Is Consumerism?

Understanding consumerism.

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Conspicuous Consumption

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Consumerism explained: definition, economic impact, pros & cons.

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Consumerism is the idea that increasing the consumption of goods and services purchased in the market is always a desirable goal, and that a person's well-being and happiness depend fundamentally on obtaining consumer goods and material possessions.

In the economics sense, consumerism is related to the predominantly Keynesian idea that consumer spending is the key driver of the economy and that encouraging consumers to spend is a major policy goal. From this point of view, consumerism is a positive phenomenon that fuels economic growth.

Others view the drive to obtain more material possessions as a problematic, causing individual anxiety and eroding the social fabric.

Key Takeaways

• Consumerism is the theory that individuals who consume goods and services in large quantities will be better off.
• Some economists believe that consumer spending stimulates production and economic growth.
• Economists view consumption as about fulfilling biological needs & wants based on maximizing utility.
• Sociologists instead view consumption as additionally about fulfilling socially-inscribed needs and wants via symbolic transactions.
• Hyper-consumerism has been widely criticized for its economic, social, environmental, and psychological consequences.

Investopedia / Matthew Collins

In common use, consumerism refers to the tendency of people living in a capitalist economy to engage in a lifestyle of excessive materialism that revolves around reflexive, wasteful, or conspicuous overconsumption. In this sense, consumerism is widely understood to contribute to the destruction of traditional values and ways of life, consumer exploitation by big business, environmental degradation, and negative psychological effects.

Thorstein Veblen, for example, was a 19th-century economist and sociologist best known for coining the term “conspicuous consumption” in his book The Theory of the Leisure Class (1899). Conspicuous consumption is a means to show one's social status, especially when publicly displayed goods and services are too expensive for other members of the same class. This type of consumption is typically associated with the wealthy but can also apply to any economic class.

Following the Great Depression, consumerism was largely derided. However, with the U.S. economy kickstarted by World War II and the prosperity that followed at the end of the war, the use of the term in the mid-20th century began to have a positive connotation. During this time, consumerism emphasized the benefits that capitalism had to offer in terms of improving standards of living and an economic policy that prioritized the interests of consumers. These largely nostalgic meanings have since fallen out of general use.

As consumers spend, economists presume that consumers benefit from the utility of the consumer goods that they purchase, but businesses also benefit from increased sales, revenue, and profit. For example, if car sales increase, auto manufacturers see a boost in profits. Additionally, the companies that make steel, tires, and upholstery for cars also see increased sales. In other words, spending by the consumer can benefit the economy and the business sector in particular.

Some economists view increasing levels of consumer spending as a critical goal in building and maintaining a strong economy, irrespective of the benefit to the consumer or society as a whole.

Others, however, have grown quite concerned about the negative societal effects of hyper-consumerism.

The Economic Impact of Consumerism

According to Keynesian macroeconomics , boosting consumer spending through fiscal and monetary policy is a primary target for economic policymakers. Consumer spending makes up the lion's share of aggregate demand and gross domestic product (GDP), so boosting consumer spending is seen as the most effective way to steer the economy toward growth.

Consumerism views the consumer as the target of economic policy and a cash cow for the business sector with the sole belief that increasing consumption benefits the economy. Saving can even be seen as harmful to the economy because it comes at the expense of immediate consumption spending. 

Consumerism also helps shape some business practices. Planned obsolescence of consumer goods can displace competition among producers to make more durable products. Marketing and advertising can become focused on creating consumer demand for new products rather than informing consumers.

Political economist Thorstein Veblen developed the concept of conspicuous consumption in 1899, where he theorized that some consumers purchase, own, and use products not for their direct-use value but as a way of signaling social and economic status.

As standards of living rose after the Industrial Revolution , conspicuous consumption grew. High rates of conspicuous consumption can be a wasteful zero-sum or even negative-sum activity as real resources are used up to produce goods that are not valued for their use but rather the image they portray.

In the form of conspicuous consumption, consumerism can impose enormous real costs on an economy. Consuming real resources in zero- or negative-sum competition for social status can offset the gains from commerce in a modern industrial economy and lead to destructive creation in markets for consumers and other goods.

Sociologists view consumerism as symbolic consumption that may not maximize individual utility. Instead, it can serve as a signal to others and help establish one's identity. When it comes to being a consumer, social actors (e.g., peer pressure, in-groups, advertisers) limit your free choice.

Advantages and Disadvantages of Consumerism

Advocates of consumerism point to how consumer spending can drive an economy and lead to increased production of goods and services. As a result of higher consumer spending, a rise in GDP can occur. In the United States, signs of healthy consumer demand can be found in consumer confidence indicators, retail sales , and personal consumption expenditures . Business owners, workers in the industry, and owners of raw resources can profit from sales of consumer goods either directly or through downstream buyers. 

