The reign of social media influencers and online shopping in the last few years has been quietly shaping our relationship with buying commodities. The trending reels on skincare, makeup, fitness, house decor and lifestyle have been loudly announcing our perceptions of materialistic sources as a means to fulfillment. ‘Desiring’ and ‘seeking’ have been the normative states of human beings ever since westernization and colonization propagated their myths of capitalism, romanticism and consumerism to the rest of the world. They were characterized by the belief that consumption and acquiring material goods can lead to personal fulfillment, happiness, and a sense of identity. Myths of romanticism and consumerism placed emphasis on individual desires, imagination, and pleasure, emphasizing unique experiences and personal expression through what we consume. It suggested that if we buy certain products or engage in specific consumption habits, it will satisfy our deeper emotional and psychological needs. Today, in a society that has subconsciously harbored these myths as truths, they have much onus on shaping our desires and ideals of satisfaction. For example, brands sell the illusion of happiness and fulfillment in expensive skincare bottles with punchlines that it will “fix our lives”. Such brands are appealing because they rely on myths of romantic consumerism to sell; myths that collectively create and sustain our personal desires for love, happiness and fulfillment.
The rise and influence of romantic consumerism
Romantic consumerism emerged during the late 19th and early 20th centuries alongside modern consumer culture, influenced by the changes brought by the Industrial Revolution. It led to significant changes in economies which, in turn, influenced societal attitudes towards consumption as its success depended on consumerism. At the same time, another movement was brewing in similar parts of Western Europe - a reaction against the emphasis placed upon reason and science and feeling estranged from the rapidly-changing industrial and commercial world around. Romanticism is characterized as a "mode of feeling" that emphasizes "change, diversity, individuality and imagination". It encompasses a sense of discontentment with the present world, with a penchant for the unusual and a “celebration of the irrational”. It placed high moral value on imagination, beauty, and pleasure while devaluing utilitarian comfort.
Romanticism stressed on the uniqueness of differences. This was radical as previously, individualism focused on the shared characteristics of all people, but romanticism rejected this view in favor of highlighting uniqueness as a key facet of humanity. Now, the romantic notion of different individual selves is adopted by several social and cultural constructs which form the basis of modern day-consumerism. Contemporary consumerism dictates that it is one's duty to constantly engage the "self" with exciting and stimulating experiences which went against traditional views on desire. This outlook endorsed the pursuit of pleasure as not only necessary but morally good. The spirit of consumerism is now rooted in indulgence and self-gratification as the focus is on practices that bring in positive emotions and pleasure. This foundation influences the restless and anxious patterns of consumption seen today. Rather than finding satisfaction in the products themselves, individuals seek pleasure through imaginative fantasies and dreams associated with the meanings attached to consumer products.
An epidemic of discontent
Romanticism that emphasizes variety meshes perfectly with consumerism - the idea that in order to be happy we must consume as many products as possible. Globalization, the digital age, and mass production have deeply permeated our lives, exerting a profound influence on our consumption habits worldwide. Their affair has yielded a burgeoning industry that appeals to our inner romantic by selling us experiences in the form of flight tickets, gluttony meals and wellness services meant to fulfill our human potential. Every other targeted ad on social media or an influencer’s trendy post sells us a mini fable of how buying this will bring us a step closer to nirvana. Modern consumption is characterized by a prevailing belief in "unlimited good" and the normalization of ever-increasing production. This leads to a duty to constantly seek and fulfill new desires, driven by a money-driven economy where consumers have control and are continuously stimulated to want more. In this boundless economic landscape, consumers' desires are expected to be limitless. The crucial aspect is that the modern consumer is always wanting for more, despite experiencing a sense of discontent and economic tension when complete satisfaction becomes unattainable. It becomes a norm, both enforced externally and internalized, to consistently desire, and there may be a sense of guilt if new desires are not promptly generated after fulfilling existing ones, especially in the age of social media. Brands capitalize on these myths to sell the illusion of happiness and fulfillment, perpetuating the culture of consumerism. However, this phenomenon comes at a cost.
Implications
Romantic consumerism has captivated us with a myriad of convenient options that enable us to unwind, establish connections, and express our individuality. In our swiftly evolving social landscape, romantic consumerism has opened up fresh avenues for self-discovery. However, in its quest to sell glamorous means of happiness, romantic consumerism can potentially disregard income inequality, class divisions, and privilege. It creates new consumer demands by convincing individuals to buy previously unknown necessities through social media. This has significant implications for the environment, health, lifestyle, and social connections. The consumerist culture fosters a relentless demand for non-essential products affordable only to the wealthy. Lower-income households face financial strains while also impacting their well-being and social standing. It can give rise to feelings of low self-worth, jealousy, and inadequacy, driving individuals to engage in extreme behaviors to fulfill their consumption needs. The relentless pursuit of external validation, often fueled by the “fear of missing out” (FOMO), leads people to indulge in constant consumption as a means of seeking reassurance, degrading their emotional health. It also imposes ecological costs that jeopardize future generations and sustainability. Moreover, it detrimentally affects individuals' psychological well-being, eroding their genuine identities and substituting them with artificial personas. The pursuit of luxury and superfluous consumer goods and services can potentially serve as means for identifying like-minded individuals changing the foundation, boundaries, and definition of meaningful human relationships.
What truly defines the essence of modern consumerism is not only treating consumption as an ultimate goal but also pursuing increasingly unique and diverse consumptive experiences for their own sake. Modern consumerism revolves around the desire to desire, driven by duty and obligation. It necessitates critical examination of our consumption patterns and reevaluation of values for a sustainable and fulfilling life; one that will not burn the pocket and rely on the constant pursuit of external objects to find a sense of wholeness.
Namisha Chamaria
