Effects Of Consumerism In The 21st Century Marketing Essay

The term consumerism denotes an economic and a social order, whose objective is to encourage the purchase of goods and services, in a large amount. Consumerism is part of the media culture, and is associated with Thorstein Veblen, who criticizes extensive consumption. Veblen keenly observed the middle class of the twentieth century, and denotes that there level of consumption increases towards the end of the twentieth century. Their consumption behavior reflected materialism (Close, 24).

On this note, consumerism during the 21st century has led to the rise of materialism, and this is most notable in the technology sector. Materialism in the technological sector is depicted by an increase in the sales of technological gadgets, such as mobile phones, personal computers, compact disk players and other electronic devices. Companies producing these gadgets are known to make millions of dollars in terms of profitability, and an example includes Apples, and Samsung electronic companies.

These companies further accelerate the notion of materiality by improving the quality of their products, to carter for completion that emanates from the companies technological companies. There is an increase in companies producing these gadgets, because of a higher demand. This is only precipitated by the concept of materialism (Hoyer, 41). In the American consumer culture, there is a shift from the moral values of spirituality, communalism, and integrity while consuming the products of a company, or an organization. People now focus on competition and disconnection. On this note, our consumer behaviors depict us as materialistic individuals.

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In relation to competition, an individual will look at what another person has, and strife to buy the same gadget, or a different gadget. People compete with each other, not because they need the product, but to show their competitors that they can afford the same gadget. This is also an aspect of materialism, and it does not support the moral values on consumption. In the 21st century, business organizations initiate policies that will make their products attractive to famous personalities, because they greatly influence the reception of their products at the market. For instance, business organization will pay millions of dollars to sports leading sports personalities, and famous musicians, for purposes of marketing their products.

Players like Michael Jordan, Tiger Woods and David Beckham have made millions of dollars, just endorsing the products of various companies. As a result of their endorsements, the products of these companies, have managed to penetrate their target markets. On this note, consumers purchase these products, for purposes of having a feeling of instant gratification. This is called an aspect of emulation. People strive to emulate those of a higher status than them. The poor strive to live like the rich, and the rich strive to live and behave like the famous.

The consumption behavior of man during the 21st century has shaped him into an individualistic person. Individualism is seen on the corporate sector, at the same time it is depicted on a person himself. For example, producing and consuming commodities result to the extraction, and use of the natural resources. Factories create products from natural resources, and during the process of production, they exert toxic wastes. Using the commodities produced, especially the technological commodities, they emit carbon, which is responsible for eroding the environment. These companies do not want to change their policies and they continue with their productions, with minimal or no measures to reduce the emissions of carbon (Kanner, 51).

They do not care on the effects of their productions to the environment. On the side of consumers, they need to boycott the products of companies that do not put in place environmental policies that will ensure the protection of the environment. One argument is that consumers need the products; this argument is not convincing because there are many companies which may be producing the product, and at the same safeguarding the environment. The only reason that emanates from the consumers in regard to this is individualism. The consumers only care for themselves, and not the future generations who will benefit from the various environmental measures that consumers can help to initiate.

Consumerism creates the tendencies of narcissism (Steckstor, 27). Narcissism refers to a tendency whereby a person feels he or she is better than the other person . A Narcissist does not care for anyone else, apart from himself, and he or she usually seeks attention. The rise of consumerism in the 21st century has accelerated this notion of Narcissism. This is because of the production of various luxuries, and unnecessary materialistic goods which trade at the markets. These products act as a social mechanism, which place people into classes.

For instance, the type of a person might judge the social class of another person through the type of car the person drives. For instance, an individual driving a Mercedes Benz might look down upon an individual with a Toyota cab. On this note, some people develop relationship with products, with the belief that they are a substitute for a good human relationship. This creates a concept of cultural hegemony, whereby a person believes that, because he or she has a certain product, he or she is better than those who do not have such kind of products. The 21st century notion of consumerism has made men and women to possess a dominant nature in the society. According to research, mankind is consuming more than 30% of what the environment within their surroundings produces (Solomon, 37).