Disadvantages

Consumerism is often criticized on cultural grounds. Some see that consumerism can lead to a materialistic society that neglects other values. Traditional modes of production and ways of life can be replaced by a focus on consuming ever more costly goods in larger quantities.

Consumerism is often associated with globalization in promoting the production and consumption of globally traded goods and brands, which can be incompatible with local cultures and patterns of economic activity. Consumerism can also create incentives for consumers to take on unsustainable debt levels that contribute to financial crises and recessions . 

Environmental problems are frequently associated with consumerism to the extent that consumer goods industries and the direct effects of consumption produce negative environmental externalities . These can include urban sprawl, pollution, resource depletion, and problems with waste disposal from excess consumer goods and packaging.

Consumerism is also criticized on psychological grounds. It is blamed for increasing status anxiety, where people experience stress associated with social status and a perceived need to "keep up with the Joneses" by increasing their consumption.

Psychological research has shown that people who organize their lives around consumerist goals, such as product acquisition, report poorer moods, greater unhappiness in relationships, and other psychological problems. Psychological experiments have shown that people exposed to consumerist values based on wealth, status, and material possessions display greater anxiety and depression. In other words, science shows that consumerism does not make people happy at all.

Consumerism and the American Dream

“The American Dream” has always been about the prospect of success, but 100 years ago, the phrase meant the opposite of what it does now.

The original “American Dream” was not a dream of individual wealth and consumerism; it was a dream of social equality, justice, and democracy for the nation (first used widely in the 1916 elections).

The phrase was repurposed by each generation, until the Cold War, when it became an argument for a consumer capitalist version of democracy. Our ideas about the “American Dream” froze in the 1950s. Today, it can often mean consumerism.

What Are Some Examples of Consumerism?

Consumerism is defined by the never-ending pursuit to shop and consume. Examples including shopping sprees, especially those that engage a large number of people, such as Black Friday sales on the day after Thanksgiving.

Another example of consumerism involves the introduction of newer models of mobile phone each year. While a mobile device that is a few years old can be perfectly functional and adequate, consumerism drives people to abandon those devices and purchase newer ones on a regular basis.

Conspicuous consumption is yet another example. Here, people buy goods to show off their status or present a certain image. This doesn't always have to have negative connotation, as it can also signal pro-social behavior.

Is Consumerism Bad for Society?

While people need to be consumers in order to live and obtain our needs and wants, excess consumerism is widely thought to be a negative for society. Consumerism leads to negative externalities like pollution and waste. Moreover, consumerism begins to define people by what they own. According to some sociologists, mass culture popularized via the advertising industry creates consumers who play a passive role manipulated by brands, rather than as active and creative beings. There are systematic biases in the system which generate consumerism. If these system-biases were eliminated, many people would adopt a less consumerist lifestyle.

How Does Consumerism Shape Social Class?

Tastes and preferences for consumption goods are stratified by social class, not only in terms of monetary cost, but also appropriateness. Working class individuals tend to consume certain types of food, media, dress, and pastimes that may differ from those in the top 1% or higher strata. Consumption defines both self- and group-identity: People aspire to “consume up” to “keep up with the Jones’," but people fear downward mobility.

Consumerism is the propensity to consume and keep consuming. It is the drive to buy and own more stuff, and to define one's identity through what they own. Economists view consumerism as a positive for consumer spending and GDP growth. Others like psychologists and sociologists, however, see negative effects of rampant consumerism ranging from creating anxiety in individuals to social ills.

Kuhumba, Kevin Shijja. "Hyper-consumerism: Rethinking Virtue Ethics and Moral Solution in Contemporary Society."  Journal of Sociology, Psychology, Anthropology in Practice, vol 2, 2018, pp. 114-124.

Thorstein Veblen. " The theory of the leisure class." Routledge, 2017.

Association for Psychological Science, " Consumerism and Its Antisocial Effects Can Be Turned On—Or Off ."

Ivanova, Maria N. "Consumerism and the crisis: wither ‘the American dream’?."  Critical Sociology, vol. 37, no. 3, 2011, pp. 329-350.

Theodor W. Adorno and Jay M. Bernstein. " The culture industry: Selected essays on mass culture." Routledge, 2020.

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Consumerism: Exploring Impacts & Solutions in Modern Society

Updated on September 21, 2023

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Consumerism is a social and economic concept that promotes the continuous acquisition of goods and services in increasing amounts. It emerged as an economic force in the modern capitalist world, and it is centered around the notion that ever-growing consumption is not only desirable but also essential for both economic growth and individual well-being.

This socioeconomic phenomenon has several origins, such as the shift from an enormously productive economy to a consumption-based economy following industrialization or the desire for improved social status through conspicuous consumption.

It has significantly impacted various aspects of society, from driving economic growth to influencing cultural values and lifestyle choices.

Consumer culture often comes under scrutiny due to its potential negative consequences on the environment, resource depletion, and social inequality.

As the world continues to evolve economically and environmentally, it is important to examine consumerism’s role and evaluate its sustainability within the larger context of global development.

