Welcome to Consumercide.com     |  consumercide/
materialism/
 affluenza

This is the beginning of a collection on 
all things consumercidal...

 

"If you want to feel rich, just count all the
things you have that money can't buy"


 

What does peace mean in a world in which the combined wealth of the world's 587 billionaires exceeds the combined gross domestic product of the world's 135 poorest countries?

--Arundhati Roy


...you know isn't it interesting with a lot of these corporate people, money does to them what crack does to other people? Where after a while all they can think about-since they've already made more money than they can ever figure out how to spend-is how to make "I gotta make more, I gotta make more,I gotta make more, I don't care who I hurt, I gotta make more" and instead of robbing a liquor store they rob EVERYBODY...
This is why I support the Green Party's platform calling for a MAXIMUM wage. To cure people of money addiction you have to intercept it at the source. Put them through rehab!

--Jello Biafra, from the spoken word album "Machine Gun in the Clown's Hands" Disk Three, "The Rolling blackout Revue" DKs link


beautificial

" The Curse of The Beautiful" Australia's Sunday Telegraph, Spetember 9th 2001 p47

LOS ANGELES: We envy the beautiful people but, according to research, those with the most striking looks are doomed to end up miserable and alone and we ought to be sympathetic.
Certainly, the list of sex symbols who have recently failed in love--such as Julia Roberts, Harrison Ford, Gwyneth Paltrow, nicole Kidman and Tom Cruise, Hugh Grant and Liz Hurley--seems to support the theory.

"People with too many choices rarely make the right ones" said Dr. John Blaine, of the university of Southern California. 

Dr Blaine followed a sample of 60 "professionally attractive" people (such as actors and models) over two years and compared them with others who do not depend on their looks for a living.
Beverley Hills therapist Judy Tripper backed his findings, saying beauty was "more of a curse than a blessing".


 

  • More relevant links appear at the bottom of the page...
  • What is "consumercide"?
  • Consumercide.com
    (includes a link to about consumercide.com)

     
  • The Dubious Rewards of Consumption

  • by Alan Thein Durning 
  • The New Politics of Consumption

  • Why Americans want so much more than they need: Juliet Schor
    Probably one of the foremost academic figures in this field of study.
       
  • Spending Like There’s No Tomorrow 

  • Goodbye Joneses, Hello, Bill Gates By Eric Brown (discusses Schor)
     
  • Theodore Adorno's The Culture Industry Reconsidered
    "The concoctions of the culture industry are neither guides for a blissful life, nor a new art of moral responsibility, but rather exhortations to toe the line, behind which stand the most powerful interests. The consensus which it propagates strengthens blind, opaque authority. If the culture industry is measured not by its own substance and logic, but by its efficacy, by its position in reality and its explicit pretensions; if the focus of serious concern is with the efficacy to which it always appeals, the potential of its effect becomes twice as weighty. This potential, however, lies in the promotion and exploitation of the ego-weakness to which the powerless members of contemporary society, with its concentration of power, are condemned."

 

  • A dream of sustainable consumption

  • Sean Sheehan
       
  • The End of Modern Life
       
  • "Risk of Society: On the way to another modernity"
    Ulrich Beck
    A rough summary and a brief commentary on this classic academic antimaterialist work. All the more pertinent now, with the perceived/promulgated 'risk of terrorism' ushering in greater violations of civil liberties...
     
  • Do you copy?
    A nice litle piece on non/conformity

  • Escaping the Matrix

  •  
  • The Unabomber thesis  (mirror in two parts)

  • It is unfortunate that this essay had to be accompanied by all of the psychotic terrorism stuff, but if we can put that aside, it presents some interesting analyses that are quite relevant to current condition of consumer culture. Consumercide.com does not particularly endorse the luddite position, but let's not throw out the baby with the bathwater...
     
  • The Luddites: Albury/Schwartz

  • Whilst on the topic of Luddites it would be amiss to not address the misunderstanding and misrepresentation that has accompanied the term. (Excerpt from Partial Progress 1982.)
     
  • Lead Us Into Temptation

  • Excerpt from Chapter One, James B. Twitchell
    This is an essay which is very much against the grain of consumercide's theme. As an apologism for consumercide, it leaves much to be desired. However the work is quite useful, as it attempts to define a different perspective, a kind of devil's advocacy of consumer culture. Along the way it actually (inadvertently?) demonstrates the need to more deeply question our current consumer culture, by highlighting our unhealthy obsessions and the lesser parts of our nature that are easily motivated towards consumerism so strongly. Some of the arguments presented are so shallow that it is hard to not get the impression that it was written in a somewhat tongue-in-cheek manner...
  • HIV/AIDS: Science or religion? 

