Citizens > Consumers: A Cultural Revolution

Someone has to be the consumer, right?

 In 2007, the first ever Iphone was released, and after a matter of years nearly all of us had immediate access to the internet. An entirely different world, millions of lifetimes worth of experiences, knowledge and opinions at our fingertips.

Despite this, a recent study shows 95% of people find phones, specifically social media not to be a source of learning, but instead a source of confusion, a threat to one's attention span and most importantly a source of distraction. 

Realistically, phones are the largest threat to our flow state; you know -  ‘getting in the zone’. Before we used to reach that uncomfortable point, give ourselves a quick temple massage (or go and make some food - depending on how motivated you were feeling there and then) and push on into the state of energised and undivided, full task immersion. Now we reach for our rectangular aluminium pacifier and trade in our own mission to engage with someone else's. An instagram fantasy; glamour, nice cars, expensive holidays, extensive friendship groups and textbook romance. Airbrushed photos, smiles that look permanent but last just a moment before the camera is removed and the shroud of false perfection melts away. A facade that is often so far from reality. Setting extraordinary expectations for ourselves with no knowledge of what steps to take next. Paralysis, hopelessness, depression & anxiety.

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Between these constructions; adverts. Relentless bombardment, laced with pretty pictures and convincing words. Luring us into purchasing products and services. Products and services that will make life easier for us, nicer for us. Or so we think. The thing is, they know how we think. They spend a year's salary on marketing, backed with phycological studies for maximum sales success. . 

The truth is, things don’t really make us happy. I mean sure, they can bring us happiness or comfort to some extent, especially if we have experienced being hard up for money before. But soon the novelty wears off and we want something else. What I'm talking about is true happiness, I mean being really really happy- at peace. All buying ‘things’ does  is scratch the itch, receiving those short lasting dopamine hits while lining someone else’s pocket with enough to buy another holiday home, or enough to feed a thousand hungry mouths, or enough to invest in a new community project. The choice is theirs.

What is really important to us?

The more I talk to people the more I start to understand how individuals are longing for a sense of community. A need to be part of something bigger. A need to socialise. To create together. To compare their human experiences. To debate; agree and disagree. To help. To be helped. To connect. To progress. 

The fact is, what capitalism values is what we; the ‘workers’, are mobilised to do more of-  harvesting and concentrating wealth. What capitalism does not value is proving harder and harder to fulfil - basic things that bring balance, creativity, community and humanity to lives.

Consider the following:

• Preventative healthcare

• Satisfying creative urges with arts, crafts, music and writing
• Caring for parents and loved ones in their old age and ill health
• Participating in community 
• Nurturing our children
• Having hobbies
• Protecting and preserving nature
• Spending time outdoors
• Doing your bit for charitable causes
• Allowing for natural spiritual progression

Are there any more you can think of? 

They are usually things we aren't paid for but are important all the same, arguably THE most important. 

So how can we truly preserve what matters to us? How can we integrate our most inner desires within our capitalist society? If we continue to take more than we give there will be nothing left. 

The fact is, the less we consume, the more space there will be for work that is aligned with our innate needs and wants. We won't just be working in a factory, or working behind a till, or sitting at a desk (not that there's anything wrong with these jobs, but inherently, they are jobs which can make life a little repetitive, lacking creativity or opportunity for learning) . We could be doing things like providing a more developed and effective health care service, a better regenerative farming system, more community interest projects, increased health and wellbeing services and more wholesome inclusive education for children. Investment will be put into what matters to us as long as we proclaim it.  

Demand = supply. 

Outgrowing the Consumer Cocoon

When we think of what constitutes a good citizen we often think of a person that has respect for others. Someone who is fair and kind. Someone who is hard working. Someone who takes responsibility for themselves and someone who is empathetic. Someone who recognises their truth and speaks truth with power.

It doesn't take a brain scientist to observe the absurdity of consumer culture. The truth is, the more we learn the more we understand that our lifestyles are currently leading to the violation of basic human rights globally. How can we feel like good citizens when we know our system was built around exploitation 

So how can we nurture a more holistic and sustainable mindset? Balancing the people, the planet and profit.  How can we empower ourselves to become positive change makers? 

Who wants to be a cog in someone else's flawed system, when you can make your own system? It may be hard, but so is working a job you hate for the rest of your life. 

If you know what you really want, the likelihood is many others are thinking the same thing.

So, how can we take steps toward becoming more worldly citizens? How can trade in a desire for more with the feeling of true belonging?

The First Step: Phones as a Source not a Sink

With 95% of people seeing phones as a negative influence, it is vital we start to change our perspective. 

Whilst phones can be used as a distraction, means of avoiding thinking through real life problems, they can also help us solve real life problems. Once we have learnt to moderate and filter our intake (ensuring phones are not an energy sink), we can start to understand their use as a source. Using them as a free university, if you like (saving you £35,000 - or more).

As mentioned, a wealth of knowledge at our fingertips. A vast amount of courses, and not just paid courses! There is so much free content out there. Fabulous YouTube tutorials, credible books, informative websites and articles on every topic (accessible via Google Scholar). Learn to Code, learn about AI, learn history (such an important one), learn self defence, learn how to train a dog, learn how to read body language, learn a new language entirely, learn about the climate, ecosystem damage, the importance of biodiversity. Learn about the brain, learn about healthy food and healthy habits, learn about the economy and politics, learn about different cultures, the good and the bad, learn how to undo generational trauma and learn how to be a better person. 

But be sure to take your knowledge from reliable sources. Not just Karen from Facebook. Or biassed individuals or organisations with ulterior motives. Studies from credible sources. Science. Those with a neutral stance, or those with the best interest of everything and everyone at heart. Use it to your benefit. Develop your personal values and principles. Create opportunities for yourself. Stand up for what you believe in. Be kind to one another. Have understanding for one another. Help each other. 

The Second Step: Career choice

Firstly, your career is the biggest ethical choice of your life. With over 80,000 hours spent at work over a lifetime. It is hugely important that our values are integrated with our employment if we want our economy to be representative of what we value the most. Hold your bosses accountable. Have hard conversations. Have patience and understanding. Change your direction. Learn. Redefine yourself.  Transition from a consumer-focused mindset to a holistic approach that considers social, environmental, and ethical aspects.

Champion employers with good values and strong worldly visions. Those that offer cycle to work schemes, health and wellbeing services, charity partnerships and high environmental standards. 

Imagine a capitalist society that values health and wellbeing, one that offers individuals with real positive opportunities in their work lives. One that does not miss the centre mark, a persons ‘Ikigai’. One that exists in line with our common goals and values and understands its place amongst the wider system.