Table of Contents

The Evolution of Consumerism

From consumption society to consumer society, the rise of consumerist society, consumerism culture and society, materialism and consumerism tango, the influence of consumerism in society, psychological dimensions of consumerism, consumerism and materialism, consumerism and happiness, impact of consumerism, environmental implications, economic consequences, interpreting consumerism, academic viewpoints, pop cultural takes, frequently asked questions, what are the key differences between consumerism and capitalism, how has consumerism evolved throughout history, what are some negative impacts of consumerism on society, why is consumerism considered important.

The notion of humans as consumers initially took shape before World War I and gained prevalence in the 1920s in the United States.

During this period, technological advancements, an increasingly white-collar workforce, and accessible consumer credit laid the foundation for consumerism. White-collar jobs multiplied while innovations in production boosted the output of goods, paving the way for the consumption of society to flourish.

The shift from a consumption to a consumer society transformed how people perceived and engaged with material goods.

Individuals generally consume goods based on their needs and traditional status displayed in a consumption society. However, as the consumer society emerged, acquiring goods and services beyond necessities became a cornerstone of individual goals and aspirations.

As the consumerist society took root, marketing and advertising strategies evolved to align with the new economic system’s orientation and focus on mass consumption.

Market research, advertising agencies, and brand-building initiatives became important drivers of the new economic gospel in the consumerist movement, expanding the range of available consumer goods and stimulating demand.

Consumerism continued to evolve throughout the 20th century, with economic growth and increases in individual spending power fueling consumer demand and production.

The modern consumerist society is now characterized by globalization , the rise of e-commerce, and the impact of social media on consumer behavior. Today, consumerism is widely recognized as a dominant political and economic power force shaping economies, societies, and individual lives.

While the rise of consumerism has led to significant economic growth, higher living standards, and diverse choices for consumers, it has also generated concerns about sustainability and implications for the environment.

As consumerism evolves, it is essential to recognize these challenges and develop more sustainable consumption patterns to ensure a balanced and responsible approach to material goods and their impacts on society and the planet.

See Related: Capitalism and Homelessness: Is There a Correlation?

Consumerism and consumer culture are deeply intertwined with materialism, as they revolve around continuously acquiring goods and services. The desire for material possessions forms the basis of a consumerist society.

Consumer society thrives on the belief that more consumption leads to a better quality of life and social standing. This perception drives individuals to constantly seek new products, even when their existing possessions continue to serve their purpose.

The culture of consumerism encourages societies to equate personal value with material wealth. As a result, individuals may find themselves in an endless cycle of pursuing and acquiring goods to attain social validation.

This cycle is often fueled by the prominence of advertising and media, which promote a consumerist lifestyle and convey that consumption is the key to happiness and success.

Consumerism’s influence on society can be observed in various aspects of daily economic life. The need for constant consumption has led to a greater demand for resources, resulting in environmental degradation and exhaustion of natural resources.

Furthermore, the drive for more consumption also has social effects; relationships and communities are affected as people prioritize material possessions over personal connections, leading to declining community cohesion and social interaction.

Cultural consumerism is evident in how people express their identity through purchases. This trend results in individuals associating with specific brands and products that define their personalities and social standing. Companies exploit this connection to drive sales, creating a symbiotic relationship between consumerist culture and businesses.

Developing a consumerist culture and society has undoubtedly transformed how individuals perceive themselves and their relationship with the world around them. While there are undeniable economic benefits to promoting consumption, the social and environmental consequences perpetuating an ever-consuming society’s economic growth are becoming more apparent.

It is, therefore, essential to recognize the influence of consumerism in society and explore alternative means of promoting sustainable and equitable development.

See Related: How to Promote a Circular Economy: Tips for Sustainable Business Practices

The psychology of consumerism revolves around how individuals, groups, or organizations select, acquire, use, and dispose of products or services to fulfill their needs and desires.

Materialism, an essential component of consumerism, refers to the importance of acquiring and possessing material goods. Research suggests that materialism can be linked to lower happiness, life satisfaction, and psychological well-being, as their focus often leads to neglecting interpersonal relationships, self-reflection, and personal growth.

Despite the negative impacts, consumerism and materialism continue to thrive, primarily due to the role of advertising and media in shaping consumer behavior. These factors often promote a sense of identity and self-worth tied to possessions, creating an insatiable desire to acquire more goods, thus perpetuating the consumerist culture.

See Related : Best Globalization Jobs & Careers

The relationship between happiness and consumerism is complex. While acquiring goods and services may initially result in a sense of satisfaction, the effect is often short-lived.

The hedonic treadmill theory posits that people adapt to these pleasures, requiring them to continually seek higher satisfaction levels to maintain the same level of happiness. Consequently, the pursuit of happiness through consumerism becomes an endless cycle of spiritual satisfaction.

