BACK TO BASICS

BACK TO BASICS

© Sabari Ganesh; “All Rights Reserved”
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            A retrospection of the evolution of the human race would lead us to introspection on the factors that influence the collective behaviour of the people as a whole. The ‘Mass Approval Phenomenon’ is one such factor that has had a major influence on the human kind, irrespective of any segregation based on geography, race or sect. The impact of this phenomenon was such that, people whom we adore today were once ridiculed by their contemporaries, in their life time.

            Subramania Barathi, adored by us as Mahakavi, was ridiculed by his relatives as a madcap. Columbus was threatened by his own co mariners to be murdered and thrown in the sea, had they not discovered land by the next dawn. These people were visionaries in their own command and amidst simple people like many of us; unwilling to sacrifice even trivial pleasures. However, since they remained unsubmissive to collective peer pressure; deriving strength from their inner conscience, they emerged successful.

They were intellectually bold in implementing their ideologies and their actions were explicit. This kind of open and truthful execution was due to the fact that they did only what they felt right; driven by conviction. Some other interesting aspects about them were that they were broad minded, expansive; not carried away by trivial pleasures; in steep contrast to many of us.

“Simplicity arises out of profound thought!”

Al Ries and Jack Trout in “The power of simplicity”

Quite a point! On analyzing the factors in exclusion method, that could be the probable substratum of a thought that is actually profound; we are forced to exclude most of the factors that we consider very important. Some of the factors excluded worth mentioning would be education, wealth, social status and authority.

The lack of profound thought that could not be cultivated by any of the above mentioned excluded aspects could be attributed to the existence of an escapist attitude in many of us. We thrive and derive happiness by dwelling in a world of fantasy and fun that is dictated by us, collectively. This is actually the substratum that deludes us from rational thinking and is cashed upon jealously by companies.

Consumerism is the point of debate that is proposed here. Any activity that is being performed today would have emerged from its rudimentary predecessor of early times. The barter system of trade could be attributed as the rudimentary form of today’s consumerism. The principle of barter trade rests on the need to survive. The exchange of goods was intended to ensure survival; hence the trade was generous; and the surplus was also given away in charity.

In contrast, today’s consumerism rests on wealth accumulation and hoarding. The three prime factors that propel the modern consumerism is the intent to convert every possible luxury into necessity; hence the existing product is outdated; and advertising is a necessity even for products of basic consumption.

The foundation of barter trade was mutual coincidence of needs!

The foundation of modern consumerism is avarice!!

“Poverty wants something, luxury many, avarice all things!”

May we describe today’s consumerism as a deliberate deferral of disbelief in the value of material goods? It may be appropriate in trade that focuses on fun and enjoyment as the end product – like watching a movie or a theatrical performance; where the intention is fun, driven by common sense. However, applying this to every trade is the fatal trend witnessed today.

The emergence of shopping malls and the rapid proliferation of advertisements that flashes on us through different media stand testimony to the fact that the consumers are easily carried away by the fun factors than real need. Advertising, how much ever it is pleaded to be factual or true to purpose; spreads a lie that the product or service advertised is necessary.

It is a lie due to the fact that a product or service that is essential for sustenance of life would need no advertising! Also, these advertisements are pregnant with the only idea conceived that the product is intrinsically necessary. If that be appropriate there would be no justification to our prospective customer being alive, witnessing the advertisement to get carried away by the fun factor and eventually become a prey to the company offering the product by purchasing it; thereby adding positively to the treasury of the company.

The evidence of the above statement is carried in the purchase basket of every modern citizen; wherein the percentage of essential commodities has shrunk to a minimum, creating ample space to the ever proliferating non essential items. An interesting twist to our story and allegation is created by the fact that companies have also started accepting our stand by way of releasing advertisements that suggest the consumers the basic need a product satisfies.

In the cool drink sector, the rudimentary purpose of consuming a cool drink is side-tracked by various advertisements, depicting a swarm of aspects that another company’s advertisement differentiates itself proposing basic need the product satisfies!

“Sprite – Pyaas Bhujayae; Bhaaki All Bhakwas!”

Again, does one need an aerated bottled drink to quench thirst else could choose water or buttermilk! The existence of this phenomenon is because, we human beings – social animals, distrust our direct experience and look at others for our decision making. The result is long term dissonance. So, one must accept only what is essential and discard the rest.

We should introspect to be very clear in understanding what we really require and choose the best; irrespective of what others possess.

Above all, desires can never be quenched by satisfying them. When one gets satisfied, a new set of desires arise, ultimately leading to constant dissatisfaction and dissidence!

The secret is,

“Be simple and keep it simple!”