Modern Consumerism In America

Consumerism in America
Why do people buy things they do not need? Whether it is the newest piece of technology, or even a pill that promises weight loss in a short period of time, even though they never saw an overwhelming need for them in the past, these newfound distractions seem to creep their way into their thoughts, making them think they have to own it. Either way these wastes of money are not new distractions, in fact they were bred first in the 18th century, “While spurred by the new colonial commodity trade, Stearns argues that a new commercial marketing apparatus that stretched consumer wants and needs truly underwrote modern consumerism,” (Stearns, 74). Stearns goes on to say that windowed displays and advertisements converted trivial
Stearns defines it as, “[a society]‘in which many people formulate their goals in life partly through acquiring goods that they clearly do not need for subsistence or for traditional display,’” (Stearns, 73). Based on these two definitions for consumerism, it is setting the society it affects up for displeasure and an unsatisfied state of mind. Which is why consumerism thrives on the human state of displeasure, and once the consumer gets what they want they realize it does not give them the satisfaction they want. Lastly, consumerism sprouts out of a collective social state of economic consistency in which the population does not have to worry about the daily needs of themselves and those who depend on them. This explains why this consumerist society sprouted out of the Enlightenment period because it was the first time where the prices of substantive items were not so overwhelming that there was no money leftover for superfluous items. In Western Civilizations, Joshua Cole states, “Houses became larger... but even more strikingly, the houses of middling ranks were now stocked with hitherto uncommon luxuries…” (Cole, 550). This is a logical step for society to take when they are not burdened by the weight of foodstuff’s and other necessary item’s
Adam Smith one of the founders of capitalism believes, “[the market economy] rest[s] on what he terms a ‘deception,’ the illusion that all the objects we spend our days striving for will make us happy.” (America Beyond Consumerism, Williamson). This private control of the economy, leaves the market in the hands of the people. Which opens up the opportunity for consumerism, using tailored advertisements and suggestions through the entertainment systems commonly used these private owners will always pursue profit first, then make sure their system of advertisement and targeting is ethical, and even make sure it is actually logical. Roberts puts it, “…our whole socioeconomic system is adopting an almost childlike impulsiveness, wholly obsessed with short-term gain and narrow self-interest and increasingly oblivious to long-term consequences,” (Instant Gratification, Roberts). This short termed view of economics is and has damaged the economy and even the middle class, according to Roberts. This clearly shows the bad motives behind this deceitful idea termed consumerism, which is made possible by