And, while expressing gratitude seems innocent enough, it is a revolutionary idea. In a consumer society, contentment is a radical proposition. Recognizing abundance rather than scarcity undermines an economy that thrives by creating unmet desires. Gratitude cultivates an ethic of fullness, but the economy needs emptiness.

While expressing gratitude seems innocent enough, it is a revolutionary idea. In a consumer society, contentment is a radical proposition. Recognizing abundance rather than scarcity undermines an economy that thrives by creating unmet desires. Gratitude cultivates an ethic of fullness, but the economy needs emptiness.

We are a consumer society, and the danger of being a consumer society is that we begin to define our walk with God, or our Christianity, in terms of what we consume rather than what we do. The danger is that we can get to a place where our faith is made up of consuming faith (not living it). If someone asks you, “Are you Catholic,” and you respond, “Yes. I go to Bible study. I watch EWTN, I listen to Catholic radio, I’m always on the Catholic news sites …” that has nothing to do with being a disciple. It can be part of it, but I think right now there’s a need to go from theory and understanding to action, and to relationship. If we busy ourselves so much with the consumption of the Faith, we can trick ourselves and our faith becomes a hobby.

"But even in the much-publicized rebellion of the young against the materialism of the affluent society, the consumer mentality is too often still intact: the standards of behavior are still those of kind and quantity, the security sought is still the security of numbers, and the chief motive is still the consumer's anxiety that he is missing out on what is "in." In this state of total consumerism - which is to say a state of helpless dependence on things and services and ideas and motives that we have forgotten how to provide ourselves - all meaningful contact between ourselves and the earth is broken. We do not understand the earth in terms either of what it offers us or of what it requires of us, and I think it is the rule that people inevitably destroy what they do not understand."

The consumer society is so all-pervasive today that it is easy to assume it has always existed. Yet in reality it is one of the more recent innovations that propelled the West ahead of the Rest. Its most striking characteristic is its seemingly irresistible appeal... The result is one of the greatest paradoxes of modern history: that an economic system designed to offer infinite choice to the individual has ended up homogenizing humanity.

Consumerism tells us that in order to be happy we must consume as many products and services as possible.

"Is it possible nevertheless that our consumer culture does make good on its promises, or could do so? Might these, if fulfilled, lead to a more satisfying life? When I put the question to renowned psychologist Tim Krasser, professor emeritus of psychology at Knox College, his response was unequivocal. "Research consistently shows," he told me, "that the more people value materialistic aspirations as goals, the lower their happiness and life satisfaction and the fewer pleasant emotions they experience day to day. Depression, anxiety, and substance abuse also tend to be higher among people who value the aims encouraged by consumer society."

He points to four central principles of what he calls ACC — American corporate capitalism: it "fosters and encourages a set of values based on self-interest, a strong desire for financial success, high levels of consumption, and interpersonal styles based on competition."

There is a seesaw oscillation, Tim found, between materialistic concerns on the one hand and prosocial values like empathy, generosity, and cooperation on the other: the more the former are elevated, the lower the latter descend. For example, when people strongly endorse money, image, and status as prime concerns, they are less likely to engage in ecologically beneficial activities and the emptier and more insecure they will experience themselves to be. They will have also lower-quality interpersonal relationships. In turn, the more insecure people feel, the more they focus on material things.

As materialism promises satisfaction but, instead, yields hollow dissatisfaction, it creates more craving. This massive and self-perpetuating addictive spiral is one of the mechanisms by which consumer society preserves itself by exploiting the very insecurities it generates.

Disconnection in all its guises — alienation, loneliness, loss of meaning, and dislocation — is becoming our culture's most plentiful product. No wonder we

Any affluent, mass-consumer, capitalist society will encourage—indeed actively cultivate—the ambition to live comfortably (if not get rich). This is, after all, how such economies reproduce themselves: by creating continual mass desire for a wide range of consumer goods and services. If such a society only guarantees the constitutional essentials, however, without providing every citizen with a real opportunity to reach the goal of material comfort, then it is far from obvious that those who, because of lack of resources, are inhibited in this pursuit are being unreasonable when they choose crime as an alternative to subsistence living.

As materialism promises satisfaction but, instead, yields hollow dissatisfaction, it creates more craving. This massive and self-perpetuating addictive spiral is one of the mechanisms by which consumer society preserves itself by exploiting the very insecurities it generates. (p298)

Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better.

Capitalism has indicated that humans might be able to achieve a postscarcity society—a world in which everyone has enough of what they need to sustain life. But despite grocery stores and dumpsters overflowing with food, billions of people go hungry; despite labor-saving technologies, most people work more for less; despite breakthroughs in health care, many die needlessly. Meanwhile, consumption has been transformed into a barometer of one's worth, a never-ending quest for happiness via commodity choices. And it's always premised on what one has to exchange for that abundance, or else it's denied.

Consumerism is the one thing that gives us our sense of values. Consumerism is honest, and teaches us that everything good has a barcode.

Consumer culture promises us that we can buy our way out of pain — that the reason we're sad and angry is not that being human hurts; it's because we don't have those countertops, her thighs, these jeans. This is a clever way to run an economy, but it is no way to run a life.

Consumerism has created a culture that values style over substance, image over reality, and perception over performance.