by We are guided by an ideology so familiar and pervasive that we do not even recognise it as an ideology. It is called consumerism. It has been crafted with the help of skilful advertisers and marketers, by corporate celebrity culture, and by a media that casts us as the recipients of goods and services rather than the creators of political reality. It is locked in by transport, town planning and energy systems that make good choices all but impossible. It spreads like a stain through political systems, which have been systematically captured by lobbying and campaign finance, until political leaders cease to represent us, and work instead for the pollutocrats who fund them. In such a system, individual choices are lost in the noise. Attempts to organise boycotts are notoriously
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We are guided by an ideology so familiar and pervasive that we do not even recognise it as an ideology. It is called consumerism. It has been crafted with the help of skilful advertisers and marketers, by corporate celebrity culture, and by a media that casts us as the recipients of goods and services rather than the creators of political reality. It is locked in by transport, town planning and energy systems that make good choices all but impossible. It spreads like a stain through political systems, which have been systematically captured by lobbying and campaign finance, until political leaders cease to represent us, and work instead for the pollutocrats who fund them.
In such a system, individual choices are lost in the noise. Attempts to organise boycotts are notoriously difficult, and tend to work only when there is a narrow and immediate aim. The ideology of consumerism is highly effective at shifting blame: witness the current ranting in the billionaire press about the alleged hypocrisy of environmental activists. Everywhere I see rich westerners blaming planetary destruction on the birth rates of much poorer people, or on “the Chinese”. This individuation of responsibility, intrinsic to consumerism, blinds us to the real drivers of destruction.
The power of consumerism is that it renders us powerless. It traps us within a narrow circle of decision-making, in which we mistake insignificant choices between different varieties of destruction for effective change. It is, we must admit, a brilliant con.
It’s the system we need to change, rather than the products of the system. It is as citizens that we must act, rather than as consumers. But how?
George Monbiot in today’s Guardian