45 Years, 45 Days

45 Years, 45 Days: In Praise of Consumerism

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For 45 days, we'll be celebrating Reason's 45th anniversary by releasing a story a day from the archives—one for each year of the magazine's history. See the full list here.

What's so bad about shopping anyway? In Reason's August/September 2000 issue, James B. Twitchell made the case for consumerism. When the going gets tough, he argued, the tough go shopping. And sometimes even get happy.

The idea that consumerism creates artificial desires rests on a wistful ignorance of history and human nature, on the hazy, romantic feeling that there existed some halcyon era of noble savages with purely natural needs. Once fed and sheltered, our needs have always been cultural, not natural. Until there is some other system to codify and satisfy those needs and yearnings, capitalism–and the culture it carries with it–will continue not just to thrive but to triumph….

Getting and spending have been the most passionate, and often the most imaginative, endeavors of modern life. We have done more than acknowledge that the good life starts with the material life, as the ancients did. We have made stuff the dominant prerequisite of organized society. Things "R" Us. Consumption has become production. While this is dreary and depressing to some, as doubtless it should be, it is liberating and democratic to many more.