WHY WE BUY A Systems View of Consumerism - APRIL 2021 - Amazon AWS
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APRIL 2021
WHY WE BUY
A Systems View of Consumerism
Prepared By
Nicole Brkic
Martha Chomyn
Alejandra Farias Fornes
Razane Hanna
Amy Morrell
OVERVIEW & CHALLENGE
Inspired by our own consumption habits and our frustration with our
relationships with stuff, we have been closely examining the systems
in place that facilitate acquisition, encourage consumption and
ultimately lead to disposal. Consumerism is a system that sustains,
and increasingly promotes, purchasing behaviours beyond our basic
needs. This profit-oriented system operates on continual efforts to
decrease the costs of all the components within it.
This project was completed in two phases. In the first phase, we
examined the components of the system using a variety of mapping
tools to sufficiently understand how the system is constructed. In
phase two, we dove deeper into the impacts of consumption on our
mental health and the environment. We sought to find potential
points of intervention that could help people attain a healthy
perspective and relationship with consumerism, one that reduces
the impact of consumerism on the environment and considers the
economic risk of slowing consumption.
To guide our work, we aimed to answer the question:
How might we leverage knowledge towards
actionable change to encourage responsible and
conscious consumption for societal well-being?
A SYSTEMS VIEW OF CONSUMERISM
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APRIL 2021
OVERVIEW & CHALLENGE
In order to frame the project, we established the following
boundaries:
Goods vs Goods and Services
Our interests had to do with the specific set of systems created by the
consumption of goods, as we sought to identify the outcomes and potential
intervention points of the consequences of consuming material goods.
Urban vs. Rural
Our assumption was that urban consumption differs from that in suburban
and rural areas with the idea that higher density allows for greater
accessibility and proximity to goods.
North America vs Global
We considered North American consumption habits as distinct from other
cultures, but also recognized that globalization gave rise to the worldwide
spread of consumer culture.
For overall quality of life, well-
being is required holistically i.e. a
healthy mind (micro / individual),
economy (meso / national), and
environment (macro / global).
A systems view of consumerism
uncovers the causal relationships
and can indicate leverage points
to influence and affect change.
A SYSTEMS VIEW OF CONSUMERISM
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APRIL 2021
WHAT IS THE PROBLEM Consumerism is a system that supports our modern way of life, but it is also a wicked problem (Rittel and Webber, 1973), one that is deeply entrenched in our society and culture. It is a vicious cycle where consumerism begets consumerism, making it extremely hard to break. Over time, Western society lost the skills and abilities needed sustain our lives by ourselves. From feeding the family by growing food and raising livestock, to sewing clothes and building shelter, people had the skills they needed to survive. Their basic needs were met. But today, we outsource most, if not all of our basic needs. We have become reliant on corporations and retailers to make and sell us the things we need so we can survive. This dependence makes the system difficult to overcome. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 04
WHAT IS THE PROBLEM
History of Consumerism
Purchasing goods has been a Some consumption is necessary
regular part of human history for for human survival in our current
centuries. While the system has world – most people are not
evolved from barters and trades subsistence farmers, and few
with neighbours to exchanging possess the necessary skills for
currency for goods with total self-sufficiency -- but
multinational corporations, the modern-day consumption has
primary act has remained the become an obsession. It has been
same. The problem is that our intentionally designed as a
intentions around consumption notoriously difficult habit to break.
have changed.
This early, plan how you will
manage changes to the project
scope, budget, or schedule with a
change management
Consumerism plan.around
has been This for centuries, scaling up rapidly in
ensures that any proposed.
the last century due the industrial revolution, thriving capitalism and
post-war boom.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 05
WHAT IS THE PROBLEM Rise of Consumerism The Industrial Revolution introduced new efficiencies in manufacturing and production that set the stage for high volume production. Prior to this, most goods were produced in people’s homes on a small scale, which meant that a large supply of uniform goods simply was not possible. Once factories started opening in cities and towns, mass-producing items, people suddenly had easy access to new and affordable goods, laying the groundwork for a society dependent upon the consumption of goods to maintain economic growth and stability. At the end of the second World War, young people were eager to indulge after years of wartime austerity, and with an influx of jobs, higher wages and government programs meant to bolster the economy, they were in an excellent position to do so. The 1950s were a pivotal time for consumerism. As explained by historian Lizabeth Cohen, “the good purchaser devoted to ‘more, newer and better’ was the good citizen” (PBS). This was also a golden era of advertising, encouraging people to buy like never before, appealing to emotional triggers and planting ideas about “needing” a product. At the same time, the twin concepts of “planned obsolescence” and “perceived obsolescence” were being touted in industrial design magazines, encouraging companies to purposefully design inferior products with the intent to encourage -... continues on next page A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 06
WHAT IS THE PROBLEM Rise of Consumerism .... purchase either due to the product failing and thus prompting a need to replace it, or by implying that the newer version is better and therefore should discard the old one, and upgrade to the latest (Leonard, 2007). This combination of advertising and planned obsolescence was the perfect mix in creating habit forming consumption patterns, and sparked the “upgrade culture” we live in today. Over time, the amount of advertising we are exposed to has grown exponentially. It has been estimated that in the 1970s the average person was exposed to somewhere between 500 and 1,600 ads per day. More recently, in 2007, this number was estimated at about 5,000. In 2021, the average number of ads a person is estimated to be exposed to is between 6,000 to 10,000 every single day (Carr, 2021). The messaging from the amplified frequency and volume of advertising plays into the mental and emotional response we receive from buying; even just thinking about making a purchase triggers a dopamine response (Brown, 2021). All of this has led to the commoditization of life. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 07
