By Paul-Martin Fearon-Hernandez - London Green Left Blog, May 13, 2022
Our Actions Do Not Exist In a Vacuum
Between every blink of an eye, a hundred Amazon packages are shipped in a constant, ever growing barrage of internet consumerism. The past 20 years have been dominated by Amazon’s unwavering growth and revolution of the world’s shopping scene in never before seen ways. Their success thrives off capitalism's incessant gluttony for infinite growth, exploiting our biological hardwiring (by abusing our dopamine triggers to create a literal addiction to shopping) to draw dollar after dollar from our pockets. Capitalism’s reliance on continuous growth (to power the cycle of surplus to reinvestment) creates a need for constantly increasing consumption, even when the basic needs of a society are already met.
As a result, modern ad campaigns aim to convert wants into needs by directly associating fulfillment with material goods (like a man finding love after wearing a certain cologne or a loving family exchanging gifts as a sign of affection) and solidifying this culture of consumption. Nowadays, companies don’t just sell you a product. By marketing certain aesthetics in fashion, music, lifestyles, advertising sells you an identity. Instead of saying what you could have with this product, it’s what you can be with that product. It’s gotten to a point where just watching people buy stuff has become a market in itself. Shouldn’t that alone raise some alarms?
What most consumers fail to realize, however, is the environmental price tag of their consumption habits. While it’s true that the individual carbon footprint was created to distract the public from the fact that 70% of greenhouse emissions are caused by just 100 companies, this isn’t to say consumers can shrug off all responsibility. The money spent on a Shein haul (a popular website where consumers can buy a variety of items, primarily clothing, for dirt cheap) still directly supports their unethical business practices and the larger system of fast fashion.
Ultimately, these industries survive on the wallets of consumers who dump their dollars into their unsustainable consumption habits. It’s a tricky relationship. Take fast fashion, for example. Recent years have shown an absurd increase in textile consumption and more importantly, textile waste. The U.S.’s textile waste has quintupled since 1980 despite the population only having increased 40%. To make it worse, current data shows over 80% of American clothing consumption ends up in landfills, which produce methane, toxic runoffs, and take up land.
Fast fashion is just one industry, too. In even worse business practices, like overfishing, 40% of sea creatures caught aren’t even loaded off the boat, they’re just thrown back into the ocean after they’ve already died. After discarding 38 million tonnes of dead sea creatures a year, the industry then goes on to dump record-breaking levels of plastic into the ocean. Reckless, wasteful practices like these are what lead to the collapses of entire ecosystems at rates never before seen. Waste statistics like these—40%, 60%, 80%—should be a clear sign that we are producing far more than we could possibly need, and the environment and global proletariat are paying the price.
Capitalism Isn’t the Answer (again)
What’s capitalism’s proposed solution to these problems? More consumption (but this time it's “green”)! The rise of greenwashing, a new marketing trend where products are advertised as more sustainable than they actually are, is a perfect example of capitalism proposing itself as a solution to the problems it created. Preying on consumers’ environmental concerns, companies advertise their products as more environmentally friendly in order to increase sales, despite their new production practices having similar environmental impacts as before. They tell us they can do this whole capitalism thing sustainably, we just have to give them enough time that we don’t have.
Though they continue to promise green capitalism through endless, dangerous pledges of net-zero emissions by 20XX, the current state of things has shown that we don’t have time to pray for capitalism to solve the problem. Some propose divorcing carbon emissions from economic growth often known as “decoupling,” which focuses on breaking the link between economic growth and environmental degradation through recycling, pollution standards, and “green” investment. While these policies may be beneficial, any attempt at decoupling is just putting a bandage on a bullet hole. In fact, decoupling attempts often make things worse, such as in South Korea’s 2009 green growth initiative that tried to revitalize the economy while reducing carbon emissions.
While the plan did stimulate the economy, it also spiked emissions, completely defeating the initial purpose. Needless to say, we are beyond the days of experimenting new ways to make capitalism work for us. It’s time we take steps to move beyond the system that destroys the environment in search of another dollar.