From barter systems of economic structures to centralised economies, human beings have introduced new dynamics for managing their day-to-day consumerist activities. Consumerist history reached its climax with the Industrial Revolution resulting in unprecedented scientific changes, technological disruptions and the Fifth Industrial Society. We live in an era of neoliberal consumerist economic growth. Consumerism is characterised by the accessibility and availability of goods and services. From the oil embargo of 1970 to the financial depression of 2007-08, neoliberalism has been criticised for widening the gap between haves and have-nots. Although consumerism is the fundamental reason for the expansion of decentralised economies under neoliberalism, mainstream society is unlikely to appreciate it. Easy access to services and accessibility without complex calculations was once the norm on the economic ladder to cross for the majority. For the lower strata of society, consumerism has the potential to create new opportunities and forms of growth and expansion.
Coming to the virtues of consumerism, it has expanded economies. For example, consumerism has created new opportunities for the working classes. Once it was a difficult question for an undergraduate or a person without formal education to expect that they could give their services in comfortable ways and earn more than a traditional job. In Pakistan’s metropolitan cities, we observe the trends of BYKEA. Such services are the transport-oriented model to facilitate the public with inter-city mobility with affordable and people-driven opportunities. Consumerist culture has facilitated society at two levels. At level one, it has facilitated those who can’t be part of traditional formal employment standards. At level two, people in metropolitan cities are more comfortable with the availability and accessibility of economic services than the concept of ownership. Once people bothered to own vehicular transport. Now it is more convenient to own luxury with a few clicks. One can move while booking from Mini Car services to Super Car services from one place to their destinations. Furthermore, it has created ease for the working class. We can analyse the changes in perceptions of the working class by asking inDrive riders if riding a bike is more convenient than the monotonous 9 to 5 traditional job structure with few perks and hierarchical structures. They can earn whenever they want to earn with a few clicks of opening their apps for the ride and connecting to the location of the person. In short, it has expanded opportunities, and leisure.
Consumerism has diversified the economy. For example, the food industry in Pakistan has extended its growth. From the McDonaldisation of society to the rationalisation of the market, consumerism is playing a pivotal role. McDonaldisation of society is characterised by the expansion of the food industry through fast food principles. With fast food cultures from the periphery to the mainstream, the lower class has been given new opportunities to install stalls of fries, fritters and burgers. Food chains have created inclusive standards for those who previously lived in precarious or stressed states with the rise of riders and delivery jobs. McDonaldisation and fast food have proven crucial game changers for those without cognitive skills and formal standards of getting an opportunity to earn and improve their household conditions. Consumerism has developed more choices, and customisation. For instance, once we were limited to going to markets and shopping malls and then visiting every store to buy something of our choice. Consumerist culture has given us the opportunity with technological infusion to shop online from the comfort of our homes.
All are virtues of consumerism. In order to get more benefits at the state level and contribute to the overall inclusive growth of society, we need to formulate good policies like progressive taxation.
Published in The Express Tribune, February 20th, 2024.
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