At a 40,000-foot view, Capitalist models seldom change as they are based on one thing; the consumer. Innovations in technology change the way we communicate, innovations in branding, reinventing the old to make the old new again, innovations in news broadcasting, advertising, medicine, the cloud, software, music, the IOT (Internet of Things), coffee, food, the holidays, fashion, and clothes; just about anything you can think of focuses on the one thing that we all are; The consumer. While we are all consumers, the corresponding business models are heavily focused on consumption. Let’s examine the word consumer in a way that hopefully some people have never really thought about. Hopefully I’ll shed some light on the word, what the word is and how such a simple and small word can have impacts that span the globe. Since this is just a simple blog, I’ll let the reader come up with their own conclusions at the end of this post as a complete book could be written on the topic of “the consumer”.
At the simplest level, “The Consumer” is defined as: A person who purchases goods and services for personal use. Most People have probably heard of the term “Consumer Confidence”, the Consumer Confidence Index or CCI. The CCI is an indicator designed to measure consumer confidence, which is defined as the degree of optimism on the state of the economy that consumers are expressing through their activities of saving and spending. Another way to view the CCI is, spending for useless things that consumers don’t need but perhaps want. I’m far from being an economic genius, at least that I know of, but you guys and gals get the picture. If I’m not willing to spend ridiculous amounts of cash to consume or over consume goods and services well, the Consumer Confidence index (CCI) sucks!
Well kids if you’ve made it this far, congratulations, you’ve earned a big ‘ol “C” in the introduction of the consumerization of our society and survived a plethora of boring definitions written by an amateur blogger at 6am in the morning. Additionally, you have also proven that your attention span is stronger than a dental hygienist working on someone that hasn’t had their teeth cleaned in 4 years. Vivid visual eh? Quick side note; did you know there is a magazine called Consumer Reports? Probably…..I digress…
Now, let’s look at something that most of us consume daily like brainless sheep smokin crack on a Monday morning. Too much? Too soon? Its Coffee. In fact, I’ve got a cup of coffee sitting next to me at this very moment. In fact, I’m on my second cup. In the olden days back in the 1970’s……Wait let’s go with; “Back in the day”, my mother or father would break out the ‘ol Maxwell House coffee can and prepare some coffee in the ‘ol drip coffee maker so it would automatically kick off at 5am. The coffee makers got so high speed they went from having a standard clock with hands to having a digital clock! Woah, talk about technology. As many of my younger readers probably don’t know, Maxwell House was “Good to the Last Drop”. We would all wake up in the morning to the smell of coffee permeating our senses, my parents would sit down and have a cup or two, eat breakfast and we, the kids would get ready for school. My parents would head out to Washington DC or the surrounding area for work and we kids would run off to school. Note that the metal Maxwell house can was used all across the United States for other things. Dads would utilize them to organize their sheds to hold nails, screws, nuts and bolts and mothers would use them for various odds and ends or projects. If you’ve made it this far with my blog post, well hallelujah! I’ve kept your attention and defied the odds of bloggership. You have now become a level 2 Dental Hygienist!
Now let’s do a hypothetical comparison to 2018.
In 2018 we have Starbucks, Dunkin Doughnuts, the Keurig, or maybe Crispy Crème. The Keurig is one of the most ingenious inventions I’ve ever seen. It spits out single cups of coffee almost instantly. It is pretty much single use and utilizes these low-cost (consumable) plastic pods. If you don’t know what a Keurig is, like them or not you either don’t have a pulse or don’t live on planet Earth. By the way If your Keurig breaks or has some sort of mineral buildup in its components, the Keurig is so low cost you can just throw it away and buy (consume) a new one. Or just ask for a Keurig for Christmas. You’ll get one for sure. I guarantee the Keurig will be on sale as somehow, some way they’ll be a must have innovation added to the Keurig. Back to Moms and Dads across America, they will not be using the plastic pods for storing nails and screws or other odds and ends. With the Keurig in mind, imagine if you took all the pods and the Keurig’s that are thrown away each year and stacked them up in one place on earth. What would that would look like? Complete insanity. Imagine Soda Straws from fast food joints combined with the Keurig mess. I digress…again…and again, soda straws are a whole different consumption story.