However, some studies have indicated that consumerism can contribute positively to happiness when it involves purchasing experiences instead of material possessions. For instance, vacations, hobbies, or events with friends and family can bring long-lasting satisfaction and positive memories.

This suggests a need to shift the focus away from materialism and towards experiences and relationships for increased happiness and well-being.

Consumerism significantly affects the environment through the depletion of natural resources and increased waste production.

The high demand for goods often leads to over-extraction of materials, causing deforestation, water scarcity, and depletion of non-renewable resources. Additionally, excessive consumption generates an increase in waste and pollution, negatively impacting ecosystems and biodiversity.

The manufacturing process of consumer goods often involves large quantities of water, energy, and raw materials. This contributes to greenhouse gas emissions and air pollution, exacerbating the global climate change crisis.

Moreover, excessive disposal of single-use products and electronic devices has accumulated harmful waste in landfills and water sources, posing a major threat to wildlife and human health.

The economic consequences of consumerism are significant and multifaceted. On the one hand, increasing consumer spending can contribute to growth of the economy and job creation , especially in sectors that rely on consumerism, such as retail and the service industry. However, it also has some negative implications for economies and societies.

Overreliance on consumerism may cause perpetuate economic growth but could lead to long-term instability. With greater emphasis on consumption, societies may experience higher debt levels and financial insecurity. This is partly due to consumers’ pressure to maintain their lifestyle, often taking on loans or credit card debt to afford their purchases.

Moreover, consumerism can widen the gap between the rich urban middle-class people and the poor. Wealthy individuals may easily adapt to the demand for consumer goods and services, while those with lower incomes may struggle to maintain their current standard of living. This income inequality ultimately impacts social cohesion and well-being, creating further disparities in access to healthcare, education, and other essential services.

In summary, the impact of consumerism is felt across various aspects of our lives, from the environment to the economy. Understanding these effects is essential for creating sustainable policies and promoting responsible consumption.

Consumerism, in economics, is the theory that consumer spending, or spending by individuals on consumer goods and services, drives economic growth and is a central measure of success in capitalist economies. Scholars have long debated the pros and cons of consumerism and its impact on societies, economies, public relations industry and the environment.

Some academics argue that consumerism stimulates production and economic growth, creating jobs and living standards. Others believe that this constant pursuit of consumption comes at a cost, including depletion of natural resources, climate change , and growing income inequality.

There are various perspectives on consumerism within academia, with some researchers examining the historical development of this phenomenon. One example is how capitalism evolved further economic expansion throughout the 20th century, paving the way for today’s modern consumerism-driven society.

Pop culture often reflects and is consumerism point contributing to the consumerist mindset prevalent in society. Advertising, movies, television, and social media significantly shape and reinforce consumer trends and behaviors. For instance, advertisements often target the consumer market and promote the idea that new products or the latest versions of items will bring happiness and satisfaction, fueling the cycle of consumption.

Music, film, and literature sometimes critique consumerism through satire or offering alternative viewpoints. Works that touch on these themes showcase the negative impacts of consumerism, such as social isolation, financial stress, and environmental degradation. Such pop cultural takes foster discussions and raise consumer awareness about the consequences of their spending habits.

In summary, consumerism can be interpreted through various lenses, including academic viewpoints and pop culture. The perspectives and critiques offered through these channels help broaden our understanding of consumerism’s implications and complexities.

See Related: What is the Sharing Economy? Important Pros & Cons to Know

Consumerism is the theory that emphasizes the importance of individuals consuming goods and services in large quantities for their well-being, whereas capitalism is an economic system based on the private ownership of the means of production and the maximization of profit.

In a capitalist economy such a trajectory, consumerism is vital in driving economic growth through consumer spending, often the largest component of a country’s GDP (Gross Domestic Product) .

Consumerism has evolved significantly throughout history, from the early barter systems and small-scale trade to the modern global market and digital economy. With the advent of mass production during the Industrial Revolution, consumerism expanded rapidly as products became more affordable and accessible.

In the 20th century, mass media and advertising further promoted the growth of consumerism, shaping desires and lifestyles. Today’s consumerism is characterized by constantly evolving consumer needs and expectations, driven by technological advancements and globalization .

Despite its contributions to economic growth, consumerism is often criticized for its negative societal impacts. Excessive consumerism can lead to environmental degradation as it encourages increased production, resulting in pollution and depletion of natural resources.

The relentless pursuit of material possessions also promotes a culture of materialism and superficial values, undermining social relationships and mental well-being. Furthermore, consumerism can exacerbate income inequality as wealth is concentrated among those who control the means of production. In contrast, such consumerism increases debt for those trying to maintain consumption patterns.

Consumerism is considered important primarily due to its role in driving the growth of the economy. As individuals consume goods and services, businesses generate revenue, increasing employment opportunities and living standards. Consumer spending is often the largest portion of a country’s GDP, indicating the extent of productive success in a capitalist economy.

