Humans as consumers

This is something I’ve been thinking about for months, but took me a while to give it a shape in my mind and put it into words. I’m not done exploring these ideas, I might write about them again.

Edit: forgot to thank Manu for her feedback on a draft of this post.

It all started with a couple of conversations I have had with different people, about different topics. The common denominator was me not doing/buying certain stuff for “non-consumer reasons”. Some examples (feel free to skip):

  • Apple. I don’t buy anything from Apple. The most important reason is that I don’t believe in a closed software ecosystem controlled by a single company (even if I know it has advantages in the short term). There are other reasons, like them trying to fight the right to jailbreak or them supporting SOPA.

  • Sony/PlayStation. Although I do own a PlayStation 2, many things that have happened since then made me decide not to buy a PlayStation 3 (yes, there are many PS3 games, some of them exclusive, that make me drool and I’d love to play them). Partly closed systems, partly Sony fighting users’ rights on court and chasing homebrew developers, partly the draconian terms of the PSN.

  • Being vegetarian/vegan. I’m actually not a vegetarian (but I’m somewhat close; long story), but I understand and support vegetarianism and veganism. I was pretty surprised that one concrete person I talked to about this hadn’t even thought of it as a form of belief or activism (the person thought vegetarians were, more or less, people who “don’t like meat”).

Note that I don’t claim to be right about these beliefs or about the best/most practical way to support them, but that’s completely besides the point I’m trying to make, namely that many people seem pretty surprised by those decisions, as if anything that doesn’t maximise your short-term “joy” or minimise the money spent was irrelevant when spending money. As if it was unthinkable not to be a Homo economicus. I mean, money has essentially zero influence on your happiness once you have enough to live comfortably. Thus, I fail to see how money should be a deciding factor for close to nothing at all (again, assuming you already have enough to live without worrying about money).

I think of myself, first and foremost, as a human being (with values, morals, empathy, etc), not as a consumer or a money-spender. For me it follows that mainly caring about money and “consumer values” is wrong, because that consumer identity I have can never override most of my other identities. Even feeling the need to write about this and explain it is pretty awkward. It seems to be a suspicious position to be in, as if you had to explain that not making “consumer values” the centre of your life doesn’t make you a crazy extremist. Part of this awkwardness is somewhat confirmed by a comment I have heard several times, something along the lines of “it’s your loss”, as if eg. having a PlayStation (as opposed to other consoles, or devoting your time to reading more books or jogging or playing board games or whatever) had to be more important than anything else I might care about.

But this is not just a philosophical question, there are two practical points in all this. The first is that how and where you spend your money matters and lot. Let’s say there’s two companies providing the same product. Company A offers it cheaper and uses illegal, poorly paid workers, while company B is more expensive but its workers have normal working conditions (this is of course a simplification for the sake of the argument). When you give your money to company A, you are saying that using illegal workforce with a shitty pay is ok as long as they give you a better price. You are saying than you, deep inside, care more about saving a couple of bucks than about having normal working conditions. Those decisions, our decisions, are what make companies behave in this or that way.

The second practical point is that if one makes all decisions based only on “consumer values”, you are defining your path of least resistance. And it’s big companies and lobby groups that have all the money and resources to make that path of least resistance something that makes you do whatever is in their interest (and possibly against yours, in the long term). And I know it’s human nature to save energy, be lazy, not think too much about every single thing we do, etc. I do that myself all the time. What kills me is not that people don’t resist, is that people don’t seem to see it as a limitation in themselves, but as a weirdness in anyone that tries to.