WHAT IS THE PROBLEM Wheel of Life This “Wheel of Life” demonstrates the ongoing cycle of triggers to purchase which are deeply embedded in our lives. Major events and holidays centered around purchasing have either been invented, like Black Friday and Cyber Monday, or bastardized by the encouragement to buy – like Christmas, but it doesn’t stop there. We receive prompts to spend all year long for everything from “Back to School Season” encouraging new clothing, backpacks, and computers, to summertime parties with new backyard décor. Life milestones like birthdays, weddings and the birth of new babies also contribute to this sense of obligation to buy more. We are led to believe that the “proper” way to show that you care is to give gifts. This taps into insecurities around status and fear of not belonging. All of these triggers lead to ongoing and excessive shopping. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 08
WHAT IS THE PROBLEM Today, our consumption is out of control. Every hour, online retail giant Amazon averages more than 17 million dollars in sales (Dunne, 2019)! If we continue down this path, by 2030 we will need the equivalent of two planet Earths to provide us with the resources to sustain our consumption habits. This is predominantly driven by Western consumers; if people globally spent the way Western consumers did, we would actually need 5 planet Earths (The World Counts, 2021). It is clear that if left unchecked, our current rates of consumption will consume ourselves and our planet. We need to intervene to curb the spread. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 09
WHAT IS THE PROBLEM
Framing the Problem
Using the Iterative Inquiry tool to
FUNCTION
frame our project boundaries,
allowed us to examine what The function of the system addresses
propels consumption, who the what is being produced. In our iterative
process, consumerism begins as a single
actors are that drive it, how it is purchase and quickly becomes the
source of established collective values,
realized, and ultimately, the goal which are ultimately adopted globally
and embedded into the fabric of our
of this system at large. culture and society.
STRUCTURE
We identified how a seemingly
innocuous activity, like making a Structure refers to who is involved in the
system i.e., the most relevant
single purchase, has deeper stakeholders/actors, starting with the
consumer, and expanding to include a
implications due to the systemic wide range of actors such as media,
organizations and retailers, and
design of consumerism. eventually at the macro level, global
regulatory bodies.
Purchasing behaviours are
PROCESS
choreographed by advertisers
and media, distributors, The process of the system refers to how
manufacturers, and retailers in the stakeholders/actors operate. At the
micro level, this happens through the
order to turn a profit and satisfy actors’ respective channels and physical
or online shops. In the outermost level,
(and create) the needs of the government involvement requires the use
of policies and foreign negotiations.
consumer.
CONTEXT
However, the need is only Context, or purpose, deals with why the
system operates in a specific way -- it
temporarily satisfied, and defines what the goals are and the
conditions under which things function.
purchases are tied to the Fundamentally, organizations seek to
satisfy consumer needs in pursuit of
validation of how a consumer profit. Amplified to a global scale, the
economic success of the nation in
perceives their identity and relation to all others is prioritized.
status.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 10WHAT IS THE PROBLEM Framing the Problem Iterative Inquiry Tool A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 11
WHERE IS THE PROBLEM
To understand where this problem is occurring, we referred back
to the Systemigram developed in phase one, then augmented the
investigation by completing a Causal Layered Analysis of the larger
system.
Systemigram
Each node represents key elements in mapping consumerism as a
system of influence. Mapping the system using these categories
(Manufacturer, Retailers, Influencers, Society, Government, and
Disposal), allowed us to understand the interrelationships that
exist within the system. The process highlighted the complexity of
the driving factors behind consumerism.
Starting from the Manufacturer node, multiple players within it,
such as research and development (R&D), design, marketing, and
management, work to create a product. They supply to Retailers,
which sell to the Consumer by developing enticing promotional
campaigns that ensure the right audiences are targeted and
persuaded to purchase their product. These messages are
conveyed to the Consumer through different influencing actors,
including media, celebrities, and brand ambassadors, who increase
awareness of the product. Influencers play a critical role in this
system because they drive a desire for an aspirational lifestyle,
thought to be attainable through the purchase of a brand’s
products and buy-in to their message.
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A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 12WHERE IS THE PROBLEM Systemigram Also within the Influencer node are Advocates that question the messages developed by Manufacturers and distributed by Ambassadors. Advocates challenge Consumers to consider whether they should be buying into that messaging with their purchases. Depending on the messaging that has most resonated with the consumer, they will share this information with their Community and Society, which in turn influences the Manufacturers creating the products. Society eventually has to contend with the disposal of products, whether through waste or recycling facilities, or the donation to secondhand stores, which impacts the Environment. Overseeing all of this activity is the Government. It sets out regulations for how Manufacturers and Retailers can operate their businesses, as well as making policies for the Environment, which must be adhered to by all groups. Finally, the Government sets and enforces regulations for Society at large, ensuring that consumers pay taxes for the goods they consume, so that economic and social needs are met. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 13
WHERE IS THE PROBLEM Systemigram For future iterations of this map, further consideration should be given to the addition of advertisers to the Influencer node. Advertisers and corporations invest heavily in pushing messaging that encourages the consumer to spend beyond their means, contributing to the excess of product and eventual waste when those goods are disposed. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 14
WHERE IS THE PROBLEM
Causal Layered Analysis (CLA)
The Causal Layered Analysis tool was used to help us better
understand where the root causes of consumerism may have
emerged from in North American society.
