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Domestic This - Horace Mann School

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<strong>Domestic</strong><br />

I’ll be doing<br />

my shopping<br />

at TARGET!<br />

-SANTA<br />

Consumerism:<br />

Corrupting the Holidays<br />

by emily feldstein<br />

Welcome to the holiday season.<br />

Unfortunately, this<br />

welcome is belated. Recently,<br />

the holiday season,<br />

typically confined to December,<br />

has extended to include November<br />

and even October. Its encroachment<br />

on the rest of the year may seem undeniably<br />

fantastic– who does not want to start<br />

celebrating a little earlier? However, the<br />

holidays’ ever expanding domain attests<br />

to a growing trend plaguing our society:<br />

an emphasis on consumerism, society’s<br />

overwhelming desire to acquire goods.<br />

Commercialism, a focus on maximizing<br />

profits, spurs consumerism. Companies<br />

want more customers to increase<br />

their revenues. If more people buy more<br />

“stuff,” companies make larger profits. By<br />

starting the holiday season, and therefore<br />

holiday shopping, early, companies<br />

can increase financial gains. Modern day<br />

cupidity has distorted the true meaning<br />

208.100.38.92<br />

of the holiday season. Companies’ only<br />

reference to the sentimental importance<br />

of the holidays comes in their advertisements.<br />

The values of the seasons take on<br />

an entirely different meaning when hijacked<br />

by advertising agencies in the service<br />

of large companies. The cheer of the<br />

early holiday season, then, disguises businesses’<br />

much more sinister and greedy<br />

motives.<br />

Consider Black Friday and its technological<br />

twin, Cyber Monday. Companies<br />

have taken the idea of giving during<br />

the holidays and morphed it into a competitive<br />

sport. Holiday shopping is less<br />

about a thoughtful manifestation of caring<br />

and more about getting the best deals.<br />

Of course, businesses use sales to incentivize<br />

consumption and increase profits.<br />

Now, the holidays are used in the service<br />

of consumerism. Every time we turn on<br />

the television, starting in November, we<br />

are bombarded with Christmas carols or<br />

other holiday songs used in advertisements.<br />

Target, for example, has a commercial<br />

in which a woman, dressed suspiciously<br />

like Santa Claus, records herself<br />

singing a Christmas song. <strong>This</strong> commercial<br />

aired before Thanksgiving, advertising<br />

Target’s Black Friday event. Of<br />

course, Target is not the only perpetrator;<br />

its advertisements merely exemplify the<br />

hijacking of holiday sentiments.<br />

Every year we lament consumerism’s<br />

corruption of the holiday season’s true<br />

meaning, and every year we are right.<br />

We rarely, though, consider another serious<br />

implication. Aside from the ethical<br />

and societal ramifications, there is also<br />

a serious environmental and ecological<br />

consequence. So, when buying holiday<br />

gifts, we may be contributing not only to<br />

a distortion of the holidays’ true meaning<br />

but also to global warming. Consumerism’s<br />

holiday dominance underscores a<br />

broader trend; with the encouragement<br />

of businesses, we now constantly feel the<br />

need to buy and to consume.<br />

Our consumption has drastically<br />

expanded, causing significant economic<br />

growth. In fact, in the past century, the<br />

global gross domestic product (GDP) has<br />

increased 40-fold while the population<br />

has only quadrupled. Seemingly, growth<br />

is just what the foundering worldwide<br />

economies need. However, there are a<br />

finite number of resources available on<br />

earth. The more we consume, the fewer<br />

resources remain. Thanks to increased<br />

consumerism at the encouragement of<br />

businesses, in one year we now use 1.4<br />

times the earth’s ability to regenerate<br />

what we use. Unfortunately, the United<br />

States is the greatest offender in this<br />

overextension of earth’s resources. If<br />

the entire world consumed at the rate at<br />

which the U.S. is consuming, we would<br />

need, according to the Capital Institute,<br />

five earths. As consumption grows, our<br />

natural resources will shrink. Soon, perhaps,<br />

we will face food, energy, and water<br />

shortages, soil degradation, and even climate<br />

change.<br />

Considering these scary ramifications<br />

of consumerism, we should now<br />

take a step back. We don’t need to consume<br />

to have a special holiday season.<br />

HMR<br />

The <strong>Horace</strong> <strong>Mann</strong> Review | Issue 4 9

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