## How Corporations increase Consumerism Corporations have increased consumerism, particularly in the context of capitalism, advertising, and cultural manipulation. Below are some key areas of exploration by scholars, theorists, and researchers who have examined this phenomenon from various angles, including economics, sociology, media studies, and psychology. #### 1. The Role of Advertising and Marketing Corporations have mastered the use of advertising to create and perpetuate consumerism by appealing to emotions, aspirations, and insecurities. Scholars like Naomi Klein in No Logo argue that branding has shifted from promoting products to cultivating identities and lifestyles, making consumer goods symbolic of self-worth and social status. The following strategies are commonly discussed: • Creating desires: Advertising often fabricates needs for products that aren’t essential. For instance, beauty and [[Fashion]] industries thrive on making consumers feel inadequate without the latest trends. • Planned obsolescence: Corporations design products with limited lifespans or build cultural narratives that make older items feel outdated, encouraging constant repurchase. • Lifestyle marketing: Products are tied to values like freedom, individuality, or success (e.g., car ads suggesting that owning a luxury vehicle signifies status). #### 2. Corporations and the Media Corporations have significantly shaped mass media to normalise consumerism. Guy Debord, [[in The Society of the Spectacle]], explores how modern society is dominated by images and appearances. According to Debord, media and entertainment are often structured around consumption, turning individuals into spectators rather than active participants. For example: • Product placement in TV shows and films subtly integrates consumption into everyday narratives. • Social media algorithms amplify influencer marketing, where users are constantly exposed to aspirational lifestyles linked to consumption. #### 3. Consumer Psychology and Behaviour Corporations invest heavily in understanding consumer psychology to exploit behavioural tendencies. Edward Bernays, considered the “father of public relations,” used psychological insights to manipulate public opinion and consumption habits. Key tactics include: • Fear and FOMO (fear of missing out): Advertisers use scarcity and urgency to drive purchases. • Emotional appeals: Ads often focus on emotional benefits (e.g., happiness, connection) rather than product utility. • Addictive design: Technology companies, for instance, design apps and interfaces to maximise user engagement, often tying consumption to dopamine-triggering mechanisms. #### 4. Neoliberal Economics and Consumerism Neoliberal policies have played a crucial role in fostering consumerism. Scholars like David Harvey and Wendy Brown have critiqued neoliberalism for prioritising market values and commodifying all aspects of life, reducing individuals to consumers. Corporations benefit from: • Deregulation: Freed from constraints, companies aggressively market products, create [[Monopolies]], and push for global expansion. • Privatisation: Public goods, like education and healthcare, are transformed into markets, driving consumer spending. #### 5. Environmental and Social Critiques Critiques of corporate-driven consumerism often focus on its ecological and social impacts. Annie Leonard’s The Story of Stuff highlights how corporations externalise environmental costs, promoting unsustainable consumption patterns that deplete natural resources and generate waste. ### Key Thinkers and Works on Consumerism and Corporations ##### • The Consumer Society: Myths and Structures by Jean Baudrillard examines how consumerism creates meaning and identity in a capitalist society. ##### • [[Capitalist Realism]] by Mark Fisher explores how consumerism has become ingrained in modern life, making it difficult to imagine alternatives. ##### • The Culture of Consumption by Stuart Ewen investigates the historical development of corporate strategies to foster consumer culture. ##### • Manufacturing Consent by [[Noam Chomsky]] and Edward Herman discusses how corporate-controlled media shapes public opinion and consumer behaviour. Conclusion Corporations have systematically increased consumerism by shaping cultural norms, leveraging psychological tactics, and embedding consumption into the fabric of modern society. This relentless push for consumerism has profound implications—not only for individual well-being but also for economic inequality and ecological sustainability. There are several books and prominent figures that discuss topics related to challenging or addressing corrupt corporations. Here are a few notable examples: 2. "No Logo" by Naomi Klein: In this book, Klein explores the impact of branding and consumer [[Culture]], criticising the practices of multinational corporations. She examines the power dynamics between corporations and individuals, advocating for alternative approaches to address their influence. 3. "The Shock Doctrine: The Rise of Disaster Capitalism" by Naomi Klein: Another work by Naomi Klein, this book explores the strategies employed by corporations during times of crisis or disaster. It delves into the concept of "disaster capitalism" and highlights the exploitation that can occur in such circumstances. 4. Prominent Figures: There are also individuals who have spoken out against corporate corruption and advocated for change. Figures like Ralph Nader, [[Noam Chomsky]], and Elizabeth Warren have expressed their concerns about corporate influence and have offered ideas for addressing these issues. It's important to note that overthrowing or challenging corrupt corporations involves complex legal, economic, and social considerations. It often requires collective action, legal reforms, and systemic changes. _In this talk,👇 author [[Charles Stross]] gives a rambling, discursive, and angry tour of what went wrong with the 21st century, why we didn't see it coming, where we can expect it to go next, and a few suggestions for what to do about it if we don't like it._  `Concepts:` `Knowledge Base:` [[Culture]]