Cimate Change and Culture Change

In his article entitled The Rise and Fall of Consumer Cultures, Eric Assadourian notes the centrality of consumption in the American way of life. Consumption, he explains, is wrongly seen as having limitless benefits to the individual. What is most troubling about this mindset is how deeply ingrained it is in American culture. The American Dream itself is a dream of ultimate consumption: a car run by fossil fuels, a television for each room powered by electricity, access to airline travel, etc. Assadourian argues that this cultural reality – that consumption provides contentment – is not an innate part of humanity. In order to have a cultural transformation, “cultural pioneers” would have to rise to prominence in every aspect of society: education, media, government, business. Climate change and environmental degradation are multifaceted, interconnected problems and require similarly multifaceted, interconnected solutions – from the food we eat to how we travel to how we even think about these facets of life.

Assaourian’s plan is to fundamentally switch the orientation of the West’s institutions from consumption to sustainability. His ideas are intriguing and inspiring: a more equitable society where individuals aim more towards personal than financial fulfillment, where there is greater access to public services like transportation. I think, however, that these ideas are at odds with a capitalist economy, where greater production and greater consumption lead to wealth, which is seen as inherently good. Instituting these kinds of changes seems to go against the foundation of America’s governance: rich, old white men with corporate interests. I think the most effective way to change our society would be through the younger generations. Changing our education system is, to me, seems the most effective mechanism Assaourian suggests. Educating youth about nutrition, about the environment, about being critical of consumerist media, could all breed cultural pioneers who are inspired to change the American societal paradigm to a sustainable one.