“Many people want the government to protect the consumer. A much more urgent problem is to protect the consumer from the government.” Milton Friedman.
“The consumers determine ultimately not only the prices of the consumers’ goods, but no less the prices of all factors of production. They determine the income of every member of the market economy. The consumers, not the entrepreneurs, pay ultimately the wages earned by every worker, the glamorous movie star as well as the charwoman. With every penny spent the consumers determine the direction of all production processes and the details of the organization of all business activities.” Ludwig von Mises, Human Action.
“Our Ford himself did a great deal to shift the emphasis from truth and beauty to comfort and happiness. Mass production demanded the shift. Universal happiness keeps the wheels steadily turning; truth and beauty can’t. And, of course, whenever the masses seized political power, then it was happiness rather than truth and beauty that mattered.” Aldous Huxley, Brave New World.
The academic discipline of economics is generally recognized as the most sophisticated, value-free, and mathematically rigorous of the social sciences. I do not challenge the soundness of the statistical tools and mathematical models employed by economists, although I am severely critical of the way in which these tools are used and their results interpreted (perhaps the subject of a future essay). And I concede that, internally at least, mainstream economics can justifiably claim to be a positive, value-free science for the most part. But I contend that the dominant schools of economic thought – the neoclassical and Austrian schools – rest on a solidly philosophical, normative foundation which assumes, advances and reinforces a particular organization of human society. I refer to this foundation as the philosophy of consumerism, and in what follows I will discuss the meaning and implications of this philosophy on human civilization in the 21st century.
Economists are the philosopher-kings of the market economy. The degree of influence over public policy which is enjoyed by professional economists – whether in Washington, London, Dubai or Beijing – is rivaled by no other strata of academics, and is increasing still. Thus it is of tremendous importance to understand the ideological and philosophical prejudices of economists, because economists – far from being mere statisticians, commentators, bean-counters, or theorists – have had an enormous influence on the construction of the global capitalist economy, and will continue to play an ever more important role in its evolution and expansion.
Economics is the science of resource allocation and want satisfaction. The central dilemma of economics is how best to allocate the scarce productive, human and natural resources of society so that they can be all be employed in the highest-value manner possible. The market economy is the economists’ preferred solution to this dilemma, because it allows buyers and sellers to meet in the marketplace and engage in the free exchange of resources, with every exchange leaving each party more satisfied as a result of the exchange than either had been before. By allowing the private ownership of resources, and their free exchange on the market, capitalism allocates society’s resources via an automatic process where individuals produce goods and services to satisfy others’ needs and wants, and purchase goods and services to satisfy their own.
Mainstream economics operates under the assumption that all human beings are rational, self-interested, satisfaction-maximizing individuals. The market in a capitalist economy permits these rational individuals to come together and pursue their self-interest in an unrestricted fashion, resulting – in theory – in the automatic allocation of society’s productive resources in the most efficient manner and creating the maximum wealth (and hence happiness) possible. The normative assumption underlying mainstream economics is that the best way to allocate society’s resources is by means of the ‘natural’ interaction between buyers and sellers in the market. The laws of supply and demand which underlie the price mechanism are taken to be as universally applicable as the human nature which imbues human beings with their rational, self-interested, satisfaction-maximizing qualities.
The individual’s quest for satisfaction (or “utility” in economic jargon) is the fuel in the engine of the market economy. It is what drives consumers to spend their money; it is what drives producers to create products for consumers to spend their money on; and it is what drives workers to work and investors to invest and entrepreneurs to go into business, so that they can earn money to spend as consumers. The law of supply and demand, the foundation of economics, is simply the balancing of consumers’ preferences with producers’ productive ability. Demand is the preference of consumers for a particular product, and how much satisfaction it will bring them (expressed in terms of how much of their money they are willing to part with for a particular range of quantities of it). Supply is simply the amount of society’s productive resources that producers are willing to allot to the production of that product at a range of prices.