Consumerism also has cultural significance, shaping societal norms and values through the influence of advertising and the symbolic meanings attached to products and brands. Understanding consumer behavior is crucial for businesses and marketers to effectively adapt to ever-changing needs and preferences.

Related Resources

• Greed in America: Exploring the Impact on Society and Economy
• Is Executive Compensation Unethical? Greed in Corporate America
• Capitalism vs Socialism: What are the Differences?

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15 Consumerism Pros and Cons

Capitalism is a recent discovery in the history of human societies. Beginning in the 16th century in Europe, consumerism developed as a way to improve living conditions, secure food resources, and support job growth during the early stages of the Industrial Revolution. By the 18th century, it was a practice that expanded into several different industries, including fashion and luxury goods.

At the core of consumerism is an active competition for revenues. Businesses must provide the best possible product or service to consumers. If they are not the best, then the customer will go to a competitor. That trend forces companies to look at the specific reasons why people purchase items, allowing them to create goods or services which meet specific needs.

Now the rise of consumerism is impacting the developing world as the developed countries mature. You’ll find new advertisements for goods or services around the globe. Debt levels rise as people buy items they want. Innovative products continue to call for a purchase.

These are the consumerism pros and cons to evaluate today.

List of the Pros of Consumerism

1. Consumerism stimulates economic growth. When goods or services are demanded in a society, then businesses must work harder to produce those items. It creates a never-ending cycle of buying and selling which allows the economy to grow. Increased production levels lead to more jobs. Additional employment leads to better wages in local communities. Higher wages lead to more spending. As the cycle continues to grow, the standard of living continually rises. That process creates more home, food, and job security for the average family.

2. It also boosts creativity and innovation. Businesses must continue to offer new goods or services to encourage ongoing sales. The only way to provide opportunities like this is to invest in research and development products. Consumers are always looking for the next product which solves their pain points better, cheaper, or both. That desire for something better places a lot of pressure on companies to continue producing better items. Then the cycle of economic growth continues.

3. Cost reductions are encouraged because of consumerism. When a society focuses on consumerism, the goal is to create the best value promise possible for the consumer. To define value, companies must recognize the pain points of their targeted demographics. Then they must be innovative with their production techniques to keep manufacturing costs as low as possible. This combination keeps prices down, which then allows a consumer to purchase items without being overly indebted to the process.

4. It weeds out the poor performers naturally. Companies are forced to stay innovative when managing consumerism. There is no other way to be competitive. Anyone can enter the market with relatively few barriers to entry. The consumers will then have the final say as to who gets to stay and who leaves, based on their purchasing preferences. Although that causes some companies to go out of business, which means fewer jobs the best and the brightest almost always stick around.

5. Consumerism encourages freelancing, entrepreneurialism, and self-employment. People are encouraged to take risks in a society which encourages consumerism. You’ll find more freelancers working on their own, securing contracts to work from home, in this type of society compared to others. Entrepreneurs who run “lean and mean” organizations have an opportunity to strike it big. Self-employment becomes an option because individuals provide high-quality services at prices much lower than the average competitor.

It is in these areas where real economic growth occurs.

• 99.9% of all businesses in the United States are classified as a small business.
• There are 8 million minority-owned small businesses currently operating in the U.S. right now.
• 58.9 million people in the United States are currently employed because of the structure of consumerism.
• Over 20 million people are employed by agencies with 20 employees or fewer.

6. It creates safer goods for consumers. When consumerism is the element driving society, then purchasers become familiar with their rights and responsibilities. They seek protection from faulty products or inadequate goods by holding companies to higher standards. If those standards are not met, then the purchaser follows a process to be made whole – often through the court system.

These standards may even include how the business treats their customers. If two companies sell a similar item at the same price, it is the customer service which will sway the value proposition.

7. Consumers are given more choices in this society. You can find more choices today than ever before in several product categories. New beverage flavors from Coca-Cola and Pepsi are introduced more often than ever before. You can find new potato chip flavors, mooncake flavors, and much more. Consumers even have the option to choose which celebrities they prefer to support by purchasing items that they choose to endorse. That is how consumerism improves the economy. You get what you want if you’re willing to pay for it.

List of the Cons of Consumerism

1. The economy takes precedence over the environment. When a society focuses on consumerism, the environment is usually the first element to see degradation occur. When consumers focus an increased demand for goods or services, the natural resources in the area come under pressure. Raw materials, water, and food products may experience scarcity. Because the best price possible is also encouraged, shortcuts happen too, such as using harmful chemicals to encourage a better price point. By the time all is said and done, consumerism does harm than good from the perspective of the environment.

2. It changes the moral fabric of society. Consumerism focuses on the personal ability to secure the best-possible goods or services when required. There are no ethics involved in this transaction. If you could achieve the lowest price when solving the most pain points, then you’re the best. No consideration is given on how you got there.

Families experience this shift in the moral fabric too. They feel a “need” to purchase goods or services that are not required, as if shopping were an addiction. These purchases occur to facilitate an equality in a society where everyone has access to the same products or services as everyone else.