  • By David Crowe
    An essay from the HIV section of this site, that ties in medicine and consumercide quite well...
    "Just as medieval religion made unthinking loyalty holy, and questioning authority into a sin, the late 20th Century made the Worship of Money into a new religion. The creation of new medicines, particularly for long-term chronic conditions, became one of the ways to achieve the highest levels of holiness in this sect."

    Excerpt from a Yahoo chat.

    An "ethical story" from the email rounds... (thanks to Spukmary for the email).
     
     
    Richard Eckersley on Economic progress, social disquiet: the modern paradox

    Consumercide relevant links below

You can't have everything. Where would you put it?
--Steven Wright


Forthcoming Works
  • A southern perspective on a northern sickness; the "Weitiko Disease" of the Power hungry northerner.
  • The self-interested materialism behind the north's concept of "development"
  • Materialism and Cinematic Deconstruction
  • Materialism in an Information Age
  • Materialism and Physics
  • Materialism and Medicine
 

.

 

Consumerism: An attempt to modify the most outrageous excesses of commodity capitalism by guarding the consumer against fraud, shoddy products, poisonous or otherwise dangerous foods, toys, medicines and tools. Led by such admirable people as Ralph Nader, consumerism has two flaws: (1) it is merely a reform of capitalism rather than an end to it and (2) it implicitly assumes that private consumption is the central reason for human existence.  


-from the online Dictionary of Critical Sociology link

The Epidemic of Affluenza 

How to Diagnose It. 
How to Treat It. 

 There's an epidemic sweeping the country. It's not your typical virus, but rather a highly contagious disease of epidemic overconsumption, and the symptoms include compulsive shopping, high debt, overwork, inability to delay gratification, a sense of entitlement, obsession with externals and "having it all," wastefulness, and stress. The disease is called affluenza, which is derived from the word "affluence," meaning: "a : an abundant flow or supply: PROFUSION b : abundance of property : WEALTH." (~Merriam Webster Dictionary) 
PBS, in a television special in 1998, described affluenza as: 

1. The bloated, sluggish and unfulfilled feeling that results from efforts to keep up with the Joneses. 2. An epidemic of stress, overwork, waste and indebtedness caused by dogged pursuit of the American Dream. 3. An unsustainable addiction to economic growth."

The affluenza.org Web site has this to say about it: 

"Advertisers who promote and shape our consumer culture seek to condition us to the idea that by trading our life energy for the money needed to buy their product, we will fulfill our hopes for power, happiness, security, acceptance, success, fulfillment, achievement, and personal worth."(~www.affluenza.org) 

Are You Suffering From Affluenza? 

The affluenza.org site warns that those of us who buy into the advertisers' messages find our time so consumed by jobs we don't even like, in order to have the money to buy products that we get little real satisfaction from, that we have little time left for enjoying family and friends, participating in our community, or nurturing ourselves intellectually, culturally, or spiritually. The result is alienation, emptiness, debt, and failed marriages and family relationships. 

Consider this: 

The average adult spends more time shopping each week than s/he spends with his or her children.
More Americans visit shopping malls on Sunday than go to church.
More Americans file for bankruptcy each year than graduate from college.
The average American home is more than twice as large as it was in the 1950s, yet the average family is smaller.
We work longer, have less time for families, and are more stressed out. 

What Is the Treatment for Affluenza? 

How do we battle this insidious disease? The answer is simple:

Live more simply.
Save more money. 
Spend less. 
Cut back. 
Conserve.
Avoid impulse spending.
Don't use a credit card unless you have the cash to pay it off.
Tear up credit card offers you receive in the mail.
Stick to a realistic budget.
Don't buy more house than you can comfortably afford.


A couple of additions, focussing upon minutiae of consumercide/affluenza;

Brand loyalty and preconceptions about quality or superiority in a product are often mindlessly jingoistic non-cognitive thought patternings. This patterning is started by someone in a marketing department, or through collective "wisdom" that doesn't really have much of a relationship to the actual product in question. Evaluate a product by considering your own requirements and the product itself, rather than allowing assertions of the collective to dominate your choices.