Problem
Causes
Worldview
Metaphors & Myths
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 15WHERE IS THE PROBLEM Causal Layered Analysis (CLA) Problem On the surface it is easy to Subsequently, the only way to identify the many issues of overcome this flaw is to buy consumerism. One need only more stuff. The ever-present look at the plethora of old FOMO (Fear of Missing Out) phones, tablets, and other propels us to buy more and more technology floating around the in the hopes that we will catch up home to become familiar with with those we perceive as having “upgrade culture” (Gwynedd, achieved happiness through their 2021). This is the pervasive idea consumption, even while that the things we already own research shows that materialism are not good enough and we doesn't bring happiness. (Keltner should be striving for better, and Marsh, 2015) smarter, faster options. Increased messaging from a wider variety of media channels reinforces this idea, but goes beyond the objects themselves and suggests we as individuals are not good enough. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 16
WHERE IS THE PROBLEM
Causal Layered Analysis (CLA)
Causes
due to their low prices. With
online shopping and the rise of
online retailers like Amazon,
This system of consumerism was access to goods is even easier
at least partly designed as the and more tempting.
ideas of planned and perceived
obsolescence started to appear To move product more quickly,
in the 1950s. The intention was to sales and marketing tactics
design items that would not last, became more sophisticated, and
or at least no longer seemed advertisers are now much savvier
"good" so that people would buy about how they sell product.
more. This cycle was aided by Messaging is subtler, so we
the rise in tech automation. As hardly realize the way in which
we developed the ability to our emotions are being
assemble products more quickly, manipulated. In addition,
this allowed companies to shopping is often painted as a
produce more goods in less time, civic responsibility; the way to
and thus had a glut of product to save the economy. Notably, after
be sold. Today goods are WWII and 9/11, Americans were
manufactured overseas at told by their presidents that the
ridiculously low cost where best way to serve the country,
labour costs are significantly less was to spend, spend, spend!
than in North America. These (Zieger, 2004) It’s easy to justify
goods flood the market and are consumer habits when we are
consumed quickly and frequently told it is patriotic to spend.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 17WHERE IS THE PROBLEM
Causal Layered Analysis (CLA)
Worldview
way to happiness, which drives
Our relationship with money has us to work harder, acquire more,
shifted. People used to care and be more – in terms of status.
more about spending on
practical items, items that lasted, Considering this importance
and wanted to avoid opulence, placed on material goods, we
but now we are on the opposite considered if perhaps the
end of the spectrum. The wealthy biological signals that
are adored and celebrated; they subconsciously communicate
are the object of our fascination that an individual would make a
which we satisfy by “following” good mate have potentially
them on social media or by changed. Now, the things we own
watching countless reality TV are used as a signal to others
shows, giving us a glimpse into about our qualities as a person.
their decadent and “happy” Having a car, an expensive watch,
lifestyles. The dominant a house, designer clothes, etc.
worldview in North America is are all things that indicate a
shaped by the images we person is successful, financially
frequently encounter that sound, and can provide for a
suggest that having more and family. However, none of these
better stuff is synonymous with things speak to the emotional
being successful. Wealth and strength and character of an
success are promoted as the individual.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 18WHERE IS THE PROBLEM Causal Layered Analysis (CLA) Metaphors & Myths The etymology of words can be “consumers” has reduced us to particularly insightful for tracing being valued and seen only as the origins of modern purchasers and not whole consumerism. The word humans with free will. The act of “consumer” is derived from the consuming does not fill us, it only word “consumption”, which first takes away from our true appeared in the 12th century and biological needs. referring to the using up of food, candles and other resources The word "retail" has similarly (Consumption | Origin and interesting origins. It is derived Meaning of Consumption by from the Old French word Online Etymology Dictionary, "retaillier", which meant to sell in n.d.). “Consumption” was also a small quantities, with the root of synonymous term for the verb meaning “to cut back, tuberculosis, an illness referred cut off, pare, reduce" (retail | to as “the wasting disease”. It is Origin and meaning of retail by telling that the words used to Online Etymology Dictionary. describe the wasting away of the (n.d.). The idea of reduction is body and the complete erasure quite at odds with the mental of goods are now used to image conjured by the word describe people. Referring and retail today and its symbiotic marketing to individuals as ...continues on next page A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 19
WHERE IS THE PROBLEM Causal Layered Analysis (CLA) Metaphors & Myths ...relationship with mass ideal that remains in our minds to consumerism. this day. Ancient and modern mythologies Going much further back, the also have a great deal of perpetual desire for more can be influence on our consumption traced to the Christian origin activities. Ideas like that of the story of Adam and Eve who were “American Dream” first became expelled from the Garden of prevalent in the 1930s. While this Eden. Despite being given myth has always been about the everything they could desire by prospect of success, its original God, the temptation of forbidden meaning referred to equality, fruit proved to be too much for justice, and democracy rather them. This origin story should than individual success and also act as a cautionary tale, prosperity - that would have reminding us that getting been undemocratic because of everything we want may its inherent inequality. However, inevitably lead to our own in the 1950s the idea was downfall. repurposed and reframed as “an argument for a consumer capitalist version of democracy” (Diamond, 2018), creating an A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 20
