Consumerism is bad. Consumerism is “the idea that increasing the consumption of goods and services purchased in the market is always a desirable goal and that a person’s wellbeing and happiness depend fundamentally on obtaining consumer goods and material possessions.”
On the one hand, it’s a driving force of the need for economic growth and, on the other hand, the reason for pollution, waste, and slave workers all around the world. So, why are we not happy with what we have? Or happy with less? Less clothes, less stuff, less shoes, less food, less. If you live in a wealthy country, you live in the one per cent wealthiest societies worldwide and history up to this point, yet, the more we have, the more we seem to want.
Why?
I think 1. It has some evolutionary symptoms and reasons. 2. It’s because we are influenced by marketing.
Evolutionary
- Evolutionary humans evolved as social beings to connect and live together with others in larger groups. Many evolutionary traits humans have helped them live better together with other humans and their community. They are deeply connected. Our ability to collaborate on a large scale and live together in larger groups sets us apart from every other being. Therefore humans evolved to be specialists in all things connected to other human beings.
In his book “Humankind” Rutger Bergman writes that we would be willing to do something we would instead do something we know is bad and against our values to belong and be part of the larger group.
That’s a great tip—a bonus one. Seeking friends and surrounding ourselves with people we look up to will help us become better. A statistic says that we are the average of our friends, good and bad.
Marketing
2. The other reason is the genius of marketing. And in our days, it is, to be very precise, social marketing. Social Marketing is the influence other people have on us and our decision to purchase a product or service. The biggest Brands in the world basically outsource their marketing to online creators. A new kind of job is created and a new kind of marketing is practised: “The casual looking consumer on youtube makes videos about his or her favourite toys.” At least it started like that. Now it’s a job. Creators live from that and if they know it or not behind their well-meant “honest review” lies the ugly truth of social marketing.
In the age of social media and social influencing, this has a deep impact on us personally and as consumers.
Youtube
On youtube, it’s particularly challenging. Because here we have a mix of sharing our personal lives and business model. Which is basically to be an appealing, nice, interesting, engaging personality that connects with different audiences sharing what companies send them either for free or with some requirements.
That’s why Youtube can be so dishonest. And I say can be, because many YouTubers are aware of this problem and know that the audience sniffs out dishonesty. So there are some checks and balances but are they enough? Is it obvious enough? Is it clear enough that some videos are simply advertisements? From my own experience no. It’s not. And creators try to do the bare minimum required by law or not even that. Even if creators mention that they are sponsored or that the product they review has been sent to them is that enough? I think not for the ultimate goal to influence the audience into being interested or buying that product.
It happens pretty regularly to me. And I am sure it happened to you too. Suddenly I want to buy something. I have this urge. It’s like an itch. I need it. I need it now, and I need it badly. After reviewing for four weeks or even months that particular product, reading articles, and watching Youtube videos, I now made the decision and want it badly. From where does this thought come from? Maybe just out of nowhere. But perhaps this longtime influence I am exposed to by watching Youtube about products, etc., suddenly comes to the surface. I am influenced. Even the whole setup of having different cameras, laptops, and phones like YouTubers do, is because they are working with those products seems to be expected.
It’s too late. I want it. And I want it bad. And I want it now. “If you don’t have it in stock, I would rather drive to a shop 20 km down the road. That’s how bad I want it.”
Now, by all means, I wish all Youtube Creators all the best in finding good sponsors and products they believe to market for them, but I also highlight the problem and the challenge with it.
What is the future of marketing and advertisement? Will all human interactions become some sort of influence? Will every conversation, every discussion, every interaction be some sort of transaction of intangible value or influence towards a sales pitch?
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Peter Demuth 