Hyperconsumer society, solutions in Rimouski!
The author is part of the Local Journalism InitiativeI
But what is hyperconsumption? It follows the consumer society and was born in the United States after World War II. Citizens began to have more consumer goods than their basic needs. Work is no longer intended only to satisfy a person’s physiological needs, it offers the opportunity to acquire goods for entertainment, comfort and use of new technologies.
Thus, hyperconsumption characterizes today’s society, where capitalism repeatedly encourages consumption to sustain growth.
The levers of hyperconsumption
Innovation is one of the main pillars to promote consumption through the emergence of new products. For example, it is the technological revolution that has created a large number of products that digital households are rushing to acquire. However, these revolutions are sporadic over a period of time, so pseudo-revolutions are used and the old product becomes obsolete with the promise that the new one is far superior.
Marketing comes into play in creating this belief. This is the second main branch of hyperconsumption. Marketing awakens passion for things that are disconnected from real needs thanks to the development of techniques to discover every little expectation of consumers. It is the emotional character that will surround the product, rather than the features of the product that will be put forward as the main arguments.
E-commerce is another lever of hyper-consumption. Its availability 24/7 is an exceptional advantage for consumption. And above all, it can be obtained from home. Then, the large offer available on shopping platforms enhances personalization, as everyone is guaranteed to find a product that suits them. Part of its power is to track the actions of people who consume it. Ecommerce can track what you’re watching, how long you’re watching, what’s stopping you, and more.
We fall for such a strategy today, where we believe we are disrupting consumer plans by buying at low prices. Hyperconsumption uses the argument of smart buying with prohibitive prices, low prices. Sales days, like Black Friday, Boxing day, but also second hand products. All these ways of consumption are drivers of hyperconsumption.
As a result, hyperconsumption society supports materialistic and hedonistic values and gives freedom to the development of individual values.
Consequences of excessive consumption
Of course, the environmental impact for this type of consumption is huge, with the generation of a lot of waste. And also in the materials extracted from natural places for the production of all these products.
Excessive consumption also has a negative effect on people. After the war, being able to offer basic products to consumers improves quality of life, increases happiness and well-being. But when everyone needs enough to meet their needs and not just their basic needs, consuming more does not make them happy or improve their quality of life and well-being. While other elements of life provide much more happiness and well-being, such as spending time with the people you love; but also to be able to engage in hobbies.
One solution among others
Trying to get out of this model of society, getting out of hyper-consumption, lending, renting and sharing are very good ways. On the one hand, they shorten consumption, on the other hand, companies do not need to rely on the already sold quantity to focus on quality by offering healthy products for rent or from them. And finally, individuation breaks down as we connect with others by sharing goods and resources through non-consumption/ownership.
A case in point is Rimouski itself, which will soon open its doors and stock a library of hand and power tools, as well as kitchenware, gardening tools, and more. And all through tool donations and/or voluntary donations. Great!
Moati, Philip. “Hyper consumer society: broken promises”, Revue Projet, vol. 358, no. 3, 2017, p. 82-87.