WHO IS INVOLVED To understand who is involved in this system, we identified our stakeholders and mapped them out along a vertical axis measuring power, and a horizontal axis measuring knowledge. Concentric circles separate stakeholders on an individual, organizational, industry, or global level. Once this was complete, we identified key actors and created Actant maps to uncover their primary goals and activities and get insight into their relationships with each other within the system. Finally, we built out several journey maps from the perspective of the product and consumer – who is at the center of the bullseye and are affected on a personal level. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 21
WHO IS INVOLVED Actors Map The Actors Map identifies the various entities involved in our system and organizes them relative to the knowledge and power they possess. At the highest levels of knowledge and power are entities and departments in organizations who report to more powerful entities. Retailers have great influence and power since they choose what to put on the market – sometimes to the detriment of the community and environment. The individual consumer receives information from and is influenced by, other actors vying for their attention and dollars, although ultimately, consumers decide how to spend their own money. This is only a moderate amount of power given they make decisions based on heuristics, and the most prevalent organizational messages. NGOs and social activists, along with secondhand shops and recycling organizations, have a great deal of knowledge on how to mitigate our increase and surplus of waste, but not enough power to effectively leverage that knowledge. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 22
WHO IS INVOLVED Actors Map A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 23
WHO IS INVOLVED Influence-Impact Matrix Taking the Actors Map exercise further, we wanted to plot those same actors on a matrix to identify and better understand their level of influence (power) on the system of consumerism as well as the impact they face from its operations. This tool was a useful guide when developing the intervention strategies by highlighting discrepancies between various actor roles, and their potential motivators towards actionable change. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 24
WHO IS INVOLVED Actant Maps We created two Actant Maps to uncover their primary goals and activities, and get insight into their relationships with each other within the system. Our Actant Maps examined the relationships between the Consumer and Retailer, and the Consumer and the Environment. Consumer vs Retailer Using tools like the internet and social media, transportation and payments, the Consumer engages in activities like content absorption, product research, evaluation of purchase options, the purchase itself and the consumption of the product. Meanwhile, Retailers use tools like consumer data and advertising content to communicate back to the Consumer through researching their wants and activities, creating marketing campaigns, and using SEO (Search Engine Optimization) to increase their chances of catching the Consumer’s attention. There is an understanding between these two actants that in order for the relationship to function there must be an exchange of payment for goods, which should be of an acceptable quality. Each Actant has their own goals, with the Consumer’s being that of happiness, fulfillment, and a better life, while the Retailer is much more straightforward, simply seeking profit. This can bring up some tension between the two Actants as their underlying purposes are rather misaligned. However, the Retailer is more dependent on the Consumer, so they will use salespeople, storefronts, and emails and algorithms to engage in activities such as advertising, creating enticing displays, and competitively pricing products during sales to attract, connect and engage with the Consumer. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 25
WHO IS INVOLVED Actant Map - Consumer vs Retailer A SYSTEMS VIEW OF CONSUMERISM 26 APRIL 2021
WHO IS INVOLVED Actant Map Consumer vs the Environment The Consumer’s activities, tools and goals remain the same, but their points of interaction differ in terms of rules and related conflicts in their relationship with the Environment. Note – environment refers to the ecological state of the world. The Environment has activists, lobbyists, social media and policy serving as its tools to engage in the activities of public awareness, activist campaigns, zero- waste, and the upcycling and minimalist movements. The rules of their interaction consist of public policies around the disposal of goods and consumption. The Environment’s goal is to survive and thrive, which is not that far off from the Consumer’s goal of happiness, fulfillment and a better life. However, the two actants are in conflict because the Consumer’s desire to purchase goods is never ending and increasing, putting the Environment’s goal in jeopardy as it leads to excessive waste and resource use, leading to ecological degradation. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 27
WHO IS INVOLVED
Actant Map - Consumer vs the Environment
A SYSTEMS VIEW OF CONSUMERISM
28
APRIL 2021HOW IS THIS HAPPENING
To show the influential relationship of consumer habits and
behaviours, we mapped the user journeys for three different
personas and how they intertwine with one another.
Persona 1 - Kitchen Aid Pro Stand Mixer
It was important for us to give the product a journey in order to
build empathy with it, and to understand its story better. This also
allowed us to follow it along the different interactions it will have
as it changes owners throughout time. The personality attributed
to the stand mixer is similar to that of a pet being adopted.
Persona 2 - Rebecca
A young woman, known to be an impulsive buyer. With the
pandemic making her stay at home most days, she decided to
purchase a professional stand mixer to pass the time and tap
into her need to bake, based on what others are doing during
lockdown.
Persona 3 - Sabine
A single mother who is more cautious and intentional with how
she spends her money. Sabine is contemplating starting her own
catering business, and wants to upgrade her appliances.
