‘Many big ideas have struggled over the centuries to dominate the planet,’ begins the argument by Jonathon Porritt, government adviser and all-round environmental guru.
‘Fascism. Communism. Democracy. Religion. But only one has achieved total supremacy. Its compulsive attractions rob its followers of reason and good sense. It has created unsustainable inequalities and threatened to tear apart the very fabric of our society. More powerful than any cause or even religion, it has reached into every corner of the globe. It is consumerism.’
According to Porritt, the most senior adviser to the government on sustainability, we have become a generation of shopaholics. We are bombarded by advertising from every medium which persuades us that the more we consume, the better our lives will be. Shopping is equated with fun, fulfilment and self-identity. It is also, Porritt warns, killing the planet. He argues, in an interview with The Observer, that merely switching to ‘ethical’ shopping is not enough. We must shop less.
From pictures of Coleen McLoughlin weighed down with designer bags to branding endorsements by the likes of David Beckham, the image of consumerism as a universal aspiration is ubiquitous. Last week 3,000 people stormed Primark’s new flagship store on London’s Oxford Street before the official opening time, putting two staff in hospital and earning the description by BBC2’s Newsnight of ‘a plague of locusts’. There are, however, a growing number of dissenting voices such as the so-called ‘Froogles’, individuals who use the internet to seek a simpler lifestyle, and organisations and websites which urge people to kick the retail habit.
Porritt, chairman of the government’s Sustainable Development Commission, has concluded that consumerism is central to the threat facing the planet, cannibalising its natural resources and producing the carbon dioxide emissions which result in climate change.
Guardian UK
Latest Comments