C.S. Sherin
14 October 2022, updated March 2023 (original from 2017 on Wordpress)
Without
hesitation, most businesses refer to their fellow humans as
consumers rather than customers, clients, patrons or benefactors.
From
the time
most of us are born we are subtly programmed and conditioned to see
consumerism as positive or necessary. The
label or title is taken for granted as fact and normal...a way of life.
Consumer
has become THE word to refer to human beings in general in the news, in government, and in business. The label is also used in scientific studies, statistics, and in many other
sectors. Some businesses are even legally bound to
use the term, through their contractual terms.
Let's
take a closer look at this curious development by exploring the origins of this seemingly fixed title for
us humans, as well as some possibly better alternatives:
The word "consumer" was first used in an economic sense in 1745.
It was meant as "one who uses up goods or articles," and is the opposite
of "producer." The earliest meaning of consumer is from the early 15th
century and meant, "one who squanders or wastes."
There we go, that original meaning is our subliminal charge. We have been fulfilling that meaning for decades to very undesirable ends, which include disastrous effects upon health and the environment.
The
widespread title for humans, CONSUMER, is a heavy, pretty unhealthy, unbalanced, and
dehumanizing title.
Yet, some will say, it is accurate. We do consume and waste. But, do we
want that to be all encompassing, and an all-encompassing title? Do we want to perpetuate this, and continue on
blindly or somewhat blindly accepting it?
Words define us. Words carry meaning.
The word "consumer-ism" began in 1960, and meant: "encouraging consumption as an economic policy."
Wow. There it is. It isn't even just business perspective, it is a policy!
Talk about systemic corruption. Here's a building block of it. Look no further than the etymology. By the 1960s there was a forceful push to create a system centered upon making money from endless use and waste of everything.
Interesting to note, the word "materialism" emerged around 1851, a little over 100 years after the meaning for consumer first emerged, and a little less than 100 years before consumer-ism emerged. Materialism was defined around 1851 as:
"a way of life based entirely on consumer goods."
The term "consumer goods" developed a little later, though, in 1890. So, in context the description would be more accurate as: "a way of life, centered on acquiring purchased goods and displaying/wearing them as a sign of status and power."
So, what are the subliminal and concrete consequences of continually calling our fellow human beings consumer?
What are the conscious consequences of accepting that label, without question?
This is something to closely consider, to be sure.
What are some alternatives to this sticky, tricky label and title, consumer? Let's take a look:
Customer emerged as a word from Latin in the 1540s and meant "a person to deal with."
The Latin form of customer goes back to these meanings: "habit, usage, way."
Just for fun: The word "haunt"
comes from 1300s Middle English, and means "a
place frequented often," "a custom, a habit." It didn't come to mean
something a ghost may do until 1843. So, a customer could be said to
haunt their favorite store or shop! As in, "That corner shop is an old
haunt of mine. I love it!"
Purchaser comes from the old French chacier which means "run after, hunt, chase." This seems a dead-end title today, but still worth noting.
Buyer is from the old and middle English word "buy" which means to "accept as true."
This word was first recorded in 1926. As in, what are we "buying into?"
Client is from the latin clientem, cliens
and means "follower, retainer." In English client originally emerged
to mean a lawyer's customer. By 1600 it was extended to mean any
customer. It is interesting to note that the definition of client is
"follower."
This is especially poignant in light of social media's penchant for followers.
Benefactor
is someone who supports someone else financially, usually with the aim
to support a creatively gifted person, creative project, or charity of some sort. The
word can be translated as "honorable actions" or "to do good." While
this isn't always the definition of a customer (which is more neutral), it is a quality title to
keep in mind.
Patron comes from the medieval Latin word patronus.
Harry Potter fans, how can this not be your favorite?
Patronus means: "defender, protector, advocate." It comes from pater meaning: "one who advances the cause from their own wealth and power." Much like a benefactor, a patron is someone who invests in something they like by supporting that work regularly.
The
commercial sense of the word patron refers to a regular business
customer, and was first recorded around 1600. The term patronage emerged
around 1804.
Nowadays,
the term patron is used most often to refer to someone who supports the
Fine Arts. And, with the social media platform of the same name, the word
keeps its meaning, and also broadens it to include anyone sharing exclusive
content as a reward for patrons who keep on financially supporting the cause, work, or creativity.
So, looking at the terms we use and have used, which do you prefer or like the most? And why?
All
I know is, I need, want, and have to reject the title of consumer.
We are humans first, with a birthright of being citizens as well. Let's briefly look a little more closely at the effectiveness (or not) of some alternative titles:
Patron: puts
the power back into the hands of the person who is discerning and
consciously choosing to buy or invest money for things/people/businesses
they love and want to support. Not only is the patron respected, they
are seen as one who is consistently supporting the business. This is a
relationship of respect that acknowledges the patron's investment,
support, and energy.