See Appendix A for the detailed user journeys
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 29HOW IS THIS HAPPENING The Stand Mixer's Journey Rebecca orders a stand mixer online. She is excited when she firsts completes her purchase. The stand mixer is also “excited” as it is going to a new home and feels hopeful about serving a purpose and being productive. Rebecca receives the package and unboxes it. As she goes though the layers of packaging, her excitement about using the stand mixer seems to taper off. Rebecca uses the stand mixer a few times and then gradually stops using it completely. In fact, she feels like the stand mixer takes up a lot of space in her kitchen. She puts it away and only takes it out a few months later. She feels guilty about spending so much money on a product she barely used and decides to sell it to make space for a new coffee machine (which she hopes will not be a regrettable purchase!) The stand mixer feels abandoned, useless, and bored as it is not being put to work. It also feels rejected by Rebecca and is not too excited about changing homes. Rebecca puts the mixer for sale on Kijiji. At the same time, Sabine has been researching which stand mixer to buy to help kick-start her catering business. She decides to go with a pro stand mixer from Kitchen Aid. However, her budget does not allow her to buy a brand new one, so she contacts Rebecca who agrees to sell her the stand mixer. Sabine makes a new home for her appliance. The stand mixer is a little skeptical but starts to make itself feel at home as Sabine makes sure to use it regularly. As time goes by, Sabine’s business takes off and she uses the stand mixer more frequently. She invests in new attachments as she expands her cooking portfolio and even fixes it a few times. As her business grows, Sabine needs to upgrade to an industrial mixer. The stand mixer is given away to a recycling facility as it is no longer in decent shape after having being used for so many years. It feels content leaving Sabine’s home as it had a good life there, but due to its mix of materials and components, it cannot be recycled. The stand mixer is sent to a landfill, where it takes up space and disintegrates slowly over time, adding toxins to the ground. These three overlapping user journeys illustrate the different experiences one product may have, from its creation to its disposal. Even with the best intentions, sometimes a consumer might be doing harm to their mental wellbeing, their finances, and the environment. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 30
WHY IS THIS HAPPENING We identified two archetypes that demonstrate why the cycle of consumerism proliferates; the first being Fixes That Fail and the second being Shifting The Burden. Fixes that Fail In this archetype we see that when a consumer makes a purchase to fulfill a need or want, it has the unintended consequence of giving the consumer an emotional response. The response can be positive (“I enjoyed that feeling -- I’m going to do it again”) or negative (“That didn’t work, let me buy something else”), but either way it leads the consumer to feel the need or want to purchase additional goods and the cycle repeats. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 31
WHY IS THIS HAPPENING Shifting the Burden When we understand the act of purchasing as an emotional response, this archetype helps outline how that act is a symptomatic solution. When we feel unfulfilled and turn to buying to feel better, it does not address the core emotional issue of an individual’s unhappiness. While “retail therapy” as a coping mechanism can be momentarily soothing and sufficiently distracting, it ends up producing an unintended consequence, a side effect of guilt and shame for spending money and making an unnecessary purchase. That guilt might propel the individual to seek out help and support by way of therapy and address the underlying issue of unhappiness. However, we are humans and therapy cannot stop emotions, full stop. Eventually we become unhappy again and the cycle repeats. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 32
WHY IS THIS HAPPENING Systems Map While the causal loop archetypes were helpful in identifying the root causes of consumerist behaviour at a high level, it was necessary to further investigate the comprehensive effects of consumerism on our environment, our economy, and ourselves, to fully understand the complex system. We also explored the influencing factors that shape and inform our attitudes and behaviours. To illustrate the many vicious, reinforcing loops that make it difficult for people to break free from a rapid and ever-growing culture of consumerism, we created a dynamic System Map in Kumu. [link to interactive map can be found on the following page]. At the centre of the map is the relentless Pursuit of a 'Better' Life. This driving force is fueled by media and advertisers who promote happiness and life fulfillment through wealth and the acquisition of goods. With messaging that conveys that our worth is measured in material things, our (perceived) need to purchase is triggered, leading us to buy well beyond what we truly need. This cycle perpetuates for as long as we believe material possessions will bring us lasting joy. The harm that consumerism has on our mental health goes beyond the acquisition of goods to the disposal of goods. When the time comes to rid ourselves of what we have consumed, feelings of guilt can surface from the amount we have purchased, to the emotional attachment we have in letting go of items. Even before goods are disposed of the individual’s mental load is taxed as they find themselves overwhelmed with the quantity of goods in their possession. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 33
WHY IS THIS HAPPENING Systems Map While many of the causal loops captured on the map intersect, they can be organized under four main themes: Environmental The purchase of goods eventually leads to the discarding of goods, in one form or another. In the system map, we see that as a person purchases and acquires more, they require more space to store their goods – however this additional space may encourage them to purchase even more, thus creating a reinforcing loop. When storage is, or becomes, limited a solution is to discard goods, either directing them to a landfill, which leads to environmental degradation (with the unintended consequence of guilt), or rerouting for reuse, which counters environmental degradation and contributes to the zero- waste movement. Closely related to the zero-waste movement is minimalism. As we see more people move to the minimalist lifestyle, there is a negative impact (balancing) on the economy as people are buying less. In turn, this decrease in consumption is a boon for the environment as fewer purchases mean fewer resources being used for production and manufacturing, and fewer goods coming into play in the cycle of acquisition and disposal. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 34