Equating products and brands with superiority and social status is using external props to attempt to gratify internal psychological weaknesses. If you feel that you need the approval of others via this mechanism, your self-esteem is in a bad way, not to mention your prioritisation of the important things in life. (See the right hand column of this webpage for an anecdote re. alternatives).

Fake / 'ripoff' products, if done well, are totally deconstructive of pretentious industries that sell fake power and fake status to consumers. They discourage the purchase of the 'real' item, because potential consumers with tendencies and pretenses to elitism find it more difficult to psychologically differentiate themselves from others with the copied product. In this context, which item is more "real" -the original or the "knock-off"?

Don't think you should upgrade your car every two or three years. If you do this then you are part of a problem; that of the immense burden of resource depletion and pollution being served upon an already ailing planet. So what if the tax system makes it suitable? Government legislations to industrial polluters often 'legitimate' that pollution too. The immoral actions that systemically condone pollution and waste do not necessarily grant those acts absolution in real terms, i.e., change pollution's status in terms of planetary poisoning. Buy second hand if you have to, save heaps, and avoid the toxic outgassing of a new vehicle. (See work by Sharon Beder and Ted Trainer for more.) Maybe even start a website or two on older second hand vehicles, to encourage others to think the same way.

Don't be sucked in by fashion trends and amoral marketing geeks... both would extol the 'need' to  update goods regularly, when it is really entirely unnecessary (this applies to a broad, myriad range of consumer industries).

Watch the movie "Fight Club". Though one interpretation might see that this movie does established hierarchies of power a service by trying to equate dissent with insanity, if you can get past this Fox approved tarnish, the movie presents a useful deconstruction of the "IKEA man" mentality. This is an useful reflexivity upon the issue of consumercide.

Restore stuff. It usually has more character than new items anyway. Checkout links below such as Reduce Reuse Recycle for many more tips.

Chill out. Read Bob Black's Abolition of work and this.
 

Editorial; Sydney Morning Herald, November 30 2002
Age of the great Aussie whinger
 
 

Pity the little Aussie "battler". He is, says a new study, the one with the big house, the wall-to-wall furnishings and latest appliances, the giant gourmet barbie and the three-car garage to match. He's been so busy keeping up with the Joneses that he's missed the sharp upswing in the national wealth curve since the 1950s. Australians have never been richer. Baby boomers are three times better off than their parents and five times better off than their grandparents, at the same age. Yet, almost two-thirds of Australians believe they "cannot afford to buy everything they really need". A new Aussie has emerged; one clinging to that gnawing sense of deprivation of the "battler" myth, but wealthy by any historical or international standard.

The study, Overconsumption in Australia, exposes some worrying social and economic trends. Perceptions of what constitute the basic necessities of life have been so distorted that what were once luxuries are now seen as essential parts of daily life, and which, if not attained, leave a sense of deprivation. Because material aspirations have risen faster than wages, much of the middle class genuinely feels it is "doing it hard".

This means the very real deprivation of the poorest 5 to 10 per cent of Australians is trivialised, or ignored, in the stampede to emulate the "average" lifestyle portrayed on TV home improvement and travel shows. In a democracy, politicians pander to the majority, now these middle-class "battlers". The wooing of the aspirational voter means that, in policy formulation, the interests of the mortgage belt take precedence over the needs of the very poor.

In a wider economic sense, voracious consumption is not necessarily good news. True, consumer demand helps to keep an economy ticking over. It is only necessary to look at the building boom - fuelled by demand for larger, more luxurious houses and facilitated by low interest rates - for evidence of the link between spending and national economic growth.

But this is only part of the picture. Australians have become alarmingly indebted. Total household debt has soared to $590.5 billion and is outstripping cash savings and financial assets, such as shares and insurance policies. A collapse in housing prices or a slowdown in the economy would overturn the common assumption that inflation inevitably erodes the real value, and the burden, of household debt. Millions of Australians may be left very vulnerable indeed.

Previous studies have found that while money does buy happiness for the very poor - who cannot meet their basic needs for food, shelter and health care - its power to enhance the enjoyment of life diminishes incrementally once a modest standard of living is reached. This is an important point, particularly as the middle-class "battlers" locked in patterns of over-consumption also believe Australia has become too materialistic. It is in this admission that hope for a more rational, and ultimately fulfilling, readjustment lies. But that shift will require in every case an honest, and personal, reassessment of the crucial distinction between needs and wants.
 
