I wonder if this western generation – the first to grow up in shopping malls, in homes with microwaved tv-dinners & personal computers, a wealth of GAP clothes and too much choice – is the same generation who has already becomes fed up with too much.
In today’s world of the doctrine of over-consumption, there has been a massive shift in our thinking. Hot topics are global fair trade, bio-diesel-based travel and sustainable energy sources. We victimise Tesco, Wal-Mart and other corporate behemoths along with those who shop there. And people have begun to change their patterns of consumption- shopping locally, preferring bicycles ans public transportation over planes and Hummers.
It’s incredibly amazing how quickly we have seen this obstinate a reaction- and it’s not dying, but on the contrary, these issues are being forced into public policy among general viral opinion. It was only in the late 80’s that typical households could get computers, but now the famous Moleskine composition books are all-the-rage. People are buying ‘vintage’ bicycles – not because they’re better – but because they’re ‘recycled’, and that makes them cool.
I wonder what our children’s socially and environmentally-aware behaviours will look like. Will they look back and be unable to fathom that their parents woulld have taken no less than 50 travels by air – that the cars they drove actually ran on oil? will they be perplexed as to why it took 50 years to ban the trade of petroleum generators and lawnmowers? Will they be still enjoying the fruits of the uranium power-plants, or will their household appliances run on hydrogen or by gyroscope?
I think for the survival of society, we have to adapt our consumption patterns. Its funny though, how you can market anything. I have been noticing lately at the school i work at that the students have various clothes or accessories that have a green “message”… They all promote the “coolness” of going green, recycling, etc… Although i can identify with the importance of being green, i would much rather promote the message of living simply. You can be as green as you want and still be drowning in the oppression of stuff. That is the danger of commercialism and marketing (and i say this to you with a wink because i know what you do for a living brother:) It can turn something genuinely positive into a money making venture. Thats just one of the evils of our consumer society.
I really appreciate your insight and the questions that you raise in this article! Very important stuff for everyone to consider!