Bigger Better Best Equates Happiness?

We live in a very consumer oriented society. I think that for the most part we forget that we do because it’s normal for us, and so we have been socialized into thinking that it is correct. I don’t know that there is anything wrong with living in a consumer oriented society, but I do think that we need to be aware of it.

Image from: chrisjhoward.com

In class we watched The Good Consumer, and I was struck how materialistic our society really is. I know that it, The Good Consumer, is exaggerated, but there is definitely truth in the video. Evidence of this can clearly be seen within our society with people always wanting the latest, greatest, and newest phone, or computer, or car; filled with nothing but the best and newest apps, or greater processing speed, or the ability for it to park itself. We’re inundated from a young age to want things that are better, and commercials, even for things like insurance, often rely on tactics which illustrate our desire for the best( notice the use of superlatives), such as this pony commercial from Ally.  

As a society we seem to be dazzled by the prospects of obtaining that item, whatever it may be, because it is obviously the peak of sophistication. I like to try and pride myself with being a step above it. I’ve had my computer for six years, and feel no need to get a better one (it runs a little slower, but it still works), my phone is one of my brothers rejects, and I’m perfectly content with my things. Our society, however, seems to be consistently concerned with out-doing its previous product, and it illustrates a never-ending upward spiral in our culture, even if the next greatest product isn’t really that different from its previous model.

Image from: cashpeters.com

I know, that if being honest with myself, that there are things that I want, but know that I don’t need, such as a touch-screen phone, or a faster computer or tablet. I’ve been able to talk myself out of getting them because they’re” so expensive”, and “how much would I really use it if I had one anyway.” One of my favorite travel writers, a British guy named Cash Peters, wrote a book called Gullible's Travels, and I believe that it offers some insight to our Western consumer culture:

                 

 “…most Americans have staked their whole life on achieving  similar goals: having, owning , possessing, winning, beating  the next guy past the post. What they don’t realize is: Eat lots of  cake and you get full; eat lots of icing and you get sick.”(p. 245)

I think that the icing is our consumer culture. Having the best, and greatest, won’t stay, and if you’re constantly trying to achieve them, you’ll never be happy. According to the Stoic view a good life is one without suffering and dissatisfaction, but we do suffer and feel dissatisfied because the reality of our lives isn’t what we want or expect for ourselves, so we have two options: manipulate the external world so we get what we want; or manipulate our internal world so we want what the external world has. I don’t believe that either option is easy, but I believe that the second option will be more probable in achieving happiness.