Call for a Cultural Transformation

In his article, Eric Assadourian provides a brief history of consumerism in the world and they ways in which it is instilled into our culture today. The methods of encouraging consumerism in our culture that he identifies include: marketing, product placement, the media, and education. Accordingly, Assadourian advocates a "cultural transformation" to address the current environmental situation. Our current rate of consumption is not sustainable and a quote from the MA Board that is included in the article (and that Professor Nicholson likes to quote in class) is that "human activity is putting such strain on the natural functions of Earth that the ability of the planet's ecosystems to sustain future generations can no longer be take for granted." Today's culture, especially in the US, is so deeply rooted in the ideas of consumption and consumerism, that we will only be able to ease the growing threat to the environment by changing and altering our culture to be less harmful. Overall I agree with his transformative plan, but at the same time I am pessimistic because I find it hard to imagine a time in the US where people don't buy into big extravagant celebrations and rituals and where it isn't the norm for someone to get a car on their 16th birthday. However, my pessimism aside, I think that the steps he advocates to take to have a "cultural transformation" are valid in that it will take a multifaceted approach to alter this culture of consumerism and the mentality that more money and things equals greater happiness. In the article he applauds the social movements that are taking place that include the Slow Food movement and ecovillages, which I heartily support as well. Ultimately, I agree that a cultural transformation needs to take place, but I worry that we won't have enough time to make it a reality before it is too late.