Consumerism is a widely critiqued concept in American culture; representing the idea that human beings are driven by a desire to purchase goods. Consumer culture evolves with society and technological advances, adapting its hold over citizens to remain consistent with the values of the era. The phenomenon nonetheless has allowed society to advance to its current state, a state that has resulted from decades of exponential growth. Modern society and consumer culture is a human fabrication that is so far detached from nature that new questions must be addressed pertaining to whether a mere individual can still consume and participate in consumerism ethically. In this essay, I will argue that ethical consumption in modern society is impossible
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College prices are increasing as the value of a degree decreases, making participation in consumer culture more important in order to chase a dream that requires acceptance and networking for success. Joseph Heath and Andrew Potter analyze the role of conformity and non-conformity in consumer culture in “I Hate Myself and Want to Buy.” In their analysis, they explain the origins of a competitive consumer culture in which distinction drives spending, claiming, “The fault would appear to lie with the Jonses. They’re the ones who started it all by trying to one-up their neighbors. It’s their desire to stand out from the crowd, to be better than everyone else, that is responsible for ratcheting up consumption standards in their community” (103). The Jonses were a fictional family from the suburban, cookie cutter culture of the 20th century, representing the competition to outdo peers through the possession of desirable goods and brands. Not having a certain brand or product that is desirable ostracizes an individual from social groups. Consequently, there is no practical way to ethically consume unless you are comfortable with becoming detached from society. Considering the fact that achieving success, specifically “The American Dream” is trending towards becoming a requirement in today’s society, becoming detached from peers significantly decreases the chances of success. Not having socially acceptable brands ostracizes individuals from groups that society requires them to connect with in order to follow the path to success that is prescribed by society. As a millennial, living in a world that requires a college degree in order to obtain a middle class socioeconomic status, becoming ostracized from the path to success is not an option. In a culture that requires such a high standard for survival, much less raising a
College prices are increasing as the value of a degree decreases, making participation in consumer culture more important in order to chase a dream that requires acceptance and networking for success. Joseph Heath and Andrew Potter analyze the role of conformity and non-conformity in consumer culture in “I Hate Myself and Want to Buy.” In their analysis, they explain the origins of a competitive consumer culture in which distinction drives spending, claiming, “The fault would appear to lie with the Jonses. They’re the ones who started it all by trying to one-up their neighbors. It’s their desire to stand out from the crowd, to be better than everyone else, that is responsible for ratcheting up consumption standards in their community” (103). The Jonses were a fictional family from the suburban, cookie cutter culture of the 20th century, representing the competition to outdo peers through the possession of desirable goods and brands. Not having a certain brand or product that is desirable ostracizes an individual from social groups. Consequently, there is no practical way to ethically consume unless you are comfortable with becoming detached from society. Considering the fact that achieving success, specifically “The American Dream” is trending towards becoming a requirement in today’s society, becoming detached from peers significantly decreases the chances of success. Not having socially acceptable brands ostracizes individuals from groups that society requires them to connect with in order to follow the path to success that is prescribed by society. As a millennial, living in a world that requires a college degree in order to obtain a middle class socioeconomic status, becoming ostracized from the path to success is not an option. In a culture that requires such a high standard for survival, much less raising a