I’ve never liked the term “consumer.” My robo-vac is a consumer—mindlessly wandering around sucking up whatever’s in front of it. When did we humans go from being citizens – thoughtful participants in society – to being consumers whose sole purpose is to take in all the junk that is sold us in order to satisfy an insatiable economy? In ongoing exploration of “internalized capitalism,” I explore how marketplace values have infiltrated almost every corner of our lives, including our language.
But first let me be clear: I’m not anti-market or anti-money. The market is a system of trade, and money is a tool for exchange; both are inherently neutral. I’m running a business myself, and as a result it is necessary to monetize my services.
What matters is how people engage with these concepts and the meanings they project onto them. When the tool becomes a false idol that we worship (or a devil that we fear), it messes with our heads.
Here’s how that can play out:
- We compare ourselves to the Joneses (or the influencer du jour) hoping the outward appearance of wealth/success = more approval = more happiness. (Spoiler alert: it doesn’t.)
- Success gets measured in dollars and “stuff” instead of meaning, joy, or that hobby you secretly love but don’t ever monetize (gasp).
- Work becomes the highest good. Not working? Not worthy.
- Net worth = self-worth.
- On some level we believe that enough money will fix all our problems.
bell hooks said it best: “The cultural emphasis on endless consumption deflects attention away from spiritual hunger. We are endlessly bombarded by messages telling us that our every need can be satisfied by material increase.” So we’re stuck in a “psychological state of endless craving.” No matter how hard we work or how much we earn, it’s never enough. We’re burnt out, overworked, and wondering why we feel so empty after hitting those ever-moving goalposts.
Here’s the truth: This is the paradigm we live in—but paradigms aren’t fixed. They’re just the mental maps we’ve inherited. And maps can be redrawn.
So yes, you can still want success, wealth, and cool things. But maybe consider this too:
- You have had inherent value since the moment you were born. No résumé or revenue required.
- You are already whole and worthy. If you can’t see it, you might be looking through scarcity-colored glasses.
- Money is awesome. It can buy you great healthcare, a cozy home, and fabulous vacations. But it won’t give you security, joy, or inner peace—those are already inside you.
- Ironically, if you stop rushing towards a non-existent finish line, you can have abundance nowwithout sacrificing your health or wellbeing.
Let’s face it: the only true wealth is the time you have on earth. The rest you can’t take with you.
So what do you think? Has the dominant culture been selling you a dream that isn’t yours?
Image credit: Barbara Kruger