Client is
a term for someone who is engaged with a business in a professional,
legal, and/or perhaps in a service or healthcare related way. It probably
wouldn't be an accurate term for all businesses, but it is a decent and
respectful one for certain kinds. The origin of the word refers to the
obligation by the client to pay ahead of time in order to secure a
service (like a retainer for a lawyer's service). This is upfront and
no-nonsense.
Customer has become
a neutral word for any kind of person paying for any kind of business. It is general and doesn't carry the undertones that consumer does. The
origin of this word points to a person who consistently shops at a certain business as well as the business owner's dealings with those who frequent their place. It is mutual and neutral.
In fact, consumer is the only title that has significant underlying meanings which are more negative than not.
From
one perspective there is truth to the title of consumer. Yes, our culture
has been and is locked into a pretty toxic relationship with capitalism, fast foods, big business, and
corporations, who insist on selling and producing in an incredibly wasteful and toxic way. Our generally relentless
and harmful "throw-away" mentality is looped into that. And that mentality is ingrained in so many people's way of life, unconsciously or taken for granted. In reality, consumer and its "ism" remains stagnant and unhelpful to our present or future.
Would we be in the situation we are in now in regards to health, environment, and the like if "we" had never made consuming an economic policy and legally binding title for us humans?
The
charge of consumer is an antithesis to an eco-friendly, sustainable
way of life. A sustainable lifestyle and business model is rooted in ethical and conscious
choices that constantly strive to eliminate destructive, wasteful, and cruel choices/products/practices in both the short and long term. True sustainability is holistic and in harmony with and informed by ecosystems, nature, and health. Consumers waste and squander. Customers have choices and standards. Consumers consume mindlessly, while dependent on sources that are unethical, cruel, toxic, and unwilling to change or take responsibility.
Yes, the masses (collective actions and habits of humans over the decades) have eagerly used what is disposable, fast, and cheap the most. Not only that,
producers and manufacturers make items of low quality that don't last
(single use plastics, cheap clothing, cheap home goods, electronics, etc.), which require
regular replacement, and waste on end without a thought or seeming care
to overall consequences...long-term or short-term. Even now, after many decades of those companies knowing the dire situation we (would be in) are in environmentally, they chose/choose to increase the production of single use plastics. That is only one example of how corporate ways actively work against life, health, sense, and hope.
Yes, you got that right. In the face of the
climate emergency, fossil fuel companies and other mega-corporations are increasing their
production of plastics. Plastics that never fully break down. Plastics that attract and meld with toxic "forever chemicals." Plastics that have worked their way to the deepest parts of the ocean, the bellies of other life forms on earth, and into our bloodstreams.
Even if the general population of customers
choose to live differently, (many have, and many more want to) they will find it near to impossible to escape
the general choices for products (how they are manufactured, packaged, ingredients, and how much). The major change that needs to happen is being almost totally blocked by mega-corporations and other special interests.
The title of consumer, which they (corporations et al.) have
placed upon us, is a strangle-hold that they insist upon; sealed with
their own destructive practices and policies. The average person cannot
address or change these problems at the individual level.
It is worthwhile noting, factory farm terminology is corporate terminology. Cows, pigs, chickens, turkeys, goats, lambs, fish, and other sea creatures aren't raised and cared for. No. They are "stock" that is "grown" and "harvested." It is certainly appropriate to grow and harvest plants. That terminology is appropriate for crops of plants. With plants, though living, it doesn't imply a deathly dark, caged, crowded, filthy, pained life, and horrific death; such as those words imply when used for mobile living creatures who are meant to roam freely in health and well being. That terminology is chosen for a reason, for living beings who are meant to move about in families.
It is important to realize that the words organizations choose as their official and legally-binding terminology, reveals much. Those official words indicate clearly the underlying motives, values, and practices at work.
Much like the language of factory farms, which disenfranchises living beings from their status of being a living being, the label and legal title of consumer disenfranchises all of us.
Here are some resources that explain and highlight the responsibility and willful destruction of health and ecosystems by mega-corporations of our time:
https://e360.yale.edu/features/the-plastics-pipeline-a-surge-of-new-production-is-on-the-way
https://www.bbc.com/future/article/20220504-why-the-wrong-people-are-blamed-for-climate-change
https://www.minderoo.org/plastic-waste-makers-index/news/revealed-businesses-and-banks-behind-global-plastic-waste-crisis/
https://www.clientearth.org/latest/latest-updates/stories/fossil-fuels-and-climate-change-the-facts/
https://www.science.org/content/article/just-90-companies-are-blame-most-climate-change-carbon-accountant-says
https://harvardpolitics.com/climate-change-responsibility/
More
and more, people are becoming conscious of the major "truth
and consequences" of this consumer mentality as a way of life, which was put upon us long ago. Was it planned out? It seems like it could have been, in some ways at least. We know that the fossil fuel industries knew about the toxic and catastrophic effects of their trade and plastics many decades ago... They were well aware. And remain so.
