Introduction
When we talk about food, water, shelter, health, clothes, etc, we are basically talking about basic needs. But when we go beyond the basic needs, we essentially enters into the sphere of human desires, and that desire has a psychological motivation. That motivation has a direct bearing with the status, power, prestigue, dignity, happiness, etc in the social arrangement.
Therefore consumerism is something that goes beyond the actual/basic needs to fulfill the appetite of desires, without having any regard/concern to the impact to people, process, environment, society, etc.
Unfortunately, consumerism has been one of the basic tenets of global economy, GDP, utilitarianism, happiness, and overall well-being, etc so much so that conspicuous consumption has become one of the status symbol.
When the notion of propsperity is rooted in material possession, the inevtiable outcome would be naturally consumerism and conspicuous consumption is a resultant product of consumerism.
Consumerism is nothing but commodification of human values in the society with a contagious effect and with a never ending pursuit of more & more.
Just like the political landscape has undergone evolution, so as the notion of properity. In ancient time, this notion was a limited phenomenon of elite class, the ruling class. With the advent of liberal democracy, and laissez faire individualism, the notion properity started percolating down to the common man, however, the character/perception of prosperity did not change until late 20th century.
Only in the early 21st century, with the rise of social media, and with broder exchange of perspectives, cultural exchanges, and from the standpoint of sustainability, the notion of propserity has underwent re-evaluation.
In 2015, the concept of Sustainable development Goals emerged, the countries globally set 17 goals to achieve by 2030 with 169 targets. In the context of consumerism, SDG-12 calls for responsible consumption and production. It has 11 targets.
SDG 12- Responsible Consumption and production
Target 12.3- HALVE GLOBAL PER CAPITA FOOD WASTE
Target 12.5- SUBSTANTIALLY REDUCE WASTE GENERATION
Target 12.8- PROMOTE UNIVERSAL UNDERSTANDING OF SUSTAINABLE LIFESTYLES
From Conspicuous consumption to Responsible & Conscious Consumption
From an individual perspecitive, the resources might appear infinite, but from global perspetive, or from the stand point of mankind, the earth has finite resources, therefore responsible Lifestyle is an imperative for the very survival of the present and future generations.
The question of Consumerism should not be deliberated from the stand point of resources alone. It should also be factored in with various other important dimensions such as--- morality, inclusivity, social responsibility, environmental sustainability, etc.
So we have a new generation (Gen Z) who have begun to thoroughly check out the integrity of backend also, alongside front-end when it comes to making a choice as a consumer--- Which implies the product must be in exact proportion with the process. The process encompasses morality, inclusivity, social justice, respect, people and environmental friendliness, social responsibility, etc.
That is the reason why in the early 21st century, the notion of properity has undergone re-evalution to call out conspicuous consumption and to replace just consumerism with responsible and conscious consumerism.
Responsible and conscious consumerism implies gross awareness of the product before purchase and sustainable use of it after purchase.
The various new dimension that have been added to the processes and core values are--
- Circular economy-- where waste can potentially generate some welth and should not otherwise degarde environement.
- Green economy-- to ensure environmental sustainability
- People's participation with the aid of technology- input, formulation, feedback, grievance redressal, transparency, etc.
The best way to understand awareness before purchase is-- let's say in crypto's term-- whether an asset is truly decentralized and community driven or not before you invest your hard earned money in an asset.
Simillarly whether a product that you are using is being manufactured through ethical means or not, whether they adopting circular busness models or not, whether they are adhereing to social justice in the context of man power or not. That awarness will trigger a right decision in consumption habits. The right consumption will butress conscious and responsible consumerism.
India's intiative for LiFE
LiFE- Lifestyle for the Environment
India in COP26 held at Glassgow, UK gave a call to the global society to revisit their Lifestyles without giving up their aspirations.
It calls for "mindful and deliberate utilisation" instead of "mindless and wasteful consumption". It essentially seeks to replace use-and-dispose economy to circular economy.
Shallow Consumerism Vs Deep Consumerism
In utilitarianism, it is primarily concerned about maximizing happniess. In that pursuit, it increasingly becomes anthropocentric, where human desires and thier fulfillment takes the center stage. In that process, it becomes a strong proponent of lifestyle choice, consicuous consumption. Such a desire does not undergo the scrutiny of sustainability, responsibility, morality, etc. That's why it is shallow.
In contrast, Deep and responsible consumption finds such a purpose of life and consumption habits which is in harmony with nature, society, people, process, morality. It does not belive in privilleging individual at the expense of others including the biotic and abiotic components. That is why it's deep and inclusive.
My own choice and perspective
I was born and raised in rural set up and I belong to a typical lower middle class family. For a poor, it is a natural desire to become rich. However, I have personal desire to blend richness(qualitative) with material possesion(quantitative) to produce a new strand of mediocore life with ethical fulfillment.
I have also observed that those who are poor now when they scale up and join the rank of elite class on account of their material possesion they also begin to endorse conspicuous consumption.
I personally detest the idea of show off and lavish lifestyle particularly when 824 million people worldwide are undernourished. Considering the fact that earth has finite resources, our ethical and responsible use of resoueces will ease the flow of resources to the needy.
Therefore conscious consumerism is paramount.
Conclusion
With the rise of social media and further decentralzied by Blockchain technology, the knowledge economy is expanding at a faster pace. That knowledge economy is helping in the dissemination of information. The cultural exchange, exposure to different perspctives, and first hand access to relevant data should arouse the individual's dormant mind to revisit their Lifestyles.
Responsible and conscious consumerism can only be achived through a bottom up approch, the top-down policy provision can only act as an assistant. We can have different ambitions, but we can make responsible and conscious consumption habits. That awareness and sustainable habits/lifestyle will bring radical change in the society which will have a lasting valuee for generations.
This is my participation for the Initiative: March Monthly Prompt
Check out the above post if you are keen to participate in a particular theme of the day.
Thank you.
Posted Using InLeo Alpha
