Anti-consumerist campaign_"Buy Nothing Day"

R E S E A R C H E D & D E S I G N E D B Y

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ANTI-CONSUMERISM CAMPAIGNAS A TOOLKIT FOR SUSTAINABILITYIt is widely accepted that contemporary consumption patterns are at an excessively high level so that

it is certainly incompatible with ‘sustainability’. With regard to this issue, various consumer movements have

recently emerged as a new counter-consumer practice, ranging from anti-consumerism to ethical consumption.

‘No shopping day’ as a campaign against contemporary problematic consumption culture,

namely ‘Buy Nothing Day’, provides an opportunity not only to be aware of environmental consequences of

consumption, but also to make a commitment to sustainable consumption, such as consuming less,

reusing and recycling more, and making more environmentally friendly choices.

It serves as a sustainability toolkit, helping ameliorate current consumption patterns.

BUY NOTHING DAY

CONSUMPTIONTHREATENS SUSTAINABILITY

Buy Nothing Day l Anti-consumerism campaign as a toolkit for sustainability2----13

Industrialization that has derived from the Industrial Revolution has brought about production and consumption on a massive scale. They, in turn, have led to consumerism and over-consumption. Consumption is generally considered one of the major drivers of current market economic systems. However, there is considerable debate over such a consumption-driven economic system due to the fact that “the Earth’s ecosystems cannot sustain current levels of economic activity and material consumption, let alone increased levels” (Wackernagel and Rees 1996, 1). In other words, there is wide agreement that contemporary high consumption levels are certainly incompatible with ‘sustainability’. There is much evidence that consumerism gives rise to various social, economic, and environmental problems. Particularly, in terms of the environment, all processes involved in production and disposal of products are closely connected to serious environmental damages.

“Consumption is presently one of the main threats to our planet’s sustainability” (Susana 2009, 28).


THE EARTH ISOVERLOADEDBY 30 PERCENT

In fact, plenty of statistics represent the excessiveness of contemporary consumption patterns. “Consumption has grown dramatically over the past �ve decades, up 28 percent from the $23.9 trillion spent in 1996 and up sixfold from the $4.9 trillion spent in 1960. Some of this increase comes from the growth in population, but human numbers only grew by a factor of 2.2 between 1960 and 2006” (Assuaourian 2010). In addition, “only 20 percent of the world population are consuming over 80 percent of the earth’s natural resources, causing a disproportionate level of environmental damage and unfair distribution of wealth” (Sassatelli 2006, 228).

It is shown clearly that current consumption patterns have already exceeded the earth’s carrying capacity (ibid. 90). If sustainability in consumption and production is de�ned as “to improve quality of life for society as a whole without increasing the environmental degradation and without compromising the sources needed for future generations” (impactus 20), it is clear that contemporary over-consumption seriously threatens global sustainability.

This situation can be more clearly understood if seen through the eco-logical footprint that is a numerical indicator that helps to easily understand human’s dependence on nature. “Humanity’s Ecological Footprint is as much as 30 percent larger than nature can sustain in the long run. In other words, present consumption exceeds natural income by 30 percent and is therefore partially dependent on capital (wealth) depletion. The lavish partying by the wealthy today means a hefty bill for everyone tomorrow” (Wackernagel and Rees 1996, 90).

COUNTER-CONSUMERISMHAS APPEARED

With the increased public’s social and environmental awareness of consumerism, various forms of counter-consumerism activism have appeared. There are a variety of alternative consumer practices, ranging from anti-consumerism to green and ethical consumption (Littler 2009, 1). Anti-consumerism, basically protesting against consumerism, urges consuming nothing or less, while ethical consumption is associated with more responsible choices through consumer’s social and environmental concerns. It can be seen that the former is more radical than the latter; although there is similarity in that they both o�er alternative forms of consumption. Such alternative consumer movements are taken as conscious e�orts to critically address current consumption-related issues attributed to consumerism and over-consumption (Sassatelli 2007, 186). Anti-consumerism includes various forms of consumer activities, such as consumer protests, brand backlashes, boycott, freeganism, culture jamming, downshifting, voluntary simplicity, asceticism, etc. Some of them are somewhat radical, expressing protests against particular companies or products.


“The way we consume and produce is undergoing transformations, in an e�ort to achieve more sustainable consumption patterns. Consumption patterns, especially in most developed countries, have a direct in�uence on the environment, social welfare and economy”(impactus 20).

TO ADDRESSCONTEMPORARYCONSUMPTION


Anti-consumerism activism is worthy of attention in view of the fact that some of its campaigns provide a forum for consumers to look back to the day-to-day practices of consumption and remedy the materialistic values deeply entrenched in everyday life. In this sense, no shopping day campaign, the so-called ‘Buy Nothing Day’ can be taken as a shining example of awareness-raising campaigns with regard to contemporary consumption problems. The campaign is conducted, accompanying the provision of information on consumption-related issues and of anti-consumerist messages through the internet sites involved. So, it can be identi�ed as a form of ‘Culture Jamming’ that promotes anti-consumerism by deliberately distorting or hindering consumption-oriented messages (Carducci 2006, 116). It can be viewed that culture jamming takes a part in remedying the downside of consumerism(ibid, 134), as it provides consumers with an chance to rethink their consuming patterns, deviating from seductive advertising messages in the mass media, which are immoderately tilted towards the rapacious pursuit of material acquisition.