 

also see these sydney herald links 
 

This piece could have been accompanied by sanctimonious excursions into the poor prioritisations of the western psyche, but there will be enough on this within the consciousness section of this site. I could also talk about this 'left wing' work being picked up by the government as a propaganda piece to surreptitiously condone the heavy skewing of policy towards making the rich even richer whilst slugging the vast majority of working Australians... but such themes will often appear throughout the site. The author of the report, Clive Hamilton, has something useful to say about the political-rhetorical background to this issue in a brief essay, mirrored below for convenience.
 


The Politics of Affluence
Date: November 30 2002
source;

We have never been richer but the self-gratifying middle classes have successfully recast themselves as battlers who must be placated, writes Clive Hamilton. 

Baby boomers today are three times better off than their parents at the same age. But pick up any newspaper or listen to any politician and you would conclude that average Australians cannot make ends meet.

The commentators are reflecting back the sense of material deprivation felt by the great majority of Australians, including the richest. Despite the fact that we live in an era of unprecedented abundance, the broad mass of middle-class Australians believe their incomes are insufficient to provide for their needs. 

But the problem is not inadequate incomes, rather inflated needs. This new "middle-class battler" syndrome has transformed Australia's political culture. 

Politicians tell us ad nauseam that "people are doing it tough out there" and "families are struggling", validating the self-pity of people who are well-off by any standard. 

John Howard has been more adept than others at fanning the embers of complaint. The manufactured privations of "Howard's battlers" gave the Coalition victory in the 2001 election. 

All of this is bad news for the 10 per cent or so of Australians who are genuinely struggling. Political parties can see more advantage in pandering to the imagined woes of the middle classes than the real distress of the poor. So they cut taxes on the well-off and increase middle-class welfare, and use the complaints of the wealthy as an excuse to shift resources from public schools and hospitals to private ones. 

The emphasis on the tribulations of the middle classes not only trivialises the concerns of those facing real hardship but reinforces their obsession with their own financial circumstances. The rise of the middle-class battler over the past 10 to 15 years has coincided with the outbreak of "luxury fever". 

While ordinary citizens have always watched and envied the rich, a qualitative change has occurred in the relationship over the past two decades. In the 1980s attitudes to consumption and material acquisition underwent a transformation, reflected in booming sales of luxury travel, expensive cars, cosmetic surgery, holiday homes and professional-standard home appliances. 

Above all, houses have become bigger and more opulent. People have been building bigger houses at the same time as the average size of families has been shrinking. The average new house is more than 220 square metres, double that of the 1950s, and it must be filled with furniture, carpets, appliances and ensuites, with retail sales of these goods booming. 

Australian households are accumulating so much "stuff" that even bigger houses and garages can't cope, and a burgeoning self-storage industry has grown to accommodate it. There are now nearly 1000 self-storage facilities around the country.

Although incomes have never been higher, the desired standard of living of the average household is now so far above the level actual incomes can provide that people feel a gnawing sense of deprivation. 

Television is the main culprit, not so much through advertising as through the presentation of opulence as normal and attainable. The proliferation of lifestyle, home improvement and travel programs, and soaps in which the consumption patterns of the very rich are portrayed as normal, both contribute to a false view of the world. 

The social and political implications of the incessant scaling up of lifestyle goals are far-reaching. The expansion of "needs" often outpaces the growth of incomes with the result that many people who are wealthy by any historical or international standard actually feel poor. The Australia Institute's survey shows that an extraordinarily high proportion of Australians, including those in the wealthiest households, believe that they cannot afford to buy everything they really need and that they spend nearly all of their incomes on "the basic necessities of life". The average East Timorese might demur.

This imagined deprivation explains why, after decades of sustained economic growth that have seen average incomes increase several times over, the "Aussie battler" has not disappeared from public discourse but has become more ubiquitous than ever. The self-indulgent hearts of the suffering rich are the holy grail of modern politics. 

Abandoning the noble goals of nationhood and commitment to building a better society, political parties now actively foment dissatisfaction among the middle classes to perpetuate the myth of the Aussie battler, for they can then claim to understand their pain and offer solutions. The little Aussie battler has turned into the great Australian whinger. 

Yet when asked to reflect on the state of our society, a large proportion of Australians believe that we place too much emphasis on money and material goods and neglect the things that really matter. Prompted by a thousand personal epiphanies, a growing number of Australians are realising that their preoccupation with money and consumption is making them miserable, and are opting to change their lives to bring back some balance. These subversives are the forerunners of the politics of the future.

