But growth must go on: this is everywhere the political imperative. And we must adjust our tastes accordingly. In the name of autonomy and choice, marketing uses the latest findings in neuroscience to break down our defences. Those who seek to resist must, like the Simple Lifers in Brave New World, be silenced – in this case by the media.
With every generation, the baseline of normalised consumption shifts. Thirty years ago, it was ridiculous to buy bottled water, where tap water is clean and abundant. Today, worldwide, we use a million plastic bottles a minute.
Every Friday is a Black Friday, every Christmas a more garish festival of destruction. Among the snow saunas, portable watermelon coolers and smartphones for dogs with which we are urged to fill our lives, my #extremecivilisation prize now goes to the PancakeBot: a 3D batter printer that allows you to eat the Mona Lisa, the Taj Mahal, or your dog’s bottom every morning. In practice, it will clog up your kitchen for a week until you decide you don’t have room for it. For junk like this, we’re trashing the living planet, and our own prospects of survival. Everything must go.
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