More speci�cally, ‘Buy Nothing Day’ is a campaign as a form of consumer movements in support of anti-consumerism, which is organised by the Canadian journal Adbusters. It was initiated for the purpose of o�ering a chance for consumers taken in by advertising messages that are strongly oriented towards materialism to re�ect on their extravagant consumption habits, especially for North Americans (Whiteley 1993, 127). Due to the growing recognition that current consumption patterns should be redressed, the campaign started to draw attention and now has become an annual event celebrated in many countries, since it was �rstlaunched around Canada and the United States. It intends to provide consumers with a “moment of pause in the production-consumption routine” by encouraging consumers not to buy anything for a day (Adbusters). As a consumer, it is anticipated that consciously being part from shopping for a day allows him or her not only to consider the social, economic and environmental consequences of consumption, but also to realise that shopping is less important by spending the day doing something more constructive and valuable.

Posters for Buy Nothing Day*source_ADBUSTERS (https://www.adbusters.org)

BND PROVIDES A FORUM TO CONSIDER


There are a variety of events taking place on the ‘Buy Nothing Day’(BND), such as “credit card cut-ups, street theatre, shops selling nothing, meditating in Santa Claus costumes, no-logo parades, bicycle demonstrations, teach-ins, postering and leaf-letting, conga-lines, free food parties, barter markets, free concerts, shopping-free zones (sofas and carpets in city shopping area), broadcasting BND un-commercials on radio and TV, simply not shopping and instead enjoying the day with friends and family”(Adbusters).

Some of the events seem to be successful in terms of public responses and social implications. For example, the event ‘Credit Card Cut Up’ is held to encourage shoppers to cut up their credit cards. As a matter of fact, credit cards contribute to over-spending and over-spending by credit cards is a big social problem. According to a Consumer Reports 2006 survey, “twenty-three percent of Americans will not pay o� their holiday debt until March or later, equaling $14.6 billion in interest-accruing debt. Over one-quarter of Americans use credit cards most often when holiday shopping, contributing to the $63.6 billion charged on credit cards throughout the shopping season”(Feiner 2007).


UNSUSTAINABLECONSUMPTIONPATTERNS

The day after Thanksgiving day, assigned as ‘Buy Nothing Day’, is the beginning of the highest sales period across a year, which is called ‘Christmas shopping season’. It can be said as a timely event held to prevent over-consumption ahead of the most-tempting-shopping season, because credit cards contribute to it. In other words, it can be an e�ective tactic to remove one of the main culprits that aggravate over-consumption. Like this, the events taking place on the day are aimed at not only allowing consumers to be aware of the unsustainability of present consuming patterns, but also inspiring them to redress their consumption-led lifestyle. More importantly, stepping out from shopping for a day is supposed to lead to conscious practice of consuming less in everyday practices of consumption. Consequently, given the e�ects that over-consumption has on society, economy and the environment, it is apparent that such an anti-consumerist campaign serves as a tool of contributing to ‘sustainability’ , which proclaims that everything consumed has an in�uence on the environment so that consumers have to reduce consumption.


CONSUMPTIONIS PRACTISEDEXTRAVAGANTLY

As far as current consumption patterns are concerned, I basically agree with the statement that they are far away from sustainability and much of our consumption habits should be changed so as to achieve a more sustainable consumption culture. In addition, I am concerned about the fact that consumptionis not done in a normal way. My view is that it is practised in a manner that is rapacious and extravagant. My take on current consumption culture is based on the notion of Veblen and Baudrillard. Thorsten Veblen �rst coined the term ‘conspicuous consumption’ to refer to people’s practice of obtaining commodities to show o� their social and �nancial status (O’Brien 2008). Baudrillard stated in his book (1998, 124) that Consumption is no longer de�ned as purchase of ‘use-values’, but rather

My view and proposalas acquiring the signs that products possess. This represents that people buy goods to gain the signs of the products. Taken together, in the past people used to buy something out of necessity, but now we consume for other reasons, such as to impress each other, to di�erentiate themselves from other people, to �ll a void, etc. It is true that such a conspicuous and extravagant consumption culture inevitably leads to more consumption beyond the actual needs and over-consumption, in turn, results in the social, economic, environmental, and individual psychological impacts negatively. In dealing with this issue, I think it is noteworthy to look at the notion of Mahatma Gandhi that ‘’Earth provides enough to satisfy every man’s need, but not every man’s


I think, however, it is necessary to �esh out the campaign with engaging tactics in order that it is a more e�ective and successful campaign. Speci�cally, there would be a need to explore how abstention from shopping for a day can lead to a lasting experience. I mean that the ways need to be explored to put the awareness of over-consumption into action, like making a commitment to more sustainable forms of consumption, such as consuming less, recycling and reusing, and making more environ-mentally friendly consumer choices. Furthermore, other forms of happiness and self-ful�llment could be introduced as an alternative to a shopping-centered lifestyle in the light of‘alternative hedonism’. It should be noted that material acquisition is no guarantee of happiness and pleasure.