Dr Clive Hamilton is executive director of the Australia Institute.
 
 
 
 
 
 


 
 

The more "materialistic" society became in the advanced industrial countries, i.e. the higher the standard of living rose for broad strata of the population, the clearer became the extent to which this progress stabilized misery and unhappiness. Productivity bore destruction within it and turned technology from an instrument of liberation into one of new enslavement. Faced with a society in which affluence is accompanied by intensified exploitation, militant materialism remains negative and revolutionary (even where exploitation becomes more comfortable and does not penetrate into consciousness). Its idea of happiness and of gratification can be realized only through political practice that has qualitatively new modes of human existence as its goal.

--Herbert Marcuse, Negations





Some Philosophy

A philosophy professor stood before his class and had some items in front of him. When the class began, wordlessly he picked up a very large and empty
mayonnaise jar and proceeded to fill it with rocks, rocks about 2" in diameter.

He then asked the students if the jar was full? They agreed that it was.

So the professor then picked up a box of pebbles and poured  them into the jar.   He shook the jar lightly. The pebbles, of course, rolled into the open areas between the rocks. 

He then asked the students again if the jar was full. They agreed it was.

The professor picked up a box of sand and poured it into the jar. Of course, the sand filled up everything else. He then asked once more if the jar was full. The students responded  with an unanimous-yes.

The professor then produced two cans of beer from under the table and proceeded to pour their entire contents into the jar --  effectively filling the empty space between the sand.

The students laughed.

"Now," said the professor, as the laughter subsided, "I want you to recognize that this jar represents your life. The rocks are the important things - your family, your partner, your health, your  children-things that if everything else was lost and only they  remained, your life would still
be full. 
The pebbles are the other things that matter like your job, your house, your car.
The sand is everything else. The small stuff." 

"If you put the sand into the jar first," he continued "there is no room for the pebbles or the rocks. The same goes for your life. If you spend all your time and energy on the small stuff, you will never have room for the things that are important to you. Pay attention to the things that are critical to your happiness. Play with your children. Take time to get medical checkups. Take your partner out dancing. There will always be time to go to work, clean the house, give a dinner party and fix the disposal. "Take care of the rocks first-the things that really matter. Set your priorities. The rest is just sand."

One of the students raised her hand and inquired what the beer represented.

The professor smiled. "I'm glad you asked. It just goes to show you that no matter how full your life may seem, there's always room for a couple of beers."
 


A TOURIST FOCUSES in on a most idyllic picture: a man in simple clothes dozing in a fishing boat that has been pulled out of the waves which come rolling up the sandy beach. The camera clicks, the fisherman awakens. The tourist offers him a cigarette and launches into a conversation: “The weather is great, there is plenty of fish, why are you lying around instead of going out and catching more?”
 

The fisherman replies: “Because I caught enough this morning.”
 

“But just imagine,” the tourist says, “you would go out there three or four times a day, bringing home three or four times as much fish! You know what could happen?” The fisherman shakes his head. “After about a year you could buy yourself a motor-boat,” says the tourist. “After two years you could buy a second one, and after three years you could have a cutter or two. And just think! One day you might be able to build a freezing plant or a smoke house, you might eventually even get your own helicopter for tracing shoals of fish and guiding your fleet of cutters, or you could acquire your own trucks to ship your fish to the capital, and then . . .”
 

“And then?” asks the fisherman.
 

“And then”, the tourist continues triumphantly, “you could be calmly sitting at the beachside, dozing in the sun and looking at the beautiful ocean!” The fisherman looks at the tourist: “But that is exactly what I was doing before you came along!” 

-Heinrich Böll
more


Dumb-ass consumercidal assertion of the year goes to that blond guy in the "fab five" on the Queer Eye show, for exhorting others to throw away all clothes over a year old, stating "clothes have an expiry date too". So does the planet, you consumercidal maniac...

"If only people could see each other as agents of each others' happiness, they could occupy the earth, their common habitation, in peace, and move forward confidently together to their common goal. The prospect changes when they regard each other as obstacles; soon they have no choice left but to flee or be forever fighting. Humankind then seems nothing but a gigantic error of nature."