So next topic. What the heck is Starbucks anyway and what the heck kind of name is Starbucks? Starbucks! Really? I would have never dreamt in a million years a brand called Starbucks would be so imbedded in our brains that Starbucks would become as prominent and as successful as McDonalds; if not more successful. This is called branding or mindshare. In terms of consumption let’s take a look. Where McDonalds used to have a tagline of million burgers served (something like that), Starbucks probably serves millions and millions of cups of coffee each day. In fact, I’ve stood in a line at a Starbucks in Washington DC waiting for a coffee where the line wraps around the inside of the building and extends to the outside. During the winter, it is so cold outside that each person looks like a zombie that has just been taken out of a frozen morgue awaiting their post mortem autopsy. Yes, that cold and just waiting for coffee that is frankly just average to below average. In and out we go for an average latte in the freezing morning and then a wash rinse, repeat amid a cold winter afternoon; Standing in the same line freezing, consuming, consuming and consuming saying baa, baa, baa, like sheep waiting to feed their fat bellies. All the while the wolves stand watching, smoking their cigarettes, consuming their stogies in the cold and then flicking their nasty stogie butts on the ground. The ironic thing is, within spitting distance of the Starbucks lies a Dunkin Doughnuts with superior coffee, with tasty doughnuts, no line and an indoor entrance, yet the sheep stand firm. Baa, Baa. At all the street corner Starbucks, tons of trash mounting each day, over and over again as we wait in that same line day in and day out, consuming and building layers of fat on our already fat bodies while the Starbucks executives smile and pad their already thick wallets and stock portfolios. Oh, don’t forget the plaque build up in your arteries over at the Dunkin Doughnuts counter. For those too weak to handle the suffering in the Starbucks line, you better believe the makers of cholesterol medication love your visits to Dunkin Doughnuts. Gobbling up the Boston Crème Fat Pills are sure to be great for the pharmaceutical industry. Then, to work that 1000-calorie fat pill and sugary coffee off, you must have a gym membership that you pay $75.00 per month but only go to the gym quarterly or perhaps just as we bring in the new year as we make our resolutions. Woah….easy….that’s a whole different post.
Clothes and fashion, you ask? The clothing industry puts together the latest trends to be cheap, disposable and consumable. While some 12-year-old works in near slave like conditions for a meager wage in some far-off land that you’ve most likely never heard of or read about, you sit here attempting to be En Vogue with the latest monthly fashion trend so you can satisfy the cravings of your own vanity. To most it seems completely and duly fair and righteous. Right? At the end of the month when the next trend comes out, you donate the previous trend to Goodwill so you get that warm feeling in your fat belly that you’re helping the poor. Then you go out and buy this month’s latest fashion trend. Wash rinse….and you guessed it, repeat. Let’s not forget about your tax deduction and stopping to get your next latte. All the while the executives that run these clothing conglomerates are padding their pockets and some kid in Thailand is able to put a banana on the table for his family to eat for his/her 60 hours in a sweat shop. Extreme you say? Who knows.
Let’s briefly look at technology and how you receive your music, TV, movies, news and medicine too. Today and unlike the past, we “consume” all of our media through subscription services. Music is downloaded or streamed to your phone through unlimiting subscription services. Books are now read through your phone, or tablets, and movies are carried through the internet via Netflix and Hulu. In fact, there are tons of well put together TV Series’ that capture the minds and brains of drooling zombies that binge watch on their couches. All the while they fill up on their sugar filled caramel macchiato’s and “fat free” corn syrup sugar goodies further building up the layers of visceral fatty tissue surrounding their organs. Then we all wonder why we have an obesity problem or why the medical and pharmaceutical industry are a cash crop of services and consumption. I’m sure my primary doctor doesn’t mind once a year diagnosing me with the obvious fact that I need to diet and exercise more. I’m glad it took 12 years of education that cost ridiculous amounts of money to make that obvious diagnosis. “Fast food medicine” as I call it is a totally different blog post. You walk in, an educated doctor takes your blood, tells you your fat, you go home, be sedative, make your New Years resolution, gain 5 pounds pay 100 dollars to get on another fad diet, come back to your doctor again next year for the annual physical, he/she says your fat again, get prescribed some pill, then wash rinse repeat. We’re fat all over again. Wait, doesn’t Dunkin Doughnuts sound good right now? Your local pharmaceutical rep thinks so; At least for you anyway.
