The Story of Stuff

Teaser Trailer about a site that shines awareness on consumer culture and the forces behind it. To view this video in it's entirety, go here:
The Story of Stuff



Couple of the main points that this 20 minutes video shows:

- Only one percent of all the new stuff bought after 6 months is still being used. The rest either trashed or filling up people's increasingly large homes. This is an almost unbelievable statistic, have to check where they got that figure from.

- Victor Lebow on how to keep the economy growing after WWII, "Our enormously productive economy ... demands that we make consumption our way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfaction, our ego satisfaction, in consumption.... we need things consumed, burned up, replaced, and discarded at an ever-accelerating rate."

- President Eisenhower's council of economic advisors chairman stated:
"The American economy's ultimate purpose is to produce more consumer goods."

- Paul Wachtel writes in The Poverty of Affluence: "Having more and newer things each year has become not just something we want but something we need. The idea of more, ever-increasing wealth, has become the center of our identity and our security, and we are caught up by it as the addict is by his drugs."

How does an unsustainable economy keep people spending money on stuff?

- Planned Obsolescence

An endless market is created by introducing rapid, disposables, one time use items, basically designed for the trash heap, so you have to go out and buy it again. Examples, disposable diapers, cameras, brooms, carpets, etc. Upgrade the motherboard on the computer, and likely many other things will need upgrading as well, many just get a new computer to avoid the hassle of incompatibilities. Disconnection from the earth as a whole system is literally written all over these products. It is a symbol of our disconnected separate thinking state of mind. The video discusses designers figuring out a way to keep consumers loyal to their products while at the same time making components break fast.

- Perceived Obsolescence

Convince the consumer to throw away stuff that is still useful. How to do that? By changing the way things look, basically, changing the fashions often, whether that is for clothes or gadgets. Look at advertising, it appeals to people's manufactured self image, "do you really want to look, breath, show yourself in that way?", with our product, xyz, you will look cooler, more color coordinated, get more happiness, more girls, look younger, act more confident, show you care, etc, etc. Basically preying on people's insecurities, and limited self image. The video mentions the example of shoe fashion changes each year. An important element in this conditioning is creating a perceived value to the user. Again, this comes from a disconnected, separate thinking self identity, one that puts ficticious value judgements on people things and planet.

How to keep people from questioning their conditioning and continue shopping?

- Carpet bomb them with advertising, a bombardment of the average person of 3000 ads per day.

- Telling the consumer that they are not happy, unless they buy xyz. Similar to a priest a few centuries earlier telling people that they are sinners, and they can only go through the church to get a chance at eternal rewards. Basically by projecting small identities onto the consumer.

- Keep the nasty stuff or REALITY out of the field of vision, as though it doesn't exist. Examples are the cartoony happy chickens running around on the farm (instead of the undignified factory farms where they are fattened up with who knows what, beaks cut because they are stuffed in small cages so they can't kill each other, avoiding humane killing to save a penny, etc), the bugers that grow on trees, the face that suddenly looks 50 years younger. It truly is the "matrix" of manufactured happiness, version of reality. The advertisers have no incentive to show where the stuff comes from, as that would bring out the citizen, or perhaps move people's heart, which is in conflict with the non-feeling, non-connected consumer persona which just wants to consume, neural networks which are encouraged to grow like weeds in people's heads and sanctified (endorsements by public figures, heros, or celebrities).

- The connection between national happiness falling and consumerism rising is made. We have the gross national product as a standard for wealth, Butan has the gross national product of happiness. Different emphasis, different outcome. While neither might be the best way to go into the future, it sure would be nice to have product life cycle cost, national wellness, and impact on environment or future generations included in this mix.

- More time off is not neccessarily better if it is not quality time, but less time off in order to buy more, which creates a cycle of even more work to pay for keeping up with the Jones's.