All of this so far is relatively uncontroversial. Most of the work that goes on in the economics profession involves modeling supply and demand, and determining how specific phenomenon – especially government intervention – distort supply and demand, leaving consumers less satisfied than they would be in the case of a counterfactual, hypothetical, perfectly free market. When markets are distorted, consumers lose, because they are prevented from spending their money in a manner which would maximize their satisfaction in a perfectly competitive marketplace. When consumers’ choices are limited or restricted, it is less likely each will be able to maximize his or her satisfaction, more likely to have to “settle” on a less-than-optimal choice. If the government taxes consumers, consumers lose, because the government will undoubtedly spend their money in a less than optimal manner, on something other than what the consumers would themselves had spent it on. On the other side of the coin – the producers – there are winners and losers. Those producers who would have prospered under a perfectly free market lose when markets are distorted. Some producers, who would suffer or fail under a perfectly free market, prosper when markets are distorted because demand for their products increases.
Economists have thus drawn the conclusion that when markets are more free, individuals are more free. When consumers are given the maximum discretion to pursue their wants and needs uninhibited by prohibitions or taxation, society will be at once as free, satisfied, prosperous and efficient as is possible. Thus my characterization of economics as the philosophy of consumerism – the consumers’ quest for satisfaction is portrayed as simultaneously the means and end of the market economy. Consumerism is defined by Merriam-Webster Online as the promotion of the consumer’s interests. Economists have made the defense of consumer interests the fundamental principle of their discipline. The consumer is seen as the being for whom the productive resources of society are put to work, and as the sovereign under whose direction the economy operates. Ludwig von Mises, a superstar of the so-called Austrian School of Economics, put it in these terms:
“Neither the entrepreneurs nor the farmers nor the capitalists determine what has to be produced. The consumers do that. If a businessman does not strictly obey the orders of the public as they are conveyed to him by the structure of market prices, he suffers losses, he goes bankrupt, and is thus removed from his eminent position at the helm. Other men who did better in satisfying the demand of the consumers replace him.” (Excerpted from Human Action)
What are the implications of this veneration of the consumer? Quite simply, it transforms the maximization of consumer preferences into the organizing principle of the economy, leaving all decisions regarding the economic organization of society to ultimately be made on the basis of consumer behavior. When a consumer walks into a store and purchases a product – say, a toaster – he is making a personal decision that a toaster is going to fulfill some need of his or satisfy him in some way. He is also saying that it is worth at least as much as the $14.99 that he is exchanging for it, or, more precisely, all the other infinite ways he could spend that particular sum of money. What’s more, since we can reasonably assume that this hypothetical consumer works for a living, he is indicating that that toaster is worth the physical expense of however many hours’ worth of labor it cost him to earn the money he is exchanging for it.
If this was the end of the story, then one would be hard-pressed to find anything to criticize about this arrangement. Unfortunately the real world is a bit more complex. When our consumer makes the decision to spend his money on that toaster, he is not making a purely individual or personal decision, but a social decision as well. He is expressing his wish that some of society’s productive resources should be allocated to the production of toasters. This means that capital should be invested in production facilities; inputs and raw materials should be harvested, mined, or produced; engineers should be hired to design prototypes and develop production processes; marketing firms should be contracted to brand and advertise the product; and an army of workers should be hired to spend their forty hours a week, fifty weeks a year, for how ever many years of their lives, producing this particular product.
Now of course people need to work to earn a living, and it matters little to most workers whether they are producing ballpoint pens or jet engines or coffee cups. Consumerism creates jobs, because constant spending and consuming means constant production, thus constant employment for some portion of the population. But the point is that the organization of the economy, and thus the allocation of the productive resources of our society, and all of the social structures which evolve to accomplish this task, is determined by patterns of individual consumer spending rather than any alternative form of deliberation, dictation, or rationalization. As the above quote from von Mises emphasizes so matter-of-factly, consumers ultimately choose what is produced, and by doing so, decide how capital is employed, to which industries investment flows, how the earth’s resources are spent, and how society’s scientific, entrepreneurial, engineering, and creative genius is employed. In turn, this shapes what is produced and how, who employs whom and for what purpose; in a very real manner, both the material and social character of society. But this is true only if the market is given free reign. Anytime resources are allocated by another means – say, via the coercive mechanisms of the state or through a collective decision-making process in a co-op or commune – this ceases to be the case. Mainstream economists would ultimately prefer that all of society’s resources to be allocated on the basis of consumers’ behavior in the market, save for those for which sectors in which this is completely unrealistic (i.e. national defense). Accordingly, I refer to these economists as market fundamentalists, because they advocate the market as the fundamental organizing principle of society.
