Conspicuous Consumption

"Is anyone there?"

If no one were watching, or if you could never tell anyone about it, would you still want to do it?

“If a tree falls in the forest and no one is around to hear it, does it make a sound?” Many of us heard this philosophical question in a high school class. If we think about it for a moment, it’s clear that the sound is produced, since physically nothing has changed. The tree that was standing fell. That fall generated sound waves that propagated through the air... Only they weren’t detected by any ear. In other words, the question is whether they existed or not. How could we prove that sound actually existed if it wasn’t perceived in any way? Expecting something to happen because it follows an action is one of the primary and most basic functions and needs of our mind. But if we dig deeper, other questions may arise.

Thorstein Veblen, an American sociologist and economist who was a vocal critic of the capitalist system, posited that there was a need created by society itself for people to consume or experience certain things they didn’t need, but which conferred social status upon them.

He coined this term—“conspicuous consumption.”

Although I do not identify with Marxist or Leninist politics, I notice that this type of consumption is becoming increasingly entrenched and is being further amplified by today’s forms of communication and interaction between people.

In the past, someone going on a trip to a distant destination would certainly talk about it with close friends and family, and those people were very interested in hearing about the trip, down to every detail. This sharing came in response to an experience that had been rewarding for the person themselves, and which they would share with those closest to them. A new paradigm has emerged in recent decades.

The widespread adoption of social media, as well as other forms of media, and new ways of transmitting and receiving content—particularly through so-called influencers—means that what each person does is increasingly shared and scrutinized by everyone.

This leads to something that was once more exclusive appearing to be more accessible or attainable.

We see this, for example, with many top international athletes. Every amazing thing a soccer player does is quickly shared on social media, and this creates a sense among the young people who idolize him—and who want to follow his lifestyle—that they need to do something similar.

Don’t get me wrong—I don’t think the desire to surpass ourselves and break through our own barriers is negative. Not at all. What happens is that most people feel less satisfied because their goals are based on something that’s very difficult to achieve. But that’s something I might explore in a different post.

Regarding consumption, much of it involves items that have no particular utility, but simply by owning them or acquiring them, a clear message of financial means—and directly, a social status—is attributed to us by those around us. Just as happens when we buy a new sports car to replace the old one, simply because a new model is available. There is no particular need to buy it, but its acquisition leads to a certain status being valid and desirable, as it ultimately becomes a symbol of prestige.

The question I sometimes ask myself is the same one Veblen posed: “If no one could ever talk about it, or if you could never say you did it, would you still want to do it?”

And my quick, almost immediate answer is: YES

Almost all of the most fantastic experiences I’ve had in life have been on a personal level. Unique moments, many of them in silence. Surrounded by nature, in the middle of a crowd, or even alone in a forest... or at work, surrounded by chaos, and being able to feel at one with my surroundings. Something that cannot be put into words. Something that neither adds nor takes away any value in relation to anything or anyone. It is much more than that. It is everything we can achieve when we are willing to listen to what surrounds us... to listen to an inner voice. A voice that does not fall silent, but that persists in challenging us... every day.

^{Image by NoName_13 from Pixabay
Original text written by @xrayman in Portuguese and translated with DeepL.com (free version)}