Chapter 2 The Role of the Individual Purchase

? Nat Ulrich/Shutterstock.com

? Bakalusha/Shutterstock.com

When looking at the root cause of garbage, we as consumers bear a large part of the responsibility. Garbage is predicated on our individual consumption. If we don’t buy something, it can never become garbage.

The manufacturers that make our products are here to serve the desires of consumers (you and me). Sure, by marketing to our desires they may influence what we want—or even introduce things we never knew we wanted—but in the end we are the individuals who pull the trigger and trade our money for those goods. No one is forcing us to buy anything. By contrast we voluntarily, and in fact willingly, buy things on a daily basis. We even gain pleasure in the act of buying. Consider the recent emergence of “retail therapy,” a pop-culture concept promoting the act of shopping as a way to beat depression.

Consumerism, in a way, is something of an addiction. We almost need to consume; we are constantly chasing after the next new thing (or high, for the sake of this metaphor), and our appetite to consume is never satisfied. One key difference between global consumerism and individual addiction is that this destructive habit doesn’t just harm our individual bodies; it affects our planet in a real way.