WHY IS THIS HAPPENING Systems Map Economical Consumerism stimulates economic growth as individuals spend money on the purchasing of goods and services. In order to make those purchases a person needs to earn an income which they do by working. As they work more, their income increases, but so does their capacity to purchase. As more purchases are made, perhaps out-of-step with the rate of income earned, this has the unintended consequence of increasing the amount of debt a person takes on. This debt leads to increased stress and requires them to work more so they can earn enough income to pay down this debt. Eventually these events can lead to mental health problems and feelings of unhappiness and dissatisfaction. Ultimately, these negative feelings keep consumers on the treadmill in pursuit of a ‘better’ life. Emotional When we make purchases beyond fulfilling our basic needs, we are doing so in pursuit of a ‘better’ life. We are shown repeatedly through messaging from media and marketing tactics what a ‘better’ life should be, and we are promised that we will find happiness and fulfillment – but only through the purchase of certain products and acquisition of certain attributes. The pursuit is a long and seemingly never-ending quest. We can become distracted or fooled into thinking we will find it through the instant gratification that purchasing can provide. However, the thrill of instant gratification is like a short-lived dopamine hit, when it drops or dissipates we crave it again. This can induce a habit-forming purchasing addiction which leads to ever-increasing consumption, and unaddressed emotional needs. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 35
WHY IS THIS HAPPENING Systems Map Influence The pursuit of a ‘better’ life comes from a place of unhappiness and dissatisfaction with one’s current circumstances, and those feelings of discontentment come from external influences. Media feeds us images of the type of life we should aspire to, fueling materialism and prompting a desire to improve our social status, with the hopes it will bring us closer to that ‘better’ life. However, this status seeking pursuit also causes us to feel the need to maintain appearances of success, consequently leading us to question our own identity and sense of self, triggering feelings of unhappiness and sending us back along the vicious consumerist cycle. A SYSTEMS VIEW OF CONSUMERISM APRIL 2021 36
WHY IS THIS HAPPENING
Systems Map
For an interactive version of this map, click on the tree below
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 37“BUYING APPEARS TO BE A
STRATEGY THAT WE USE TO
COMPENSATE FOR
DEFICIENCIES THAT WE SEE
IN OURSELVES. THOSE WHO
ARE MORE UNCERTAIN
ABOUT THEIR SELF WORTH
ARE MORE LIKELY TO
SUCCUMB TO EXCESSIVE
BUYING OR SHOPPING AND
TO DEVELOP RELEVANT
UNHELPFUL BELIEFS.”
— Professor Michael Kyrios, Flinders University
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 38WHAT CAN BE DONE
To envision the future we want to achieve, we used the 3 Horizons
framework to show “three conditions of the same system, over
time, against its level of viability in its changing external
environment” (Curry and Hodgson, 2008).
3 Horizons
1ST HORIZON "Today’s Challenges”
Represents the current system as it
moves from present day to the future.
2ND HORIZON "Pathway to Change”
Represents the intersection between
the 1st and 3rd Horizons, showing what
is possible and where potential conflicts
may occur.
3RD HORIZON "Future we Want”
Represents the potential and ideal
future.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 39WHAT CAN BE DONE
This framework helped us identify the current state of our consumerist world and
figure out how we might bridge the gap between the 1st and 3rd Horizons.
The 1st Horizon skewed quite negatively. We noted how the buying cycle affects one’s self
esteem and the damaging effects to the environment, which are detrimental to humans long-
term. Exploring the 3rd Horizon next, we conceived a future less dependent on consumption; one
that respects the environment and encourages inner peace and strong mental health. We then
explored the present reality of this potential future by identifying activities and mindsets that
exist today; these represent evidence of plausibility. Lastly, we considered the emerging
practices in the 2nd Horizon, such as the minimalist and zero-waste movements, upcycling, etc.,
that are pointing to the ideal future.
With a clear vision of the kind of future we hope to achieve we were able to turn our attention to
developing an intervention strategy.
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40
APRIL 2021WHAT CAN BE DONE
Intervention Strategy
After noting all the loops in the cycle of mindless consumption, we used the
Intervention Strategy tool, based on Donella Meadows Leverage Points (1999)
to identify possible places in the system to intervene. Each of the twelve
sections are organized from the least to the most effective points to
intervene for creating meaningful change. [See Appendix B for more detail]
Some of the interventions we came up with in the lower levels include the
increase of taxes, limiting spending budgets, and slowing fashion trends. On
the higher levels with the most impact, our proposed solutions ranged from
banning or restricting product ads in social media, to setting a circular
economy as a goal and changing the narrative of how happiness doesn't come
from stuff. The latter being on the last and hardest leverage point, a Paradigm
shift.
Other interventions were identified as having a high potential for change in
the system but pose several challenges to implement:
A/ "Change the Narrative” – in advertising and media by minimizing, or
even eliminating, the message that wealth is the key to happiness. Support
messaging that builds up the individual by providing more airtime to
mindful influencers. There is some momentum happening today at a
grassroots level, but big business and major retail corporations, along with
larger media companies, need to get on board and support this.
B/ Higher tax on consumption products like jeans and restaurant food,
similar to the approach in some Scandinavian countries.