What about all our sacred holidays that we celebrate. Easter, Christmas, Hanukah, Valentine’s Day, St. Patrick’s Day, Halloween, Cinco De Mayo, Mardi Gras, Independence Day, Thanksgiving, Black Friday, New Years Eve, Wash Rinse Repeat. Now don’t get me wrong, I love my holidays but let’s take a high-level view from a consumption perspective.
Easter: We buy plastic eggs and eat tons of sugar feeding my corn syrup addiction. I’m sure this is how Jesus wants us to celebrate his sacred day.
Christmas: Businesses can live or die off the consumption of goods during Christmas. The masses feed like maggots off of plastic goods, electronics, clothing, candy, the latest gadgets, fashions, toys, Christmas trees and associated goods and decorations. Alcohol is in abundance and drinking while driving becomes more common as the year comes to a close. While some people spend ridiculous amounts of money on their families, some will buy coffee cups for their friends with the latest fashionable or quick-witted saying written on them like “I love you” or “Happy Holidays”. Wow, the originality of that one. Oh, don’t forget that it’s no longer acceptable to say “Happy Holidays”. Who took Christ out of Christmas. As I write about Christmas, let’s think about that for a second. Now gift giving has become an obligation instead of giving people something well thought out and meaningful. What do you think Jesus would actually say about his birthday? Do people even know what Christmas is about? I think some do. Yeah, some people, but I judge.
Black Friday: Holy Moly, the day after Thanksgiving and the lead up to Christmas. I think Jesus would be especially proud of this day. Imagine the people working in Asia turning out electronics, plastic goods and other stuff in anticipation of this glorious day. Close your eyes for a moment and imagine the logistics involved with moving the sheer volume of goods from Asia to all across the United States to their intended destinations. Talk about boats, planes, trains, automobiles, trucks, so on and so forth. More recently there is Cyber Monday. Hell, with the new frenzy of Cyber Monday and Amazon in general, we’ve put the US Postal system back in business. I digress…..again. The consumption of gas just to make Black Friday happen from the factory, to purchase to a gift under the tree has got to be unfathomable. Think about this. It’s all in the name of the holy holiday Christmas. Jesus would be so proud, right? I bet some starving kid somewhere has a great appreciation for the masterful logistical machine moving some gaming system from Asia to the living rooms of children in the United States on Christmas day. Like a zombie on Christmas day, those game thirsty children will now stare down a new mass produced 80-inch LED 5K resolution television to play a first-person shooter on their new gaming system while sucking on a candy cane filling their bellies with sugar. All the while the kid will be whining that their internet connection is too slow, and they can’t find their friends online because everyone on the face of the planet is consuming bandwidth from all the new gadgetry that’s been turned on consuming the bandwidth on the internet. To top it off, the kids will be able to buy additional weaponry in the game for $30 dollars while some other kid in the world is dodging REAL BULLETS in a war zone trying to find some clean water and food. Yep, I ramble just for Black Friday. Hell, people fist fight for goods on Black Friday. Literally fight for goods so they can give a gift on the holy day of Christmas. Ironic I’d say. Again, Jesus would be proud of us. Sorry, I judge….but Happy Holidays and let’s get Jesus back in Christmas while I beat someone’s face in because I want to get a tickle me Elmo for my 2-year-old.
For the rest of the holidays mentioned above, I’ll let you use your imagination. Green colors are consumed, Irish Car Bombs, Red Hearts, flowers, alcohol, American flags, food, sugar, candles, more food, more alcohol, more gas, more turkeys, on and on. We celebrate our blessings all the while people throughout the world or even in our own country struggle. It’s a good thing I’m blessed, and I can throw down a couple of $10.00 Irish Car Bombs. Hell, I don’t even know who Saint Patrick is other than he likes whisky and car bombs. I guess I can look it up on Wikipedia but damn, my internet connection is too slow! It now takes me 5 seconds to connect because three people in my house are lying down in bed on a Sunday streaming movies.
Consumption is chaos as you can see. Just like my blog post. I could literally site example after example after example finding myself writing into oblivion. Let me get back to my Keurig, my ridiculous TV, my cell phone and find the latest news on the ridiculousness of the world today.
Enjoy, take good care…..oh and Merry Christmas.