These are the facts: Chain stores dominate our high streets. Adverts dominate our media. And brands dominate our culture – to the extent that owning the right products defines what it is to be normal. For some people this isn’t an issue – they shop for pleasure, they love the big brands, and they feel comfortable being sold to all day. I’m not one of those people. Well, not anymore. I’ll give you three reasons why:
1. Non-essential consumption is a root cause of the situation we find ourselves in today – the environment, the economy and popular culture are all affected by the drive towards consumer growth.
2. Consumerism doesn’t work – in that it’s supposed to make us happy. Not in any sustainable way. Shopping is like a drug – the instant high is fantastic, but it’s never enough.
3. We’re starting to lose the choice. There are millions of consumer choices on the shelves. But alternatives to consumerism isn’t one of them. It’s virtually impossible to live brand-free and be normal.
This website, my videos and my book document my struggle to live within a consumer culture, of which there is next to no escape.