Life is complicated enormously by modern propaganda.
Commercials and advertisements work relentlessly to convince us products manufactured on assembly lines will bring us joy and make us insanely happy. But in reality they make us more insane than happy.
The goal of Madison Avenue is to prompt discontent, increase desire, and change our attitude from “That’s extravagant” to “I need it.”
They are so subtle at their craft we hardly realize we are being brainwashed. Slowly, they take control of our desires, our checkbooks, and our life.
Becoming Minimalist was founded on and has remained true to one simple message: Owning less is better than pursuing more. Possessions do not equal joy—even worse, they often distract us from it.
But to live this out on a daily basis, we must be mentally prepared to counter the pull and influence of consumerism.
We must remind ourselves often that happiness is not an item to be purchased, it is a decision to be enjoyed. Our happiness is not based on possessions.
Some of the most joyful people I have ever met live in extreme poverty while some of the wealthiest people I know are miserable. Happiness is not found in the abundance of possessions. It is a decision we make each morning.
It is wise to identify what advertisements are trying to sell us. The emphasis in modern advertising has moved from providing factual information on a product to creating associations in the mind of a consumer.
Most advertisements are not trying to sell us on the material properties of the item. Instead, they appeal to our subconscious desires (status, sex, prestige, happiness, appearance, self-esteem, identity, or reputation) or subconscious fears (loneliness, security, weaknesses, uncertainty). Be aware of their strategy, look for it, and don’t be fooled.
Buy things for their usefulness, not their status. Purchase items for their ability to meet your needs, not for their ability to impress your neighbor. Apply this principle everywhere—your house, your car, your clothes, and your hobbies are all good places to start.
Intentionally and purposefully seek to remove advertisements from your life. Cancel your junk-mail (both physical and digital). Mute your radio/TV during advertisements or better yet, stop watching television altogether. Enjoy outdoor recreation (biking, exercising, hiking, gardening, camping) or occupy your mind with reading, art, conversation, philosophy, or meditation.
Enforce a 30-day wait period on major purchases. The extra month will provide ample opportunity to answer the question, “Do I really need this?” It will also help you answer these questions: “Are there any subconscious motives to this purchase?,” “Which brand is the highest quality?,” “Can I find it cheaper elsewhere?,” “How likely is it this purchase will soon become unused?” and “Am I controlling my decision or am I being manipulated by someone else?”
Join our joyful revolution. More and more people are choosing to say “no” to the mindless collection of material possessions and say “yes” to more important pursuits instead.
Overwhelmingly, these people are adamant that life is better when the influence of consumerism has been broken. You will most certainly agree.
Well done! This is a very nice way of drawing attention to how we spend money and not noticing it. Concise and supported with concrete examples as always I really enjoyed your post – as a new member of your blog. Thank you very much, Joshua.
Let me tell you a little consumer story. More than 20 years ago, I was visiting with my Aunt Margaret (who is now deceased). I sat in a chair that seemed to wrap its arms around me and hug me. I told her it was the most comfortable chair I had ever sat in. She laughed and said they were taking this chair to the dump that very day. All of her family were tall people and this little chair was not comfortable to them. So she gave the chair to me. Fast forward to two years ago and two recoverings of this remarkable little swivel chair. The arthritis in my knees had gotten worse, and it was a bit hard to get out of the chair if I sat for too long. My housekeeper told me I needed to get a motorized lift chair. I gave my little swivel chair to my aunt’s daughter who was happy to get it b/c it had belonged to her mother, and I bought a motorized chair. The motorized behemoth was carted into my rather small living room, and I tried valiantly to adjust to it. Unfortunately, it hurt the backs of my legs when the footrest was raised and even affected the circulation in my legs. One day I realized I hated that chair. I gave it to my housekeeper (who loves it) and went looking for a new chair. I bought another little swivel chair that seemed comfortable in the store. However, I needed a special upholstery to match my living room furniture. After about six weeks, the new chair arrived. I knew immediately when I sat in it that I would not be happy with it long term. But I had it specially upholstered and couldn’t return it. I was waxing nostalgic to my cousin about the original little swivel chair one day at lunch. She asked if I would like to have the little chair back. Suddenly, the sun came out and my day became brighter. “Yes!” I exclaimed. So, my cousin has a new swivel chair, but I have my original little swivel chair that hugs me back. Now, approximately $2,000 later, I’ve learned my lesson. Whatever it takes, my original little swivel chair that hugs me will stay in my home forever. I shall never again go foraging for what other people think I need. The end.
