Column: Relationships

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06-08-2020

Column: Relationships - AFFLUENZA

More than a decade ago Oliver James wrote about a virus sweeping the globe with pandemic effects. He termed it the Affluenza Virus - an obsession with consumerism.
James’ research took him around the world comparing the level of emotional distress of citizens in many countries. He found the citizens of more materialistic societies with the most unequal wealth distribution, had the highest levels of emotional distress, depression, anxiety, and substance abuse. James concluded that the affluenza virus takes hold in societies where citizens become brainwashed into believing that confected wants are necessities.
After World War Two many societies shifted from a focus in production to marketing. Corporations recognised that consumers had less immediate necessity to buy the bulk of manufactured goods that were being produced. If consumers chose not to buy, an economic depression would surely follow. Consequently, marketing began to focus on promoting wants that people did not know they had.

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