3. Consumerism encourages debt. People take out short-term loans to meet the needs of consumerism more often than they do under different spending structures. Credit card purchases are frequent, especially during special events, holidays, or new product launches. For Black Friday 2018, consumers in the United States spent over $717 billion on items for the holidays, a 4.3% increase from the year before. Over $1,000 per person was spent for the first time. Compare that to 2005, when $496 billion was spent with an average of $734 per person.

The United States is often viewed as the world’s leader in consumerism. You’ll find the average American has 3 or 4 credit cards in their possession and are carrying a rotating debt of more than $16,000. When the net worth of a household is less than $5,000, their average credit card debt is just under $4,000.

4. It leads to health problems. When people encounter debt that will not go away, higher stress levels are sure to follow. Constant exposure to stress leads to ongoing health problems, ranging from insomnia to depression and other mental health issues. The only way to be successful when your focus is on consumerism is to work harder, earn more, borrow more, and spend more time doing these things. You have less time for relationships, hobbies, or time to yourself.

5. Consumerism does not provide fulfillment. Research consistently shows that people do not receive long-lasting fulfillment when their primary focus is on the materialism which occurs through consumerism. By the time someone starts earning $200,000 per year, the benefits of earning a higher salary disappear. People who make the most money tend to score the highest on a scale of negative emotions, reaching more than 50% by the time $360,000 is reached.

6. It can be used as a political tool. During the 1950s, Americans were lauded for their approach to consumerism. Some messages were so strong that people were told they weren’t patriotic if they chose to save money instead of spending it. During that decade, the U.S. economy grew by 37%. Families had 30% more spending power in 1959 compared to 1950 figures. Unemployment during the decade dropped to 4.5% at one point.

Despite all those advantages, 1 in 4 people still lived in poverty despite all the spending. It was one of the highest rates of poverty ever seen in the country outside of the Great Depression and wartime efforts, yet because of all the spending and the politics involved, it is often remembered as the best decade in U.S. history.

7. Consumerism conflicts with various spiritual beliefs. Jesus told the rich young ruler that all he had to do to enter heaven was to give away all that he had. Islamic law prohibits earning interest or paying it. Buddhism looks at hard work and steady efforts as a path toward prosperity and progress. Judaism believes in completing God’s creation while being smart stewards of money. Societies which are overly religious tend to avoid consumerism. Families who follow spiritual practices are often cast aside when living in consumerist lands. It is difficult to love money and God at the same time, and consumerism teaches that money should come first.

8. The poor are always left behind by consumerism. If you don’t have the money to pursue a choice, then you’re left with no choice. You purchase what you can afford to meet your needs. There is a negative stigma in consumerist societies involving people who ask for help. Even if you’ve been cast aside through no fault of your own, when you don’t purchase, then you’re not participating. You are cut-off from the very fabric of society until you can provide yourself once again. That creates a cycle which is difficult to break. You can’t participate because you’re not employed or poor, but you can’t get a job because you’re not engaged with society.

These consumerism pros and cons are not intended to be a judgment on the state of any society, individual perspective, or personal belief. They are a look at the facts. When the priority of society is to accumulate items, it does create jobs, but debt is also created. The positive cycles of economic growth are complemented by negative cycles of indebtedness. That is why many households are choosing to avoid consumerism when they can, with many feeling their lives are better because of it.

Consumerism-Effects on Society and Environment Essay

Introduction, effects of consumerism on the society, effects on consumerism on the environment, effects of consumerism on health, role of politicians and the media in promoting consumption, controlling consumerism.

Consumerism refers to the process by which individuals acquire new goods and services without making some important considerations. Some of these considerations that the consumers do not mind are their need for the product and the durability of the product. They also do not mind the effects of the manufacture and disposal of the product to the environment. Companies spend huge sums of money to advertise their products so as to create a desire for the product by the consumers. The advertisements convince the consumers that the products are very important and that it is very beneficial for them to acquire the products. Those who acquire the products are convinced that they have made an achievement. Consumerism leads to materialism where consumers are preoccupied with the acquisition of material objects, comforts and considerations and have no concern on the spiritual, intellectual, and cultural values. Consumerism has many effects on the society. The common trends of buying adequate supply of life’s necessities, community life, a stable family and healthy relationships changes to a situation where individuals have a great desire for new things and the money to buy them with little or no concern on the utility of the new products. The individuals and organizations that benefit from consumerism encourage individuals to discard old products either because they are not durable or because their fashion is old and outdated. Consumerism is the principle cause of many negative issues in the environment. It leads to pollution and depletion of natural resources. Consumerism has many effects on the health of consumers. The attitudes of the public to food and food supplements affect their health in a great way. Consumerism leads to the society demanding health services instead of accepting what is already available. Politicians and the media play great roles in promoting consumption. Consumerism has many effects on the society, environment, and the health of consumers and politicians and the media play a major role in promoting consumption.