According to this research, countries which consume more than what they can produce, look for ways and means of filling in the deficit, by depleting the resources of other states (Solomon, 23). That’s why States like China, engage other countries in the globe, for purposes of looking for energy to satisfy their needs. United States of America also imports a majority of its oil from Saudi Arabia, and Nigeria. This is because it does not have sufficient energy to carter for the consumption needs of its citizens.

Our Human goals have changed extensively dues to our consumer habits. For instance, in seeking a service, humans will be motivated for what they will get in turn, instead of how they will use the service to benefit the society. A good example, is in the education sector. A person will seek education, for self-gain, instead of seeking to serve the society. A person will acquire a job, basing on the expected salary, and not to serve the organization that employees him. This shift in our mentality has changed the goals of mankind in relation to consumption. The 21st century mankind is impressed by innovative ideas, and products. Man does not just buy a product, because it is on the market, he buys a product based on its technological capacity and ability to satisfy their needs (Kukathas, 18).

This is because of the availability of money, made possible through the various opportunities that present themselves at the global economy. For instance, in the 1960s, companies did not care for people with little money to spend. This is because they believed these people did not have the ability to influence the market performance of their products. At the current century, business organizations are forced to seek the customer’s opinions, ideas and thought concerning their products (Chin, 16).

This is because the customer will only buy a product that satisfies his requirements and needs. The 21st century consumer has an ability to bring the downfall of a company, and this is because of the power of the internet and the social media. On this note, the human goal has changed from buying outdated products, to new and innovative products (Steksor, 31). This is proved by the constant innovations and improvements of Apples product, which are well received in the market, and has surpassed Nokia, and Samsung in the smartphones market. The performance of Apples in the market is largely attributed to its innovative tendencies, and this is what consumers look for in a product.

The goal of mankind has changed to accumulating money, for buying luxurious products. This is as opposed to accumulate money for purposes of improving the society. Consumerism has made mankind to depend on factories and government institutions to carter for their basic needs, in exchange for money. Men and women, leave other people, such as business entities to carter for the production of these services. Man is so much focused on money, so that he may gain access to as many possessions as possible (Chevalier et al, 21). On this note, he is unable to carter for his basic needs, such as growing food for domestic consumption. Due to this change of human goals, mankind takes other jobs, to supplement his earning, which in turn he or she will use to buy unnecessary luxuries. On this note, men and women waste their times, on jobs that do not challenge their mental capability, just for purposes of buying luxuries.

In conclusion, consumerism is an international phenomenon. Purchasing and consumption of goods and services in excess to an individual’s capability existed during the eras of the first civilization. This depicts the periods of ancient Rome, Babylon and Egypt. Industrial revolution accelerated the concepts of consumerism. During this period, States in Europe, such as Britain, Belgium, Germany and France sought colonies so that they could provide raw materials for their industries.

These colonies were in Africa, and Asia. These countries focused on building their industrial infrastructure through mining, oil production, building of transport and communication networks, and creating effective financial regimes. During this period, these States were able to create enough foods for the people, and workers were exploited by working many hours a day, giving them little time to engage in consumer activities. In United States of America, the concept emerged during the 1920s, with the rise of cheaper goods.

This notion is similar to that of Europe and in particular, Britain. In Britain, the rise of cheaper, and excessive good due to industrial revelation lead to the emergence of the consumerism culture. Before the periods of 1920s, Americans struggled to feed themselves, because of the scarcity of money, and limited productions (Gunter, 31). But in 1920s, there was the development of an assembly line that made it possible for production of goods in plenty, and thus led to cheaper production. Factory owners also advertised their products, and the results of this were an awareness of the products in question and their availability. The driving factor in this period was the cost effectiveness of the products in question. This is also the guiding factor in the consumer tendencies of the 21st century. Consumers are guided by the availability of money to spend, and the products to buy.