The more rich a person becomes, the more their lifestyle becomes unsustainable and harmful to health and the environment. And, the less money a person has, the less freedom they have to make sustainable, healthy choices.
All the more reason, we no
longer live our lives by blindly accepting this carefully crafted and chosen title, "consumer." Even if we don't have the power to immediately stop the destructive policies and actions of the mega players; we still can no longer make the same choices we once did.
Unfortunately, the pandemic and subsequent economic and social problems have made this more difficult. And, the opiate that is consumerism creates and perpetuates a dangerous level of apathy and/or an illusory path of escapism that is grasped tightly by those who are beyond stressed, grieving, overwhelmed, and desperate.
And now, with the way inflation (housing, food, education, medical, and childcare costs) is hitting so high and hard...things become more and more unjust in the most basic of ways. With minimum wages being so heinously low and behind the times (with inflation it should now be between $25-$35), the apathy and opiates of our passing era are fading fast! But, too many dangerous dysfunctions and manufactured divisions distract and maim us too. Think gun control, women's rights, discrimination and hate. All the while, the earth is and will shift and change in response to the destructions of imbalance and loss put upon it.
The good news is, the majority of people want things to change for the better. But high up leaders, politicians, and mega-powers behind the scenes are funding anything but.
https://www.pewresearch.org/science/2020/06/23/two-thirds-of-americans-think-government-should-do-more-on-climate/
https://www.pewresearch.org/global/2021/09/14/in-response-to-climate-change-citizens-in-advanced-economies-are-willing-to-alter-how-they-live-and-work/
Deep in the bowels of corporations, where people are Consumers with a capital C, everything is based on and fueled by reckless (and heavy debt-based) spending, reckless production, reckless development, irresponsible accidents, and greedy, senseless strategies.
Still, they depend upon all of us to consume, waste and depend on convenience at every turn. They do depend on us too.
Things CAN be done sustainably, so quickly and well, right now! But, it is blocked by these powers of evident ill-will towards earth, life, and health. And they pay politicians, scientists, media, and producers handsomely to maintain their status quo.
Solar, geothermal, wind, water, and other environmental approaches are already developed and capable. Included in this, is the new nano-building technology, which is absolutely inspiring. Yet, still, profit, domination, control, greed, and power remain on top...with no desire to relinquish their control or wealth. They are seemingly unwilling to invest in new ways. For now.
Recycling is deceiving as well. So, people derive false comfort, even false pride, from their recycling practices, thinking that is enough. Yet, still, the responsibility isn't only ours. The responsibility lies heavily in the laps of those in power of sourcing, manufacturing, etc.
https://www.theatlantic.com/ideas/archive/2022/05/single-use-plastic-chemical-recycling-disposal/661141/
Disposable
everything, fast and cheap gratification, and the newest, best (insert item here, e.g. phone, computer, clothes...) to replace last year's is the hook that has stuck for generations. It is a psychological impulse we have that advertisers use.
Because there has been so many kinds of economic disparities; disposable and plastic is cheaper and makes a better general lifestyle accessible to billions. It's been a very convenient, short-sighted solution that is actually now a toxic trap.
For many generations of peoples of all walks of life, advertising in general, has sought to subtly program and condition
us, from birth and onward, to believe that we are missing something;
that we are not good enough, and that it is glamorous or innocently "fun" to get hooked on or need whatever "they" are selling.
Likewise, our news and social media has now spun that artfully deceptive manipulation into a divisive "them vs. us" on hot button issues, which keeps people divided, and prevents large-scale agreement on common problems that need to be addressed.
The
advertising, since long ago, plays off the psychology of us; the vulnerable, unconscious ego (and other hidden parts of our psyche) in each of us, that has a constant, changing need for satisfaction, importance, recognition, belonging, status, and achievement
that will never, ever be satisfied for long.
Advertisers know the psychology of
the human psyche, and the hidden ways our unconscious minds work in interaction with messaging, images, and even body language and symbols. They know how to subliminally manipulate human weak spots with nefarious, greedy, irresponsible motives. They know that words, names, labels, and titles matter.
It seems that many businesses and especially mega-corporation monopolies of the world, for their own
interests, want this disastrous madness to continue indefinitely. They don't care if the planet is poisoned and suffocated in waste and toxic pollution of forever chemicals and plastics, nor do they seem to care that rare and precious species and ecosystems of all kinds are decimated by their practices. Or that communities suffer in countless ways due to all of this.