-Abbe Sieyes , Prelude to the Constitution, 1789 France

LINKS

for more 
deprogramming, 
visit:


"A well produced 'subvert' mimics the look and feel of the targeted ad, promoting the classic 'double take' as viewers suddenly realise they have been duped. Subverts create cognitive dissonance. It cuts through the hype and glitz of our mediated reality and, momentarily, reveals a deeper truth within." - Adbusters magazine 1999
 

This is a very basic website graphically, but don't underestimate it. Ted Trainer is a supercharged one-man-band, fighting to save the planet: and his arguments regarding sustainability issues and environmental destruction should be heeded by anyone who wants to see a decent future for the human race.

  • orion mag
    " The Magazine of Culture, Creativity & Change"

"Fifty-one of the world's biggest 100 economies are corporations, not countries. As the most powerful institution of our time, the multinational corporation dominates not only global economics, but politics and culture as well. But the mechanisms of corporate control and the details of corporate abuses have remained largely hidden from public perception -- until now.

In this compelling collection of columns, investigative journalists Russell Mokhiber and Robert Weissman critique corporate power from a relentlessly human perspective. While mainstream media cheerfully laud big business's record profits, Mokhiber and Weissman ask the real questions. Where is profit coming from? When working Americans' incomes have dropped dramatically since 1980, while salaries of corporate CEOs have risen 500 percent in the same period, is the economy really booming? Whose economy is this, anyway?

From union-busting to food irradiation, from lethal air bags left on the market to judges who take bribes, from the IMF to oil companies -- wherever corporate crime strikes, Mokhiber and Weissman are there, covering an amazing range of issues, to sound the alarm and call people to action. "

"If major corporations don't like a law, they can invest millions in campaign contributions, lobbyists, and political advertisements. If those efforts don't result in a change in the law, the corporations can just ignore it..." -- Mokhiber and Weissman on the Citicorp-Travelers Group merger "

 

  • Are you already lost in a corporate-legal artificial reality?
    [less than secular but worth understanding...]
    One of the ways Governments and other regulators have "captured" the rights and freedoms of the human-being, is to create for themselves an "artificial-person / corporation" who is not you, but whom the Government has fooled you into thinking it is you... But, so as not to violate your fundamental rights, they also recognized a natural-person, or human-being in law, with which all of your fundamental rights (remain) intact. However you may not have been told about the existence of the natural-person in law, until now...

And last but not least, a few great blogs...

"Thivai Abhor is the revolution of the senses--freedom of expression, the mind virus that will eat the system from the inside out. Thivai Abhor is a catalyzing enteran that seeks to alter the corrupt system through pirated words and frenzied emotional responses. Thivai Abhor operates in the margins of mutated meanings, seeking a new way of being, becoming, understanding and knowing. Thivai Abhor is the monstrous result of a system that eats its young."

Think your life is meaningless? Think it needs improvement? Feel as if you haven’t quite made it? Many of us do. Size of income bears little relationship to the psychological needs experienced. Why is this emptiness so prevalent?

It’s due to an activity called need creation, and we are surrounded by it. Thousands of cynical, selfish, greedy and manipulative marketers and their criminal sponsors want you to feel the need. If you don’t, the sponsors’ useless businesses will perish. The marketers themselves wouldn't have clients. That wouldn't be a tolerable situation at all now, would it? For the perpetrators of need creation also have (mostly irrelevant) "needs" of their own that "desperately" require fulfilment. 


 
 
 
 
 
 
 

"a tutti i circatori"



 
 
 
 
 
 
 
 

From The Manufacture of Needs
"...It is impossible to detail the rest of the miraculous manufactory of needs of the high-tech society, so vast and complex has it become. Suffice it to note that among its essentials are waste and throw-away consumerism (fifty-two tons of garbage per person in an average American lifetime); planned and built-in obsolescence and shoddy production; unnecessary packaging and product differentiation; consumer credit (and debt), discount rates, and tax incentives; malls and shopping centres (33,000 in the United States by 1994, more than the number of high schools), development of new products (at the rate of $80 billion a year in the United States) and then the production of them (at the rate of 17,571 new entries in 1993, going up around 10 per cent a year). Put them all together they spell ‘consumers’ as in ‘consumer society’, which is what the West is acknowledged to be.

Only one measure need be applied to ratify that title: according to the Worldwatch Institute, more goods and services have been consumed by the generation alive between 1950 and 1990, measured in constant dollars and on a global scale, than by all the generations in all of human history before."