Society is one of the fields that have heavily been affected by consumerism. Consumerism causes individuals to spend money on issues that are not necessary. Individuals tend to spend much money in buying goods of dubious value and little social return instead of spending the money in social capital such as education, housing, nutrition and others (Shukla 2). The consumer pays more money for the new products whose prices are higher so as to perceive the consumers that they are very important. Many individuals acquire the products on credit which is very expensive. When one purchases a new product like an automobile, he or she spends extra money in registration, insurance, repair, maintenance, and others. The increased demand for new products have increased competition among manufacturers and new products are emerging every day. The consumers on the other hand continue spending more money in buying the new products that are in fashion. Eventually, the rooms available in many homes are inadequate to hold all the products that the owners of the homes buy. New purchases lead to orphaned and unwanted things in many homes. This leads to wastage of good land can be used for farming. Warehouses are built in the land to store the extra products that the consumers do not use in their homes. As a result of consumerism, much money and other resources are wasted.

Consumerism affects the interaction between individuals in a society. The quest for more money to acquire material things preoccupies individuals to the extent that they have no time for other individuals in the society (Shukla 4). Spiritual values are underplayed where individuals no longer attend churches and to not see the importance of attending the money. Community gatherings have also been neglected for individuals go out to look for money to help them acquire material things. People have no time for their neighbors and do not even mind knowing their names because taking interest in them wastes time that could be used to acquire more money. Parents have no time for their children and end up employing baby sitters to cater for the children. Day care and rest homes have been charged with the responsibility of providing wisdom and tradition to the young children. Parents to the children are engaged in activities that can help them earn more money. The quality of products that individuals possess determines their class. They interact with those who belong to their class. This leads to discrimination of the less fortunate and those who cannot afford expensive products. As a result, personal relationships are affected and interactions reduce because everyone in the society is busy looking for money.

Consumerism has affected the lifestyles of people in society. People no longer focus on simplicity but concentrates on life that is more lavish and full of material comforts (Shukla 6). Individuals have come to believe that their lives will only be possible if they attain some products that they have not yet acquired so far. Instead of living in a healthy balanced society, individuals are turning themselves into human consumer goods. Many people are engaged in issues such as weight training, cosmetic surgery, breast reduction, diet centers, permanent eye make-up, collagen injections and others. Individuals spend a lot of money in trying to become what they are not.

Consumerism leads to an increase in crime rates. Today, a developed society is known by the material wealth of the individuals in it. This poses many dangers on the lives of many people. It leads to consumerism which in turn increases people’s desires and wants for goods. The people not only want to possess goods but expensive goods. Many cannot afford these expensive goods and they end up planning on how to illegally acquire them from the ones who have them. Theft cases and daytime robberies increase. Envy and jealousy are also likely to lead to crime (Shukla 9). Consumerism leads to a new form of business where criminals steal expensive products and sell them at lower costs to other people. This happens so that they can quest their thirst for money that can help them acquire other goods and services. As a result of consumerism, many individuals have purchased personal cars which they use in their activities. This has led to the erosion of public transport meaning that the individuals who earned their living in the department have lost their jobs. Such individuals may turn into criminal activities if they lack some other means of meeting their needs. In general, consumerism leads to criminal activities.

Consumerism has led to an increase in consumer demand leading to pollution of the environment (Chilongo 2). The first form pollution is the pollution of the water and the skies. Most of the products that consumers purchase are wrapped. Many companies wrap their products using plastic bags. When an individual buys a commodity that is wrapped with a plastic paper, he or she does mind the method of disposal that he or she uses but just thinks about the product itself. The plastic bags are thrown anywhere and they gat washed into the water ways. Animals that live in the waters may get caught up in the plastic bags and suffocate. The plastic bags in wrapping products take a very long period of time to decay. Disposing them into the environment affects the plants. Consumerism has led to the acquisition of many automobiles by individuals. A large percentage of individuals in the United States own personal vehicles. This is very dangerous to the environment. The automobiles use fuel that is a major cause of pollution. When the fuel burns, poisonous gas such as carbon monoxide is released into the environment. The gas is very harmful to the health of a human being and may even lead to death if taken in large quantities.

Consumerism causes depletion in the natural resources of a country (Chilongo 3). An increased use of automobile means an increased demand for fuel. The fuel that the machines use is extracted from the earth. The mines can run out of fuel leading to an economic downturn in the specific country. An increase in food consumption also affects the environment in that the amount of land needed to produce the foods is quite large and the land available may not meet the needs of the consumers. Farmers are at times forced to farm continuously without giving the land any breaks. The land deteriorates and the production keeps on reducing because it gets exhausted. The amount of water needed to farm and feed livestock so as to meet the needs of the consumers is a lot. Excessive use of water for farming and livestock may lead to a reduction of water supply in some places especially those individuals that live in the lower parts of sources of water. Digging of bore holes to increase the amount of water available for farming leads to drying of rivers that are major sources of supply. Natural resources keep on depleting as a result of consumerism.