SUSTAINABILITYREQUIRESCONSUMING LESS

greed”. It can be interpreted as meaning that human beings have to exercise restraints on the excesses of current consumption in order to achieve a more sustainable world. I would like to insist that ‘sustainability’ can be improvedthrough controlling human’s greed on the basis of the notion that “sustainability requires that our emphasis shift from managing resources to ‘managing ourselves’…”(Wackernagel and Rees 1996, 4). Much of our current ways of life should, therefore, be changed and redressed, particularly, the way we consume. In this context, the campaign ‘Buy Nothing Day’ can be seen as a toolkit of sustainability because it is expected to help ameliorate the problems concerning contemporary consumption patterns, leading to some changes in current consumption culture.

“IT IS NOT YOU BUT JESUSWHO DESERVES A GIFT”


As regards these, I would like to suggest an event that can help consumers reduce their consumption. As I mentioned, Christmas holiday season is the highest sales period, while the real meaning of Christmas has been debased by commercialism. It seems that many people perceive Christmas just as a day to exchange presents. It seems to me that such an idea of Christmas causes more consumption. So, I would like to inform people that Christmas is not a day for gifts and encourage them not to buy Christmas presents. However, to be successful by making more people take part in this activity, there should be the consensus between friends and family members who people normally exchange each other at Christmas season. Instead of Christmas gift, they can make promises to do something for each other. What I would propose is that people write Christmas cards at the booths installed in shopping mall or on the streets and they keep them until Christmas to remind themselves of the promises. This event could help people avoid probable over-consumption at Christmas season, making them decide not to buy gifts.

CHRISTMAS IS NOT A DAYTO EXCHANGE PRESENTS

“CHRISTMAS IS NOT A DAYTO EXCHANGE PRESENTS”

The cover of Christmas card_The cover of the card could be a satiric painting portraying current landscape of Christmas that is haunted by commercialism, which is distorted from the original painting that the Christ child is centred and adored.*The original painting _ “Adorazione del Bambino (Adoration of the Child)” of Fra Angelico (an Early Italian Renaissance painter)


IT IS NOT YOU BUT JESUSWHO DESERVES A GIFT

I know Christmas is not a day to exchange presents.

I am concerned about the environmental effects of consumption.

I am not taken in by the message of materialism.

I will not ask or want to buy any gift for me

nor buy any gift for

Instead, I promise to

Julia Julia

help you do the dishes at weekends

hug you more than 3 times a day

clean up the house on Saturday morning

BUY NOTHING CHRISTMASM E R RY C H R I S T M A S


Adbusters. Actions, Buy Nothing Day UK, 2000 – 2009: Adbusters media foundation, https://www.adbusters.org/campaigns/bnd (accessed Feburary 2, 2010)

Assuaourian, Erik. 2010. Transforming cultures from consumerism to sustainability: The rise and fall of consumer cultures. State of the world. http://www.worldwatch.org/sow10 (accessed Feburary 16, 2010)

Barnett, Clive., Cafaro, Philip, and Terry Newholm. 2005. Philosophy and Ethical Consumption. The Ethical Consumer.

Baudrillard, Jean. 1998. The consumer society, Myths & Structures. London: SAGE Publications.

Carducci, Vince. 2006. Culture Jamming. Journal of Consumer Culture 6(1): 116-138

Feinen, Susan. November 12, 2007. Consider Boycotting Holiday Shopping. Alternet. http://www.alternet.org/story/67577/ (accessed Feburary 16, 2010)

Fonseca, Susana. 2009. Consumption: threat or opportunity?. Impactus, November-January.http://www.impactus.org/pdf/Revistas/impactus_n13ENG.pdf

Litter, Jo. 2009. Radical consumption. Berkshire: Open University Press.

O’Brien, H. September 19, 2008. Conspicuous consumption. The Korea Times.http://www.koreatimes.co.kr/www/news/opinon (accessed on 20 January, 2010)

Sassatelli, Roberta. 2006. Virtue, Responsibility and consumer choice. In Consuming culture, global perspectives, ed. John Brewer and Frank Trentmann, 219-250. New York: BERG.

Sassatelli, Roberta. 2007. Consumer culture. London: SAGE Publications.

Wackernagel, Mathis, and William Rees. 1996. Our ecological footprint. Canada: New Society Publishers.

Whiteley, Nigel. 1993. Design for society. London: Reaktion Books.

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Anti-consumerist campaign_"Buy Nothing Day"

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