C/ “Slow Down” Culture – create a lifestyle change and social culture shift
that celebrates a more balanced approach to work and life. A culture that
supports daily periods of rest, like siesta concept in Mediterranean
countries, and encourages a simple life where there is time to pause and
reflect.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 41WHAT CAN BE DONE
Value Proposition
We used Value Proposition tool to plot the effectiveness of
possible interventions and compare their potential effectiveness.
We determined that it would be most beneficial to implement
multiple interventions to supplement the area that other
interventions would not reach.
We looked at three main approaches:
"Stop the Madness"
#1 Classifying consumerism as a mental health issue
"Buy It For Life"
#2 A new designation for consumer goods
"Fix it First"
#3 Bringing back the repair mentality
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 42WHAT CAN BE DONE
Value Proposition
"Stop the Madness"
#1 Classifying consumerism as a mental health issue
There is power and influence in labelling certain repetitive and unhealthy
behaviours as problematic. We saw a recent example of this is in the United
Kingdom and Wales with the classification of misogyny as a hate crime after the
murder of Sarah Everard (McGee, 2021). While consumerism is an entirely
different issue, we believe this sets an important precedent for the formal
recognition of the attitudes and belief systems that influence negative actions
with damaging consequences to one’s life.
Rationale
There is already recognition of links between consumption and mental health
issues such as "excessive buying disorder", but we believe that amplifying this
area of research would make health professionals more aware of excessive
consumerism as a legitimate cause for concern. Language is a powerful tool that
can help underline the severity of consumerism as a mental health issue, which
would help it be taken more seriously by the public and health professionals.
The hope is that this would prompt individuals to examine their own habits and
underlying factors to engage in conversations about how their consumption
habits impact their life, and how they might go about changing them to be
healthier.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 43WHAT CAN BE DONE
Value Proposition
"Buy It For Life"
#2 A new designation for consumer goods
We identified an opportunity to potentially change consumer behaviours by
attempting to change their relationships with and understanding of the goods
they buy. We propose the introduction of a new designation for products called
“Buy It For Life”. This label would be an industry recognized certification issued
by retail boards to indicate that any product with the “Buy It For Life” (BIFL)
insignia has been rigorously tested and determined to be of the highest quality.
The implication for a consumer buying a BIFL rated product would be that as
long as the product was taken care of (that is, not carelessly stored and
regularly undergoing basic cleaning and maintenance), said item could be said
to last a lifetime, if not longer.
Rationale
The rationale is that if individuals treat their purchases as long-term
investments, they will purchase fewer items of a higher quality which would
reduce the overall volume of goods in their possession and the frequency with
which those purchases are made. The benefits of buying high quality goods that
last a long time are numerous. For one thing, a higher upfront investment for an
item costs less money over time because the consumer doesn't have to factor
in the cost of replacement purchases once the original item breaks. Not having
to buy multiples of the same thing means fewer purchases, less packaging
waste, and hopefully, more care into keeping the object in good condition.
Making a purchase with the “Buy it for Life” designation would give the
consumer peace of mind that their money would not be wasted on a low-
quality item and prevent them from having to replace the item repeatedly in the
future. The higher price point would also act as a deterrent from disposing of
the item in the trash because there would be more motivation to get the item
repaired. This pivot to long term investment and care of items may change the
relationships people have with their things. We are hopeful that this shift in
perspective would inspire people to see the value in owning and holding onto
goods that are durable and can be passed down within families as a cherished
heirloom.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 44WHAT CAN BE DONE
Value Proposition
"Fix it First"
#3 Bringing back the repair mentality
As we have embraced the relentless purchase pattern of new things under
consumerism, we have moved further and further away from a culture of
repairing and mending (Vande Panne, 2019). This shift has occurred as goods
have become cheaper to purchase and designed to be replaced, North
Americans have developed the mindset that when something falls into disrepair,
it is both cheaper and easier to throw it out and buy a brand-new replacement.
The “Fix It First” intervention would see a reinvestment in teaching people the
skills to repair their broken and damaged goods.
We propose that this is done through a combination of tactics. To start, we
propose bringing back home economics and shop classes into schools. These
classes would re-introduce maker and repair skills to a new generation and give
tech-overloaded kids and teens an opportunity to step away from screens and
enjoy the rewards of a tactile project. We also propose the increased presences
of Repair Café initiatives run by local municipalities (Hickman, 2021). The idea is
that volunteers with the skills and knowledge to fix a variety of products make
themselves available at pop-up events to assist people in their communities
with repairs while also educating them on how to complete the repair on their
own in the future; a grassroots ‘train-the-trainer’ model.
Rationale
The “Fix It First” initiative would have incredible benefits for the environment
and the mental health of consumers. By teaching consumers how to fix the
things they already own, we would help extend the shelf life of products, thus
preventing them from ending up in landfills and forcing the consumer to make
another purchase of a product they already own. Teaching individuals how to
make repairs would empower them to fix the items they already own. The ability
to fix something broken is very empowering, and knowing one has the ability to
do such a thing would inspire great confidence in both adults and children alike.
A SYSTEMS VIEW OF CONSUMERISM
APRIL 2021 45POST-INTERVENTION FUTURE
An update on Rebecca's journey...
