It’s gone virtually unchecked and we’re in arguably the worst economic crisis ever. The consumer industry is collapsing and the casualties are piling up – real human suffering is happening. Why don’t we face it? We’re under attack. There’s a war on our way of life. No I am not talking about terrorism, I am talking about consumerism. What makes matters worse? The enemy is us. How do we battle a war against ourselves?
War on Consumerism? You hear those words put together and jaws drop. Two reactions follow: One camp will read those words and more or less think about how to save our sacred institutions. The other camp sees those words and says – thank-you for helping me get out from underneath that pressure.
But make no mistake, we are under siege. Think about it, arguably government backed banks appear to be withholding taxpayer dollars for loans. Just a few days ago, “insurgent” groups of consumers boarded busses to knock on doors of banking CEOs in New York and Connecticut – demanding the executives stop blocking foreclosure prevention efforts. And, in my line of work, consumer anthropology for corporations, we’re seeing more examples that a war is on. From conversations we’ve had, it’s clear that informal war rooms are hatching up everywhere – from credit card companies to consumer packaged goods companies to living and dining rooms across America. All of us are in this together and all of us are creating survival strategies, resource plans and back-up plans. The lucky ones are able to see the opportunity more clearly and are already on their way to grounding their consumerism in a deeper understanding of the differences between want and need. However, many millions are already well into their plan Bs and Cs as they figure out how to reduce the carnage from lost income, lost homes and more.
As a consumer anthropologist I believe we need to frame this situation in provocative and stark terms in order to push the conversation further. It’s kind of funny, I’ve never seen and heard so many people sounding like consumer anthropology colleagues of mine! We’re all able to see the way our way life works and truly examine its implications. We have a rare opportunity at this time to take what we learn and create something a new. I just believe that we need to formally declare a War on Consumerism to get us to enter into the necessary transformation process and begin to officially do battle with – ourselves. It is only in this way that we have the opportunity to realize the desire that consumers across the US have been sharing with us – the desire to reground their spending, their lives, and return the American Dream to its roots, and those aren’t about the opportunity to buy, but rather the opportunity to really enjoy life.
I believe people are ready to frame the discussion in a way that helps us all move forward. I believe they’re ready to hear what they need to hear and to feel the pain it will take to move forward. I’m certain we will emerge from this crisis with a functioning consumer economy that more or less chugs along. But what I am not certain about it is whether we will seize this opportunity and create a new kind of consumerism – a Grounded Consumerism – where we can all truly achieve what we desire most. To live better, for real. It’s for this reason that I declare a War on Consumerism today and invite you to join me in battle.
February 17th, 2009 - Posted in Anthropology, Behavior, Consumer Products, Cultural Trends, Ethnography, Habits, Robbie's Thoughts | |
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It’s Darwin’s 200th birthday today, and I’ve been thinking a lot about evolution as it pertains to business. Marketing calls this “economic darwinism” and even though my anthro professors scoffed at such a term, I think it’s interesting to compare the econ concept of supply and demand to Darwin’s concept of natural selection.
I came across this article today (below) and it made me mad. From the consumer perspective, how dare you tell me to spend right now for the “good of the economy?” I’m finally starting to figure out how to do what’s best for me, my family, and our financial wellbeing–saving for our future, eliminating debt–and you’re telling me that it’s wrong? That I should be spending? No one is explaining WHY this is. Why is the answer to a weakened economy MORE mass consumption (which is tantamount to the self sacrifice of individual consumers)? Bush told us all to spend, spend, spend after 9-11 and it didn’t do us very much good. I think people are starting to see through these “spend” mantras and doubt the truth of the “economic collapse” warnings.
http://money.cnn.com/2009/02/12/news/economy/savings_rate/index.htm?cnn=yes
Here at Context, we’ve been doing some fascinating work on the major cultural changes that are underway in response to the economy. It starts with people realizing that there’s a new wind blowing through; a new realization that we are all responsible for our own financial and economical wellbeing that it is very strongly correlated with our spending habits. Folks move through stages as they “evolve;” moving closer to a new consumer identity that we’ve called “the Grounded Consumer.” Grounded Consumers understand the difference between need and want, between spending and saving. They pay off their debt and take measures to ensure a healthy future financially. They stop senselessly consuming and believe that experiences are more important and gratifying than things or the act of buying things. This is good news for consumers, bad news for companies. The reduced spending that puts consumers in a better place has companies all but panicked about their ability to sustain themselves.
The good thing is that hopefully when the dust settles we’ll be left with companies that actually fulfill a legitimate consumer need rather than exacerbating mindless conspicuous consumption. In this new environment (I saw on the news last night they’re coining it the “New Reality”), different pressures are on businesses than before which inevitably means some will be fitter than others. These pressures are largely driven by consumer culture and the changing landscape of the nature of “demand.” Hence, our focus on this being a cultural change hits right on the center of the issue. Companies that get this sooner rather than later and are able to form themselves to the new mold of the Grounded Consumer will be more likely to survive. Those that don’t adapt well to the new environment will be selected out of the producer gene pool and go the way of the dodo bird.
February 12th, 2009 - Posted in Anthropology, Behavior, Consumer Products, Cultural Trends, Ethnography | |
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