The Rubinshteinic Critique on The Paradox of Consumerism

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Introduction

Consumerism is the belief that acquiring goods and services is beneficial to both the economy and one's personal well-being.

Economically, this is true to a degree. There are countless jobs that require constant, repetitive consumption to exist. Entire industries finance themselves by selling things that are fundamentally unnecessary for a life of satisfaction and happiness.

While the culture of consumerism is necessary for the sustainability of those who provide these goods, it is not necessary for the people to remain in a constant state of unnecessary shopping "crusades."

The Economic Trap: Who Are We Saving?

Consumerist culture is inherently more beneficial to sellers than to buyers. Without the continuous activity of unnecessary shopping across global trading centers, mass layoffs would be inevitable. Companies cannot sustain losses; when the buying stops, the firing begins.

This leads to a difficult ethical question: Are we, the consumers, responsible for the livelihoods of those who provide us with unnecessary goods?

The answer is, of course, no.

We live in a world largely built on free-market economies, driven by competition. It is not the responsibility of the individual to ensure the sustainability of a business that sells useless products. We are not charities for failing business models.

The False Blurring of "Want" vs. "Need"

Consumerism itself hasn't blurred the distinction between wants and needs. Rather, conformity and herd mentality have.

There is a pervasive notion that we "ought" to be like everyone else—that we "need" to be accepted as normal within our social circles. This social anxiety leads to peer pressure, forcing us to buy unnecessary things simply to fit in.

The Manipulation of Language

The way we use language plays a massive role in this deception. We often use words like "must" and "need" to convince ourselves and others that a purchase is essential for a "well-lived life."

However, what constitutes a well-lived life is up to interpretation.

• Managing an article empire is fulfilling to me, but it might not be to you.

  
  

• A specific car might matter to a collector, but not to a commuter.

  
  

This is exactly how Clickbait works. By telling us in a headline that we "must" watch a video or "need" a product, content creators manipulate our fear of missing out to generate traffic and revenue.

Ultimately, it comes down to profit. Providers make money by convincing you that a desire is a necessity. Even if the reason is deceptive, it is effective.

Brand Loyalty vs. Biological Necessity

If you embed a brand deeply enough into society, you increase the chances of people consuming unnecessary products under the guise of necessity.

The Reality Check:

• You do not need a McDonald's just because you are hungry.

  
  

• You do not need a Coca-Cola just because you are thirsty.

  
  

You need to eat and to drink. Those are the biological necessities. The specific brand is a choice, not a need, especially when you have plenty of healthier, cheaper options.

Conclusion: The Ascetic Advantage

The Ascetic knows this truth well.

Consumerism is vital for the people whose job it is to sell you things you don't need. By convincing you that you "must" have them, you extend the duration of their employment and the lifespan of their company.

Therefore, consumerist culture is necessary for one category of people (the sellers), but it is often harmful to the other (the customers).

Can you live a well-lived life with nutrition that is both tasty and healthy, without buying into the hype? If the answer is yes, then countless brands are rendered unnecessary, regardless of their marketing budget.