They cover many strongholds like: pharmaceuticals, GMO seeds and factory farmed agriculture, gene editing, fossil fuels and plastics, and pesticides (look at the mergers of DuPont-Dow, Bayer-Monsanto, and ChemChina-Syngenta, for example). And those mega strongholds are huge umbrellas that cover many smaller corporations that break down into many other major sectors of commerce around the world.
In addition, we now have billionaires and corporate monopolies in the US in the fields of technology, artificial intelligence (AI), social media, and in the fields of grocery, healthcare, and hospitals/healthcare as well.
https://www.dw.com/en/agriculture-seeds-seed-laws-agribusinesses-climate-change-food-security-seed-sovereignty-bayer/a-57118595
https://www.investorschronicle.co.uk/news/2022/01/20/america-s-monopoly-problem/
This
title, consumer, subconsciously and consciously encourages (per original definition) perpetual reckless spending and wasting.
It designates us as a mere function that contributes to a most destructive profit.
We human beings are being told who we are to be in life, at the behest of leaders, systems, and business moguls who seem to have no conscience or ability to take responsibility for their actions, collective health, life, the planet, the present, or the future. Why would we continue to accept that?
I
did a Google search about the word "consumer" (in 2017), and I could only find
business pages talking about consumers. I could not find any articles
talking about the use of this word as an ethical and moral issue anywhere! The only thing I found was the spot-on graffiti image at the start of this article. That was startling to me.
In October of 2022, I did the same search and came up with this (How Stuff Works, Patrick J. Kiger, "When, and Why, Did America Start Calling Its Citizens 'Consumers'").
Indeed, why is the government calling us consumers instead of citizens?
The fact
is, the words we use matter. They subconsciously and consciously shape our concept (and other people's concept) of who we are and
what we do, and what we are free to do, or not. The titles others give us defines who we are to them.
This title we have been instructed to carry like good little children is a travesty.
This title ignores our connection to each other and all of life. It treats life as stuff, to be used and tossed. And when environmental disasters, climate change, and inhumane treatment of animals is revealed, the responsibility is passed off onto us too. All the while they obscure the title consumer with fun packaging and the allure of the new.
An interesting thing to note: "consumption" used to be the word
for TB (tuberculosis). People died from consumption. It was feared! When
the word came up there was a palpable dread, kin to what we, of our
era, experience with cancer.
This is the cruel, objectifying, and lopsided power-over
relationship between big money/power entities and the general population. This started before the industrial age. But, the industrial age was the steel and black smoke fire that sped us to this devolution. And it was also fueled by discrimination, classism, and hate disguised as proper society.
It is a human-made world, not at all in harmony with the nature and earth family we are all connected to. And it was willfully forced forward by the few, not by the majority. It seems that most of the people with the most power work so hard against health and wellness for all life at large. Why?? I am sincerely asking. It is extremely insane and runs contrary to instincts and common sense.
They (human beings)
produce recklessly, we (human beings) consume copiously. Our consumption drives their
(mega-monopolies/corporate/special interests) profit. They tell us
what to consume; and to increase our consumption, regardless of our
class, debt, ability, or mental or physical health. They advertise to entice and hook all people of every age, class, and status.
They plan and strategize about what consumers
want to consume more of, and how they can get all of their products
consumed in the cheapest way, at the fastest rate, without care to: the
serious effects it has on health, communities, remaining habitats and species, world-wide Indigenous values and needs, life, resources, or
anything else.
They then blame us for being wasteful, polluting and unsustainable. They tell us what we need to do to change our ways. All the while they increase their destructive methods. All the while, increasing their unhealthy practices, and pretending to be more sustainable with imaginary carbon credits and other greenwashing. It is a toxic, abusive relationship, to be sure. They are gaslighting us, hard-core.
Unfortunately, our government is fully buying into and participating in calling us consumers instead of citizens! This is also a huge problem that needs a complete rehaul! Yikes!
There is a need to become conscious of what we
are allowing others to address us as...in daily life, in contracts, in government, and in media. Likewise, we do best being mindful of what we are choosing,
and what we need to do differently.
In this article I focused on a title that has defined and bound us for too long.
Focusing on this fact, is simply one way to see, understand, and address a huge problem. We are human beings, and citizens of the Earth, and we do have some real power of choice and action to change. It's never too late. But, we must begin.
*I first wrote this article in 2017 (originally titled Humans VS Consumers). I am so very happy to report that when looking up "citizen not consumer" this year (2023), I found events online discussing Jon Alexander's book Citizen, with the discussion title being "citizens, not consumers!" I would love to see these kinds of discussions and movements going all the way into our government and systems; changing things for good!
Source for word etymologies: Etymology Online (etymonline.com)