Is consumerism the best way to organize society’s resources, indeed its social structure even? Can we trust the impulses and spending habits of the unconscious, self-interested consumer to make important decisions with fundamental and long-lasting consequences for civilization and for the human species? Despite the obvious and demonstrated advantages in terms of efficiency and liberty, is there no cause for concern that the fate of society is entrusted to this myopic, frivolous process of commoditizing, selling, buying, and consuming? Further concern must certainly be inspired by the sheer imbalance of power, wealth, and sophistication between the consumers and producers which, for all the talk of consumer “sovereignty” in the market notwithstanding, inevitably leads to the psychological manipulation of consumers by way of advertising, trends, gimmicks, “created” demand, the so-called fashion industry, and much-hyped “shopping seasons” which transform consumption into a tradition and social ritual.
For all the efficiency and liberty of the market economy, the inevitable trade-off of market fundamentalism is that instead of reasoned, careful collective decisions about the allocation of productive resources, we get short-sighted, selfish, emotional individual decisions designed to satisfy immediate superficial psychological desires. These desires, in turn, have been suggested, manipulated, teased, fed, and exploited by producers, who, in the pursuit of short term profits and healthy levels of long-term consumer demand, incessantly attempt to convince consumers that more and more of their problems can only be solved by consuming goods which are reasonably cheap, disposable, and impermanent – supplying instant gratification in shiny packaging, providing psychological as well as material fulfillment.
The end result is not only that we waste our lives, deplete our incomes and fill our landfills with disposable impulse buys and the latest socio-political crutches, but that at the same time enormous amounts of resources, millions of man-hours of human labor, and irreparable degradation of the environment are expended injection-molding Power Ranger action figures, manufacturing as-seen-on-TV gizmos, and sewing and knitting sixteen annual “seasons” worth of high-fashion garments and accessories. And, of course, this is not to mention the billions of dollars spent on advertising designed to convince us that all these new and improved products will bring us happiness, enrich our lives, and make us complete – which they never will, because completeness is bad for business.
This is not to say or imply that individual happiness is a bad thing, or that one should feel guilty for getting satisfaction from a trip to the shopping mall. Nor is it to say that giving consumers’ choices is a bad thing. I’ve personally seen the long lines in Cuba where consumers wait for hours to buy basic items like soap and bread, and am inclined to prefer too many choices to too few, and too little collective control over the organization of society than too much “collective” control concentrated in an authoritarian government. The problem with market fundamentalism is that it pretends as if a social system outside the market does not exist or exists independently of what happens in the market. It ignores the effect of the market on our social structures, the invasion of the market into our social structures, and the fact that our wants as consumers are socially conditioned. Thus, the market not only fulfills our needs and wants, but creates and nurtures them as well. Karl Polanyi, in his seminal work on political economy and economic anthropology The Great Transformation, asserted that “control of the economic system by the market is of overwhelming consequence to the whole organization of society: it means no less than the running of society as an adjunct to the market.” The cultural values of the market economy, especially self-interest, the profit motive, and atomistic individualism, permeate the social life of society. Polanyi argued that in a market society, social relations are embedded in the economic system rather than vice versa. I would posit a more reciprocal relationship: the social relations created by the market economy in turn act to reinforce the economic system, to organize, transform and recreate it.
There are worse ways to organize society than a market economy. There is no doubt about that. Pharaohs conscripting millions of their subjects to build palaces of tombs; feudal systems where the bulk of the population toils their entire lives to feed a class of hereditary nobles; Stalinist slave-labor states; indeed, most of the economic systems which have been attempted on a grand scale in human history have reduced the average individual to a nameless production input with slightly more rights and freedom than livestock. But just because the market economy is the least bad system so far does not mean it is the only system that can work and certainly does not make it the best possible system. Above all, it does not mean we should burn our ships and commit the destiny of human civilization to the success of the market economy. We should be conscious of exactly what vision of society drives economists to hawk their wares on every editorial page, blog, and cable news program they can. We should understand what we are getting in to, what the alternatives are, and decide as a society whether we can build a better way forward. If not, so be it. But such a debate cannot and will not take place, because, in the end, there is money and power involved. In the meantime, I myself will be content to sound the alarm that consumerism ultimately leads to self-cannibalization.
Signing off for now.
drunken cynic