Groomed to Consume
With Christmas coming up, household consumption will soon hit its yearly peak in many countries. Despite homely pictures of tranquility on mass-produced greeting cards, Christmas is more about frenzied shopping and overspending than peace on earth or quality time with family and friends. As with so much of our lives, the holidays have been hijacked by the idea that satisfaction, even happiness, is only one more purchase away.
Two generations ago, my Norwegian grandmother was overjoyed as a child when she received one modest gift and tasted an imported orange at Christmastime. In the modern era of long-distance trade and excess consumption, nobody gets even mildly excited by tasting a foreign fruit or receiving a small gift. Instead, adults dive into a cornucopia of global food (typically followed by a period of dieting) while children expect numerous expensive gifts – with designer clothes and electronic toys, games, and gadgets topping the list.
This comparison is not meant to romanticize the past or demean the present: it’s just a small example of how consumption has come to replace the things that give real meaning to our lives– like creating something with our own hands, or sharing and interacting with others. In the process, we have been robbed of the ability to take pleasure from small wonders.
Most of us are aware that excessive consumption is a prime feature of modern life, and that it is the cause of multiple social and environmental problems. We are living in a so-called “consumer culture” – a rather fancy title for something that has more in common with an abusive affliction, like bulimia or alcoholism, than it does with real living culture.
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