Consumerism has negative effects on the ecology. So as to produce more goods and services that meet the demand of the consumers, natural habitat is being destroyed (Chilongo 3). The habitat is not being replaced but keeps on deteriorating. This affects the environment in general. The natural habitat is also destroyed when some space is needed for people to construct some buildings. This reduces the amount of land available for farming and also is a destruction of the natural environment. The industries that are being constructed to produce more goods not only consume space but emit gases that pollute the environment. Consumerism is a major cause of global warming.

Consumerism is a major cause of health problems to many individuals. As stated before, consumerism increases individuals’ desires and needs. Some individuals do not have the capacity to meet these needs regardless of their efforts. Some people work under great tensions but cannot meet their desires. This leads to situations of stress that eventually lead to depression (Mayell 4). The individuals who have enough money to meet their needs end up consuming fatty foods and in excess. They consume every type of food that is shown to have value and healthy. Such people get obsessed for accumulation of sugars in their bodies. In a bid to maintain good shapes and figures, people spend much money on injections, surgery, and others. These may cause cancer which leads to death. The more the goods produced to meet the demands of the customers, the more the emissions that are made in the industries. Consumption of these harmful emissions from industries and others by automobiles also affects the health of individuals. Consumerism affects the health of many in a negative way.

The media and politicians play a role in promoting consumption. The media promotes consumerism in its process of advertising for products. Many organizations spend much money to advertise their products in the media. This is done in newspapers, radios, newspapers, magazines, billboards, and many others. The media persuades the audience that the product is very effective and meets all the needs of the consumers (Micheletti, Follesdal and Stolle 45). The media gives the name of the product and shows the audience how the product or service could benefit the audience. This way, the media convinces potential customers to go for the specific brand. The media shows the audience that the product or service meets their demands. It also creates a picture in the minds of the consumer that this is the best brand compared to all other brands in the market. When the media convinces customers that a brand is of great value, potential customers will go for it regardless of whether they need it or not. They just want to possess new products that are of great value. Those who do not have money to purchase the product will start working hard so as to purchase it. The media also creates envy on the consumer which increases the demand for the product. This way, many individuals buy many goods and services that are not necessary in their lives. Politicians on the other hand promote consumption in that their views concerning a product are believed to be true by the consumers (Micheletti, Follesdal and Stolle 213). If a politician allows a product to be sold in his or her state or uses the product, the consumers will believe that the product is of high quality. They also would like to be associated with it. Many will go out looking for it even if they have other products which can address the issue that it will come to address.

Consumerism has become very common and something needs to be done so as to control it. The first important is educating individuals on the effects of consumerism on the environment and the society in general. Informing individuals on the dangers on consuming everything that they view being advertised would help them avoid buying them. Consumers should also be informed of the effects of buying new machines when they already have enough. It is dangerous to the environment. They should be encouraged to spend their money in a way that could benefit society rather than destroy it. Spending the money in social capital such as education would benefit the entire society. Consumers should be informed to avoid buying new products especially if they are not necessary in their lives. They should be informed that the picture of the products that the media portrays is not always the truth. Organizations make advertisements so as to increase their competitive advantage and revenue. When one really needs something, they should borrow or buy a used one so that the ones that are already in there can be utilized. The only new products that should be include hygiene products, utilitarian services, medicines, art supplies, and others. This way consumerism can be controlled.

Consumerism has many effects on the society, environment, and the health of consumers and politicians and the media play a major role in promoting consumption. This is because consumers buy the products just because they are new and not because they really need them. Individuals concentrate on acquiring new products and the money to acquire them. Beneficiaries of consumerism encourage individuals to discard old products and acquire new ones so as to keep up with fashion. Consumerism has many effects on society. Individuals spend much money buying goods that have dubious value and have little social return. It affects interpersonal relationships and interaction between individuals in the society because everybody concentrates in acquiring money. It changes lifestyles and leads to increased crime rates. Consumerism affects the environment in that it leads to increased use of machines and goods that pollute the environment. It also leads to depletion of natural resources and ecological imbalances. Consumerism affects the health of individuals negatively whereby it causes them to develop complications. The media promotes consumerism through advertisement where it persuades the consumers to purchase a product or service because it is of great benefit to them. Politicians promote consumerism by their views. Consumers need to be educated on the effects of consumerism in order to control it. They should also be encouraged to avoid new things where possible.

Chilongo, Menezes. The Effects of Consumerism on the Environment. 2010. Web.

Mayell, Hillary. As Consumerism Spreads, Earth Suffers, Study Says. 2004. Web.

Micheletti, Michele, Follesdal, Andreas and Stolle, Dietlind. Politics, Products, and Markets: Exploring Political Consumerism Past and present . New Jersey: Transaction Publishers, 2004. Print.

Shukla, Amitabh. The Effects of Consumerism. 2009. Web.

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