After reading an article about the CDC’s classification of consumerism
as a mental health issue, Rebecca brought up the news at a session
with her therapist. When her therapist asked her why this was an area
she wanted to explore, Rebecca admitted that she recognized many of
the symptoms described in the article, in herself. She felt enormous
guilt after making a purchase, often lost interest in the things she buys,
and regularly feels overwhelmed by the amount of stuff in her house.
Her therapist read up more about this new classification from her
professional association’s website and structured the next few
sessions digging into Rebecca’s concerns around her consumption
habits.
By answering her therapist’s thoughtful questions, Rebecca was able to
start uncovering some of the deeper issues behind her purchasing
patterns. She has since learned that making unplanned purchases is a
way for her to feel in control when the world around her feels
unpredictable. This explains a lot of her pandemic buys! She also
realized that social media is a huge trigger for her purchases. She
follows a lot of influencers, as well as friends who frequently post
about their latest purchases. Seeing these kinds of frequent messages
makes Rebecca feel that she must post similar content in order to
prove to others that she is also successful and happy. These emotional
triggers will not go away overnight, but even being more aware of them
has already helped Rebecca pause before clicking “add to cart”, and
asking herself what her real motivation is for buying.
One of the strategies her therapist has suggested is to be more
strategic about the purchases Rebecca does make. Nobody expects her
to stop consuming altogether, but she can make better choices about
the things she does buy. Looking for products with a “Buy It For Life”
designation has been very helpful in this regard. The products already
have a stamp of approval from an independent body of testers, so
Rebecca feels more confident in the quality of the items. The higher
quality also means that these products cost more money.
Continued on next page
A SYSTEMS VIEW OF CONSUMERISM
46
APRIL 2021POST-INTERVENTION FUTURE
This makes Rebecca less likely to click “buy” and more inclined to wait
a few days (or weeks) and make sure that she is still thinking about the
product. The time also allows her to properly assess whether she is
financially and mentally ready to go through with the purchase. Another
positive about the higher price point is that the products purchased
feel like more of an investment, and Rebecca has a higher inclination to
repair her products rather than immediately consider disposing of
them. Happily, the “Buy It For Life” designation has spurred
participating companies to offer up repair programs. If Rebecca’s stand
mixer has its motor give out or a part breaks, she can call the
maintenance phone number and get connected to a representative who
will make the arrangements to pick up her machine for repair. Or, she
can connect with a community repair pop-up to learn how to fix it
herself.
As a result of this new perspective and change in purchase behaviours,
Rebecca is feeling less anxious and more confident. She feels more in
control and empowered; in fact, her social media posts now include
reminder that she is a curator of her life, not a consumer, signing off
with #IwillNotBeBought.
A SYSTEMS VIEW OF CONSUMERISM
47
APRIL 2021CONCLUSION
Changing this system is incredibly difficult due to the underlying
tension between those in pursuit of financial gains versus those in
pursuit of happiness who are led to believe that buying is the answer.
This conflict has manifested in excessive consumption habits which,
in turn, have led to an increase in associated mental health issues,
and financial strain for many from high consumer debt. The negative
impacts of consumerism are deep-rooted and widespread, going
beyond the individual to our entire ecological system. Mass
consumerism continues to consume resources at an alarming rate
and generates extreme levels of waste contributing to an ever-
degrading planet.
Given the severity of the issues and the far-ranging impacts
generated by consumerism, we felt an urgency to find a solution to
this problem. However, given everything we know about the
complexity of systems, we know they cannot be fixed or changed
overnight. Changing behaviour is a long-term project, so while
experimenting with interventions, we had to keep reminding
ourselves that we did not have to solve consumerism, but we could
look for ways to nudge it in a better direction.
Therefore, we focused on how we might implement moderate but
meaningful shifts in attitudes and behaviour to help reduce the
volume of purchases and frequency of consumption, even if only
among a small percentage of the population. Ultimately what we aim
to encourage through this project is conscious consumption.
...continues on next page
A SYSTEMS VIEW OF CONSUMERISM
48
APRIL 2021CONCLUSION
The proliferation of the term “consumer” as a synonym for people is
a testament to how much value has been placed on our purchasing
activities. This title comes from industry and corporations, implying
that our main value as people is our ability to buy. Our consumption
habit has obscured the fact that we are individuals with capabilities
to learn and build and grow. In fact, our consumption has contributed
to the degradation of these capabilities, forcing us to dispose of
goods rather than fixing them because we simply no longer know
how.
We want to see a change in the messaging that people receive about
themselves; we want them to know they are more interesting and
more valuable than their consumption. The steps to get there can be
incremental: a better understanding of our relationships with
consumerism and its adverse effects on mental health, a decrease in
purchase of cheap goods in favour of long-term investment in high
quality goods, and an embracing of mending and repair as a way of
life.
The purchase of goods is an expected and necessary part of modern
life, but when consumption goes beyond our needs, it is harmful to
our minds and our planet. Conscious consumption turns a
consumer into a curator; one who is deliberate about the things
they bring into their life in order to make it beautiful.
A SYSTEMS VIEW OF CONSUMERISM
49
APRIL 2021CONCLUSION
"There is no way to happiness.
Happiness is the way.”
— Thich Nhat Hanh
A SYSTEMS VIEW OF CONSUMERISM
50
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