Ever since I started media studies in college, I feel like I’ve become much more aware of my identity as a consumer. I often find myself critiquing adverts (as if I had a part in creating it) and deciding whether I think it’s effective or not. Just yesterday I walked past an advert with my friends, it was a McDonalds advert that depicted a fry being dipped in a milkshake captioned “the rogue dip”. This sparked a heated 20-minute debate over whether this was a genius or diabolical combination. All I could think about was how powerful that advert was and its ability to make us critically talk and debate, thus resulting in the brand being subconsciously imprinted in our minds. It can be hard being so self-aware, because I tend to give in to these marketing tactics anyway. I spend on things I don’t need, or I’ll buy something just because it’s an upgraded version of what I already have. I have explored thrifting, however even that has been captured by consumerism. Its development in popularity has caused it to be something purchased for aesthetic rather than sustainability, therefore in many cases the prices have risen to match products that are brand new!
While I do intend to make better and more environmentally friendly purchasing decisions in the future, I also know that I should allow myself to enjoy consumerism. A lecturer once said to me that sometimes we need to step back and give in, because if we analyse everything around us from a marketer perspective we’ll drive ourselves mad. So, to whoever may be reading this, go buy the thing that makes you happy. Invest in your hobbies and interests!