consumption, consumption, what's your function?

It would be obvious to state that types, methods, and amounts of consumption have changed drastically within the past 200 years. Many widely owned commodities such as cars, phones, televisions, calculators, even contact lenses* were only marketed during the twentieth century. Yet, the actually necessity of many items we “need” is questionable; certainly our predecessors managed to survive without many of the technological, medical and commercial aids of our time (including tube yogurt and TiVo). Why, then, are current markets flooded with thousands of “necessary” items? Simply stated, our modes of consumption have shifted from satisfying our needs for survival to satisfying our needs to be happy.

Perhaps this shift became most prevalent when consumption became increasingly intertwined with consumerism, that is, the “doctrine validating abundance and prosperity” (B., G., & M., 58). This idea of consumerism promotes the message that material consumption is positively associated with wealth, thus, spending more shows (or gives the impression) that one has more to spend. Material consumption may also serve to exhibit the values of the consumer. Associations and organizations have been created to uphold the interests of consumers to ensure that they remain content and "informed" regarding their opportunities for consumption. Consumption in this sense, and especially in capitalist nations such as the United States, is viewed more as a right than a privilege and continues to validate purchases in the minds of consumers.

Although there are positive connotations to the "right to consume," some believe that consumption may be a right we abuse; the negative side of consumerism sees consumption as indulgent of "self-interests and vulgar materialism" (B., G., & M., 58). Not only is consumption synonymous for "decay," "devouring," "depletion," and "destruction," but it is the culprit in a slew of newly recognized mental and social illnesses. Consumer goods, food, alcohol, and sex are among the over-consumed entities found hard to resist; interestingly, they are also four things usually associated with feelings of pleasure or happiness. As our basic needs for food, shelter, and company are now easily met, it makes sense that we would begin to search for new needs in order to continue to better our lives. And it is a basic human instinct to seek out things that make us happy or comfortable to the greatest possible extent. Unfortunately, in this era of consumption, it can be difficult for a person to realize when their needs have been fulfilled; instead, we keep buying and consuming goods we think we need in the search for total satisfaction.

Thank goodness SoBe will begin bottling willpower soon.

*Fun Fact: Leonardo da Vinci, among his many achievements, is also credited as being the original inventor of the contact lens.