The rise of Hyper-Consumerism
What is the purpose of life ? In the modern Zeitgeist of increasing disillusionment, compulsive herd behaviour and lack of third world problems, questions like these are compellingly difficult to answer.
The market for purpose is huge and we now have competing philosophies vying for attention where previously theism was the norm.
Although I would attribute my recent bout of existentialism to boredom and matters of the heart, it has been very insightful. My exposure to the capitals of Neo hyper-consumerism, Dubai and Singapore was my muse.
So what is a modern human supposed to believe in ? What should drive be attributed to ? Is everything meaningless ? Is life all but struggle ?
Our ancestors faced adversities to the human condition. Hunger, wars and political revolutions to name a few have been all but replaced by a horde of fast food joints to choose from, reality show contestant wars and tweeting reactionary political views for the lol’s.
Delving into everything from Nietzsche, Schopenhauer, Camus, Kant, Emerson and a healthy dose of Aurelian stoicism provided new ruminations but left me as clueless as ever.
What I couldn't find anywhere though were the logo stamped hydra heads of modern day consumerism. A new form of faith founded on the tenets of conspicuous consumption & hoarding.
Humans have always loved identities. Names were never enough. Communities with names and graphical banners were a start. Think of early settlements and kingdoms à la Game of Thrones.
But with shortening communication distances and increasing individual social cachet this ran into limits too.
Supplemental reinforcement in the form of religion, states, countries and political ideologies arrived but the individual wasn't satisfied for long.
A very basic human drive is the need for validation. And as much as we like to deny it, it’s a blessing in the form of motivation and a curse in the form of a hardwired need.
In extremes, when taken as the former it can inspire you to pursue your loftiest dreams while the latter can lead to you a path of total immorality.
This need can be fulfilled in various ways. Achieving tangible goals, doing something that makes you famous, developing skills or having talent that sets you apart, etcetera.
But the gods of capitalism have a better idea. Why not set yourself apart merely through consumption ?
Buy things you don’t need with money you don’t have to impress people you don’t like. And do make sure that there’s a logo on it. It’s gonna make it all the more worthwhile.
While Tyler Durden was ahead of his time and foreshadowed a lot of this, I doubt he imagined it to turn into a religion of sorts.
There is no greater joy in accumulating your 50th piece of clothing, watching that 100th generic action/comedy flick or going apeshit for that collectible that seems so special because it’s special and the marketing teams scream so from the rooftops.
Marketing is the number one contributor to cost nowadays. Be it fashion, movies, video games, vehicles or even pharmaceuticals, everything is more about getting the word out to customers and making a quick buck. Actual market need, product longevity and feature improvements are all but secondary.
This is not the cause but a consequence of the change in modern human behaviour. With an increase in the power an individual voice has thanks to the advent of social media, advertising and fame have become democratized.
People are hyper-aware of things pushed in their field of view by increasingly cheap and effective mass media direct in your face through their social media feed. While blissfully unaware of other things and unwilling to exercise independent thought.
In addition to this, social mobility has decreased, wealth is being increasingly concentrated and people don't see a light at the end of the struggle tunnel.
A whole generation is therefore gearing up for a life of superficial validation seeking dominated by the brands they own, the car they drive, the celebs they follow, the politics they espouse and the sports team they fanaticize.
All the while ignorant about the fact that none of the mentioned entities even know or care about their existence except for when they need your money, views, likes and attention. An abusive one-sided relationship if there ever was one.
Now I know what most of you are saying and you’re right. I am a total hypocrite and 100% guilty of having done all of the things above I vehemently criticize.
What’s important to realize though is that I am an unwilling and conscious participant.
A ship in harbour is safe, but that’s not what ships are for. I intend to participate keeping my biases at bay, preaching the truth and trying to make a change.
The human condition is one I cannot escape and I don’t intend on being a hermit. Escapism and avoidance is an easy way to feel superior but you can never achieve deep insights into things that way. Sometimes you just have to jump into the deep end.
I’ve realized the only things really valuable and make you genuinely happy are new experiences, new people, getting to share experiences with those who matter to you and the love and care you get from others.
Materialistic things that provide an experience are indeed valuable. But in general, their usefulness is fleeting. I see a lot of people get attached to their possessions. Some are even obsessed about maintaining them better than they maintain their own bodies. None of this is worthwhile.
Possessions are replaceable. They are ephemeral. They are a means to an end. An accompaniment, an accessory, a tool to make life easier in general. And the worst mistake you can make is to dedicate your purpose to it.