“They are so subtle at their craft we hardly realize we are being brainwashed. Slowly, they take control of our desires, our checkbooks, and our life.”
Joshua…..I would suggest the following edit:
They are so subtle at their craft we hardly realize we are [allowing ourselves to be brainwashed]. Slowly, [we relinquish] control of our desires, our checkbooks, and our life.
Madison Avenue is attempting to brainwash us for certain. My responsibility, however, is to consciously filter and combat the assaults. This requires focus and vigilance on my part. The “control” they seek to take is mine alone to yield……requiring me to be ‘awake and aware.’
Thank you for your commitment to the message of minimalism.
This spring we have decided to look for a small used pop up. Buying used as we couldn’t justify cost vs usage of new purchase. Want something better than tent and get up off ground and stay warmer and dryer.
And plenty campers that are good enough for us.
I’m sure lots of people would only consider buying new and big. Bigger is not always better. I want easy to haul, set up, and doesn’t have to be perfect, just easier on our old bodies.
This search is going to be an adventure!!
I just started project 333. I only own 35 items of clothing anyway. I get a lot of books and magazines from the library. Even buying 1 new thing is very hard for me. Right now, I am trying to decide whether to buy one tube of toothpaste or two. Many of my clothes came from my husband or my son.
We have a big family; 7. Live in a small house; 1200 square feet. And, live in an expensive place… Hawaii! By keeping life simple, we have been able to cash flow our first 2 kids through college. Before we buy anything we ask ourselves; can we do without it, can we borrow it, can we rent it, or can we buy it used? Owning less frees up both time and money:)
I can cancel my junk mail?!? How do I do that?
You can get signs on your letter box “No Junk Mail” etc
I agree. The problem occurs when advertisers are no longer just trying to meet our needs but are brainwashing us into thinking we need more than we actually do. That’s why I’ve reverted to only listening to podcasts, public radio, and mute the TV when ads are on. It’s not just the consumerism that bothers me, it’s all the noise pollution.
By the way, I enjoy reading your blog. Excellent work! Please check out mine if you get the chance.
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I agreed and loved most of this, except… I have to say it… I’m not sold on the fact that everyone can just choose to be happy and tada! There they are, happy as a lark. I guess part of this is the number of friends I have who experience mental illness, for whom happiness is not always a choice.
But in general, I completely agree with the pull of consumerism. I never watch adverts (as I never watch tv) and yet still I find fashion has this strange pull on me. We’re well conditioned humans!
Gardening, hiking, those are some of my favorite things! Almost all my favorite memories of places I’ve been involve outdoors and plants…Living slower lets you live deeper…
Waiting 30 days for a big purchase works really well for me. Usually, I have this rule for smaller purchases – I usually wait overnight before making the purchase. If the purchase still enthralls me after a night of cool-down, then I let go and spend the $100 on the item. In a lot of the cases, I don’t care about that item anymore, so I push it off. Until the next time, the demon of advertising whacks me in the head.
Thank you for the post.
I feel bad for reading this post only now. I just ordered one of those wearable gadgets for me and my wife. I did try to hold off buying it, it’s been weeks. But I don’t know what urged me to obsess on it again and now I eventually hit the buy button. I feel like it’s unavoidable!
Return them as soon as they arrive!!!
I look forward to your blog. It keeps me accountable and focused on the eternal rather than the now. Thanks Joshua.
I worked with my teenage daughter on a project about consumerism and advertising for school. One of the things that they had to do was analyze a commercial to determine how the product is being “pushed”. It was very eye-opening for both of us. Now, any time either of us see an ad or commercial, we can see the truth beneath the glamor.
I find this particularly easy to do. I know I do not need a lot of stuff or duplicates of junk.
The problem comes with my girlfriend. She has 2 children, that no matter my best efforts, are heavily influenced by the larger culture. There is no way to get her family on board either. The kids have 3 sets of grandparents and a lot of relatives. Her family has considerable disposable income. The kids get showered with a ton of useless junk and my girlfriend vehemently defends her families right to do so. I never win these battles. As a result the kids learn that consuming is good and why ever reuse things or find used things because you can just go to the store and get the latest, shiniest version. They have the same attitude towards food and resources too. Drives me insane.
Maybe it’s time to re-think this girlfriend. She may break your bank some day.
It seems that the issue is what her family is spending. It’s not clear that the girl friend is doing the big spending. People in that situation could ask for experience rather than goods. Zoos, museums and the like. Or college funds