An exploration of modern consumer society and a guide towards mindful consuming

Consumerism, the societal tendency to acquire excessive material goods, is a worldwide cultural phenomenon that has serious consequences for individual well being and the environment. Evolving out of a complex historical process, modern consumer culture emerged in the 1970's in the U.S.A. Several economic, social, and psychological factors appear to contribute to maintaining and perpetuating this phenomenon. However, the most salient factor associated with modern consumerism appears to be the media, which uses sheer exposure as well as sophisticated psychological methods to encourage consumption. While we have accrued some significant benefits from living in this culture of consumption it is the negative consequences that are our primary concern. Not only is consumerism devastating our natural resources but it also diminishes individual well-being. Many authors, having recognized this detrimental relationship, provide solutions aimed at gaining control of our consumer lifestyles. These solutions provide a good starting point for an individual but an essential piece that is missing from the literature is how to implement these changes in a way that makes sense for any particular individual and in a way that leads to lasting change. To fill this gap, I have created a guide based on mindfulness, a practice that increases our awareness of the present moment, which will help individuals cope better with our current consumer climate. Two westernized approaches to mindfulness form the foundation of the guide, Langer's (1989) cognitively-oriented approach, rooted in her research on mindlessness, and Kabat-Zinn's (1990) meditation-based approach which developed out of Eastern Buddhist practices. In terms of consumerism, the increase in awareness developed through mindfulness exercises can aid in lessening our susceptibility to subtle coercion, allow us to make more deliberate decisions and increase awareness of how our spending habits affect the world around us. The guide is broken down into eight sessions each consisting of multiple questions as well as meditation-based exercises. Following the guide, a case study is presented to demonstrate how a person might benefit from working through the sessions.