Idea of Conspicuous Consumption and Conscious Choices

I was recently introduced to the concept of Conspicuous Consumption, and if you ask me how, I will answer that it happened through a Reel on Instagram. It makes sense since nowadays many people, including myself, discover new quirks, interests, and fascinations on Instagram. When I learned about this idea, I was intrigued, especially since I am already a believer in conscious consumption. This idea was even more fascinating to me because it is the opposite of what I believe in but is followed by many people.

So, what is Conspicuous Consumption? Well, it is an idea that suggests we consume, at least partially, to display our status and power in society. This concept was introduced by Thorstein Veblen a little over a century ago.

Returning to "The Reel," it highlighted how people nowadays desire Apple products not out of necessity, but to showcase their affiliation with the elite class. This idea resonated with me personally as I've always perceived Apple products as being excessively hyped. In fact, I made a personal commitment to refrain from purchasing Apple products unless I genuinely required them for a significant purpose. A similar sentiment applied to the brand Zara.

Now, I can draw a connection between the issue of overconsumption, particularly among Gen Z, and conspicuous consumption. It's not merely a matter of desiring a phone; they specifically crave an iPhone. It's not just about acquiring clothes; they seek clothes from Zara. In essence, their focus lies more on the brand itself rather than the utility/functionality of the product, as the brand enables them to assimilate into the "elite circle." Thus, the emphasis lies not on any product but rather on a specific product that aligns them with their desired brand.

I believe that brands are well aware of this phenomenon and they know how to capitalize on it. Consequently, we find ourselves enriching these brands in the pursuit of fitting in with the elite. However, upon reflection, shouldn't our aim be to belong to the "human" class rather than the elite class? After all, these products are intended for human consumption, for our practical use, and not the other way around. This leads me to question: shouldn't our consumption stem from a genuine sense of necessity, and isn't that necessity subjective to each individual? How can it be that everyone requires products from the same brand and in the same quantity?

In today’s world, people take pride in accumulating as many products as possible from prestigious brands, and I find this somewhat perplexing. It is peculiar because consumers are not buying these products out of genuine need, but rather because they perceive them as status symbols desired by others.

The concepts of conscious consumption and conspicuous consumption are interconnected, as the former guides us on how consumption ought to be, while the latter sheds light on the reality of consumption in our current society. Personally, I find it essential to recognize the connection between these two ideas and their impact on my life.

To begin my journey towards a more conscious approach to consumption, I plan to make a conscious effort to disregard any consumption driven solely by the desire for societal acceptance. Instead, I will prioritize consuming mindfully, considering the true value and necessity of the products or services I choose. By doing so, I aim to align my consumption habits with my own values and needs, rather than succumbing to societal pressures.

Furthermore, I will educate myself about the ethical and sustainable aspects of different brands and products. This will empower me to make informed choices that align with my values, supporting companies that prioritize social and environmental responsibility.

Ultimately, by consciously reflecting on my consumption patterns and making intentional choices, I can contribute to a more sustainable and meaningful lifestyle while reducing the influence of conspicuous consumption in my own life.