Consumerism makes people happy

Le Regard Libre N° 47 - Jonas Follonier

Consumption, in the broadest sense, has always existed. The consumption of products made by others has itself existed ever since humans have been manufacturer. The fact that you can now stay in a stranger’s apartment through Airbnb, while only the son of the’Homo sapiens something or other The fact that he could use his wooden spoon doesn't change much. The «consumer society» in which we live is a time-honored tradition.

But let’s take our controversial response to certain completely unfounded clichés a step further. What if, contrary to the all-too-familiar and stale anti-liberal rhetoric, consumption actually contributed to happiness? Could it even be a prerequisite necessary to happiness? Although we must not confuse happiness with pleasure, it seems undeniable that certain pleasures contribute to happiness. To say otherwise would be an insult to those who suffer, and poverty is just one example among many.

Fine dining, reading, sex, friendship: pleasures are many and varied, and moderation is the key. As long as they don’t lead to excess, what fault could one possibly find with these good old pleasures? Being able to enjoy the fruits of one’s labor throughout life—through one’s work, choices, personal tastes, and even a bit of cunning—is an undeniable pleasure. A pleasure that helps us move forward.

Who would deny that the new piece of clothing they had the good sense to buy at a bargain price, the new piece of furniture they saved up for, or the new stack of books they treated themselves to just for fun, brings a unique and wonderful joy—the joy of consumption?

So, yes, the expansion of the fast-food restaurants, the success of the blockbusters at the movies and the general addiction to smartphones are not necessarily reassuring. It’s fair to question the middle-class model that has taken hold over the past few decades. But condemning consumer society is jumping to conclusions. Especially when you’re making such claims over drinks.

Write to the author: jonas.follonier@leregardlibre.com

Header illustration: © Nicolas Locatelli for Le Regard Libre